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Brand Show In The Name Of The European Cup

2008/8/15 13:11:00 41760

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In June 2008, the European Cup, which had been away for four years, came back again.

On the stage of the European Cup, Carlsberg, Coca-Cola, McDonald's, Adidas, BenQ and other brands came on the scene. "Successful marketing" has given you the most ingenious marketing ideas of European Cup, and see what new ways they play in sports marketing "recidivism".

The European Cup's rocking Qian Shu "UEFA" business operation system adopts a hierarchical management business sponsorship mode, including the top global exclusive sponsorship partners (UEFA EUROTOP partners); the second level sponsors are single sponsors and third quarter sponsors, namely, local sponsors.

　　Case1.

The marketing of Coca Cola+PANINI+Windows Live Messenger European Cup is not a simple sponsorship. How to use the identity of sponsors and the platform of Olympic Games test the creativity and execution ability of all Olympic businessmen.

With the European Cup platform, Coca-Cola and the Italy football card issuing company, PANINI, launched an online soccer album.

The photos of all the athletes in all the teams are listed in the form of photo cards. Fans can choose their favorite star photos on the Internet and fill them into the album to form their own album.

First of all, forming a personalized album needs sticker cards (Sticker), but this sticker card must be invited by fans to join others and answer relevant football minor problems before they can be obtained. This provides the possibility of endless viral pmission.

Secondly, the photo album of this personality album is exactly the same as the real photo card provided by PANINI. If fans want to get pictures from the albums, they can be purchased online.

Third, photos in fans' albums can be exchanged with friends in their Windows Live Messenger.

Here we must mention the addition of Windows Live Messenger.

All fans wishing to have their own online photo albums must first register and login with Windows Live Messenger. After the landing of the fans, all Windows Live Messenger users can see that fans are editing and checking albums.

Fans can also invite all Windows Live Messenger's online friends to enter albums, or chat directly with Windows Live Messenger friends on albums websites.

In addition, Windows Live Messenger will automatically generate a Mr. Dribble to help fans answer various questions.

Case2.

　　JVC、CANON

JVC2008 European Cup marketing theme is "More Than Just A Game", launched for the fans Video Fan Message activities.

According to the classification of each game, fans can upload what they saw and heard on the court to JVC's UEFA EURO 2008 JVC Football Site. First, JVC selected two excellent videos. Other fans can vote for these videos, JVC will publish the voting results at any time, and the video makers with high votes will get JVC EVERIO MG330 camera.

JVC's Video Fan Message activities, on the one hand, mobilized the fans' interest and originality, and formed an interaction with the fans through the network platform, attracting potential consumers through the links of shooting, uploading and voting. On the other hand, JVC obtained first-hand original content free of charge, and enriched the website resources timely combined with the European Cup process and the true feelings of the fans.

Similar to JVC's practice, CANON changes video content to photos, attracting consumers' interest and attention through fans' photo ratings.

Case3.

　　Carlsberg

Since 1988, Carlsberg has been sponsoring the six European Cup.

Carlsberg's European Cup website is very promising. First of all, a male and a female two hosts on the lower right side of the website introduce the general situation of the website, and pose various gestures to pass the football to each other. As time goes on, the male anchor will whistle with the background music.

Every click of a sub column, the host will continue to introduce the content of the column as voiceover, very novel.

Secondly, Carlsberg designed GOAL OF THE DAY and MAN OF THE MATCH games to invite fans to participate, enhance interaction and support download.

Third, fans can win the special commemorative watches and hats of Carlsberg Europe Cup by answering small questions.

In mainland China, in March 12, 2008, Carlsberg announced the launch of the 2008 European Championship special program Alpine action with the CCTV Olympic Channel, which is broadcast every Monday night in the world soccer.

Case4.

　　NIKE Euro 2008Air Classic BW Premium

In response to the arrival of the European Cup in 2008, NIKE launched Air Classic BW Premium, which designs different retro footwear according to different participating countries. The color selection of these shoes is very unique according to the colors of national flags.

On the one hand, NIKE is not the sponsor of the 2008 European Cup, which undoubtedly cleverly played the edge of the European Cup and marketing with the concept of the European Cup.

On the other hand, the use of hunger marketing (so called "hunger marketing") means that commodity providers intend to reduce output, in order to achieve the purpose of regulating supply and demand, making supply in short supply "false appearance", and maintaining the higher price and profit margin of commodities.

Case5.

　　Mcdonald"s

McDonald's fans marketing in Europe Cup embodies the entertainment spirit of McDonald's in all directions.

On the official home page of the European Cup, McDonald's has set up a Mcdonald s Fantacy link. After clicking, fans will enter McDonald's featured European Cup Corner Flag Rock.

After entering the game, fans can upload their own avatars, and then click the favorite team's national flag to get the Jersey, then they can participate in the online soccer game.

Beside the banner of the game, the title of the "Rethink your team" (please reconsider your team) is written with the headlines below. The headline is the daily war briefs. The opponent in the game is the McDonald's selected dream team. If the fans want to win the final victory, they need wise eyed talents, and the team who can pass five passes and cut six will be promoted through the N round.

This design, on the one hand, keeps the fans' attention to the European Cup information. On the other hand, this unknown predictability attracts fans to continue to enter the game.

Case6.

　　HYUNDAI

In the marketing of the 2008 European Cup, Hyundai Motor mainly adopted the strategy of experiential marketing, which was named "Drive Your Goals".

Compared with other sponsors' web pages and activities, modern web pages basically form a comprehensive website. All fans who visit HYUNDAI's "Drive Your Goals" web site will see activities including video uploading and voting, photo uploading and making, selecting teams and joining games.

The difference is that fans can get tickets for the European Cup by voting.

In China, KIA automobile joint venture in China, Dongfeng Yueda KIA organization launched the "enjoy the passion to experience the European Cup" watching activities, visit the European Cup home games, watch the competition, the members of the observation group include Dongfeng Yueda KIA's owners and the lucky ones chosen by the event.