标签： 苏州夜网论坛

If you want to choose one of the most popular sports in the United States, many China audiences may choose basketball because of the great influence of the NBA in China, but the most accurate answer is "American football". Among the top 100 TV programs in the United States in 2023, 93 were Major League Football (NFL) events. With its powerful influence, rugby matches can help brands reach millions of consumers at one time, thus becoming a "battleground" for brands to enhance their popularity.

As a "born global" brand in China, Anke Innovation also saw the unique marketing value of rugby matches and made an innovative and bold attempt. On December 7, 2023, US Eastern Time, Anke Innovation launched an interactive creative short film specially made for Anker Nano series chargers on Thursday Night Football, TNF) broadcast by Amazon Prime Video, so as to accurately reach younger, more energetic and more enthusiastic target consumers and let them experience the innovation and breakthrough of Anker Nano series in charging speed and use experience.

This launch made Anke the first China brand to launch a streaming TV advertisement on Thursday Rugby Night, which was broadcast by Prime Video alone, which not only effectively enhanced the brand’s overseas popularity, but also shortened the distance from "content" to "business" through a new form of interactive video advertisement. During the period of watching the advertisement, consumers can go directly to the flagship store of Amazon brand for purchase through the QR code in the advertisement, thus realizing a one-stop shopping experience from watching sports events to placing an order for purchase. At the same time, compared with the cable TV era, the rise of streaming media TV has also provided innovative functions such as effect measurement and user interaction for the advertising of sports events, and has become one of the new ways for advertisers to build brands and improve marketing effectiveness. According to the analysis of Amazon Marketing Cloud, this TNF marketing campaign has brought nearly 50% incremental consumers to Anke Innovation. According to Amazon data, the sales of Anker Nano series related products increased by 20% after 8 days of TNF advertising.

Encore innovative TNF video advertisement screenshot

The brand is broken, why is it "Thursday Football Night"?

After years of development, Anke Innovation has become a brand with global popularity, with its products selling well in 146 countries and regions and over 100 million users worldwide. In order to seek a breakthrough in global brand building, sports marketing with great influence has become an ideal choice for Anke’s innovation. Across the ocean, one-third of Americans (107.4 million people) will watch live sports events in 2025, an increase of 71% over 2021. In many sports events, football is an important way to seize the minds of American consumers, and Thursday Rugby Night (TNF) broadcast by Amazon Prime Video alone is loved by many American audiences. The data shows that TNF got off to a good start in the first season of Amazon Prime Video. The average audience of the game between Los Angeles Lightning and Kansas City Chiefs reached 13 million, setting a new record for the audience of Major League Football (NFL) games at that time. In the 2023 season, the average number of TNF viewers per game reached 11.86 million, a year-on-year increase of 24%. At the same time, the median age of the audience watching TNF on Prime Video is nearly 7 years younger than those watching Major League Football (NFL) on online TV, with higher family income, more devotion to the game and longer watching time. This provides an excellent marketing opportunity for advertisers who are committed to building brand awareness and brand influence among young and high-income people.

According to Anke’s innovation, there are three main reasons for choosing Thursday Football Night (TNF). The first is the huge potential audience base, and the audience are all Prime members with strong consumption power, which helps Anke to innovate and enhance brand awareness; Secondly, the characteristics of audience segmentation are obvious, which helps Anke to innovate and attract young consumers interested in scientific and technological products; Thirdly, TNF itself has a good brand image. By cooperating with well-known sports programs like TNF, it will help Anke Innovation to convey a brand image full of vitality and innovative spirit to users.

After careful evaluation and measurement in the early stage, Anke Innovation put the time of TNF advertising on the game on the evening of December 7, Eastern Time. That night, the Patriots of New England and the Steelers of Pittsburgh had a wonderful and exciting night match. The Patriots led by a score of 21:3, but then the Steelers rose to catch up by 15 points, but they finally regretted losing. This suspenseful game attracted the attention of many fans. During the competition, Anke innovatively used a short advertisement with a sense of science and technology to reach and interact with the fans. In the short film, Anker Nano series charger has become the protagonist. From taking the subway to the office scene, this "fastest charger series created by Anker Innovation for iPhone with USB-C interface" has been deeply implanted in the hearts of many overseas consumers.

