Nike Sponsors Materazzi And Li Na'S "Fame And Gain" Sports Marketing "Copywriting".

< p > in order to congratulate the outstanding achievement of Italy football player < a href= "http://sjfzxm.com/news/index_h.asp" > Materazzi < /a > and the establishment of its ball shoe shop, Nike has launched three Tiempo 94 Mid series sneakers.

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< p > Materazzi is crazy about sports shoes. He likes Air Jordan 1 Classic sneakers very much.

For him, Michael Jordan's spirit has always inspired him to pursue perfection.

The three shoes released show his respect for his idol and favorite footwear.

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< p > < strong > foresight "a" href= "http://sjfzxm.com/news/index_h.asp" > Nike < /a > into "Na marketing" in the general victorious general < /strong > /p >

< p > compare Li Na's response strategies of several big sponsors: the proficiency of international brands and the ignorance of domestic enterprises.

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In the case of P Li Na's victory, we can clearly see that the international sports giants are skilled and the domestic enterprises are immature.

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< p > for those companies who are interested in signing Li Na or engaging in sports marketing, this dark war has much to learn from and absorb, not just those with copywriting and design photos.

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Less than P, careful people will find that yesterday Li Na brought the Daphne cup and champagne to the seaside to take the title photo. He always showed the brand of champagne, which is also one of the sponsors of the Australian Open.

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On the night of January 25th P, Li Na once again made history in Melbourne park.

In the gleam of the Daphne cup, people also quickly drowned in such a big event.

Li Na's immense popularity quickly extended from the arena to the outside, and television, Internet and social media became the praises of Li Na.

This record champion quickly fermented, Li Na instantly became the key word of the screen.

Whether it knows the ball or not, the topic can be Li Na.

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< p > at this time, the sponsors of < a href= "http://sjfzxm.com/news/index_h.asp" > Li Na < /a > also started a "copycat war" on marketing, no one wants to miss this gathering of popular advertising wars.

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< p > < strong > speed is the key to success: < /strong > /p >

< p > "first is to be quick."

Professor Zhang Zujian, director of the advertising brand research center of Shanghai Univer, has long summarized the key to social networking event marketing.

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"P" at 6:19 on January 25th, "a href=" http://sjfzxm.com/news/index_h.asp "> 2014 Australian women's singles final" /a > ", Li Na made a wonderful performance also took his career as the first Asian Australian Open champion.

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"P" almost at the same time, sponsors Nike's "JustDoIt" released micro-blog, the entire copywriting was black, Li Na was roaring, the right side was popular with the tyrant gold with "heart dare than sky high" text.

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< p > this instantly ignites the mood of the audience, not the other micro-blog accounts of Nike, but the number of micro-blog accounts is more than 10 thousand times.

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< p > "can express the attitude of < a href=" http://sjfzxm.com/news/index_h.asp > brand > /a >, and express the quality of the brand.

Zhang Zujian believes that Nike has demonstrated the most critical capability in many events marketing.

Compared with Nike's speed, Mercedes Benz, Taikang Life and Yili Shu milk are closely followed, and the pmission degree is limited.

Kunlun Mountains didn't even announce the planning advertisements until more than an hour after Li Na won the championship.

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< p > "sporting goods advertisements rely more on events. For example, Nike's micro-blog always follows the progress of events and responds to 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. "

In fact, Nike's advertising speed has long impressed Zhang Zujian. Especially at the London Olympics, Nike's social network marketing has won many public praise with its speed and quick response.

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The slogan "P is more powerful than heart" is actually made by Nike earlier.

In recent years, Nike's slogan has been able to capture people's hearts and have a great degree of dissemination.

All this is the credit of Wieden+Kennedy, an advertising agency.

The advertising agency that only entered Shanghai in 2005 has cooperated with Nike Greater China for 8 years.

Many people do not know that the well-known "JustDoIt" is also the company's masterpiece.

