Marketing Strategy Of Nike Olympic Games In London

Just concluded

Unlike the past, Chinese audiences pay more attention to those athletes who failed. Even though they did not win the gold medal, their insistence on sportsmanship still earned them more praise.

Surprisingly, almost all the praises of the defeated athletes are behind the scenes of Nike advertising.

This gives Nike a series of ads to ignite great enthusiasm in Sina.

On the official micro-blog, this series of advertisements can get tens of thousands of articles each and every one, and the "crowd of lookers" have a high praise for Nike advertising, pushing the W+K company behind the advertisement to the spotlight.

W+K is going to be red.

Wieden+Kennedy, the company founded in 1982, entered Shanghai in 2005.

A year later, it replaced JWT, the world's first advertising company, to become a partner in Nike's China business.

In fact, W+K is the most famous design for Nike, which can be traced back to 1988.

At that time, DanWieden, co founder of the company, wrote the "JustDoIt" which is now widely known.

In the summer of 2012, W+K is expected to move from behind the scenes to the stage.

During the whole London Olympic Games, a series of "live your great" copywriting released by Nike official micro JustDoIt triggered a heated discussion among netizens.

"To see Nike official micro" is one of the things that netizens are waiting for after the game.

These are

After Lin Dan and Chen Yibing finished the competition, they immediately sent out pictures with long or short words on the left, and Nike trademark and "live your greatness" on the right side.

This group of works looks like a print advertisement, but it makes audiences turn into the two disseminator of advertising.

The executors behind these innovations are a cooperative team.

One is from Nike digital marketing and brand communication department, the other is W+K's flagship copywriting, Razorfish (Rui domain Marketing), AKQA (Ya Ku), CIC (Jia Ai) and Mindshare (flagship), the main social media marketing team.

"It includes creative people, production staff and media experts."

Huang Xiangyan, director of communication in Greater China, told the daily economic news reporter, Nike.

"They are concerned about the event 24 hours. Any hot spot, whether it wins or loses, will become the material of creativity, and find the main points in the shortest time, and disseminated with the most refined words and appropriate pictures."

Quick! Quick! Quick!

"First is speed."

At 9:30 in the evening of August 6th, the Olympic men's rings final was finished. Although Chinese player Chen Yibing played a perfect role, he still had a disadvantage of 0.1 points and was not able to stand up to the Brazil player Zanetti who was standing under the rule. He only harvested a silver medal.

Half an hour later, "JustDoIt" released micro-blog. The whole copy was in the background of the black background and the ring race. The left side was written in white: "no absolute fairness, but absolutely great."

When the micro-blog was sent out, it was accompanied by the text that "great does not need to be judged by the referee. He has won the great and great" win "card in your heart.

This almost instantly ignited the mood of the audience. A large number of commentators who disagreed with the referee were commenting and forwarding. Micro-blog sent 25 minutes and the forwarding volume had reached 20 thousand times.

"Fast, it can reflect the brand's attitude and show the quality of the brand."

Zhang Zujian thinks.

Faster, it's about Liu Xiang's micro-blog.

At 5:45 p.m. on August 7th, Liu Xiang was hurt again from the competition.

15 minutes later, "JustDoIt" sent micro-blog, and Liu Xiang appeared on the copybook.

The white font on the left reads, "who dares to spell all dignity / who dares to come to the top of the summit / who will get nothing / who dare to go?"

The other words read: "Whoever dares to come to the top, even if his body hurts, his heart will not."

Let 1 billion 300 million people use one foot to accompany you to the finish line.

The micro-blog, which was considered to be able to produce a speed comparable to the 100 meter race, sent more than 1600 comments and more than 1 pponders 10 minutes later.

"Some people may think that many copywriters are written in advance, but after reading these copycats later, they will find that the most exciting and touching ones are not lost or won as you imagined before."

Huang Xiangyan said.

"Many copywriters came from the first reaction after the game, which came from many people's discussions, not just W+K."

Sina micro-blog certified W+K Shanghai customer director of DinoXu on micro-blog about 20 team members, "this is just a temporary team, but it is a team I have never seen the most concerted efforts."

He wrote.

Sina was certified as vivian_chan of "NIKE brand communication senior manager" and posted photos of part of the team members on micro-blog.

In the picture, everyone was wearing a black T-shirt with the words "fighting for flying."

In fact, the workshops of team members are also nicknamed "little black houses".

In the afternoon of August 6th, vivian_chan posted the backs of two employees working in the "black house" and described them as "living in great silence, hard work and under great pressure."

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This day is Chen Yibing's hoisting date.

"The team's working hours are from the opening ceremony to the closing ceremony. When there are matches, it's almost 24 hours."

Huang Xiangyan said.

"Sporting goods advertisements rely more on events, such as Nike's micro-blog, always following the progress of the Olympic Games, responding to some events and achievements. Micro-blog is instant advertising, which is very skillful.

In addition, being able to make quick responses shows that they are prepared.

For example, for athletes like Liu Xiang, how to react to any situation, the advertising team should have a plan.

Zhang Zujian said.

"In general, there will be division of labor, but in the course of actual implementation, many colleagues feel that they are more likely to match words and patterns in the shortest time."

