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If you want to choose one of the most popular sports in the United States, many China audiences may choose basketball because of the great influence of the NBA in China, but the most accurate answer is "American football". Among the top 100 TV programs in the United States in 2023, 93 were Major League Football (NFL) events. With its powerful influence, rugby matches can help brands reach millions of consumers at one time, thus becoming a "battleground" for brands to enhance their popularity.

As a "born global" brand in China, Anke Innovation also saw the unique marketing value of rugby matches and made an innovative and bold attempt. On December 7, 2023, US Eastern Time, Anke Innovation launched an interactive creative short film specially made for Anker Nano series chargers on Thursday Night Football, TNF) broadcast by Amazon Prime Video, so as to accurately reach younger, more energetic and more enthusiastic target consumers and let them experience the innovation and breakthrough of Anker Nano series in charging speed and use experience.

This launch made Anke the first China brand to launch a streaming TV advertisement on Thursday Rugby Night, which was broadcast by Prime Video alone, which not only effectively enhanced the brand’s overseas popularity, but also shortened the distance from "content" to "business" through a new form of interactive video advertisement. During the period of watching the advertisement, consumers can go directly to the flagship store of Amazon brand for purchase through the QR code in the advertisement, thus realizing a one-stop shopping experience from watching sports events to placing an order for purchase. At the same time, compared with the cable TV era, the rise of streaming media TV has also provided innovative functions such as effect measurement and user interaction for the advertising of sports events, and has become one of the new ways for advertisers to build brands and improve marketing effectiveness. According to the analysis of Amazon Marketing Cloud, this TNF marketing campaign has brought nearly 50% incremental consumers to Anke Innovation. According to Amazon data, the sales of Anker Nano series related products increased by 20% after 8 days of TNF advertising.

Encore innovative TNF video advertisement screenshot

The brand is broken, why is it "Thursday Football Night"?

After years of development, Anke Innovation has become a brand with global popularity, with its products selling well in 146 countries and regions and over 100 million users worldwide. In order to seek a breakthrough in global brand building, sports marketing with great influence has become an ideal choice for Anke’s innovation. Across the ocean, one-third of Americans (107.4 million people) will watch live sports events in 2025, an increase of 71% over 2021. In many sports events, football is an important way to seize the minds of American consumers, and Thursday Rugby Night (TNF) broadcast by Amazon Prime Video alone is loved by many American audiences. The data shows that TNF got off to a good start in the first season of Amazon Prime Video. The average audience of the game between Los Angeles Lightning and Kansas City Chiefs reached 13 million, setting a new record for the audience of Major League Football (NFL) games at that time. In the 2023 season, the average number of TNF viewers per game reached 11.86 million, a year-on-year increase of 24%. At the same time, the median age of the audience watching TNF on Prime Video is nearly 7 years younger than those watching Major League Football (NFL) on online TV, with higher family income, more devotion to the game and longer watching time. This provides an excellent marketing opportunity for advertisers who are committed to building brand awareness and brand influence among young and high-income people.

According to Anke’s innovation, there are three main reasons for choosing Thursday Football Night (TNF). The first is the huge potential audience base, and the audience are all Prime members with strong consumption power, which helps Anke to innovate and enhance brand awareness; Secondly, the characteristics of audience segmentation are obvious, which helps Anke to innovate and attract young consumers interested in scientific and technological products; Thirdly, TNF itself has a good brand image. By cooperating with well-known sports programs like TNF, it will help Anke Innovation to convey a brand image full of vitality and innovative spirit to users.

After careful evaluation and measurement in the early stage, Anke Innovation put the time of TNF advertising on the game on the evening of December 7, Eastern Time. That night, the Patriots of New England and the Steelers of Pittsburgh had a wonderful and exciting night match. The Patriots led by a score of 21:3, but then the Steelers rose to catch up by 15 points, but they finally regretted losing. This suspenseful game attracted the attention of many fans. During the competition, Anke innovatively used a short advertisement with a sense of science and technology to reach and interact with the fans. In the short film, Anker Nano series charger has become the protagonist. From taking the subway to the office scene, this "fastest charger series created by Anker Innovation for iPhone with USB-C interface" has been deeply implanted in the hearts of many overseas consumers.

