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Olympic Marketing Campaign

2008/8/9 10:08:00 7

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The use of Olympic resources is only a right of the sponsors. However, it is a strategy for all enterprises to use the Olympic spirit to compete with the Olympic Games and win the marketing of the Olympic atmosphere.

The opening of the Beijing Olympic Games is imminent, and the Olympic marketing war among the major enterprises has also reached a climax: McDonald's, Adidas and Coca-Cola have formed alliances for the first time to jointly promote marketing in the channels; Lenovo, Volkswagen, Samsung and other Olympic sponsors have also launched a large-scale roadshow or terminal display.

In order to grab the Olympic attention resources, non Olympic sponsors are also carrying out large-scale "non Olympic" publicity in a roundabout way. In July 7th, the famous Chinese herbal tea brand Wang Lao Ji appeared in the Hudson River of New York, carrying 2008 Welcome to Beijing, China huge background plates and banners cruising in the Statue of Liberty sea area, inviting foreign friends to Beijing to participate in the great event of world attention, and to understand the contemporary life, culture and social development of China. At the same time, the Beijing tourist guide was carefully prepared to the local people of the United States.

Like Wang Laoji, other companies excluded from the Olympic sponsorship threshold are marketing and marketing slogans such as "2008", "Red China" and "Hello Beijing". The purpose is to share or seize the Olympic marketing resources.

The publicity of Olympic resources is only a kind of right and platform. It is the exclusive resources that Olympic sponsors own. However, it is a strategy that all enterprises can use to match the spirit of the Olympic Games and win the marketing of the Olympic atmosphere. Wang Laoji and other non Olympic sponsorship enterprises are using this marketing strategy fiercely to take advantage of the Olympic marketing.

The opening of the Olympic Games is coming, and the marketing climax has arrived.

暗戰:有人得益有人很受傷

All enterprises are "I am crazy for the Olympics".

It's not how much they love the Olympics because they know how much their customers love watching the Olympics.

As for fast moving consumer goods Olympic sponsors, major festivals or events have a huge boost to the promotion of terminal sales, and at the same time, brand benefits can also be improved rapidly. Therefore, the Olympic platform is a great marketing opportunity for any fast moving consumer goods company in China. Although there are few enterprises that can enter the Olympic sponsorship threshold, other non sponsors can only take advantage of the clever way to engage in Olympic marketing.

In the Olympic campaign of fast moving industry, Erie and Mengniu are undoubtedly two companies that are very concerned. The former is the sponsor of Olympic dairy products, while the latter is the first to win the marketing battle in recent years.

Near the Olympic Games, the atmosphere of competition is more and more strong.

After the rival occupied the advantageous position of the Olympic "sponsor", Mengniu adopted a marketing campaign to win the Olympic Games.

The "action" of love moves various movements to indicate the relevance of Mengniu and Olympic Games.

Mengniu promotes the slogan of "inter city" as "gathering strength of 1 billion 400 million Chinese players, running to Beijing", "healthy Mengniu, and encouraging 08". These slogans are consciously linked to the keywords of "Beijing" and "2008".

But Coca-Cola and Pepsi's old rivals are even more inextricably involved.

Coca-Cola has been occupying TOP sponsor qualification for many years. The injured Pepsi had to bypass the marketing strategy of "grass roots".

Pepsi boldly breaks through the traditional star marketing mode, and selects 21 grassroots stars from all over the country through picks to make them serve as spokesmen for Pepsi. Their heads will appear on Pepsi's packaging.

The success of the grassroots selection activities such as "Super Girls" and "I Show" have proved that the type of draft shows a strong appeal in China.

In addition, Pepsi chose the promotion positions in the main gathering place of the vast grass-roots group, the core consumer group of PepsiCo and the most potential consumer group concentrated on young users aged 15 to 30, which is consistent with Internet users.

To counter the "stars" with "grass roots" and to promote the marketing strategy with the help of network marketing and promotion on the ground, it is not only because Pepsi is at a disadvantage in the sports PK resource competition of sports marketing, but also cleverly avoids official restrictions on non Olympic sponsors.

As a strong local rival of Coca-Cola, although Wang Laoji did not qualify for Olympic sponsorship, he wisely borrowed the 56 nationalities to travel around China, and turned around overseas. He made a round of influential sports culture tour with Chinese elements and Chinese culture, which is a unique marketing for all Chinese enterprises to take advantage of the Olympic Games.

For Olympic sponsors, although the name of Olympic marketing sounds loud, actually how to operate properly may also lead to failure.

Statistics show that even after the formal commercialization of the 1984 Olympic Games, even the regular Olympic partners, up to 2004, only 30% of the enterprises could benefit from it.

The rest is oblivion after the Olympic Games.

In October of 07, the US Kodak group, which sponsored almost every Olympic Games, announced that it would withdraw from the global TOP sponsorship camp of the 2012 Olympic Games. It also proved that the huge investment of Olympic Games is not always a panacea for marketing.

