The ‘ZhanQiLai Secret Stage Tournament’ to be judged by USA Olympic basketball legends Kobe Bryant, Lebron James, Chris Paul and Carmel Anthony
BEIJING, August 4, 2008 — DMG (Dynamic Marketing Group) China’s largest independent advertising agency, today unveils the culmination of Nike’s Olympic basketball experiential marketing campaign, with the grand finale of “ZhanQiLai” – a five-on-five basketball tournament judged by four of the USA Olympics basketball team.
DMG built the campaign around the USA basketball team. The “ZhanQiLai Secret Stage Tournament” is being held in a purpose built circular caged court and will be watched over and judged by NBA stars Kobe Bryant, Lebron James, Carmel Anthony and Chris Paul.
ZhanQiLai, which translated means “time to man up” or “time to rise up” is designed to live-on well after the Olympics closes. The tournament will be televised nationwide and is designed to inspire Chinese youth as well as reinforce Nike’s sporting credentials.
More than 20,000 under 20-year old basketball players fought in regional – Guangzhou, Harbin and Wuhan – knock-out, five-on-five basketball games for the right to face-off in front of the USA basketball legends.
ZhanQiLai was supported by an integrated campaign including online, outdoor and guerrilla marketing activity.
Behind the campaign was Dan Mintz, founder and chief creative officer of DMG. He said: “Basketball is China’s biggest sport and the Nike ‘ZhanQiLai Secret Stage Tournament’ is both a celebration of the Olympics and an experiential marketing campaign designed to inspire China’s youth.”
“Having four of the world’s biggest basketball stars at the culmination of this campaign is an incredible coup. It’s a sign of solidarity and will galvanise a generation around their favourite sport. ZhanQiLai should make Chinese youth feel they can take on the world.”
Mintz added: “Creating ‘ZhanQiLai' is the culmination of months of organisation and ‘guanxi.’ DMG leveraged its significant government relationships to gain permission to run such a high-profile event during China's most sensitive time in its modern history.”
The grand finale will be televised nationwide from the city’s most awe-inspiring urban renewal project – the “1933” building – an historic art deco monument reborn as a hip lifestyle destination.
Millions of Chinese are already familiar with the Nike’s basketball credentials thanks to the Battle of the Nine Gates experiential campaign held in Beijing’s Forbidden City in 2007. This was also created by DMG and televised nationwide.
For more information contact Mark Terry-Lush on +44 (0)7740 432 112 or email email@example.com.
Founded in 1993 by New Yorker Dan Mintz, DMG is China’s largest independent full-service communications agency. Today, more than 400 multi-lingual, multicultural staff from USA, China, UK, Germany, Singapore, Malaysia, Sweden Italy, Brazil and Australia work across offices in Beijing, Shanghai, Los Angeles and four regional outposts within Greater China.
Positioned as the bridge for western companies who want to reach Chinese consumers DMG is the Greater China marketing expert. It has pioneered a truly full-service agency with creative, strategy, media, production, events, PR, interactive and branded content all under one roof.
The fastest-growing agency in the world’s fastest-growing economy, DMG clients include VW, Nike, Behr Paint, China Mobile, TNT, Fruit of the Loom and Johnson & Johnson.
For more information visit www.dmgmedia.com.
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