At the same time, Anke Innovation and Amazon Advertising have jointly given this creative short film a new interactive form — — By scanning the QR code in the lower left corner of the advertisement, consumers can use smart devices such as mobile phones and tablets in their hands to go directly to the customized landing page created by Anker Innovation in the flagship store of Amazon brand, and get a one-stop understanding of various innovative products of Anker Nano series, and complete a series of operations such as "adding a shopping cart" and "buying now" with just a few clicks, and get a one-stop quality experience from watching to shopping.

By scanning the QR code, consumers can go directly to Anke Innovation Amazon brand flagship store.

Innovation first, building a streaming media era“Marketing closed loop"

With the evolution of digital marketing technology, the form of live streaming TV broadcast has brought new delivery forms and monitoring means to sports events, so that the measurement of marketing value can be rationally analyzed and judged with more comprehensive and detailed data, providing reference for the next marketing activities.

Thursday Rugby Night (TNF) provides advertisers with an innovative audience-based creative delivery scheme. Brands can display differentiated creative advertisements to different segments of the audience according to the dimensions of geography, crowd characteristics and behavioral signals, so as to enhance the relevance of advertisements. Relevant data show that the interactive rate of brand search of TNF advertisers who adopt audience-based creative delivery scheme is 116% higher than that of advertisers who put on linear TV, and at the same time, they also get relatively higher browsing rate and purchase rate of product details pages.

At the same time, Amazon’s all-round measurement solution for advertising gives the brand a more comprehensive and effective insight into the advertising effect and influence. Anke Innovation uses the first-hand insight data of Amazon’s marketing cloud to analyze the key dimensions such as the search volume, the number of visitors to the station, the purchase analysis of the 14-day attribution window and the purchase ratio of new customers, and understand how sports marketing can improve the transformation and sales of products.

With the great influence of TNF advertising and a series of innovative solutions of Amazon advertising, Anke Innovation has greatly improved brand awareness and sales conversion rate. Amazon marketing cloud analysis shows that consumers who have seen Anke’s innovative TNF advertisements and DSP advertisements at the same time have increased the brand search rate and purchase rate of Anke’s innovative brands by 17% and 42% respectively compared with consumers who have only seen their DSP advertisements. In addition, TNF advertising also brings stronger brand effect. In this marketing activity, the purchase rate of consumers who have seen its TNF advertising first and then its search advertising and DSP advertising is 1.32 times that of consumers who have only seen its search advertising and DSP advertising.

During the whole marketing period, Amazon advertising team provided comprehensive support for Anke Innovation from consumer insight to measurement and evaluation. For example, in terms of strategy formulation, Amazon advertising provides in-depth crowd insight reports and effect estimates to help formulate effective marketing strategies and create interactive advertising materials. After the broadcast, Amazon Advertising provided an advertising effect monitoring and evaluation report covering the entire shopping journey of the target audience. At the same time, the advertisement viewing crowd package created according to the actual reach can also help Anke innovate "audience re-marketing", continue to talk with the audience who have watched TNF advertisements in other marketing channels, establish more effective connections, and create a complete sales closed loop.

Go hand in hand to create a new era of China brand going out to sea.

Today, video marketing is becoming a new trend of change. More creative video advertisements are more likely to attract consumers’ attention and promote the transformation of sales. In order to enhance the brand’s creative marketing ability, Amazon Advertising provides a one-stop video advertising solution, including video advertising in Amazon Mall, streaming TV advertising on channels such as Freevee and Twitch, and online video advertising on third-party websites. In 2024, Prime Video’s programs and movies will also contain limited advertisements. In the United States alone, Prime Video advertisements are expected to reach 115 million viewers every month, which provides a new solution for advertisers to shape global brands. In addition to Thursday Night of Rugby (TNF), Prime Video also includes live broadcasts of different kinds of heavyweight sports events from different countries and regions, including American professional women’s basketball league, European Champions League, French Open and Japanese world baseball classic, which provides diversified opportunities for brands to use sports events for marketing.

