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Preparing For The 2012 London Olympic Brand Marketing Opportunities

2012/4/10 19:17:00 4

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London Olympic Games Olympic Brand Marketing Opportunities

Business genius Peter Ueberroth in 1984 los angeles olympic games Creatively integrating the Olympic Games with commerce and making it the "first profitable Olympic Games", Olympic Economy More and more attention has been paid to businesses.

　　 Olympic resources How to distribute will profoundly affect the marketing decisions of all advertisements. This battlefield has been on TV, newspapers and magazines. But in the current development of social media, when the network video, micro-blog and SNS websites occupy the majority of the consumers' lives, how will the Olympic Games play four years? How will the brand war rise when the media development era is diversified?

Brand preparation 2012

In fact, when the London Olympic Games announced the successful bid, Olympic marketing has gradually spread to our lives. The London Olympic Games, apart from presenting us a wonderful event, has brought new opportunities to many brands. The platform of the Olympic Games can be said to build a bridge between consumers and enterprises, and always create a classic brand story for the brand.

Whether the sponsors or partners of the London Olympic Games have already sounded the horn of Olympic marketing. As a host, the British BP oil company has become the TOP partner of the London Olympic Games. At the same time, they sponsor 9 disabled athletes from the US team to improve the brand impression of Americans in the Gulf of Mexico after the oil spill. McDonald's has opened the restaurant to the Olympic Games and opened some farms in the UK and Ireland to consumers and the media. BMW will provide about 4000 cars for the London Olympic Games. Coca-Cola launched a multimedia marketing campaign "the future light" to publicize the London 2012 Olympic torch relay sponsored by it. Adidas has strong gunpowder and wants to compete in the UK with its biggest competitor, Nike.

Businessmen who can't afford sponsorship and can't be partners are struggling to find opportunities to compete with the Olympic Games. Many businessmen and even advertising companies often draw lessons from their previous experience in formulating Olympic marketing plans, but what is worth our speculation is what changes have taken place in our media and audience watching habits compared with 4 years ago? These are truly important and new opportunities.

Opportunity 1: Olympic horse buying

As "football is round", the Olympic exciting place is the birth of countless black horses every time. For enterprises, "buying black horse" is not only a matter of luck but also a scientific data analysis. Before Liu Xiang became the champion of the world championships, Coca-Cola tracked Liu Xiang's performance for two years, and signed the unknown Chinese "flying man" early. At the end of the Beijing Olympic Games, the hopes of the whole nation were all on Liu Xiang's feet. Liu Xiang retired from the game, so that all the sponsors were caught off guard. The early warning of the bad omen of Nike in Liu Xiang's second day advertisement was Liu Xiang's melancholy face, slogan: love sports, even if it would hurt your heart.

Opportunity two: fake road cutting

I remember that when the 2008 Beijing Olympic Games, Twitter just started, iPhone has not yet officially entered China, iPad has not yet been born, the domestic micro-blog still does not exist, 3G license is also slow to release, the only audience to welcome is the online video of all the reports about the Olympic Games. Now in the 2012, when mobile terminals occupy more people's Internet access time, "eat first slender", network video is overwhelming. Waiting for the brand will be more marketing opportunities and the advantage of brand advantage.

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As we all know, during the 2008 Olympic Games, the International Olympic Committee stipulates that athletes can not upload photos taken in their own venues to the Internet. During the Winter Olympics in Vancouver in 2010, athletes were simply prohibited from using micro-blog. But now, International Olympic Committee Andrew, a media relations manager, has made a direct statement: the intervention of social networks can make ordinary viewers understand the most interesting and truthful stories through the Internet.

It can be seen that micro-blog and other social media and network video will play a pivotal role in the Olympic Games in 2012. Now most consumers want to live and entertain. Although television is the main equipment for Internet users to pay attention to the Olympic Games, a large part of consumers will pay attention to Olympic information through mobile phones, iPad and other wireless devices.

Olympic Games completely abandoned advertising, unlike the World Cup football match is full of colorful billboards. There is nothing to do on the field, but the television media has become the main force of advertising: the reporter card, the tag, the host clothing, the microphone... Just like the F1 racing car, as long as it can be exposed on TV, every big palm area is the gold page.

Opportunity three: Olympic recessive marketing

Olympic is one of the best brands in history. It attaches great importance to protecting the rights and interests of sponsors, strict brand management and beware of hidden marketing. But the smart advertisers are doing everything possible to hit the edge ball. As long as you find the combination of your brand and Olympic spirit, Olympic marketing can be everywhere.

In 1984, Fuji spent a lot of money to become an Olympic sponsor, while its rival Kodak became a sponsor of ABC television network. Kodak has the right to spread Kodak's brand logo during the Olympic Games broadcast because of sponsorship television network. Without additional sponsorship, Kodak successfully defended its market in the Olympic Games held in the United States.

In 2008 Beijing Olympic Games, Lining as the main torch bearer ran in mid air, lit the opening ceremony of the torch, and Lining is Adidas's most powerful competitor. Before that, astas, the TOP sponsor of the Beijing Olympic Games, did not get a hint of wind. After the Olympic Games ended, Adidas's Olympic marketing chief executive rolled up and walked away. In 2008, the Beijing Olympic Games also had 3 beer sponsors: Budweiser, Tsingtao and Yanjing. However, the advertisement of snow beer in CCTV was "the official partner of sports fans", and it was 42 wonderful.

The 2012 is the year of expectation. Although the time difference is 8 hours, you can imagine the Chinese audience watching, reviewing and participating in the London Olympic Games. That must be the "five screen" spectacle of mobile phones, tablets, computers, televisions and LED. Through the Internet, the brand of "spending money and doing big things" is flying all over the sky. No matter how big your business is, and whether you have enough funds, if you plan carefully, you can get a share from Olympic marketing.