CAVALIERS & TENCENT
CHINESE NEW YEAR CELEBRATION
OVERVIEW
In 2018, Tencent partnered with the Cleveland Cavaliers to sponsor their Chinese New Year Celebration, becoming the event's title sponsor. The collaboration showcased Tencent’s brand through innovative digital and offline campaigns, engaging both local and global audiences.
CHALLENGE
To amplify Tencent's brand presence and enhance audience engagement by integrating their offerings into one of the Cavaliers’ most celebrated events, executed within a short timeline.
STRATEGY
​​
Designed and executed a comprehensive campaign, including:
-
Digital: Promoting Tencent's red envelope campaign via Cavaliers’ social media channels and in-game announcements.
-
On-Site Activation: Distributing branded materials and prizes at high-traffic event areas.
-
Cultural Engagement: Featuring traditional Chinese New Year performances and leveraging Tencent’s mascot for interactive activities.
MY ROLE
Led the creative direction and marketing coordination, including:
-
Designing digital and print collateral.
-
Coordinating on-site activities such as giveaways and fan interactions.
-
Managing cross-team collaboration across multiple time zones to ensure seamless execution.
RESULTS
2000+
fans participated in the event, doubling the usual engagement rate for similar Cavaliers activities.
20,000+
branded red envelopes were distributed to attendees, driving raffle campaign engagement.
2.5M+
views and 450K+ engagements were generated through 11 social media posts by the Cavaliers.
200+
20,000+
global media outlets covered the event, significantly boosting Tencent’s brand visibility.
event magazines featuring Tencent’s branding were distributed to attendees.
10+
minutes of in-game promotional visibility, including LED ads and mascot appearances.
INSIDE THE ACTION
EVENT RECAP VIDEO
DESIGN HIGHLIGHTS
EVENT EXECUTION - ON COURT
EVENT EXECUTION - CONCOURSE BOOTHS