In the future, Amazon Advertising will continue to support more China enterprises going abroad, enhance the global popularity and goodwill of China brand with more insightful, creative and effective marketing campaigns, and promote China enterprises to build global brands.

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1905 movie network news Recently, "Sweet Tea" revealed in an interview that in addition to the already exposed biopic, there is a new project with the theme of table tennis, which is expected to start shooting in the next eight months, but no more information can be revealed for the time being.

Previously, "Completely Unknown" exposed the main lineup, and the film will be directed by Timothée Chalamet, Monica Barbaro, and others, and it is expected to be launched early next year.

In addition, the movie starring Timothée Chalamet is showing, and the box office of the North American cinema in the first three days of the weekend grossed $39 million, setting a record for the highest first weekend box office of musical films in the history of North American cinema in December. In terms of global box office, the film reached $152 million.

　　Xinhua News Agency, Cairo, September 11 (Reporter Shen Danlin, Yao Bing) Mohammed Simi, a professor of political science at Helwan University in Egypt, said recently that the history of American military intervention and expansion is long and bloody, and that American military hegemony has not brought peace and stability, but war and turmoil, which has caused great suffering to people all over the world.

　　In an exclusive interview with Xinhua News Agency, Simi said that the United States has a "long history" of military intervention and expansion, and successively launched wars against Native Americans and Mexico and annexed Hawaii. After World War II, the United States launched the Korean War, the Vietnam War and the Gulf War.

　　On July 30, 2023, a villager pointed out the traces left by American air strikes in the Kh Salac area of Nangarhar province. Xinhua News Agency (photo by aimar Zahir)

　　Simi pointed out that since 2001, the United States has launched wars in Afghanistan and Iraq in the name of "anti-terrorism", resulting in hundreds of thousands of civilian deaths, millions of injuries and tens of millions of displaced people, posing a serious threat to regional peace and stability. The United States has also established a huge military network around the world, with military bases and troops stationed in many countries.

　　In his view, American military hegemony brought not peace, but war, which caused great pain and turmoil to people all over the world. "The military presence of the United States has become the source of tension and instability in some areas. For example, the military presence of the United States in the Middle East has always been the main source of dissatisfaction among many people in the region. "

　　Simi also said that American military hegemony has intensified the arms race, "which may increase the risk of misjudgment and war." He believes that in order to reduce conflicts, the United States must stop military intervention, reduce its military budget, and adopt dialogue and diplomatic means.

　　On the 5th, in Cairo, Simi participated in the seminar on the release of the report of the national high-end think tank of Xinhua News Agency, The Root, Reality and Harm of American Military Hegemony.

　　Core reading

　　The table tennis robot demonstrates the powerful "behavior" ability of artificial intelligence. In the future, with the upgrading and maturity of table tennis robots, it will help athletes to train better and promote the popularization of table tennis.

　　Some time ago, a video of "the longest ping-pong round in history" released by the ITTF aroused widespread concern among fans on the Internet. In the video, professional players and table tennis enthusiasts use different tools such as rackets, spatulas and books to relay the ball back in different environments, and staged an interesting table tennis party.

　　Nowadays, the application of artificial intelligence technology has inserted the wings of imagination into table tennis. A table tennis robot with a smart "brain" is constantly challenging. Will it defeat the table tennis world champion?

　　Help popularize sports.

　　In 2014, German table tennis star Bohr faced a table tennis robot named KUKA. In the face of robots, the former world No.1 player took high gear and low gear, but he could only rely on tennis balls and edge balls to keep up with the score and finally win narrowly. Although this duel is only an advertising marketing, the level of robots was not very strong at that time, but the seeds of imagination have been planted in the hearts of researchers.

　　China Table Tennis Institute of Shanghai Sport University cooperated with Xinsong Robot Automation Co., Ltd. to develop two generations of Pongbot table tennis duet robots. Although the fighting robot has only one mechanical arm, it can already achieve man-machine combat. At the same time, through the deep learning and reinforcement learning model in the artificial intelligence algorithm, the robot can "study" the opponent’s movements and hitting methods while playing, and formulate the return strategy by predicting the table tennis trajectory.

