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Ambush Marketing In Olympic Games

2008/8/27 17:59:00 41833

The Olympic Games went on to the twelfth day and entered the closing stage, and everything began to settle.

The number of gold medals raised by the Chinese people has been rising. The competitive state of athletes is very good. The rate of return on investment of sponsors is becoming clearer.

And, as a market practitioner, I am inevitably concerned about the winning or being defeated brands in the four year marketing war of the Olympic Games.

奧運(yùn)開(kāi)始前一年，相同行業(yè)的贊助商和非贊助商們，就攢足了勁，開(kāi)始了你死我活的廝殺。國(guó)際的，有百年的可樂(lè)冤家百事和可口；國(guó)內(nèi)的，有兩大“奶業(yè)巨頭”，同出內(nèi)蒙的伊利和蒙牛。中間的口水戰(zhàn)和幕后花絮，更一度占據(jù)了體育版。

In the meantime, it has been evenly matched, and the fighting has continued so far, and the twists and turns have taken place. There are domestic bank sponsors, Bank of China and non sponsors Merchants Bank, and the international ones are Adidas and Nike.

The result of the fight, or the result of today's outcome, is that China Merchants Bank has achieved a victory in the stage of momentum; and the other pair of players, both surprisingly, have been defeated by their old rival in China, Lining.

Interestingly, this temporary outcome is more or less related to Zhang Yimou's opening ceremony.

With the usual dramatic technique, thousands of people practiced the large spelling and the light of the world, the old man made the national pride and self-confidence of the Chinese people burst overnight. The Beijing roast duck, which was won by one or two sponsors, was more or less unwittingly.

In marketing theory, there is a proper noun, called Ambush Marketing, especially a marketing strategy or method that a competitor takes by surprise.

And Mao Zedong's "enemy advance I retreat, the enemy stationed in my disturbance, the enemy is tired I fight, the enemy retreats me to pursue" the twelve character guerrilla tactics has the same principle, the difference is that ambush marketing emphasizes the concealment and sudden, and can beat the opponent unprepared.

Examples of sports related events, like Pepsi, which are opposed to Coca-Cola as a sponsor of the European Cup, not only signed a big name player such as Beckham, but further asked the star to put the Pepsi logo on the chest so that the clothes could be lifted when the goal was scored.

At some Olympic Games, the sponsor of the sponsorship of the sponsor has wrapped up an over-the-counter building into a pot of Pepsi, the biggest news outside the event.

After each ambush is finished, the Challenger will conduct a consumer survey and ask consumers which brand is the sponsor of the event.

More than once, Pepsi market people have done a good job of holding a percentage higher than that of a tasty market.

After decades of ambushes, not only are the ambushes vigilant, but in order to protect the interests of the supporters, the organizers of the event also learn from the long term continuous sponsorship, and draw lessons from them. The more stringent the rules of the game are, the better the ambush will be.

The International Olympic Organizing Committee (IOC) has even prepared training for Anti-Ambush sponsors for TOP sponsors, to remind them of the links or places where the market personnel are easy to get out of the way, and it becomes more and more difficult to ambush them with examples.

But the road is high, the magic is taller, and the competition outside the field also pursues "faster, higher and stronger".

The most typical example is the performance of non sponsors in this Olympic Games.

Since the launch of the theme of "red moving China" in recent years, China Merchants Bank has emphasized its own relationship with China's rise and Olympic Games through various "edge ball" tactics, without exception, as a challenger to the sponsor of China bank.

According to people familiar with the matter, two months ago, a representative of the sponsors who watched the opening ceremony rehearsed the performance of the word "he" by chance.

China Merchants Bank brainstorm, sponsoring the related programs of the Olympic Channel, and re editing the commercials that were previously launched for the "card" launch as a column Promo to broadcast in the pre match matches.

After the opening session of the August 8th became a public topic, the China Merchants Bank also got a share of it and succeeded in confusing the consumers.

And another old rival, sports brand ADI and Nike, is for the four years of sporting events.

As early as half a year ago, to deal with the sponsorship status of old rival Adidas, Nike launched the "suspected Olympic Games" advertisement featuring Liu Xiang as the leading player. The two sides invested large sums of money in the women's nets and women's volleyball, and the advertisements were also flooded with TV, newspapers, outdoor and Internet.

You came to me for a long time.

But when the crane clam was competing for each other, the situation ended in the evening of August 8th. When Lining, the last torch bearer named by Zhang Yimou as the climax of the opening ceremony, appeared after three hours of lengthy performances and entry ceremonies, he believed that the Olympic team members of Nike and Adi were all sad.

More than three minutes, Lining in the clouds stroll in the face of hundreds of millions of Chinese and foreign audience in front of the opening ceremony of the atmosphere to the boiling point, as the 14 gold medalists and Li Ning Co Ltd chairman, Lining in the auspicious auspicious cloud Book torch torch was ignited instantly, also achieved the same name company, and there is the same name sports goods and clothing.

In August 11th, when the Hongkong stock market opened, the stock market of Li Ning Co went against the trend. The market value rose by 180 million Hong Kong dollars in a day.

The ambush was so precise, so sudden, so powerful, that Lining, who spent $80 million in sponsorship fees and several hundred million advertising fees to weep no more, even more let them beg for nothing. The organizers and commentators were careful to avoid the fact that Lining was also the founder and owner of the brand of the costumes. He only emphasized his sports achievements, so ADI could only "drop his teeth and swallowing".

Who makes the name of a brand identical with a person? Even if ADI persuaded the Beijing Olympic Committee or the old man to fire with an ADI, they could not find a Adidas athlete for a time.

"Impossible is Nothing" is ADI's slogan, turning into Chinese is "no impossible"; through this campaign, ADI will probably change the advertising language to "Sponsorship is Nothing!"

And Chinese can be changed to "impossible!" with Lining's slogan "anything is possible!"

On Monday, after Liu Xiang accidentally retired from the game, he had already prepared the group's outgoing and unscheduled preplans and bought all the outdoor video and the full page ads of the next day's Nike. He could only shout how to "Just do it!"

The slogan changed to "Can not do it!"

Right?