Beijing Dentsu's Content Marketing Approach

The 2016 FIFA Club World Cup was held in Japan on December 8-18. The event is under the title of the sponsor Alibaba's Internet automotive operating system brand YunOS Auto. There were 7 teams participating in this event, including champions from the Football Associations of six continents and the host Japan's J1 League champion. In the final on December 18, the European champion Real Madrid beat Japan's J1 League champion Kashima Antlers by a score of 4 to 2 in the extra time. In December 2015, Beijing Dentsu successfully drove cooperation between Alibaba and FIFA. Alibaba E-Auto (renamed as Alibaba YunOS Auto in 2016) will be naming the FIFA Club World Cup from 2015 to 2022, and Alibaba has become FIFA's first title sponsor in China.


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Alibaba Group Director and CEO Zhang Yong presented the "Most Valuable Player Award" to Cristiano Ronald


Sports are the common cause of mankind. In the development of today's sports marketing, sponsorship is a critical part, and the sponsor is a major player and final executor. As one of China's and the world's most popular sports, football match sponsors will gain much greater audience attention, brand penetration, and influence. In October 2015, with the abundant sports marketing experience and unique sports resources, such as stadiums, sporting events, sports celebrity endorsement, sports media and etc. of its headquarters in Tokyo, Beijing Dentsu successfully assisted Alibaba to achieve the cooperation agreement with FIFA through intercultural communication and negotiation. The news were covered as headlines in major Medias all over the world, making Alibaba an important player in the international sports industry. Meanwhile, it introduces this sports competition to China and makes a pioneering influence in the entire Chinese sports industry. In the future, Beijing Dentsu will continue to provide more marketing support for Alibaba Group. After presenting the award to Suárez in the 2015 FIFA Club World Cup final, Chairman of the Board of Alibaba Jack Ma visited Dentsu Tokyo and expressed his gratitude to Dentsu for being able to efficiently promote the cooperation of the two sides in a short period of time.


Apart from sports marketing resources, Beijing Dentsu also has entertainment marketing resources which include celebrity endorsements, TV programs, movie marketing, internet resources, and so on. The team that is specifically responsible for content marketing business provides three-dimensional communication solutions with the “Contents” as the core of planning, which include Internet marketing, topic marketing, celebrity endorsements, content placement, advertising linkage, cross-industrial linkage, event linkage and many other services, to make full use of Dentsu's unique resources in the fields of sports and entertainment marketing to develop business (please refer to introduction in the end of the article for our cases and services content). In practice, Beijing Dentsu Content Marketing Team summed up a professional mode of operation: from prior assessments, collaboration negotiation, program production, to project summary, conduct whole-process monitoring and evaluation to ensure that we can achieve the client's goals.

 

In order to better integrate content marketing resources, Beijing Dentsu formed a dedicated team to provide animation IP advisory services. It is well known that Dentsu Tokyo ranks No. 1 in terms of the number of cartoons authorized among the advertising agencies in Japan and it has very strong resources and strength in the field of animation. Dentsu Tokyo invests in more than 10 Japanese cartoons every year, it has the rights of overseas sales of many cartoons, and has been involved in investment of many popular cartoons in China, including Gintama, BLEACH, Fairy Tail, Haikyuu, and YURI on ICE. On the other hand, China's strong demand for copyrighted content provides a huge market and business opportunities for Japan IP advisory services. Based on this premise, Beijing Dentsu's Animation IP Advisory Team is set up to be the bridge that connects China and Japan. With Dentsu Tokyo’s help and support, the Animation IP Advisory Team has shown a unique advantage since its inception, and has provided animation IP distribution, sponsorship, investment, license, brand linkage and other business advisory services for many domestic video platforms, game companies, derivatives design and production companies, successfully assisted a large number of domestic companies to obtain the relevant authorization. Meanwhile, the Animation IP Advisory Team also actively develop projects in event marketing, collaboration and product promotions, striving to maximize the business value of IP.


Beijing Dentsu Content Marketing Team is a high quality operation team with business mode thinking ability, planning ability, production ability and implementation ability. We utilize unique content marketing and IP resources, while integrated with creative capacity, to cooperate with researcher and developer, publisher, and content release platform, to actively develop China market, using content marketing's promotion mode to help brands to be more close to consumers. We have now successfully served many well-known international brands, such as Alibaba, Canon, Toyota, KFC and Huawei. Through abundant experience, excellent creative ideas, professional services attitude and strict implementation, we dedicate to offer a variety of solutions for sales growth, influence expansion, reputation improvement and fans winning for brands.


Celebrity endorsement: Li Yifeng's endorsement for CANON EOS M

 

Music content marketing: Li Yundi & Taylor Alison Swift's endorsement Toyota Hybrid


Entertainment marketing: KFC x Alibaba Music, breakfast project

 

IP copyright: PEANUTS cartoon x Honda FUNTEC promotion project

 

Business marketing: Huawei Honor Star business marketing service

 

Case Studies:

Celebrity endorsement case: Li Yifeng's endorsement for CANON EOS M has impressed young consumers in China, Wang Baoqiang's endorsement for Master Kong Beef & Chinese Sauerkraut Instant Noodle, Shu Qi and Hugh Germaine's endorsement for Guangzhou Toyota Motor Levin.

Music marketing case: Li Yundi and Taylor Alison Swift's endorsement for Toyota China HEV, Guangzhou Toyota Motor YARiS L musical theme + 7 young spokespersons.

Entertainment marketing case: KFC x Ali Music breakfast project, Chef Nic & "EOS x Nic" limited edition camera bag, LEVIN HEV's title sponsorship of Tencent's "淘跑" celebrity live show..

Sports marketing case: Alibaba E-auto (renamed as Alibaba YunOS Auto in 2016) obtained the title sponsorship of FIFA Club World Cup, KFC's sponsorship of the Beijing Marathon rights activation execution, rights negotiation and activation planning for Huawei Fitness APP sponsorship of the Shenzhen International Marathon, 2015 Beijing IAAF World Championships.

Copyright marketing case: The Brothers Sleeping in the Top Bunk copyright use on KFC wings bucket, PEANUTS cartoon x Honda FUNTEC promotion project.

Business marketing case: Ali Music business marketing services, Huawei Honor Planet business marketing services.


Content Marketing Services:

Movie marketing: film placement, film sneak preview, movie derivatives, image licensing, pre-movie advertising, global premiere, film camp events, Baidu SEM traffic drainage, movies program placement, cross-border cooperation in WeChat movie tickets

Program marketing: program placement, pre-movie adverts, program decoration, offline activities, social media topic hype, cross-border cooperation, T2O mode

Self-produced online program marketing: maximum product placement, expansion of streaming video platform, online program release, viral videos, social media topics hype, Baidu SEM traffic drainage, offline activities, online drama decoration, O2O, original advertising

Celebrity marketing: celebrity fans meeting event sponsorship, celebrity fans forum/post bar title sponsorship, celebrity's film and TV works sponsorship, sponsorship of celebrity event with high exposure, celebrity’s social media topics hype, Baidu SEM traffic drainage, media interview, special topic sponsorship

Sports marketing: Sports marketing strategy consulting and integrated solution, sports stadium naming, Sponsorship of major sports events domestic and oversea, sports stars/teams sponsorship, public sports event sponsorship, customized sports program, sports media distribution, social media topics hype