Great Bird Creates New Marketing Strategy

When sports star + CCTV advertising's Chinese sports brand standard action encountered aesthetic fatigue, a series of people's humorous advertisements quietly ignited the curiosity of consumers.

Layout: preemption of core DNA

Let the ordinary people replace the sports stars to become the advertising protagonists. This bold mode is rarely seen in the competitive sports brand.

However, when the "bird of happiness" banner is honored, many people in the industry applauded it.

"In sports star resources, brand awareness, professional R & D team, high-tech innovation and other major indicators, Nike, Adidas, Lining and other giants have obvious advantages.

Facing competition is hard to win, and changing direction is the first, "Li Jubin, a senior sports communication expert, said." KAPPA has made sport fashionable and has become a classic work of repositioning differentiated brands.

But the pleasure sports that the birds emphasize, it is very clever to grasp the essence of the movement - whether we can experience happiness and relaxation in sports is more resonable than whether the action is standard or whether the technology is outstanding.

Laozi: launching a network offensive

In fact, the disruptive innovation of the golden rule of "sports stars + CCTV advertising" is not only reflected in "abandoning the stars and promoting happiness".

On how to communicate with young consumer groups, the whole team has done thorough research and repeated argumentation.

"There is no doubt that the Internet is the most important position. China's Internet Information Center (CNNIC) report shows that the number of Chinese netizens is as high as 400 million, while that of young Internet users is close to 200 million," the official told the reporter. "QQ, video and games are the three largest Internet applications of teenagers nowadays.

Video is the first choice because of its convenient viewing, interactive entertainment and high reputation.

As the first sports drama in China, there is no experience to refer to the "natural sports maniac" officially registered in April 1st, Youku bird theatre.

The short eight episodes tell a group of white-collar workers working in sports magazines, unable to bear the pressure of tedious work, and have held a series of sports games.

With a lot of latest Internet buzzwords and "subversive movement" with a lot of laughs, "natural sports maniac" has created a new record of Youku's original network drama with nearly two million hits.

"Neither spoof, pornographic or ostentatious are the gimmicks to attract popularity and unscrupulous practices, nor do they take simple and crude advertising implants to influence the viewing experience of netizens, or even a big star in the actors.

"Inborn sports maniac" is incredibly red. "As a strategic partner, Youku's marketing department feels that" the idea of "Happy Sports" is running through it.

Nearly ten million visits and hundreds of thousands of netizens' positive comments can be regarded as a landmark in the original Chinese Internet drama.

It provides fresh cases for new media marketing -- starting from consumers, not by simply attracting the attention of the eyeball, and starting with the resonance of the soul, so that the success rate of such marketing will far exceed that of simple hype.