PUMA China PR Review Report报告方案 (NX副本).pptVIP

* * EVENT PUMA IGNITE Media Trial Day in Shanghai An intimate IGNITE media trial was organized in Shanghai on March 19th, 2015, inviting key sports/running, sneaker, and lifestyle media to embark on a tailored PUMA IGNITE journey. A total of 50 journalists from 40 media titles, along with 10 running influencers attended to run in IGNITE, generating 83 clippings of PR value RMB 1,511,067 and at least 33 posts on attendees’ private WeChat and Weibo platforms. Beijing International Running Festival(Beijing Run) On April 26th, 2015, Beijing International Running Festival, also known as Beijing Run, was held at Tiananmen Square, the heart of Beijing. As an official partner, PUMA invited 13 media to participate in the event with coordination of Ogilvy PR team, as well as other 38 members from running clubs, generating 25 clippings of PR value RMB 675,767 and at least 15 posts on attendees’ private WeChat and Weibo platforms. PUMA 24-hour Trainathon On Aug. 15, PUMA 24-Hour Trainathon kicked off at 798 Art Zone in Beijing. A Total of 28 editors and journalists from 18 media outlets, along with 3 KOLs were invited to experienced a variety of training sessions onsite. As of now, 307 clippings has been collected, generating PR value of RMB 6,516,600 and at least 34 posts on attendees’ private WeChat and Weibo platforms. Besides, 11 KOLs have been approached to promote brand concept #NOMATTERWHAT, releasing 33 posts on Weibo. World Championships Press Conference On Aug. 20, PUMA JAAA Press Conference for Usain Bolt and Jamaican Track and Field Team was held in Beijing NUO Hotel. A Total of 41 journalists and editors from 32 Chinese media outlets were invited to attend PUMA JAAA Press Conference. CCTV-5 had an exclusive one-on-one interview with Usain Bolt, 7 media outlets were arranged to have a group interview with Usain Bolt, and 5 media outlets interviewed Colin Jackson. As of now, 302 clippings has been collected, generating PR value of RMB 9,473,416 and a