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

Weibo Sports Game.jpgSina 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.

Weibo Sports Game_Opening Ceremony.jpg"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.

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

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