BEIJING (AdAgeChina.com) -- Procter & Gamble Co. has partnered with the National Basketball Association (NBA) in China, where shooting hoops has long been a favorite sport.
The U.S. consumer goods giant is backing a two-month P&G Pavilion Tour, which combines a basketball experience pavilion, challenge games and in-store activities. The road show will travel to major cities including Beijing, Shanghai, Guangzhou and Shenzhen to promote four P&G brands -- Gillette, Head & Shoulders, Rejoice and Safeguard.
The campaign will feature up to 30 interactive games involving dribbling, free throws and speed shooting contests, letting basketball fans "feel, touch and experience the NBA," said Danielle Godbier, the NBA's Beijing-based senior director of marketing partnerships in China.
More than 100,000 shoppers are expected to participate through joint promotions involving major retailers such as Walmart, Trustmart, Beijing Hualian, Tesco, Watsons, Carrefour, RT-Mart and CR Vanguard.
Shoppers can eplay the game and win autographed souvenirs and NBA merchandise tby purchasing P&G personal care brands.
The campaign also lets shoppers donate money to build sports facilities for children in Sichuan, which was devastated by a major earthquake last year, said David Yang, Beijing-based VP of the NBA's operation in China, where over 300 million people play basketball, according to NBA estimates.
The promotion's launch in early June coincided with the 2009 NBA Finals, making this month "the right time [and] the right place to launch the partnership said Henry Karamanoukian, P&G's general manager for customer business development in China.
For the launch, six-time NBA-Championship title holder Scottie Pippen appeared at a Walmart and Hualian store in Beijing, where he received a "P&G China Star MVP" award. Mr. Pippen and other NBA players will make additional special appearances throughout the campaign in China.
One of the NBA's top players, All-Star Yao Ming, is returning to China this summer in a separate promotion. He will headline Basketball without Borders Asia 2009, a global basketball development program backed by the NBA and the International Basketball Federation (FIBA) to create promote education, health and wellness through basketball.
The Chinese section of the global event will take place in Beijing from July 30-Aug. 2, 2009, and is sponsored by Nike, American Airlines and DHL.
The top youth players 19 and under fin Asia will be selected by the NBA, FIBA and participating federations to train under NBA players and coaches and compete against their peers. Campers will be divided into teams regardless of nationality or other differences to promote friendship and diversity.
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