Olympic Skirmish: Lining'S New Media Operation

Marketing communication is changing, whether it is the creative construction of communication content or the choice of communication channels.

Ogilvy interactive global CEO Brian Fetherstonhaugh said: "now the interaction between consumers is stronger and stronger, and the information they receive is more and more fragmented, and they have different communication with different media and channels, which is a need to consider when doing marketing."

With the CCTV sports channel, "from 2007 to the end of 2008, all the columns and sports events broadcast by CCTV sports channel and the Li Ning Co of the outgoing journalists who will wear Lining brand and AIGLE brand clothing, shoes and accessories products" have skillfully chosen a new media platform known for their professionties, embracing consumers, embracing the market and embracing the Olympic economy in a smart way full of suspense. The handshake of the largest Internet TV portal (UUSee.com) in the country has directed a classic new media brand marketing drama for the industry.

Internet TV is an efficient platform for information dissemination. "Brand must be closer to young consumers, and feel the brand is around them." Wu Weiguo, deputy general manager of Lining brand market, made such comments when he talked about cooperation between Lining and CCTV sports channel. After making a good profit in the traditional TV platform's appearance, Lining took a look at the new media with more concentrated, interactive and better information acceptance.

In June 2007, Li Ning Co cooperated with Yau vision network, but also worked with other Internet TV and network video new media to launch a month long Internet TV advertising.

After the end of this cooperation, the data obtained from Li Ning Co show that the advertising of mainstream new media has achieved better communication effect.

There are many differences between new and old media in terms of technology and mode of communication, and there are many differences in function. This is the key to media selection and combination.

Compared with newspapers, television and other traditional media, IPTV embodies the pursuit of high communication efficiency, interaction and selectivity. Users are more free and interactive in content selection. Advertisers can also accurately know who is watching and what they are looking at.

For this reason, Li Zhu, who founded the largest Internet TV portal in China, has a deep feeling: "although the Internet video advertisement is very similar to the TV advertisement, it has the characteristics of accurate measurement and more interaction.

Globally, the Internet video advertising mode is becoming a separate advertising mode for advertisers to accept.

Lining's image spread in the context of young and fashionable Internet TV. In June 2007, after the recommendation of Taihe century advertising agency, Li Ning Co released a month long video advertisement in Yau Shih net to publicize its "sharpened" brand.

First, the 10 day suspense advertisement was launched, and then the image advertisement was launched.

Shortly after the suspense advertisement was launched, a post full of the word "Jie" was spread around the Internet. In a very short period of time, it spread throughout the mainstream communities of the young people and the Internet hodgepodge that could show their colorful life.

As John Hendry, founder of the discovery channel, said, the next big change in the media is to release people's special interests.

The "suspense" suspense advertisement aims to attract the audience by focusing on contradictions, plots, personas and events by suspending advertisements. Then, through the "unwinding", the audience can suddenly understand or suddenly become excited and produce strong artistic feelings, so that the target group can remember the Lining brand imperceptibly.

However, a good suspense advertising creativity is only half the success of brand communication, and the other half is closely related to specific advertising media and advertising specific implementation methods.

From the perspective of advertising release carrier, whether it is the quantity or degree of target group concentration, Yau vision network can meet the requirements of Li Ning Co to publish Internet TV advertising.

Before Lining's advertisement was launched, in line with the principle of maximizing the effect of optimizing the communication for customers, he took a detailed look at the media and ways of Lining's target consumers' acceptance of information, and chose the preference and habit of information, so as to create a set of schemes to truly integrate communication and implement them in the details of advertising release: in order to ensure the arrival rate of advertisements, he redirected his two suspense advertisements and opened up a 15 channel Loading for them.

In the long run, the Internet TV will get a slice of the advertising from traditional TV and the previous generation Internet portal, or even exceed the first two. Its imagination is hard to estimate.

"If a company can surpass Google in the future, the company will surely appear in the P2P webcast."

Internet investment godfather, Softbank President Sun Zhengyi's view represents the industry's views on Internet TV.

Xu Haoyu, vice president of Yau vision network, said: "as the largest Internet TV platform with the largest coverage and the strongest mobility of Internet terminals, we hope that through the concept of content orientation and the core competitiveness of the customer experience, we can make Yau see a brand that is still, technology and personality."

Focus on creating the most comprehensive and authoritative content, coupled with the industry's leading ability to personalize the distribution of mainstream content, the advantage of the technology based home vision network is comprehensive, and the precision propagation of the brand can be brought to a higher level.

Li Zhu said that the concept of cross media and multi terminal is combined with Yau.

At present, the Yau vision network has reached nearly 70 TV stations with live broadcast cooperation, with hundreds of servers, and has built the largest video aggregation and distribution platform in the country, which can carry millions of concurrent visits.

Through effective marketing, Yau and China Telecom, China Netcom, Yahoo China, Baidu and other strong forces have greatly expanded the channel of user interaction to watch Internet TV programs.

Advertisers are concerned about the degree of arrival, degree of preference and concentration.

The rise of mainstream Internet TV represented by Yau vision network has undoubtedly added some new choices to the direction of advertisers' capital delivery, and has also made new thinking on the old marketing and communication operation thinking of enterprises.

According to the insiders, in the background of many venture capital investment in the mire of Web2.0, as a new media communication platform, the successful experience of the advertising operation has been reflected from an empirical perspective.

"We want to be an important part of the customer's thinking at the first time," said Xu Haoyu, vice president of the network. "We hope to be in contact with the customers at the first time, to understand the opportunities and threats they have, making us a media form, to be their inquiry, to become a useful part of them and to be a member of their strategic level, only in this way we can do better."