adidas阿迪達(dá)斯和sohu搜狐合作計(jì)劃方案

1、adidas-sohu cooperation plan may 2008 content background / internet trend & market status in cn why choose sohu? cooperation vision cooperation objectives cooperation phase & details china internet trend china internet users amount to 111 million till dec. 2005 compared with traditional media, inter

2、net users are younger, more educated & more wealthy young people spend more time on internet than other media community, as a free communication platform, is getting more and more popular for online interaction & much favoured by young people web 2.0 era (such as blog/msn/rss, etc) makes it possible

3、 for people to have mutual communication in expressing themselves & sharing with others cooperation between sports brand & portal website strategic partnership brings benefits to both parties nike & sina anta & sohu (anta contract will be ended at the end of july) reebok & t lining & n cooperation b

4、etween sports brand & portal website column title sponsor pr release distribution ads placement brand fans club brand campaign announce sports brand portal website what are they missing? is it an opportunity for adidas? vertical sports community (football, volleyball, etc) joint access channel to at

5、hletes, teams, other sport properties integration of whole platform under portal website sports brandportal website why choose sohu? china leading portal website & premier online brand over 100 million registered users and almost 250 million pageview everyday comprehensive matrices of chinese langua

6、ge web properties and proprietary search engines, consisting of: official sponsor of internet content service (ics) for the beijing 2008 olympic games win - win cooperation between sohu & adidas since 2003 adidas-sohu basketball community launched on nov. 2003 re-launched on jul. 2005 current regist

7、er member: 350k cooperation between sohu & adidas since 2003 superstar camp 2004 & 2005 streetball 2003 - 2005 resource from both parties adidas - contentsohu - platform assets - athletes, teams, sport properties (fifa, nba, manufacture of the matchball, etc) product new media tools retail editorial

8、 board, vocalism, medium, traffic consumer database technology vertical sports community (football, basketball, volleyball) co-create access to athletes, teams, other sport properties integration of whole platform under portal website vision adidas & sohu a world leading sports brand + a china leadi

9、ng portal build up an authoritative, dynamic online sports community for sports fans objective short term build up adidas-sohu online sports community (football, basketball, volleyball, others) to be an interaction platform to communicate with sports targets. share resource & new media tools to show

10、 consumers news & information that could only be brought by adidas/sohu long term based on short term cooperation, achieve win-win-win (adidas- sohu-consumer) via 2008 olympic games opportunity cooperation category details volleyball community basketball community football community volleyball commu

11、nity why cva cwvt is the only team possible gold for 2008 bj olympic games build up a cool and exciting volleyball club to show consumer exclusive news and players photo, story behind the scene cva community how to build fixed sports channel to promo volleyball fixed space / entry for adidas to rele

12、ase pr news / blog / bbs / viral, etc leverage sogou / chinaren / cva blog to drive traffic & extend influence cva community promo cva players according to volleyball match calendar (with sohu journalists behind cva) utilize vball game / players photo behind the scenes, locker room stories to amplif

13、y vball influence among consumers leverage sogo girl or other channels reality show to create virtual commentator in cool / sexy creative design rally the nation through the players - chant competition recruitment & create noise during competition - leverage “我音我秀我音我秀” to dress up players & make eve

14、ryone believe they are cool & will do well details football community why football strengthen adidas position of the authentic and world no.1 football brand, reinforce adidas fb leadership thru the online interaction. reinforce inspiration football community how to build build up chelsea fc / liverp

15、ool fc fans club arrange european clubs visit followed by a series of exclusive feature report recruitment competition for watching chelsea games in the court, followed up by report on meeting with players individual football club promotion utilize other adidas communities to extend update informati

16、on grassroots involve alumni clubs to promo schools training program (coach tips / forum / illustration training roadmap, etc) online training stars local clubs / national team grassroots basketball community why basketball bball is our leading brand defining category - inspirational & innovative nb

17、a official outfit provider contract existing bball community basketball community how to build nba star exclusive content for online interactive programs star china visit video / blog / exclusive information, etc training tips within bball community (flash, video clips, etc) superstar camp streetball activate basketball fans club next steps identify dedicated resource from both parties internal alignment on partnership pattern & inves