At the same time, Anke Innovation and Amazon Advertising have jointly given this creative short film a new interactive form — — By scanning the QR code in the lower left corner of the advertisement, consumers can use smart devices such as mobile phones and tablets in their hands to go directly to the customized landing page created by Anker Innovation in the flagship store of Amazon brand, and get a one-stop understanding of various innovative products of Anker Nano series, and complete a series of operations such as "adding a shopping cart" and "buying now" with just a few clicks, and get a one-stop quality experience from watching to shopping.

By scanning the QR code, consumers can go directly to Anke Innovation Amazon brand flagship store.

Innovation first, building a streaming media era“Marketing closed loop"

With the evolution of digital marketing technology, the form of live streaming TV broadcast has brought new delivery forms and monitoring means to sports events, so that the measurement of marketing value can be rationally analyzed and judged with more comprehensive and detailed data, providing reference for the next marketing activities.

Thursday Rugby Night (TNF) provides advertisers with an innovative audience-based creative delivery scheme. Brands can display differentiated creative advertisements to different segments of the audience according to the dimensions of geography, crowd characteristics and behavioral signals, so as to enhance the relevance of advertisements. Relevant data show that the interactive rate of brand search of TNF advertisers who adopt audience-based creative delivery scheme is 116% higher than that of advertisers who put on linear TV, and at the same time, they also get relatively higher browsing rate and purchase rate of product details pages.

At the same time, Amazon’s all-round measurement solution for advertising gives the brand a more comprehensive and effective insight into the advertising effect and influence. Anke Innovation uses the first-hand insight data of Amazon’s marketing cloud to analyze the key dimensions such as the search volume, the number of visitors to the station, the purchase analysis of the 14-day attribution window and the purchase ratio of new customers, and understand how sports marketing can improve the transformation and sales of products.

With the great influence of TNF advertising and a series of innovative solutions of Amazon advertising, Anke Innovation has greatly improved brand awareness and sales conversion rate. Amazon marketing cloud analysis shows that consumers who have seen Anke’s innovative TNF advertisements and DSP advertisements at the same time have increased the brand search rate and purchase rate of Anke’s innovative brands by 17% and 42% respectively compared with consumers who have only seen their DSP advertisements. In addition, TNF advertising also brings stronger brand effect. In this marketing activity, the purchase rate of consumers who have seen its TNF advertising first and then its search advertising and DSP advertising is 1.32 times that of consumers who have only seen its search advertising and DSP advertising.

During the whole marketing period, Amazon advertising team provided comprehensive support for Anke Innovation from consumer insight to measurement and evaluation. For example, in terms of strategy formulation, Amazon advertising provides in-depth crowd insight reports and effect estimates to help formulate effective marketing strategies and create interactive advertising materials. After the broadcast, Amazon Advertising provided an advertising effect monitoring and evaluation report covering the entire shopping journey of the target audience. At the same time, the advertisement viewing crowd package created according to the actual reach can also help Anke innovate "audience re-marketing", continue to talk with the audience who have watched TNF advertisements in other marketing channels, establish more effective connections, and create a complete sales closed loop.

Go hand in hand to create a new era of China brand going out to sea.

Today, video marketing is becoming a new trend of change. More creative video advertisements are more likely to attract consumers’ attention and promote the transformation of sales. In order to enhance the brand’s creative marketing ability, Amazon Advertising provides a one-stop video advertising solution, including video advertising in Amazon Mall, streaming TV advertising on channels such as Freevee and Twitch, and online video advertising on third-party websites. In 2024, Prime Video’s programs and movies will also contain limited advertisements. In the United States alone, Prime Video advertisements are expected to reach 115 million viewers every month, which provides a new solution for advertisers to shape global brands. In addition to Thursday Night of Rugby (TNF), Prime Video also includes live broadcasts of different kinds of heavyweight sports events from different countries and regions, including American professional women’s basketball league, European Champions League, French Open and Japanese world baseball classic, which provides diversified opportunities for brands to use sports events for marketing.

