Behind The Marathon Nike And Adi Start Fierce Competition.

Less than three weeks before the start of running a horse in the north, and in the first half of the week, the P A has been watching the interaction between the major brands and the runners. Many brands have been deeply rooted in the consumer community, and have gradually created their own brand tribes. Taking Nike and Adidas as an example, Nike is more like a professional community guardian, and Adidas is more like a careful community caregivers.

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< p > < strong > Nike -- professional community caregivers < /strong > /p >

< p > in order to help runners better prepare for the marathon race, a href= "http://sjfzxm.com/news/index_f.asp" > Nike < /a > early invited to the national marathon coach. For junior runners and middle and senior runners, a professional training program was planned in Shanghai, Guangzhou and Beijing for eight weeks. On micro-blog, coaches were invited to make professional online questions and answers for runners participating in marathons. From micro-blog's forwarding volume and comment numbers, it was welcomed by many runners.

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Less than P, just 11 of the electricity supplier's Carnival, and Nike's runner community construction is a step further. Nike launched the NikeRunClub WeChat community (attention is the community, not the official public account). After opening the platform, we can find advice on running, and we can also build a running group to find a group running around, just like a more lightweight and convenient version of the online vertical community.

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P has to know that Nike is well aware that today's runners are no longer the runners of passive consumer information in the past. They spontaneously look for their own organizations. They prefer to stay in a small group with their like-minded partners. The brand they need is a spirit of sportsmanship, who knows how to bring value to their partners at the right time.

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< p > < strong > ADI -- careful community caregivers < /strong > /p >

In the community of P runner, they rarely speak of breaking through themselves, they will say that they create PB personal (best); they rarely say who is our leader, but who will be the 430530 Bunny; the ADI cool running group is a familiar organization for runners, recruiting runners in front of North horse, organizing runners to conduct pre competition training under the guidance of coaches, and arranging cheerleading for runners in the North horse race, setting up energy supply stations for running and running, and tracking photos for every cool running group and giving them after games.

In addition, all members of the cool running group in North Malaysia will be called a member of "PB family". Their slogans are also inspiring: they will witness my PB#.

In every interaction with runner, < a href= "http://sjfzxm.com/news/index_f.asp" > ADI < /a > has done meticulous and meticulous.

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< p > later, I saw a short film of the head of the cool running group. The reporter asked why the director chose the slogan like PB as the theme of the event. The person in charge said that he often had dealings with the influencers in some running circles, and found that runners often used PB to show their breakthroughs, so they decided to use the language that the runners were familiar with as their campaign slogan for their brand.

Here, we have to wonder that today's consumers are already connected by social networks to form communities. They get information and share information in their own communities, and become an organism, and the blood flowing inside the machine is the blood of information.

In the face of such a consumer group, if brands do not integrate into the consumer community, listen to their language and perceive their voices, it is bound to be lost in this socialized tide.

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< p > except for Nike and Adi, just two weeks before the North horse was about to start running, I also came across a agency who was responsible for other outdoor sports brands. We provided them with some lists of people who were affected by social network data mining and impact scoring when we did outdoor sports. In a few days, they found a organizer of Beijing jogging community. They soon got in touch with the organizer, and helped these jogging enthusiasts throughout the competition to record every detail of their insistence and colleagues during the competition, and the spirit of the brand was also well spread in the community.

Afterwards, he talked with the project leader who was in charge of the event. He told us that this is the first time he knew that there are still such interesting organizations in the runner community. If we can set up a relationship with more influential people earlier, I believe this activity will achieve even more unexpected results.

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< p > Shanghai marathon is about to start. On the Internet, enthusiastic netizens will see the Hangzhou marathon this year and the Hangzhou marathon next year to arrange for a total of 45 statistics, and we all say there may be more.

I expect to see more brands in this process holding the spirit of sports, finding the influencers, integrating into the consumer community, and building the brand tribe.

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