PEAK'S Innovative Marketing Method: A Dunk Player Wearing PEAK Shoes

In March 15th, Javier Maggie wore a pair of yellow sneakers to complete a double ball dunk. Then he changed into a pair of colored shoes, and put three basketballs into the basket. Then he changed into a pair of grey shoes, and then came back with a rebound and backhand dunk. Finally, he changed into a pair of golden shoes, and made a 180 degree dunk.

Beijing time February 20th

He never tired of changing shoes, there was only one brand: from China.

In fact, Mcgee is here.

After learning that Mcgee had entered the list of all star dunk competitions in January, the Chinese sporting goods provider began to plan for Rosugi Ixiuchi.

Although PEAK has entered the NBA arena with the identity of Houston rockets, Milwaukee bucks, New Jersey nets and NBA Chinese official partners for 6 years, and signed a spokesperson such as Battier, Kidd, Artest and so on, these non major players failed to bring PEAK's summit logo to the all star game once.

But this year, there were 3 players in the PEAK spokesperson's team who appeared on the all star weekend.

Apart from the Mcgee who participated in the slam dunk match, Loew also replaced Loew who was injured in Yao Ming's western All-Star lineup, and Wright, the warrior player who participated in the three point game.

Zhou Yang first thought of sponsoring the slam dunk contest, the three point game, or setting up a billboard near the all star game.

But when Zhou Yang found these NBA headquarters in January this year, he found that all the sponsorship seats and the billboards of Staples Center had already been named. The T-Mobile Title sponsored the rookie challenge; the BBVA (Spain's external bank) praised the help of the slam dunk match; the NBA all star Saturday night was specially presented by the American StateFarm insurance company; and the small projects also had their own surnames: the FootLocker three point ball competition, the Haier mixed shooting competition, the Sprite slam dunk contest, the Taco Bell skills challenge, and so on, and PEAK simply couldn't squeeze in.

After making a phone call with PEAK CEO Xu Zhihua, Zhou Yang had a new idea: no way to write articles on billboards, sponsorships and even clothes (only wear the NBA global partner Adidas brand), then ponder over the shoes.

However, designing a pair of conspicuous sports shoes for all star players is already a tradition of Nike and Adidas. PEAK's signing stars' shoes are not easy to grab from the all-around star game.

Finally, Zhou Yang and the US team aim at Mcgee.

"Now the dunk contest is paying more and more attention to creativity. Is it possible to integrate shoes into Mcgee's dunk?" after receiving the permission of NBA, Zhou Yang immediately contacted Mcgee's dunk team and spoke out their own ideas.

Mcgee, who was worried about not having a good idea, immediately accepted the idea.

But he asked PEAK's shoes to flaunt their personalities.

Mcgee is a fan of the screen hero Wolverine. He is also a loyal player in the online game called "call of duty". He also likes to finish the basketball match in the game and later the standard American salute.

He hopes these elements can be embodied in sneakers.

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From NBA's announcement of the all star dunk contest in January 6th to the start of the all star weekend in February 19th, the time left for PEAK is only a month or more.

The PEAK design center just opened in Losangeles just came in handy.

"Designers and Mcgee teams can communicate face-to-face."

Zhou Yang said that if, as always, through e-mail or telephone exchanges between China and the United States, it will take at least 3 months or half a year to take samples from feet, design and modeling to produce finished products.

But this week, a week before the start of the dunk contest, PEAK sent 5 pairs of shoes with different styles to Mcgee's hands.

Mcgee's first yellow shoes were integrated into the three matching colors of wolverine, yellow, black and blue. Second of the gray shoes with camouflage on the buckles showed respect for his mother and his hometown. The last pair of gold shoes was a sign of his thirst for the crown.

In order to make PEAK brand more chance to appear, PEAK also discussed with Mcgee's dunk team, putting two most creative dunk (double handed dunk and three buckles) in the preliminaries.

"This is to ensure that Mcgee is in the final round."

Zhou Yang said that his competitors are very strong. Griffin is the champion of the draft and is also a new NBA player. The drones from Toronto have been on the list of the all star dunk contest for two consecutive years, and the African background of another dunk player Ibaka is his biggest selling point. Mcgee, who is 2 m 13 tall, is not optimistic before the game.

After Mcgee won the first place in the preliminaries (99 points) and went to the final round to challenge Griffin, PEAK's on-site command team decided to temporarily mix Mcgee with third pairs of shoes of different styles (inspired by the US and Chinese national flag) at the time of the third deduction.

PEAK made a statistic, from Mcgee's first appearance to his fifth pair of shoes to complete the last dunk, Mcgee's shot for 3 minutes.

In other words, Mcgee gave PEAK 3 minutes of free advertising on the all star game.

According to the data released after the TNT broadcast of the all star game, 8 million 100 thousand spectators watched the dunk competition in the United States, which was 23% higher than the previous record (6 million 500 thousand people, 2009), a 26 year high.

Mcgee's 3 minute dunk time is worth about $1 million 700 thousand, according to the TNT All-Star weekend's TV advertising quote (30 seconds per million viewers' TV advertising value of 21 thousand dollars), which is roughly equivalent to the cost of PEAK signing Mcgee.

Mcgee's shoe dunk is not only visible in the US.

According to data provided by NBA, the three day NBA All-Star weekend is broadcast in 43 languages to 215 countries and regions in the world through channels such as Internet, TV, mobile phones and cinemas. The number of viewers is estimated to exceed 100 million.

In China, including BTV5 and many other local sports stations, the all star dunk contest was broadcast live.

NBA's video clip of China's video partner Sina's Mcgee dunk video hits more than 400 thousand times during the all star game.

This innovative marketing has also given PEAK more business opportunities.

After the all star game, 5 players' agents took the initiative to find PEAK, hoping to cooperate with them to create exclusive sneakers with players' names.

At the same time, several companies that were not interested in selling PEAK products also expressed their desire to cooperate.

PEAK's assault rules

Don't let go of your opportunities easily.

For a relatively vulnerable brand, if a good place is occupied by a big brand, do not give up easily.

Opportunity is sought by oneself, not by heaven.

Good at communication.

Do not have the idea of "people will refuse", which is a taboo for marketing.

NBA and Mcgee have made a green light on PEAK's plan, which is the key to success.

Persuasion and communication, you can never say it is useless before you try.

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Follow up in time.

Any marketing has a deadline. Only when we strike while the iron is hot, can we get a miracle.

After the slam dunk contest, PEAK's products will also be sold in the US market, and Mcgee's dunk and other limited edition sneakers will be launched.

TIPS KIA

In the NBA all star slam dunk contest, clippers Griffin won the dunk contest with flying buckles.

As a prop, KIA's K5 is also exposed repeatedly with the Griffin winning video.

In fact, flying dunk is the Griffin team's creativity, not KIA's advance planning.

Before the slam dunk contest, when the Clippers coach Del - cabinet Luo learned that Griffin was ready to leap K5 to complete the dunk idea, he once wished Griffin to give up such a dangerous move, but Griffin still insisted on finishing the dunk.

According to the NBA regulations, as the NBA all stars' naming sponsor, if the dunk contest needs cars as props, it can only choose KIA brand cars.

In fact, according to the official agreement, the player who wins the dunk contest will win a KIA car as a reward.