In the future, Amazon Advertising will continue to support more China enterprises going abroad, enhance the global popularity and goodwill of China brand with more insightful, creative and effective marketing campaigns, and promote China enterprises to build global brands.

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　　[First-line narration]

Football is a fire in my heart.

Narrator: Wu Chunming, a villager from Chejiang Village, Chejiang Township, Rongjiang County, Qiandongnan Prefecture, Guizhou Province.

　　Someone asked me, "Village Super" is so hot, did you think of it beforehand? I always answer: for me, football has always been so hot, and this fire is burning in my heart.

　　I am a post-70s. When I was a child, after chopping firewood in summer, my friends all gathered in Zhaitou to watch the big brothers and sisters in the village play football, and they followed me to pick up the ball. It was also very satisfying to touch the ball. From elementary school to high school, from the yellow mud on the edge of the village to the small half of the campus, there was no professional venue, no professional coach, a football and a pair of sneakers, which were torn and patched … Those years were not rich, but as long as I could play football and run freely, I could forget all my troubles.

　　Later, when I grew up, I found that there were fewer and fewer people in the village who could play football together. Rongjiang county was still in deep poverty at that time, and many young people left their homes to work in the coastal areas after graduating from junior high school. Those simple stadiums that used to be lively on the river beach and the dam are gradually becoming scarce. After graduating from high school, I had no choice but to join the tide of working in the south.

　　I always look forward to going home during the Chinese New Year holiday, because I can go back to the humble stadium that brings me happiness. There are many festivals in Miao village in Dong township. When there is a festival, we have to play football. Sometimes, a game lasts for more than 10 days. Please go home to play football for such a long time, and the factory will definitely not do it. No leave, so I have to resign.

　　I remember one year, the village started a "riverside football match" again, and all the football experts from ten villages and nine villages came. Already the main striker in the village, I ignored the boss’s face, took a bus for six or seven hours, and finally returned to my hometown before the start of the game. On the sandy land of the river beach, with the cheers of my fellow villagers, I rushed to the front and felt that my life was glorious.

　　In recent years, poverty alleviation and rural revitalization have made Rongjiang look different every day. Not only have new houses been built in every family, many people have bought cars, but every village has sports fields, and many standard football fields have been built in schools, towns and counties. Although I am 45 years old, I can’t help but be eager to see these stadiums. So, I decided to stay and form a "Happy old boys" football team with a group of golfers. I usually kill pigs, sell fish, repair cars, and play football whenever I have time. You don’t have to worry about the venue anymore-there are more than a dozen free and open standard football fields in the county to choose from. Township primary and secondary schools have also set up football leagues. We take out the same energy as playing football to provide voluntary training and guidance for children, hoping that our love for football will be passed down from generation to generation.

　　This year, I heard that the "Village Super League" was going to be held, and I signed up at the first time. A slogan on the side of the stadium, "Life should be about chasing the ball", speaks the voice of many of our old players.

　　As long as the villagers love watching the ball, I will run on the field; As long as there is a game in the village, I will keep chasing the ball. As long as the popularity of the village is growing, the fire in my heart will continue to burn.

　　(Project team: Guangming Daily reporters Lu Shen, Wang Dong, Chen Guanhe, John Zhang, Wang Simin)

　　Guangming Daily (June 28, 2023, 07 edition)

Even if Argentine World Cup champion Alexis Mike alister arrives from Brighton, Liverpool should still sign another midfielder. As a breakthrough prospect of La Liga season, Veiga has extraordinary physical and technical attributes, as well as versatility and industrialization. He also has an advantage on the offensive end, and his willingness to move into the restricted area is excellent-as shown by his < > goals in 32 La Liga games.

Although Vega’s influence may have diminished in recent weeks (not uncommon for a 20-year-old debut season), it is reported that he has a release clause of 400,000 euros, which will make him a real deal.

Serie A, Bundesliga and Ligue 1 teams welcome the following games, the standings, the situation, the goals and the team’s recent achievements are described in detail below:

The following Serie A matches will be played: AC Milan 5-1 Sampdoria, Atalanta 3-1 Verona and Cremonese 1-5 Bologna.

