Monster Jam is a live motorsport event tour and television show operated by Feld Entertainment. In 2017, Monster Jam held their first ever event in China at the Olympic Stadium in Beijing.
Fullreach China became the digital media agency in China prior to the show to help the Monster Jam take advantage of the show to build a social media presence and secure an initial base of loyal followers.
Monster Jam was a completely unknown brand in China. The “monster truck” style event is really not a concept that had taken hold and had really ever been tried before in China.
As the digital media agency, we were tasked to educate Chinese fans about Monster Jam, boost ticket sales, and build an initial following for the brand on social media to build a foundation for future brand growth in China.
We engaged Monster Jam’s digital media partner in China, Sina Sports, to execute a series of giveaway and content promotions in order to generate a huge buzz among their millions of fans.
We also partnered with dozens of Weibo Key Opinion Leaders and bloggers, primarily in the motorsport category, to introduce Monster Jam to likely fans that would be interested in this type of event.
On event day, our team was on hand to live broadcast parts of the show to fans on Weibo, as well as to interact with fans by creating a “Weibo Frame” board for them to take a picture of themselves and post to social media.
Grew Weibo account following from zero to over 5,000 followers in just over one month
Executed the promotion and delivery of 300 event tickets
Achieved over 4 million content views on the official Monster Jam Beijing Topic Page