Sina partners with RedWorks Beijing on social marketing game platform on Weibo

26 July, 2012


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“Weibo Sports Game” Personalizes Gaming Experience on China’s Hottest Microblogging Platform1

BEIJING — 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” which Sina jointly developed, designed and produced with RedWorks, 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 Mr. 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. To try your hand at the game, visit:
http://wbgame.2012.sina.com.cn/

1 Tech in Asia, 2012: http://www.techinasia.com/rise-of-china-social-media-infographic-2012/

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
Exposure: Online

For a photo or more information, please contact:
Wendy Fung
Corporate Communications
Ogilvy & Mather China
wendy.fung@ogilvy.com  
+86 (10) 8520 6223

RedWorks
RedWorks is the answer to clients who want to increase marketing efficiency globally
without sacrificing quality. RedWorks brings together an extensive network of production
and design capabilities into a single global unit, focusing on providing high-quality, cost-effective brand communications in both traditional and digital media. RedWorks combines cost-efficient global hubs with access to a vast group of more than 1,000 talented craftsmen and creatives thus providing our clients value, quality, efficiency and speed-to-market. Redworks is a unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), one of the world’s largest communication services groups.

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