The following Bundesliga matches were played: Bayern Munich 1:3RB Leipzig, Schalke 042:2 Frankfurt, Hertha Berlin 1:1 Bochum, Hoffenheim 4:2 Berlin Union, Werder Bremen 1:1 Cologne.

The following matches in Ligue 1 were played: Lille 2-1 Marseille, Nantes 0-3 Montpellier.

Serie A standings and battle data:

AC Milan 5:1 Sampdoria

At 2 o’clock on May 21 ST, Beijing time, AC Milan 5:1 Sampdoria in the 36th round of Serie A.

In the match, AC Milan scored the following goals: Rafael Leo scored in 9 minutes, Gill scored in 23 minutes, Gill scored a penalty in 29 minutes, Brahim Diaz scored in 63 minutes and Gill scored in 68 minutes.

In the game, Sampdoria scored the following goals: Quagliarella scored a goal in 20 minutes.

The two teams played recently:

On September 11th, 2022, Beijing time, Sampdoria visited 1-2 AC Milan in the Serie A match.

On February 13th, 2022, Beijing time, in the Serie A match, AC Milan played Sampdoria 1-0 at home.

On August 24th, 2021, Beijing time, Sampdoria visited 0-1 AC Milan in the Serie A match.

On April 3, 2021, Beijing time, in the Serie A match, AC Milan played 1-1 at Sampdoria.

The points of the two teams:

AC Milan: 36 wins, 18 draws, 10 losses, 8 points, 64 rankings, 5 wins and 50% wins.

Sampdoria: 36 wins, 3 draws, 9 losses, 24 points, 18 points, ranking 20, winning rate 9%

Atlanta 3:1 Verona

At 0: 00 on May 21, Beijing time, Atalanta 3:1 Verona in the 36th round of Serie A.

In the competition, Atalanta scored the following goals: Zappacosta scored in 22 minutes, Passalic scored in 53 minutes and Heylund scored in 62 minutes.

In the game, Verona scored the following goals: lazovic scored a goal in 11 minutes.

The two teams played recently:

On August 29th, 2022, Beijing time, in the Serie A match, Verona visited Atlanta 0-1.

On April 19th, 2022, Beijing time, in the Serie A match, Atlanta played 1-2 at home in Verona.

On December 12, 2021, Beijing time, in the Serie A match, Verona visited Atlanta 1-2.

On March 21, 2021, Beijing time, in the Serie A match, Verona was a guest of 0-2 Atlanta.

The points of the two teams:

Atlanta: 36 wins, 18 draws, 7 losses, 11 points, 61 points, 6 wins and 50% wins.

Verona: 36 wins, 7 draws, 9 losses, 20 points, 30 points, 18 wins, 20%

Cremonese 1:5 Bologna

At 21: 00 Beijing time on May 20, the 36th round of Serie A was 1:5 in Bologna, Cremonese.

In the game, Cremonese scored the following goals: Ciofani scored a goal in 90 minutes +1 minute.

In the match, the Bologna team scored the following goals: Anautovic scored a goal in 14 minutes, Lewis Ferguson scored a goal in 27 minutes, Stefan Bosch scored a goal in 45 minutes +1 minute, Orsolini scored a goal in 62 minutes and Sansone scored a goal in 80 minutes.

The two teams played recently:

On January 24, 2023, Beijing time, Bologna was a guest in Cremonese 1-1 in Serie A.

On May 6, 2006, Beijing time, in the Serie B match, Cremonese played 2-2 at home in Bologna.

On December 3, 2005, Beijing time, Bologna was a guest in Cremonese 1-1 in the Serie B competition.

The points of the two teams:

Cremonese: 36 wins, 4 draws, 12 losses, 20 points and 24 ranks 19 with a winning rate of 12%.

Bologna: 36 wins, 13 draws, 11 losses, 12 points and 50 points, ranking 9 with a winning rate of 37%.

Bundesliga standings and battle data:

Bayern Munich 1:3RB Leipzig

At 0: 00 Beijing time on May 21st, the 33rd round of Bundesliga was 1:3RB in Leipzig.