　　Deng Yaping, the Olympic champion of table tennis, once competed with the second-generation duet robot in a TV program, testing the performance of the robot from three dimensions: speed, strength and rotation. From the beginning of the "helpless" when facing the fast break, to the end, the robot can successfully catch the difficult backspin ball. After one or two hundred rounds of fighting, the robot has shown strong adaptability and learning ability. "Table tennis robots have great potential and cannot be underestimated." Deng Yaping said.

　　In fact, robots have been widely used in medical care, automobile, chemical industry, education and other fields. In the field of sports, there are also companies that have produced robots that can complete gymnastics movements. Ren Jie, vice president of China Table Tennis Institute of Shanghai Institute of Physical Education, who participated in the research and development of table tennis robots, said that the original intention of designing table tennis robots was to use scientific and technological means to help athletes train better and promote the popularization of table tennis.

　　Strong learning ability

　　In March of this year, Pombert played against the robot’s "brother" product — — Serve robot comes out. The service robot has two mechanical arms, which can throw the ball with one hand and hit the ball with the racket in the other. Compared with the traditional service machine, the service robot highly restores the service action of real people, provides athletes with time to observe their opponents, and exercises their reaction ability and ball handling ability.

　　However, in order to achieve a high degree of personification, in addition to the appearance and action, we must also realize the variety of service. Ren Jie introduced that the service robot can set different rotation types and landing points of the ball, and can simulate different playing styles through the quick change of the racket. "After practicing such a combination, I feel as if I am playing against a real person, or a master!" An experiencer lamented.

　　The "trump card" of the serve robot is the function of trajectory analysis and action analysis. Two distributed binocular vision systems are like a pair of "smart eyes", which can capture the trajectory of the ball and the athletes in time. Coupled with the "brain" of artificial intelligence algorithm for deep learning and timely adjustment of technical and tactical strategies, a set of "combination boxing" makes the service robot "smart".

　　"If you beat the human Go master ‘ Alpha dog ’ Show us the powerful artificial intelligence ‘ Thinking ’ Ability, the table tennis robot shows the powerful artificial intelligence ‘ Behavior ’ The ability reflects the manufacturing strength in the field of industrial automation in terms of accurate identification, rapid response and flexible control. " Ren Jie said.

　　With a deep understanding of table tennis, China Table Tennis Institute has avoided many detours in the process of cooperative research and development of table tennis robots. At the beginning of the design, the serve robot was set at a very fast speed. Later, it was found that this exceeded the acceptance ability of most athletes, which not only failed to achieve the exercise effect, but also increased the configuration of motors and motors, which was completely unnecessary. "Technology research and development should conform to the laws of reality." Ren Jie said, "So we suggest debugging the robot with reference to the speed, frequency and rotation of the ball when the coach conducts multi-ball training."

　　Wide application prospect

　　In the past table tennis class, 20 students shared 10 tables. If the teacher practiced multi-ball training one by one, it was often difficult to take care of all the students in one class. Gu Nan, director of the training department of China Table Tennis Academy, said that after the school starts, the college will put 10 service robots into classroom teaching. Through personalized settings, each student can carry out targeted training in a mode suitable for his current level. In this way, teachers have more time to guide students.

　　Robots can assist teaching, can the training object be robots? China Table Tennis Academy makes serve robots and duet robots become "apprentices". The former uses professional training mode and flexibly adjusts course training according to the progress level of apprentices. The latter quickly learns different return strategies.

　　If the goal of the duet robot is to beat the world champion of table tennis, then the service robot takes the route of "being close to the people", which is more suitable for ordinary table tennis lovers to practice basic skills. In the future, in addition to daily teaching, service robots can also enter community fitness centers, table tennis clubs and so on. With such a machine, one person can also play ball. If you set the relevant data, you can have a hearty duel.

　　Ren Jie imagined that in the future, with the help of technologies such as 5G and AR (augmented reality), robots may also be able to synchronize the movements of the participants at the other end of the line in real time, realizing the "cloud battle" of table tennis matches, making table tennis break through the limitations of time and space and become more interesting. Shi Zhihao, dean of China Table Tennis Institute of Shanghai Sport University, hopes to lead the development trend of table tennis in the world through the combination of artificial intelligence technology and table tennis. At the same time, in the process of upgrading the related products of table tennis robots, more technological innovations will be applied to the cultivation of high-level table tennis talents.

