• Business Objectives

    To position Russell Wilson as the face of NFL Global and grow the popularity of the sport in China

  • Results

    Fastest growing NFL athlete on Weibo, 2nd most followed NFL athlete on Weibo, most engaged athlete on Weibo

  • Our Approach

    To organically grow passion for the sport in, we organised an exclusive Fan Meet & Greet for the most diehard Chinese Seahawks fans. This opportunity to meet and interact with superstars with as Russell Wilson in an intimate setting reinforces their passion for the player and the team, and ultimately the sport. Through experiences such as this, fans become advocates and ambassadors of the sport and influence more people around them, thereby increasing energy around the sport.

    We also shot a unique reaction video where we captured Russell watching some of the highest trending videos on Chinese social media. This tapped into his appeal as a pop culture icon, not just a football player, and was aimed at building connections with a much wider audience who are not fans of the sport yet.

    These activities, alongside the traditional cultural experiences, are designed to create a much deeper connection between Russell and China, inspiring not only the fans but also Russell himself to continue engaging with China.