In the game, Bayern Munich scored the following goals: Gnabry scored a goal in 25 minutes.

In the game, the RB Leipzig team scored the following goals: leimer scored a goal in 64 minutes, Nkunku scored a penalty in 76 minutes and Szoboszlai scored a penalty in 86 minutes.

The two teams played recently:

On January 21, 2023, Beijing time, in the Bundesliga competition, RB Leipzig was a guest at 1-1 Bayern Munich.

On July 31, 2022, Beijing time, in the German Super Cup, RB Leipzig was a guest of 3-5 Bayern Munich.

On February 6, 2022, Beijing time, in the Bundesliga match, Bayern Munich played 3-2 RB at home in Leipzig.

On September 12, 2021, Beijing time, in the Bundesliga competition, RB Leipzig was a guest of 1-4 Bayern Munich.

The points of the two teams:

Bayern Munich: 33 wins, 20 draws, 8 losses, 5 points, 68 rankings, 61% winning rate.

RB Leipzig: 33 wins, 19 draws, 6 losses, 8 points, 63 ranking, 58% winning rate.

Schalke 042:2 Frankfurt

At 21: 00 Beijing time on May 20, the 33rd round of Bundesliga Schalke 042:2 Frankfurt.

In the game, Schalke 04 scored the following goals: Trod scored a goal in 1 minute and poulter scored a goal in 85 minutes.

In the competition, the Frankfurt team scored the following goals: Daichi Kamada scored a goal in 21 minutes and Tuta scored a goal in 59 minutes.

The two teams played recently:

On January 21, 2023, Beijing time, in the Bundesliga competition, Frankfurt was a guest of 3-0 Schalke 04.

On May 15th, 2021, Beijing time, in the Bundesliga match, Schalke 04 played 4-3 at home in Frankfurt.

On January 18, 2021, Beijing time, in the Bundesliga competition, Frankfurt was a guest at 3-1 Schalke 04.

On June 18, 2020, Beijing time, in the Bundesliga competition, Frankfurt was a guest at 2-1 Schalke 04.

The points of the two teams:

Schalke 04: 33 wins, 7 draws, 10 losses, 16 points and 31 points, ranking 16 with a winning rate of 22%.

Frankfurt: 33 wins, 12 draws, 11 losses, 10 points, 47 rankings, 8 wins and 37% wins.

Hertha Berlin 1:1 Bochum

At 21 o’clock on May 20 th, Beijing time, Hertha Berlin 1:1 Bochum in the 33 rd round of Bundesliga.

In the game, Hertha Berlin scored the following goals: Tousard scored a goal in 63 minutes.

In the game, Bochum scored the following goals: 90 minutes +4 minutes Kevin Schlotterbeck scored a goal.

The two teams played recently:

On January 21, 2023, Beijing time, Bochum was a guest in Hertha Berlin 3-1 in the Bundesliga competition.

On February 5, 2022, Beijing time, in the Bundesliga match, Hertha Berlin played 1-1 Bochum at home.

On September 12, 2021, Beijing time, Bochum was a guest at Hertha Berlin 1-3 in the Bundesliga competition.

On July 21, 2019, Beijing time, Bochum was a guest at Hertha Berlin 1-1 in a friendly match.

The points of the two teams:

Hertha Berlin: 33 wins, 6 draws, 8 losses, 19 points, 26 points, 18 wins and 19% wins.

Bochum: 33 wins, 9 draws, 5 losses, 19 points, 32 ranks 15th, and the winning rate is 28%.

Hoffenheim 4:2 Berlin Union

At 21 o’clock on May 20 th, Beijing time, the 33 rd round of the Bundesliga was 4:2 in Berlin

In the competition, Hoffenheim scored the following goals: Bibo scored a goal in 22 minutes, Kramaric scored a penalty in 36 minutes, Kramaric scored a goal in 90 minutes and Dabbour scored a goal in 90 minutes +9 minutes.

In the competition, the Berlin United team scored the following goals: Dokhi scored a goal in 45 minutes +4 minutes, and Leduni scored a goal in 90 minutes +5 minutes.