On September 27th, 2023, the General Office of the State Council issued Several Measures on Releasing the Potential of Tourism Consumption to Promote the High-quality Development of Tourism (Guo Ban Fa [2023] No.36, hereinafter referred to as "Several Measures"). In order to promote the in-depth implementation of the "Several Measures" in the cultural and tourism system, the Ministry of Culture and Tourism issued a notice today requesting the cultural and tourism departments (bureaus) of all provinces, autonomous regions and municipalities directly under the Central Government to produce them in Xinjiang.

First, fully understand the great significance of implementing the "Several Measures"

Local cultural and tourism administrative departments should fully understand the great significance of implementing the "Several Measures" from a strategic and overall perspective, deeply analyze the new situation of tourism development, grasp the characteristics and laws of tourism development, accurately understand the scientific connotation of high-quality tourism development, clarify the goals and tasks of promoting high-quality tourism development in various places, enhance their sense of responsibility and urgency, and effectively unify their thoughts and actions with the deployment requirements of the CPC Central Committee and the State Council.

Two, do a good job in the study and publicity of "several measures"

The provincial administrative departments of culture and tourism should, in conjunction with relevant departments and in combination with the actual situation of local tourism development, study and sort out the key tasks that meet the development requirements of Several Measures, timely summarize the typical experiences and practices of releasing tourism consumption potential and promoting the high-quality development of tourism in the region, increase publicity and promotion, stimulate and guide more social forces to participate in the innovative practice of tourism development, and create a good social atmosphere for the high-quality development of tourism. At the same time, it is necessary to sort out the policies and measures that do not meet the requirements of high-quality development of tourism in accordance with the "Several Measures" and correct or adjust them in time.

Three, study and formulate the implementation plan of "several measures"

The provincial administrative departments of culture and tourism should, in combination with the actual situation, take the initiative to connect with the relevant tourism-related departments in light of the "Several Measures" and the "Task Division Plan of the Ministry of Culture and Tourism on Releasing Tourism Consumption Potential to Promote High-quality Development of Tourism" (copied to the provincial administrative departments of culture and tourism), and study and refine the work measures to release tourism consumption potential and develop tourism with high quality in combination with the actual situation in the region, so as to form the work of the provincial administrative departments of culture and tourism to implement the "Several Measures".

Fourth, strengthen coordination and linkage, and focus on solving difficult and blocking problems.

All localities should take the implementation of the "Several Measures" as an opportunity, focus on solving the difficult problems that have long restricted the high-quality development of tourism, and promote and improve the inter-departmental coordination mechanism of tourism work in the region. For policy initiatives involving multi-sectoral functions, such as actively developing eco-tourism products, optimizing tourism infrastructure, revitalizing idle tourism projects, adjusting and optimizing scenic spot management, strengthening inbound tourism, supporting the development of tourism enterprises, broadening financing channels, and strengthening land use security, we should strengthen communication and coordination with relevant departments, take the initiative, actively coordinate relevant departments to solve difficult and blocked problems in the process of policy implementation, and get through the "last mile" of policy implementation.

Fifth, strengthen organization and implementation, and accelerate the implementation of policies.

All localities should put the release of tourism consumption potential and the promotion of high-quality development of tourism in an important position at present, seize opportunities, do practical work, strengthen reform and innovation, guide tourism market players to adapt to changes in market demand, and accelerate the transformation of policy dividends into development effectiveness. Local cultural and tourism administrative departments should, under the leadership of local party committees and governments, jointly with relevant departments, pay close attention to the introduction of special supporting policies and measures to implement the "Several Measures" in the region, smooth the channels for policy implementation, and ensure that all the support measures of the "Several Measures" are fully effective. The Ministry of Culture and Tourism will strengthen the tracking and evaluation of the implementation of local policies, and timely summarize and popularize excellent experiences and practices. The implementation and effectiveness of relevant policies will be regarded as the key evaluation content of praise and encouragement for tourism work in various places.

(CCTV reporter Zheng Wei)

Source: CCTV news client