Sina teams with RedWorks Beijing to launch first social marketing game platform on Weibo

Sina has partnered with RedWorks Beijing, Ogilvy & Mather’s inhouse production and design unit, to launch a social sports game on its popular microblogging site Sina Weibo ahead of the London Olympics. “Weibo Sports Game” is the first online game in China to integrate marketing with a social gaming component.

“Weibo Sports Game” allows players to personalize and share their gaming experience with their followers on Weibo. Gaming options include an opening ceremony and seven Olympic sports events that are popular in China: ping pong, diving, track and field, gymnastics, basketball, badminton and swimming.

The game also incentivizes players with virtual gold coins from one of its sponsors, China Merchants Bank (CMBC). Players can deposit coins in the virtual CMBC where they can then earn virtual interest or use their coins to enter real prize giveaways for consumer electronics. Brands such as CMBC can leverage the game’s fun and casual interaction with players to engage with real-life consumers.

“We’ve been thinking for a long time about how to leverage our platform to create more

effective marketing campaigns that go beyond microfilms, online raffles and posts that direct

users to brand websites,” said GE Jingdong, Sina’s Marketing General Manager. “This

game by RedWorks not only creates a tight and expansive online community, but is also

highly engaging and allows users to experience Weibo organically.”

Lyon Zhang, Digital Director of RedWorks Beijing, said, “‘Weibo Sports Game is a beautiful

fusion of social media, marketing and gamification. Sina Weibo has been great to work with

because they are very enthusiastic about experimenting with new digital ideas. The result is

this fun, social and humorous game that creates many opportunities for brands to engage

with their online audiences in a new way.”

“Weibo Sports Game” will be actively promoted on Sina Weibo from today until the end of

the London Olympics, and will remain live thereafter. Try your hand at the game here.

CREDITS

Project title: Weibo Sports Game

Client: Sina Weibo

Brief: To build an interactive social marketing game online

Creative agency: RedWorks/Beijing

Digital Director： Lyon Zhang

Digital Associate Creative Director: Jenny Xu

Visual Director: GUO Jing

Technical Director: Jack Hu

Production team: REDigital Team –

Amy Liang，Daniel Zhang，TIAN Yuan，WANG Cong，ZHANG Shuoyu, ZHANG Lu，Stan

Sun，Dom Yu, ZHANG Yankun