Kwanjang Jeong is carrying out sports marketing activities by running the ‘GLPro Zero Blood Sugar Challenge’ booth at Anyang Red Boosters’ home stadium. Photo courtesy of Jeonggwanjang
[스포츠동아 원성열 기자] Cheong Kwan Jang is aggressively expanding the brand experience through fan participation-based sports marketing. It is a strategy to expand contact points where consumers can directly experience the brand through stadium events and distribution channel collaboration. This can be interpreted as a move to strengthen the bond with customers by allowing them to directly experience brand value beyond simply watching sports.
Field-centered activities are a key strategy for expanding customer contact points. On March 22nd, CheongKwanJang ran the ‘CheongKwanJang Brand Day’ at the home game of the basketball team ‘Red Boosters’ and presented participatory content that allowed spectators to naturally encounter the brand. Outside the stadium, the ‘GLPro Zero Blood Sugar Challenge’ was held using footrest steppers and prizes were provided for those who achieved the goal, and opportunities were provided to experience the product directly during the game.
At the home game of the volleyball team ‘Red Sparks’ held at Chungmu Gymnasium in Daejeon in February, VIP customers and their families were invited and premium programs such as court tours, volleyball experiences, and team autograph sessions were operated. The stadium was transformed into a brand experience space that goes beyond simply watching a game. On March 7, a team fan signing event was held for 251 Red Membership members, expanding opportunities for direct communication with fans.
Sports marketing also extends to distribution channels outside the stadium. CheongKwanJang is collaborating with Lotte Department Store Pyeongchon Branch to carry out the ‘Red Boosters Collaboration Promotion’ for the month of March. With the concept of ‘the stamina of the basketball court is for the players, and the stamina of everyday life is for the fans’, prizes are provided through a scratch event to customers who purchase more than 50,000 won. In addition, the company is expanding its strides into the field of daily sports, such as running the ‘Jeongkwan Jang Cup Badminton Competition’ based on the official sponsorship of the Korea Badminton Association.
An official from Cheong Kwan Jang said, “The sports field is the most dynamic contact point where we can communicate with fans and deliver brand value,” and added, “We will continue to expand customer experience through collaboration encompassing professional sports and recreational sports.”
Reporter Won Seong-yeol sereno@donga.com
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