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|Posté le: Mer 8 Nov - 09:09 (2017) Sujet du message: Nike Company’s New Strategy in the 2017 London Olympic Game
|On the eve before the London Olympic Games, an advertisement logoed "Live out Your Greatness" was put on the screen of most of the major television stations and websites, the word "greatness", with which people are tediously familiar frequently appeared on the silver screen, which rightly show the beginning of the marketing activities in of Nike's "Find Your Greatness" series in China.
A question seeming apparent is brought out, Is Nike the sponsor of the London Olympic GamesMaybe you are more inclined to the answer "yes", which is apparent, too, and the data display like that} In a survey for 1034 American consumers, about 34% consumers mistakenly believed that Nike is the sponsors of the London Olympic Games, while only 24% of the respondents knew that the official sponsor of this London Olympic Games is Adidas.
But Nike will never give up this big fish since it has been obsessed with almost every important game's sponsor so the come into being of "Live out Your Greatness" series marketing activities also developed hotly, but Nike's spirit of supporting the national movements is one of the reasons of the start of the activities.
Then what's the reason that the audience think that the official sponsor is Nike? All that is for its origin, an advertisement specially made for London Olympic Games. Nike paid much attention to "London" in every place in the world where athletes started their games, which includes the United States Ohio London, London Square in someplace, Jamaica and India inns named London, a "London" stadium, the baseball field named London, Nigeria London, and so on. It's worth discussing the intention of Nike, coupled with its brand has consistently excellent copywriting, after people see the great advertisement reflecting the story of the ordinary people, they can't help thinking of the Olympic spirit, and it's also the result Nike expects.
As the success of Nike's "Cheap Air Jordans Retro",the LOCOG had no reason to eat cooked rice, it would not give up Adidas but ignore the "crossing-border" behavior of Nike. But Nike did do a beautiful thing, even the London Olympic Organizing Committee did not pick out the thorn, thus no reason is there to punish Nike. But the BOCOG clearly pointed out that it would pay close attention to the dynamic movements of Nike, and once it appeared to be over the line, instant punishment would be conducted.
The marketing idea "Building up relation with consumers" Nike has been following is mainly reflected in the daily continuously updated of Nike's official micro blogging "@ Just Do It". Nike would always track popular or controversial events of the Chinese team on that day, and made the micro blogging copywriting and micro blogging with map immediately after the announcement of the results of the competition. Of course, it doesn't contain any player's name, also cannot use any stadium pictures. It is difficult to cause people's extensive resonance seriously so that full-time for micro-blog copywriting and picture team is dispensable.
This great marketing is undoubtedly a great success, it makes Nike earn pours and even drive the flow of other brands at the night of "Liu Xiang's injury and retire", leading the micro blogging to an ocean of marketing. However, the incomparable success seems to sound the alarm to the "traditional way of marketing" brands, purely by endorsement and extensive coverage is no longer everythingArticle Search, an accurate delivery with invincible creativity is the way to go out in such a society where the social networking booms today.