Turning event sponsorship into a marathon memory audiences could see, feel, and share.战马×东莞国际马拉松新媒体传播
A local sports campaign connecting event information, creator perspectives, and Greater Bay Area audiences across WeChat and Douyin.本地大型赛事自带关注，但只有用对平台话题与达人表达，品牌才能从现场赞助变成消费者真正看见的赛事记忆。
CASE 39案例 39
Internal company project materials; public release is subject to authorization and data-standard verification.公司在册项目材料
Internal company project materials; public release is subject to authorization and data-standard verification. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
The Dongguan International Marathon already commanded citywide attention. WAR HORSE needed to convert that attention into an energy-led brand experience while using a limited number of posts to generate stronger video viewing and interaction.东莞国际马拉松拥有广泛城市关注。 战马需要借赛事完成品牌体验与能量心智传播，同时用有限发布获得更高视频播放与互动。
02
The decisive insight关键洞察
A major local event creates attention, but sponsorship becomes memorable only when platform topics and creator voices help audiences experience the event from a human point of view.明通从真实人群、使用场景与决策阻力出发，找到能同时连接品牌价值与市场行动的核心判断。
03
The core idea核心创意
Give each channel a distinct role: WeChat would explain the event and the brand's contribution in depth, while Douyin creators would turn the live atmosphere into personal, locally resonant stories.微信公众号承接赛事信息与品牌角色，建立完整阅读； 抖音达人用现场化、个人化的内容讲述赛事体验； 结合赛事话题提升平台推荐概率； 通过本地与粤港澳大湾区达人覆盖城市兴趣人群。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
微信公众号承接赛事信息与品牌角色，建立完整阅读；
02
抖音达人用现场化、个人化的内容讲述赛事体验；
03
结合赛事话题提升平台推荐概率；
04
通过本地与粤港澳大湾区达人覆盖城市兴趣人群。
01
Used the WeChat Official Account to carry event information and explain WAR HORSE's role in the experience.
02
Invited Douyin creators to tell the marathon story through live, personal perspectives.
03
Connected content to event topics to improve its relevance within platform recommendation systems.
04
Worked with local and Greater Bay Area creators to reach audiences interested in the city and the event.
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
02Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
项目材料记录了相应交付与传播成果；公开展示以已完成授权与口径核验的内容为准。
01
The recorded delivery connected on-site sponsorship with a structured WeChat and Douyin content route.
02
Any viewing or engagement metrics remain subject to authorization and methodology verification.
What this proves它证明什么
Why this case matters案例价值
Company materials record both the owned-channel information layer and the creator-led on-site content layer.这个案例展示了明通如何围绕“战马×东莞国际马拉松新媒体传播”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Transformed a single celebrity endorsement into an integrated campaign that connected brand perception with on-site consumer experiences.把一次明星代言，组织成一场从品牌心智到市场现场的快乐整合战役。
Using mothers' care as the emotional entry point, Meantime linked three products, campaign film, city media, tastings, retail, and subscriptions.以一声“妈”为情绪入口，把三款产品、品牌 TVC、城市媒介、场景试饮与订单承接连成一条路径。
One relationship word—partnership—connected Guangzhou's history, industrial opportunity, and invitation to the world.城市与企业合伙，产业与人才合伙，政府与市民合伙；广州的开放从性格变成面向未来的邀请。
