• Business Objective

    Relaunch Bodog – an online gaming company on Weibo – engaging with young football and basketball fans via the viral ‘Brother Dog’ character.



  • Results

    7,700+ new followers in 4 days, 10% higher total engagement than Real Madrid.

  • Our Approach

    To celebrate the relaunch of the Bodog Weibo channel, we launched 3 major competitions, which attracted the second highest level of engagement amongst all football clubs on Weibo – 10% greater than 3rd placed Real Madrid.

    After just four days, our follower numbers had grown by 7,700+ – higher than all football clubs on Weibo, whilst our Stephen Curry contest was by far our most engaged – accounting for nearly 50% of all engagement. The contest pledged to give away 200RMB for every 3 point made by Stephen Curry in Golden State Warriors game against San Antonio Spurs, capitalising on this trending topic on Weibo.