4 years ago, Liu Xiang's retirement brought to Nike is a public relations nightmare, 4 years later, Nike is actually facing a worse situation: Liu Xiang repeated the tragedy, Li Na women's singles first round was eliminated, led by Yi Jianlian Chinese Men's Basketball Team World War Five are negative, embarrassing out, Nike in the Chinese market the most influential three sports resources "annihilated." However, even in the Olympic Games results "appalling", but with the Weibo "Guards" "great" copy, Nike in the Olympic Games marketing outside the game, regained the score. From it, people are seeing a new trend in sports marketing and some new games. People's mindset is changing, the media environment is changing, in this context, sports marketing is entering a new era. New era, new battlefield, new gameplay London Olympics is a demarcation line on the development of Olympic marketing. Prior to this, the main axis of the Olympic marketing war lies in the line. The classic case occurred at the 1992 Olympic Games in Barcelona. Jordan , Buckley and other NBA superstars in order to maintain the interests of its sponsor Nike, the United States flag draped on his body, thus obscuring the Reebok Logo on the award-winning clothing, cleverly bypassed the US Olympic Committee and the sharp Step contract restrictions, leaving only Reebok bitter words. 16 years after the Beijing Olympics, "depressed" replaced Reid's club Adidas . Before the opening of the Olympic Games, Olympic volunteers wearing adidas auspicious cloud design T-shirts have been spread all over the streets of Beijing. Almost all of them think that Adidas, the official partner of BOCOG, can win the war in this Olympic marketing war. However, things go wrong. On the evening of August 8, 2008, at the end of the opening ceremony of the Olympic Games, the gymnastics prince Li Ning held the torch on the top of the bird's nest. When he lit the main torch, Adidas was stunned. In the past, exposure was the most important indicator of Olympic marketing. All the participating companies hoped that their logo would appear in all possible places and be seen by more people. However, in just 4 years, the world has changed a lot. Businesses are also facing a drastic change in the marketing environment. London and Beijing are 8,000 kilometers away. Their home advantage no longer exists four years ago. The seven-hour time lag is also bound to make the viewing of the Olympic events a big drawdown than the Beijing Olympics. The more fundamental change is that the rise of social media such as Weibo has opened up a new battlefield for the Olympic marketing war. On August 6, the day before the 110-meter hurdle, Nike posted a poster on Weibo. Liu Xiang posters on the front straight, start running, the copy above wrote "great, no need to answer others." Review all the posters Nike posted on Weibo during the Olympic Games with the theme "Live Your Great" and you will find the only one that was released before the start of the competition. When the sponsor before the game for the spokesman for the "focus on participation" rather than "strive for the first" public opinion atmosphere, you should know a little move, its subtext is - bad, Liu Xiang is not good. Liu Xiang fell just 14 minutes after the fall, Nike released a new poster on the microblogging picture, the copy above is: "Who dare to spell all dignity, who dared to peak in the past, even if nothing, who would dare to break through, Who dare to go down, great courage. "The Weibo text section reads:" Let 1.3 billion people accompany you to the end with one foot. " Within 10 minutes after it was released, the microblogging was forwarded over 10,000 times. After 3 hours, the amount of forwarding was only over 100,000 in SINA. Nike to "great" as the theme of the series of texts was completely detonated. Since then, the "great body" quickly set off a wave of "all objects" like a small upsurge, many users continue to PS interpretation. When many companies are online to prevent sticking, fight badly beaten, Nike has been completed on the microblogging "Counter Strike" to create a textbook classic sports marketing case. The popularity of The Great also surfaced behind the PR team behind Nike, a team comprised of Nike and W + K, Razorfish, AKQA, CIC, Mindshare Family companies together. In the basement of Sinan Road, Shanghai, more than 30 employees from five companies are fighting together for 17 days and nights in order to ensure that any accident at any venue can be immediately responded. In addition to the first time after the game response, the pre-game plan is equally important, Liu Xiang injured after the re-entry, Nike in a dozen minutes and then sent a copy of the poster, but because of the reaction too fast, also triggered some negative controversy. In fact, because Liu Xiang had a retirement experience 4 years ago, and coach Sun Haiping also disclosed to the media before Liu Xiang's foot injury "repeated", so lingering fear of Nike prior homework is a very natural thing. Afterwards, members of Nike's public relations team privately stated that Liu Xiang ended the game with such a radical way of tearing the Achilles tendon that it was beyond expectation that some people in the group even cried sadly. Nike will be the ultimate preparation for the work, coupled with extraordinary adaptability, and ultimately help them online this new Olympic marketing battlefield victory. The full plan, rapid response, but also the success of a successful event marketing key. It is worth mentioning that Liu Xiang retired half an hour after the microblogging has always liked "gag" Durex also to join in the fun, a "fastest man is not the best, in the end is the only truly powerful man" Weibo attracted many people clap, easily earned more than 45,000 times forwarded. After the Olympics, Nike turned his attention to the next