マブスWeChatミニプログラム

The Dallas Mavericks’ WeChat mini-program, launched to engage their Chinese fan base, serves as a comprehensive platform offering schedules, match reports, photo galleries, and interviews. It goes beyond typical social media, fostering direct relationships with fans through interactive features like quizzes, lucky draws, and special campaigns. Positioned lower in the marketing funnel, the mini-program enables the team to engage with their core fans more deeply.

In 2021, the mini-program gained momentum with the “Dirk, Words from the Heart” campaign during Dirk Nowitzki’s jersey retirement ceremony. Fans were invited to submit handwritten messages, with thousands of heartfelt entries, some of which were presented to Dirk as a gift. This campaign strengthened the emotional connection between the team, Dirk, and Chinese fans, driving initial fan engagement for the platform.

In 2022, the Mavericks partnered with Tencent Sports to integrate quiz activities into NBA game broadcasts, expanding participation through Tencent’s vast user base. By 2023, the mini-program celebrated Kyrie Irving’s contract renewal with a user-generated content campaign, where fans shared stories about Irving, who responded with a personal video message.

Today, the WeChat mini-program remains an important platform for engaging the Mavericks’ Chinese fan base, and the team continues to explore new ways to enhance fan experiences and build deeper connections.