Sina Weibo, a marketing communication by David Beckham
David Beckham missed its marketing act in China by creating a crowded movement of fans, causing injuries. The crowd tried to invade the football field of Tongji University, where Beckham, in visit in the country for his role of ambassador of the Chinese professional league could play a match with students.
This visit could be a great marketing opportunity for the player who just opened a few days earlier his own Sina Weibo (Chinese Twitter), with over 400,000 followers in just one day. Welcome messages were sent "Thank you for coming to Sina! Welcome! You are too cool! ". Creating his own account was a fabulous idea because of the notoriety of social networks in China. For example the number of weibo user «reached about 250 million, an increase of 296 percent campared to the same period in 2010».
First Beckman arrived in Beijing on Monday as an ambassador of the Chinese Super League. David takes his role as ambassador very seriously. In particular, he donated signed T-shirt, a sports car for a charity auction (the funds were donated to the youth football in China) and participated to charity show live on China Central Television (CCTV).
But his last appearance did not go as he wished. Arrived in Shanghai yesterday, he should meet Chinese students for a friendly match, Beckham caused a riot. Almost a thousand spectators charged at the same time the barriers. This movement was dangerous for people and seven people were wounded, including three policemen, two security guards and two students. Due to this crowd, the match was cancelled and Beckham himself has expressed his regrets and wishes to the wounded on his Sina Weibo account: “I had an incredible response from everyone at Shanghai Tongji University today, sorry I couldn't get out on the pitch to see the teams. It was impossible to get through the massive crowds. I heard there were a few injuries, hope the fans are ok, and I wish them a speedy recovery.”