How Will Nike Make Fancy Marketing After Becoming An Official Olympic Supplier?

It has always been a good player in ambush marketing, no matter whether it is an official sponsor or not, it has never been absent in the marketing of large sports events.

For example, when Liu Xiang retired from the 2008 Olympic Games, many people will surely remember the poster of Nike's "love movement, even if it hurt your heart" on the first time online. In the 2012 year of the year, it was also an unofficial sponsor who was severely restricted. Nike made a textbook "living great" ambush marketing case.

Nike is still strong in Rio Olympic Games this year, but it is on the stage as an official supplier of the Olympic Games.

The official suppliers of the three Olympic Games in Athens, Beijing and London were all rivals.

Occupy.

In addition, Nike is also the official sponsor of the Brazil Olympic Organizing Committee (non Olympic Organizing Committee).

An obvious advantage is that Nike is no longer just satisfied with the sound of social platforms, but can directly link global marketing activities to the Plaza of Rio city centre. During the Olympic Games, it will continue to open to the outside world and sell a series of Olympic Rio games that are allowed to operate.

。

From August 5th to August 21st, Nike brought a series of free sports activities in the Rio city during the 17 days of the Olympic Games.

Activities include functional training, running, football, basketball and skateboarding courses. These activities aim at 240 million of Brazilian Brazilians.

Brazil - no confidence limit

Shanghai - no confidence limit

Not only in Brazil, Nike has chosen a number of cities around the world as the main marketing positions for the campaign of "no confidence limit", including Shanghai in Greater China.

In 17 days, it will cover 60 Shanghai sports landmarks and a total of 400 activities including running, fitness, ball games and other activities.

You will find that they spend more time on how to "let ordinary people move during the Olympic Games".

This is consistent with Nike's consistent brand attitude in recent years. On the one hand, they constantly sign sports stars of model nature, but on the other hand, they are more willing to show the top athletes' fragile and ordinary emotions in advertisements, and even let ordinary people become the protagonists before the scenes.

No matter what Nike has written before, we have found 20 babies to take the Olympic advertisement, or the latest on-line "no faith limit". They are constantly questioning: why can't you be an ordinary person and achieve great results? As long as you are moving now, even if you are still very good at it, you will win a regional champion in the future, and he can run a marathon, and her swing will be invincible.

It sounds like chicken soup and chicken blood, but Nike wraps it up beautifully, trying to get as many people to accept this attitude and participating in the actual exercise, which constitutes "culture". This is not mysterious. For Nike, if you want to exercise and enter the store to buy a dress or a pair of shoes, its purpose will be achieved.

Whether in micro-blog's entry page or in the circle of friends, TV, and mobile media, Nike has poured a lot of resources into this "no confidence limit" advertising film as many as possible in front of you.

This advertisement on the YouTube line three days, then harvest 1652 million hits.

The top sponsors of several Rio Olympic Games, such as Samsung's "The Chant" released a month ago, reached more than 2227 hits; P & G released more than 2037 hits of Thank you, Mom, 3 million months ago.

On the day of the 6 Olympic Games opening ceremony in August, WeChat launched the first promotion page advertisement for friends in the circle of friends for the first time in the Olympic Games. The difference between the original advertisement and the original circle of friends is that the original "view details" of the lower left corner is cancelled. Users can only open the inner layer promotion page by clicking on the outer picture of the advertisement, and experience more smoothly and naturally.

A total of 6 brands received the first batch of resources, including Nike.

In addition, there are Mu Mu, Samsung, Caleb, Erie, Tencent news, and golden dragon.

This is more worthy of attention is Erie, including its banner, including two advertising sites.

As the 2016 year old Olympic Games, the Chinese sports delegation's nutrition dairy supplier and the Chinese Olympic Committee official partner have used a series of celebrity spokesmen such as Ning Zetao and Guo Ailun to push the fans through micro-blog's headlines. The main topic is "the Olympic Games are not surrounded, and millions of people are active."

But it seems that in addition to the two Ning Zetao posters micro-blog has thousands of forwarding, several other Olympic related content forwarding volume in two digits.

As the last super IP of the sports year, Olympic marketing is the "compulsory choice" of the major brands.

With the birth of the first gold and the news of a series of Chinese athletes fighting in the front line, no matter how happy you are, you can always see some brands respond in a timely manner.

We will continue to focus on the latest trends of advertisers, but at the moment they are all in the middle of the rules.