Making WAR HORSE feel native to Guangdong basketball culture—not inserted into it.战马×广东省篮球联赛内容传播
Creator-led sports content that balanced visible branding, live-event energy, and the authenticity audiences expect from platform-native video.明通不让达人照念品牌脚本，而是在尊重账号风格与球迷语感的前提下，让战马自然进入广东篮球热情。
CASE 37案例 37
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
Sports and energy drinks are a natural fit, but overtly commercial content can be skipped by fans or deprioritized by platforms. The campaign had to balance brand visibility, the atmosphere of the tournament, and the credibility of each creator's voice.体育赛事与功能饮料天然契合，但内容一旦广告感过重，就会被平台限流、被球迷跳过。 项目需要兼顾品牌露出、赛事氛围与达人内容的真实感。
02
The decisive insight关键洞察
Basketball fans respond to people who speak their language. The brand would earn attention by becoming part of the match-day energy, not by interrupting it with a rigid advertising script.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
Invite creators who understood both WAR HORSE and local sports culture, then let them interpret the Guangdong Basketball League in their established style while keeping the product anchored in the event's energy occasion.选择熟悉战马、擅长本地生活与体育内容的抖音达人； 围绕广东省篮球联赛创作主题视频与15秒花絮； 保留达人原有表达方式，让品牌成为比赛能量场景的一部分； 以核心KOL引爆，再通过内容表现获得平台持续推荐。
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
选择熟悉战马、擅长本地生活与体育内容的抖音达人；
02
围绕广东省篮球联赛创作主题视频与15秒花絮；
03
保留达人原有表达方式，让品牌成为比赛能量场景的一部分；
04
以核心KOL引爆，再通过内容表现获得平台持续推荐。
01
Selected Douyin creators experienced in local lifestyle and sports content who were already familiar with WAR HORSE.
02
Created a campaign video and a 15-second behind-the-scenes cut around the Guangdong Basketball League.
03
Protected each creator's established expression so the brand appeared as part of the game rather than a scripted interruption.
04
Used a lead KOL to open the conversation, then relied on content performance to support continued platform recommendation.
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 integrated creator voice, tournament atmosphere, and brand presence in a coherent content format.
02
Performance data will be disclosed only after authorization and verification of the reporting basis.
What this proves它证明什么
Why this case matters案例价值
Company materials record a creator selection and content-production process designed specifically for the Guangdong Basketball League audience.这个案例展示了明通如何围绕“战马×广东省篮球联赛内容传播”，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。