The two teams played recently:

On January 21, 2023, Beijing time, in the Bundesliga competition, Berlin jointly visited 3-1 Hoffenheim.

On January 15, 2022, Beijing time, in the Bundesliga competition, Berlin jointly visited 2-1 Hoffenheim.

On August 22, 2021, Beijing time, in the Bundesliga competition, Hoffenheim scored 2-2 at home in Berlin.

On February 28, 2021, Beijing time, in the Bundesliga competition, Berlin jointly visited 1-1 Hoffenheim.

The points of the two teams:

Hoffenheim: 33 wins, 10 draws, 5 losses, 18 points, 35 points, 13 wins and 31% wins.

Berlin United: 33 wins, 17 draws, 8 losses, 8 points and 59 points, ranking 4 with a winning rate of 52%.

Werder Bremen 1:1 Cologne

At 21 o’clock on May 20 th, Beijing time, the 33 rd round of Bundesliga Werder Bremen 1:1 Cologne.

In the game, Werder Bremen scored the following goals: schmid scored a goal in 73 minutes.

In the competition, the Cologne team scored the following goals: Tiegs scored a goal in 36 minutes.

The two teams played recently:

On January 22, 2023, Beijing time, in the Bundesliga competition, Cologne was a guest of 7-1 Werder Bremen.

On March 7, 2021, Beijing time, in the Bundesliga competition, Cologne was a guest at 1-1 Werder Bremen.

On November 7, 2020, Beijing time, in the Bundesliga competition, Werder Bremen played 1-1 Cologne at home.

On June 27th, 2020, Beijing time, Werder Bremen played 6-1 in Cologne at home in the Bundesliga.

The points of the two teams:

Werder Bremen: 33 wins, 10 draws, 6 losses, 17 points, 36 points, 12 wins and 31% wins.

Cologne: 33 wins, 10 draws, 12 losses, 11 points and 42 points, ranking 10, with a winning rate of 31%.

Ligue 1 standings and battle data:

Lille 2:1 Marseille

At 3 o’clock on May 21 ST, Beijing time, Lille 2:1 Marseille in the 36 th round of Ligue 1.

In the game, Lille scored the following goals: Jonathan David scored a penalty in 50 minutes and Jonathan Bamba scored a goal in 72 minutes.

In the game, Marseille scored the following goals: Jonathan Close scored a goal in 29 minutes.

The two teams played recently:

On September 11th, 2022, Beijing time, Marseille made a 2-1 Lille visit in the Ligue 1 competition.

On January 17, 2022, Beijing time, Marseille was a 1-1 Lille guest in the Ligue 1 competition.

On October 3, 2021, Beijing time, in the Ligue 1 match, Lille played 2-0 Marseille at home.

On March 4, 2021, Beijing time, Lille played 2-0 in Marseille at home in the Ligue 1 match.

The points of the two teams:

Lille: 36 wins, 18 draws, 9 losses, 9 points, 63 points, 5 wins, 50% wins.

Marseille: 36 wins, 22 draws, 7 losses, 7 points, 73 places, and the winning rate is 62%.

Nantes 0:3 Montpellier

At 23 o’clock on May 20 th, Beijing time, Nantes 0:3 Montpellier in the 36 th round of Ligue 1.

In the competition, Montpellier scored the following goals: Jordain Ferry scored a goal in 38 minutes, Nordin scored a goal in 47 minutes and Faraille Sacco scored a goal in 88 minutes.

The two teams played recently:

On January 15th, 2023, Beijing time, Montpellier visited Nantes 0-3 in the Ligue 1 match.

On March 6, 2022, Beijing time, in the Ligue 1 match, Nantes played 2-0 in Montpellier at home.

On October 31, 2021, Beijing time, Montpellier visited Nantes 2-0 in the Ligue 1 match.

On May 24, 2021, Beijing time, Nantes played 1-2 Montpellier at home in the Ligue 1 match.

The points of the two teams:

Nantes: 36 wins, 6 draws, 15 losses, 15 points, 33 points, 17 wins and 17% wins.

Montpellier: 36 wins, 14 draws, 5 losses, 17 points, 47 points, 12 wins and 39% wins.