Editor’s Note: This post is contributed by Alexis Bonhomme from Curiosity China, a Product & Digital Agency focusing on Social Media – CRM  – O2O – Digital Marketing for International Brands on Greater China market and China outbound tourism. 

All over the the world, Arenas and Stadiums are trying to personalize the customer experience and increase fan engagement. With the rapid increase of smartphones and mobile consumption, digital is playing an integral role in connecting fans. The venues need to adapt their marketing communication to a more tech savvy consumer base.

In Asia and especially in China, venues are facing a specific digital eco-system, where mobile apps such as Facebook and Twitter are not relevant. The Mercedes-Benz Arena in Shanghai (JV between the two large actors : American AEG and Chinese OPG) is probably one of the most famous Arenas in China as well as being an architectural icon and nightlife destination in Shanghai.

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