Despite the early preparations for Li Na's win and lose, Nike and Wieden+Kennedy's team were ready to prepare for the event during the whole event.

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< p > < strong > "Na marketing" long wins champion < /strong > < /p >

< p > "the cooperation between Li Na and Nike began in 1997.

That's when Li Na was 15 years old, and Nike helped her to train in the United States.

Huang Xiangyan, senior communications director of Nike Greater China, revealed.

It is precisely this 17 years of cooperation, let Nike usher in another "bumper harvest".

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In 2011, when Li Na was fighting for the French Open, Nike made a yellow shirt for Li Na's team to create "self". After winning the championship, P spread all over the country and in all kinds of channels, including the message of "changing everything with sports".

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Li Na won the second prize in last year's Australian Open final. P.

The propaganda of Nike's "the only one who can not calm down is determination" has won popular support. Whether it is timeliness or creativity, it has attracted wide attention.

Even the foreign media asked Li Na the meaning of Chinese in his T-shirt.

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< p > this year, the outside world has different opinions on the slogan "heart dare to be higher than sky".

Some people think that Nike's design is too conservative, such as preparing for the loss, even worse than the final "Li Na again".

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< p > from the first time to the public relations of self "lightning marketing" and the systematic and interactive marketing in all directions, Nike is still the biggest winner in this "Na marketing".

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< p > < strong > uneven ending < /strong > < /p >.

< p > every sponsor wants to grab the attention of Gao Guangzhong, who won the title of Li Na. Those who came later caught up with the same business.

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< p > with the performance of sponsors as a reference standard after Li Na's first place in the Australian Open last year, we can easily understand the ability of sponsors and brands in big event marketing.

At that time, Nike, Mercedes Benz, Kunlun Mountains, Erie, even without endorsement of BMW mini and event sponsor KIA, launched a series of "micro advertising", one sentence to establish the biggest correlation between the brand and Li Na, while another sponsor Taikang Life did not appear in the marketing war.

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This year, after winning Li Na's title, the sponsor Kunlun Mountains sent out a group of planning copywriting after more than an hour, but both the style and color of P used the theme of "bringing a champion to the new year" after the finals.

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< p > in fact, last year's Kunlun Mountains "two Champions" copywriting was also quite moving.

"There are two champions, not giving up is the most touching one". "The champion has two, the smile is the most attractive one", "the champion has two, I love you is the most precious one", has covered Li Na unexpectedly falls, after the game is calm facing defeat, to the game background and Jiang Shan's love three aspects, in the competitive sports spirit and the Li Na personal charm excavation depth, compared with other sponsors must diligently.

And the last "I love you is the most precious one" has become the most touching theme in this group of "next year's rewar" theme.

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< p > compared to the marketing efforts of Kunlun Mountains after two years of being unwilling, the series of copycat hard copy of illyshu milk has ideas but no stable quality.

The comment on the Internet is "chicken soup all the way to the soul," like a chef with a limp, and the raw fish made soup of fans.

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Less than P, other sponsors have been stuck for two years.

Mercedes Benz has completed the mentality of completing the task in two years after the Australian Open.

Taikang Life has taken part in this copywriting war this year, but it is simply mismatched with advertising slogans and lacks design sense.

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< p > if Nike has given many people an appreciation of the beauty of sports marketing, then we can clearly find the naive tenderness of domestic enterprises from the case of Li Na winning the championship.

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< p > < < a href= > http://sjfzxm.com/news/index_h.asp > > sports marketing < /a > there are mistakes in Chinese Enterprises: always want to maximize output with minimum input.

Zhang Qing, President of Sports Management Consulting Co. Ltd., said: "this is not a problem in specific circumstances.

But the core principle of commercial games is actually value exchange. If a brand can't move the spokesperson from the heart first, how can a spokesperson reveal the true feelings in the face of consumers, which will better convey the understanding of corporate brand? < /p >