Wanchai Ferry goes for a big splash
Before the 2016 summer diving competition began in Brazil, Wanchai Ferry enlisted some of China’s most celebrated athletes.
The brand that makes China's top-selling frozen dumpling teamed with China’s prestigious diving team.
A multi-year campaign to spread the word about the improved flavor of its dumplings.
The collaboration was to promote improved flavor and new ingredients that made Wanchai Ferry pork- and shrimp-filled dumplings juicier and even tastier.
The 2016-17 promotion marked the first time that Wanchai Ferry teamed with elite athletes.
Although Wanchai Ferry held a commanding market share in the country’s frozen dumpling category, like most champions it likes its position out front.
So does China’s national diving team. It has dominated the sport since the late 1980s. Through the years, its members have attained celebrity status.
Connecting with the team on a worldwide stage, Wanchai Ferry became an official sponsor of the diving team in the 2016 Games in Brazil, where China won 7 of 8 diving gold medals.
The team featured stars such as Wu Minxia.
In Brazil, Wu became the first woman to win four golds in the same event. Wu further made history as the first diver to win five career golds. She won the 3-meter individual event four years earlier in London.
At age 30, she also became the oldest diver to win a gold medal.
Wanchai Ferry’s partnership with the team featured a generous use of social media tools. China can be a tech-savvy country. So Wanchai Ferry created a mobile news app that let fans follow the diving team.
Among other social tools, it created a game page. That technology let fans “dive” in a virtual competition for a chance to win sports clothing, and even autographs from the diving team.