Liverpool FC engages Chinese fans in social media campaign

Mailman Group, a social media agency, was responsible for launching the campaign. The clubs’s new Weibo fan page encourages social interaction with Chinese English football supporters to connect with their heroes. Liverpool is providing local language updates as well as rich-media football content.  

Using platforms like Weibo to reach out to fans is a key part of Liverpool's China strategy, said Ian Ayre, managing director of Liverpool FC.  "In over 100 years of history we have never been to mainland China and we feel it is important to go places and give fans the chance to see what we see every week in Liverpool: the players up close playing the game,” he said.

Further to the launch,  the Sina-owned Weibo micro blog is supporting the news by actively promoting the official Liverpool FC fan page through the Sina portal.

CEO of Mailman Group Andrew Collins stated, “It’s a relatively easy entry into the Chinese social media space and we expect the fan page to attract a great interest.”  Mailman also manages the fan groups for the Australian Football League and American Airlines.