Pairing up with our audience’s favorite magazine ‘NBA Hoop’ was a logical pairing, and our star was NBA and CBA star Stephon Marbury. He's an All-Star athlete, and the embodiment of everything the Ultrabook is. As the cover athlete, we also had an 8 page interview about him and the Ultrabook. We strategically placed our article in the months leading up to the NBA Finals to ensure maximum interest and greatest chance of reaching our audience. Our audience understood that the reasons Stephon Marbury is so great are the same reasons the Ultrabook is so great:

Strength = Ultra Performance

Endurance = Ultra Battery Life

Speed = Ultra Quick Response

On Marbury’s personal Weibo account (China’s Facebook/Twitter) we got people to ask Stephon questions and share their Strength, Endurance and Speed moments online. We gave Marbury prizes (signed jerseys, shoes, posters, and more) to those who posted the best responses.

With a meagre budget of US$25,000, we got creative with leveraging our resources and proved that we could still make a BANG and get people talking about Ultrabook!

Our cover story was exposed to 600,000+ target audience.

Our social event has been viewed 286,000 times and re-tweeted 996 times

More than 6 times media value:

o Marbury’s endorsement: Free

o Kiosk Posters: Free

o Social event on NBA hoop official Weibo (Chinese Twitter): Free

o Marbury’s Weibo (Chinese Twitter): forward the social event: Free

o Winning prizes (sport wearing, basketball ) with Marbury’s signature: Free