Huang Xiangyan said.

Nike Lurker

When ambush marketing meets social networking, what products will be hatched? Nike is trying to answer this question.

Since it has not become an official sponsor of the Olympic Games, Nike naturally needs to find another way to avoid confrontation with Adidas.

Thus, Nike's advertisements include small London in Jamaica, East London in South Africa, London in Ohio, and a gymnasium named "London".

In a print advertisement on the streets of the United Kingdom, the word "greatness exists not only in SW19" is written.

"SW19" is the zip code for the main venue of the London Olympic Games tennis tournament.

From the point of view of marketing communication, this is a successful campaign of social media marketing, or a new example of ambush marketing.

Li Ji, managing director of Wei Han marketing communication group, said.

The initial definition of ambush marketing, that is, from sports sponsorship, refers to linking oneself to an influential activity, in order to get the same cognition as the official sponsor of the event.

Of course, because ambush marketers do not pay sponsorship fees and are most likely to be competitors of official sponsors, the organizing committee has always tried to avoid the occurrence of ambush marketing.

The advertising copy mentioned above "SW19" has since been withdrawn.

Huang Xiangyan did not disclose to reporters that they invested much money in traditional media and new media. "As a non sponsors, we have been greatly restricted. We can not use the names of athletes, we can not use Olympic symbols."

But at least on Sina micro-blog, Nike's marketing copywriting is not in the limelight at the moment.

To a large extent, this is due to the close combination of Nike and the Olympic schedule.

Two days before the opening of the Olympic Games, Nike released the "FindYourGreatness" advertising film.

With the applause or loss of Li Na, Wang Hao, Sun Yang, ye Shiwen and Lin Dan, the Nike immediately released the copywriter and triggered a heated debate.

It is noteworthy that in addition to Liu Xiang's few other athletes sponsored by Nike, there are no other athletes in the copywriting.

"Many consumers do not know who has sponsored the Olympics, but just feel who has sponsored the Olympics."

Ye Maozhong, a famous advertiser, once said.

"In fact, at the beginning, the attention was not very high. Slowly, some people said that Nike's words were moving, and more people were concerned about us.

Of course, the highest point is in Liu Xiang's game.

Huang Xiangyan said.

A screenshot of a suspected "JustDoIt" official micro administrator showed that after 30 minutes of micro-blog's falling down, micro-blog added 8101 fans, 5619 of which had not been read in time, and 78667 had been forwarded.

"In the field of audience coverage, participation and manufacturing of social hot spots, this campaign can bring the ambush marketing on the social media platform to a new height, and it can also foresee the social impact that Nike has made in China to surpass competitors."

Li Ji appraise.

Emotional marketing

"JustDoIt" Sina micro-blog placed a "jogger" advertisement on the top of the main page.

An abandoned highway, deserted and stretched, appeared Nathan, a 12 year old boy from London. He was fat and panting, but he did not stop.

"We hope that the word" greatness "can be closer to ordinary consumers.

So this time, we didn't choose the top athletes in the world. Instead, they were ordinary athletes or sports lovers.

Finally, the copywriter can be widely accepted. The key point is that we feel "Empathy".

Huang Xiangyan said.

"Sports marketing must be positive guidance."

Zhang Zujian thinks.

"For example, Liu Xiang's copywriting is based on encouragement and encouragement.

At that time, many voices of Liu Xiang questioned and abused on the Internet.

At this time, Nike focused on the entire Chinese market, comforting the heart of the Chinese sports audience at that time, and accurately grasped the emotion.

From this point of view, the brand is very mature.

The voice of doubt still exists.

"I think this so-called" emotion "is more like" emotion ".

Many hot events generated by the Olympic Games can stimulate many emotions. What Nike did is to cater for and take advantage of these emotions.

Let some people feel that big brands and their own ideas are the same, so they have good feelings and recognition for brands, but this is not the only effect.

We have seen many people who are tired of this strong and slogan like "emotional" appeal.

Li Ji said.

"The basic principle is that copywriting should not be popular, not criticize, and say something to shirk responsibility."

Huang Xiangyan said, "for example, for Liu Xiang, our cooperation began in 2002. Nike and he went through the gold medal of the 2004 Athens Olympic Games, went through 12 seconds 88, and experienced the 2008 Beijing Olympic Games retreat.

We watched him all the way and came together.

At this time, the yardstick of a copywriter depends on our true view of athletes, competitions and turning points.

Instead of trying to say something or say something for a shock, something like that can't move consumers.

What moves others is always how we perceive the sport and how to see the most real part of the game.

Nike's response to Liu Xiang's question is both logical and disappointing.

Its rapid response was excellent in 2008, but today's "great" advertisement is a mere formality.

This is related to the introduction of new advertisements every day before. To Liu Xiang, everyone has been tired of aesthetics.

This is the problem of "over marketing". This is not a good idea at the beginning, and there is nothing to do with it.

Li Ji thinks.

"For a big brand like Nike, I think he should have a higher level and level."

The Olympic flame has been extinguished, and the discussion triggered by Nike advertising is continuing.

"Great never ending," dollysori, a member of the little black house, wrote in her latest micro-blog.