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Olympic Brand War: Who Is The Winner?

2008/9/4 15:33:00 60

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Marketing Strategy Of Brand Olympic Games

In the 2008 Beijing Olympic Games, with the athletes' wonderful competition, there was also a brand war between the big manufacturers.

The intensity of the war is no less than that of "home court".

In order to get sponsorship, advertising and sponsorship, the top 12 official brand sponsors invested a total of $866 million.

An online survey shows that if the brand reputation is taken as a yardstick, some of the global brands that invest heavily are not successful.

At the same time, some Chinese local enterprises, because of their wonderful marketing, have become the ultimate winners.

The study selected 2 time periods, 11-17 in April and 11-13 in August. 1000 respondents lived in Beijing, Shanghai and Guangzhou respectively.

The setting of this research question focuses on "what brands will you associate with the Beijing 2008 Olympic Games"?

There are 2 brands that are most valuable for sponsorship, namely, Coca-Cola and Lenovo.

In the survey, more than 40% of consumers have a certain degree of brand awareness (see chart).

Some of the brands that "spared no expense" are among the sponsors, and money is a little "grievance".

Until the opening of the Olympic Games, only 17% of consumers linked it to Beijing 2008.

In other words, being a sponsor does not allow brand managers to sit back and relax.

It is estimated that Coca-Cola is not the largest investment in Olympic sponsorship, which is between 75 million and 90 million US dollars.

During the Olympic Games, its brand recognition in the consumer has achieved a great leap, from 28% in April to 50% in August.

The impetus for this growth comes partly from online advertising.

Within six weeks before the opening ceremony, Coca-Cola increased its investment in this area by 3 times.

Pepsi Cola, which has long been "ambushed marketing", is clearly on the decline this time.

In connection with the Olympic Games, Pepsi only got 8% of the consumers' recognition.

It is estimated that Adidas is as high as 250 million dollars in all Olympic sponsorship and advertising.

In April of this year, the brand recognition of Adidas and its "old rival" Nike still had little difference, 16% and 11% respectively.

By August, Adidas's brand awareness had climbed to 38% and Nike was 18%.

This success comes not only from the massive exposure of its clothing to the Olympic Games, but also to its continuous Olympic advertising campaign in the first six months of the Olympic Games.

The more successful colleague than Adidas's "Olympic marketing" is Lining.

When Lining, the founder of the brand, ignited the torch, the consumer's awareness rose from 4% to 20% during the two survey time, and the stock grew 8% overnight.

Based on the above findings, Jon Wright, director of the Asia Pacific media insight research department, said: "research shows that if the brand wants to maximize its sponsorship investment return, it needs to integrate a consistent advertising strategy, constantly maintain their freshness in sponsorship and advertising, and interact with consumers."