On July 23, 2025, the globally leading cryptocurrency trading platform CoinW announced that, following the successful conclusion of the East Asian Football Championship (EAFF E-1 Football Championship), its series of brand marketing and community co-creation activities centered around the event have achieved phased results. As the official Web3 partner of the East Asian Football Championship for two consecutive years, CoinW has not only deeply integrated its Web3 brand image into Asia's top football arena but has also created a new paradigm for sports marketing and Web3 community operation by connecting "exposure - participation - co-creation" through multi-dimensional initiatives such as brand exposure, content co-creation, educational implementation, and financial product linkage.
From Field Exposure to User Incentives: CoinW Links Sports Culture with Web3 Community
The East Asian Football Championship, one of the most representative national team events in Asia, was held in South Korea from July 7 to 16, gathering teams from China, Japan, South Korea, Hong Kong, Taiwan, and other regions. The event was broadcasted through 12 mainstream media platforms, including CCTV5, Douyin, CCTV Video, Migu Video, RTHK, ELTA, U-NEXT, BGSPORTS, and Astro, reaching over 135 million viewers in total.
As the only official Web3 partner of the event, CoinW leveraged the prime visual positions on the football field to achieve brand exposure across all 12 matches, totaling 6,612 seconds of exposure time, with an average exposure of 66 seconds for the last eight key matches. Additionally, it enhanced brand recall through in-stadium advertisements, special columns, and media collaborations.
However, CoinW's strategy goes beyond mere "brand exposure." At the peak of the event's popularity, the platform further bridged the gap between the on-chain ecosystem and user interests, constructing a new model of community participation from "watching the game to co-creation":
On one hand, CoinW launched a special event called the "East Asian Cup Football Challenge" centered around the East Asian Cup, featuring three interactive mechanisms: contract challenges, lucky draws, and team points, to stimulate user enthusiasm with a rich prize pool. During the event, multiple teams actively participated, and the community engagement atmosphere continued to heat up, further promoting the organic linkage between sports sentiment and on-chain trading behavior.
On the other hand, the platform simultaneously launched Earn-to-Party financial products, encouraging users to earn up to 8% annualized returns through regular financial management during the event, deeply integrating the platform's financial service capabilities with sports cultural experiences.
Through the dual drive of event exposure and user co-creation, CoinW successfully established a community participation paradigm that connects sports culture with Web3 applications.
Chengdu × Tokyo Dual City Resonance: Offline Co-Creation Releases Community Educational Energy
To further promote the "offline implementation" of Web3 concepts, CoinW collaborated with the global Web3 education platform Neowave Academy to hold viewing salons and community gatherings for the East Asian Cup on July 12 in both Chengdu and Tokyo, achieving a dual-city linkage of "event + education + culture."
The offline event in Chengdu attracted nearly a hundred KOLs, project founders, university clubs, and experienced users, integrating barbecue gatherings, match viewing, and Web3 roundtable discussions into a multi-dimensional scene, becoming an important practical point for CoinW to promote the idea that "education is infrastructure." The simultaneous event in Tokyo focused on Japanese community users, combining interactive quizzes and community UGC to achieve a two-way cycle of content co-creation and cultural output.
"Web3 education and community building require real scenarios," said the founding team of Neowave Academy. "We hope to promote the local dissemination of knowledge and deep connections among users through the integration of events, culture, and social interaction. CoinW is one of the few platforms in the Chinese market that is genuinely willing to invest resources to promote educational implementation."
Through "pre-match private dinners + content UGC incentives + post-match closed-door co-creation," CoinW achieved a three-line synergy of "education + social interaction + trading," effectively enhancing user stickiness and knowledge conversion rates.
This dual-city resonance case not only validates the sustainability of educational scenarios but also opens up more possibilities for Web3 community operations.
Social Media Matrix and Community Co-Creation: Building a "Traffic Flywheel" for Web3 Narratives
In addition to deep participation in the event and the dual-line linkage of cultural activities, CoinW has also launched a systematic layout in social media and community operations. By building a multi-platform communication network covering five major language markets, combined with a matrix content strategy and interactive operation mechanisms, CoinW has successfully leveraged the emotional value of sports, transforming user touchpoints into the driving force for brand co-creation.
