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Google AlphaGo

The Challenge

Engage in multiple digital and offline touch points to communicate Google’s Alpha Go Challenge to audiences in China and beyond.  Ensure the success of this campaign in the media and political environment sometimes hostile towards Google and their products/services.

The Result

– 280+ million livestream pageviews on 5 matchdays
– 300+ million social pageviews and 180,000+ discussion on Sina Weibo
– 18,000+ clippings from nationwide media
– 5443 articles on WeChat
– 5 times on News Broadcast (CCTV1 新闻联播)
– 178 times rolling reported on all channels of CCTV
– 30-page cover story on  Sanlian Lifeweek Magazine

WINNER: SPRG won GOLD STEVIE AWARD CAMPAIGN OF THE YEAR 2016

WINNER: SPRG won GOLD STEVIE AWARD WINNER BEST SOCIAL MEDIA CAMPAIGN 2016

WINNER: SPRG won APAC MARKETING MAGAZINE CAMPAIGN OF THE YEAR 2016 (+7 other top awards)

The Strategy

  • Start from Social – 3 waves of discussions were led step by step through leveraging popular local social platforms – Livestream to attract attention, WeChat to drive deeper discussion, Weibo to raise discussion and Hashtags to lead discussions, Go Multiscreen – Landing reports on multiple platforms, from traditional media interface (print, online or TV) to new media interfaces (social and APP).
  • Influence the influencers – Strong recognition and active interactions from influencers of professional Go players, tech savvy, Go fans and tech influencers.

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