Expand the Roland Garros brand beyond tennis through coverage and engagement of China ambassador Jin Dong at the 2018 French Open.
360 million hashtag reads, €29.8 million total media value, the most engaged tennis tournament in Chinese social media history.
Each June, Roland Garros takes over in the French capital and puts Paris at the heart of global sports media. Our main role at RG 2018 was to take the exposure of Jin Dong on the ground in Paris to the next level. In doing this, we delivered the history and culture of RG to fans through numerous types of content and campaigns.
As part of a series of digital campaigns, Jin Dong took over the official RG Weibo account, sharing his experience at RG18 with Chinese fans and interacting with them in the comments. We organised a treasure hunt within Roland Garros Park where Jin Dong hid four prizes. We released four video clues to help fans to find the prizes and convey a side of RG away from the court. Creating a mixture of online to offline activations such as this encourages fans to engage with, and even in the future visit, the French Open.
As part of his journey in Paris, Jin Dong had the opportunity to meet with several RG officials, including exchanging gifts with the FFT President and a discussion about the future of RG with tournament Director Guy Forget. This gave fans the chance to get behind the scenes, see some of the biggest names in French tennis engage with China and also excite them for the future of RG.