On mainstream social media platforms like Twitter/X and Telegram, CoinW planned and executed multiple rounds of content actions around the rhythm of the event, covering various forms such as interactive quizzes, hot topics, team reports, and user performance showcases, publishing nearly a hundred pieces of content in total, connecting users' emotional journey from "watching the game" to "participating."
To further activate users' willingness to express and co-create, CoinW specially planned three Twitter Space live broadcasts in the Chinese community, focusing on Web3 cultural perception, female perspectives, and cross-border sports discussions, garnering widespread attention and positive feedback:
"When CoinW Meets the East Asian Cup, 500,000U Awaits You"
Focused on event benefits and activity mechanisms, with over 150,000 exposures across the internet."East Asian Cup Women's Football Storm: Football Roses and Web3 Her Power"
Invited female representatives from Web3 to discuss how women can break through in both the blockchain and football fields."East Asian Cup Conclusion: How Can Football + Web3 Break Cultural Boundaries?"
Deeply explored the cross-cultural dialogue space between Web3 and sports in a decentralized context.
Additionally, around the event, CoinW launched three rounds of prediction activities on the X platform, covering themes such as champion predictions, team support, and ultimate showdowns, combined with platform rewards and user-generated incentives to stimulate users' enthusiasm for self-promotion:
Prediction Activity 1: Hit the Champion, Share the Rewards
Prediction Activity 2: Who is Your Strongest Team?
Prediction Activity 3: The Final Battle, Everyone Predicts.
Related prediction topics sparked heated discussions in overseas communities, with multiple overseas KOLs and community bloggers spontaneously participating in retweets and support, driving content viral dissemination, with total exposures of related topics across the platform exceeding 4.8 million times.
Leveraging a multi-language social media matrix, task-driven co-creation gameplay, and culturally oriented topic planning, CoinW is exploring a brand breakout path that transitions from narrative to participation, from exposure to connection, providing practical examples for Web3 brands to build "emotional assets" and cultural influence.
Understanding Brand Temperature from the Community: Users are Collaborators, Not Audiences
According to CoinW's Strategic Cooperation Director Monika Mlodzianowska, community feedback during the event was enthusiastic, with users actively discussing activity gameplay, posting personal predictions, and sharing creative UGC in the community. CoinW also received a large number of feedback suggestions regarding products, events, and cultural participation methods.
"At the offline events in Chengdu and Tokyo, we witnessed real connections and passionate interactions among community members. Many participants expressed that they were not just watching the game but were also learning and co-creating. This transformation from 'audience' to 'participant' is a true embodiment of the Web3 spirit."
Conclusion: Creating a New Paradigm for Sports Marketing in the Web3 Era
This East Asian Cup was not just a sponsorship of an event but a panoramic practice of brand philosophy. CoinW, using sports as a medium, community as the core, and content as the guide, embedded "co-creation" into the entire chain of sports marketing, allowing users to see the brand, perceive the culture, and promoting the real implementation of the Web3 spirit in mainstream contexts.
From exposure to participation, from interaction to recognition, CoinW has created a replicable and iterative Web3 marketing path through the East Asian Cup: not just about dissemination, but more about resonance; not just about conversion, but more about value.
In the future, CoinW will continue to drive more brand narratives with cultural depth and emotional value, with "community as the foundation" as its core drive, working together with global users to build a more open and warmer Web3 ecosystem.
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About CoinW**
CoinW was established in 2017 and has become a globally leading cryptocurrency trading platform, providing a one-stop digital asset service entry for cryptocurrency users in multiple countries and regions worldwide. The platform offers one-stop intelligent trading services, with an average daily trading volume exceeding $5 billion, ranking 4th in CMC contracts, and surpassing 10 million registered users. CoinW is committed to "helping users increase their wealth" and "empowering blockchain technology transformation," continuously optimizing product architecture and launching multiple independently operated innovative product lines. Since 2022, CoinW has been expanding its brand influence through sponsorship of international sports events and collaboration with football legend Andrea Pirlo. At the same time, CoinW upholds a sense of social responsibility, actively engaging in public welfare, donating supplies to orphanages in Africa, and initiating charitable activities for stray animals in Taiwan. In the future, CoinW will continue to promote global inclusive finance, lead the development of the cryptocurrency industry, and drive the global popularization of blockchain and cryptocurrency assets.
For more information, visit the CoinW official website, or follow CoinW's X account and join the CoinW Telegram group.
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