Olympic sponsors and non Olympic sponsors compete not only for the amount of Olympic resources they have, but also for more than just the amount of marketing capital they invest in, and more importantly, the combination of the Olympic concept and the brand concept, the docking of the Olympic platform and the enterprise platform, and the integration of the Olympic spirit and product characteristics. If these three aspects can be perfectly integrated, even the non Olympic sponsors can win a brilliant victory in the Olympic Games.

Case study: Wang Laoji's "non Olympic" marketing strategy

As the leading representative of China's local beverage brand, Wang Laoji not only took the lead in the good market performance of "China's market canning and sales first" in 2007, but also became the successful benchmark of "non Olympic" marketing in the Olympic marketing secret warfare.

The core of Wang Laoji's non Olympic marketing strategy is to effectively integrate brand appeal and corporate social responsibility with the Olympic background and spirit, and truly achieve the convergence of consumption demands, brand ideas and Olympic spirit. By carrying forward the Olympic spirit, blessing the Beijing Olympic Games and creating an Olympic atmosphere, the marketing campaign of enterprises will be launched in an all-round way.

"Blessing Wang Laoji Beijing's 56 national blessing Tour" is an exclusive sponsorship sponsored by the State Sports General Administration Social Sports Guidance Center and the China National Minority Sports Association and the group of Wang Laoji. It is a large-scale participation of the whole nation.

Tracing back to the origin of the Olympic Games, "peace, friendship and progress" are the embodiment of the Olympic tenet.

Since China is a multi-ethnic country, hosting a "harmonious and united" sports event of the whole nation and the whole mankind is also one of the important missions of the Beijing Olympic Games. Undoubtedly, the "56 nations' blessing Beijing" is in line with this spirit.

Since the start of the second half of 2007, Wang Laoji has launched 56 national campaigns to find and select Beijing ambassadors in Beijing, and more than 300 national sports activities focusing on national sports in more than 100 cities, and has collected millions of people to bless Beijing's signature through the cooperation with the Beijing satellite TV program "I and the Olympic Games, bless the Beijing".

Every week, organizers of the event choose one of the three contestants of a nation to be elected as a messenger of the race to represent the people of Beijing in the Olympic Games.

Wang Laoji hopes that through this campaign, supplemented by effective advertising forms, the target consumers will be fully covered to enhance the attention of this event.

At the same time, in order to cooperate with the product sales, Wang Lao Ji also launched a promotional campaign to buy scraped card promotions in the same period of TV activities. Consumers would have the opportunity to participate in the raffle and win the commemorative gold coins and the large number of blessing envoys as long as they sent the password to the SMS interactive platform.

Because this activity integrates many resources, and effectively utilizes the media such as TV, plane, network, short message globrand.com, and with the help of promotional activities, terminal display and other forms, the activities and contents are novel and interesting, thus attracting a large number of participants.

According to a survey by third party research institutions, 85% of the end consumers were concerned about or heard about this activity, and 67% of consumers thought Wang Laoji was the sponsor of the Olympic Games.

With the national sentiment as the breakthrough point and the blessing Olympics as the pivot, Wang Laoji's "non Olympic" marketing has played a beautiful battle.

If we say "blessing Wang Laoji Beijing's 56 national blessing journey" is the beginning of Wang Laoji's "non Olympic" marketing campaign, then the overseas promotion is the climax of this marketing war.

The Beijing Olympic Organizing Committee put forward the slogan of "one world, one dream", laying the foundation of the "Humanistic Olympics" and becoming the strategic guide of Wang Lao Ji's overseas guests.

Therefore, when most enterprises put the focus of marketing on the domestic market, Wang Laoji quietly launched a new round of brand communication overseas: in March 2008, organized the "blessing Beijing" bicycle health campaign contest sponsored by Wang Laoji in Australia; in July 2008, before the Statue of Liberty in the United States, erected the "2008, Welcome to Beijing, China" red letter, and welcomed the overseas friends to Beijing to take part in the Olympic Games in the way of cultural exchange and folk consumption culture export. These two activities seemed to be independent, but they were in line with the activities of the 56 ethnic groups wishing Beijing, showing the overall strategic thinking of Wang Laoji's "non Olympic" marketing.

Through a round of overseas marketing and communication activities, Wang Laoji made many foreigners pay attention to the Beijing Olympic Games, but also paid attention to Wang Laoji's brand.

Inventory: Olympic sponsorship of non sponsors

李寧：借道央視劍走偏鋒

Lining failed to win the Olympic Games, and quickly changed his strategy to sponsor the host and reporter of CCTV sports channel after losing to Adidas.

By implanting brand logo on the host, and sponsoring many popular winning teams, Lining's "non Olympic" marketing is really high, while in control of the advantages of the resources, it is doubtless also to the competitors Adidas a bottom - up, really refreshing.

王老吉：祝福北京暗渡陳倉

The Olympic Games do not let me bless, 08 do not let An Qinghe, then I wish Beijing can always.

Wang Laoji is the train of thought, holding a great national fitness campaign for blessing the 56 peoples of Beijing and Wang Laoji.

The event will be launched across the country with 56 ethnic groups wishing Beijing emissaries to find and select events, and more than 300 national sports major sports events in more than 100 cities across the country. At the same time, millions of people will be invited to bless Beijing's signature.

新飛：美人計突出重圍

New talent, fashion show, civilians