battlefield - WeChat. August 14, Nike's agent Chuanli announced a high-profile partnership with Tencent to launch Nike brand subscription platform in WeChat, Nike officially started testing the WeChat marketing. August 23 - 26, Nike held in Shanghai Sports line activities, Ya cool (AKQA) for Nike to create WeChat interactive game "scanning two-dimensional code, badge collection" has been revealed. Nike is praised by the industry for not just sophisticated copywriting and rapid response, but also their ability to hit the ball. In the men's singles final table tennis, Wang Hao, who reached the finals for three consecutive Olympics, lost to Zhang Jike and once again won the silver medal. "The 3rd runner-up proves to be your determination to win the championship three times," said Nike's copy. Chinese table tennis team sponsor is Li Ning, the first time after the game, Li Ning Zhang Jike launched the theme of posters, although the copyrighted picture equally well, and made a good communication effect, but Nike is another way, took away Li Ning Less heady. This "edge ball" marketing approach for some of the Olympic Games official sponsors brilliantly. "As a partner of the Chinese Olympic Committee, Anta has always disagreed with any kind of" edge ball "marketing and invisible marketing, and also has the responsibility to work with the Chinese Olympic Committee to oppose the invisible marketing of the Olympic Games." In the face of reporters' opinions on Nike's latent marketing , ANTA official reply. Anta's unhappy princess, a few years of huge investment and hard preparation, rival Nike just completed with a dozen microblogging on the "counter-attack" - at least in this new battlefield microblogging, Nike "great "The spread of the effect is far better than Anta's" Dragon Service ", no one can deny this. In fact, both Nike's "edge ball" or Anta's steady, behind the different models is the most suitable for their own brand characteristics of the strategic choice. Against the backdrop of a downturn in the industry, it is imperative for the native sports brands in the ditches to lay a solid foundation. Anta's "Long service" advertising is difficult to impress first-tier cities respected foreign brands of young consumers, but for Anta's own target consumer groups, but it is in line with their psychological expectations and aesthetic habits. Therefore, through the champion Long service to maintain sustained exposure, in the first half of the company's performance decline, these "landing" approach is more pragmatic, but also more directly on the sales side of the way. Analysis of the two strategies is not difficult to find behind the two are completely different business logic, Anta emphasis is practical, therefore, the brand's exposure is the most important, even if the "Long Service" is very difficult and sportsmanship is related, However, with Chinese athletes podium again and again, Anta equally brazen. Nike is not the case, in order to maintain a first-class brand image, it must spare no effort to build the brand, then the brand's reputation has become the key. Nike's edge ball strategy also led to a new discussion in the industry, that is, spending huge amounts of money to become the official partner of the Olympic Games, what is worth it? The answer to this question depends on what the company's own needs are. Circulation between Anta and the Chinese Olympic Committee 3 years of cooperation during the investment of up to 600000000 yuan, Anta did not confirm this figure to reporters, but said "the cost of this cooperation is Anta history is also the largest Chinese Olympic Committee Sponsorship of a sports resource. " Despite the huge investment, the cooperation with the Chinese Olympic Organizing Committee has won ANTA the chance to "show his face" in numerous domestic competitions and mass events. The crowd covered by these activities is exactly the target consumer of Anta. Therefore, the cooperation between the two parties In fact, a win-win situation. The same was true for Lenovo in 2004, when Lenovo's quest for internationalization became the IOC's top partner, which provided a great opportunity for its overseas expansion. However, when we focus on the "edge ball" marketing, in fact, should even dig deeper behind the Nike copywriting reasons: in the stadium, not only the gold medal and victory to convey the brand's meaning. In China, where the whole state system and the only gold medal theory are adopted, such a way of thinking is rather different. "The great antonym is not failure, but not to fight." This is Li Na Nike Olympic Games after the first round of the publication of the copy. After the 31-year-old king Roger Federer hit Olympic gold medal defeat for the third time, Nike wrote in the copy: "You will not fight for the great four years?" The sponsored athletes are underperforming and many local businesses consider it a detriment to the corporate image, while Nike is not, as far as Nike is concerned, "failure" is equally valuable. Dare to make a fuss about the party losing the game, which requires great courage and enough confidence in the brand itself. Chinese society is constantly opening up and people's mentality is changing. The gold medal is no longer the only criterion for judging. This is the fundamental reason why the "great body" can become popular. Another benefit of not being a hero of grades is that this enables a long-lasting, steady partnership between Nike and the sponsored athlete. After seeing the copywriter Nike made for himself, Li Na immediately said on Weibo: "I love you because of our cooperation and love you because you have always understood us." The ups and downs of the athletes status is a very normal thing, a month after the Olympic Games defeat, Li Na won the championship at the Cincinnati Masters, breaking his 15 months as "champion shortage." Despite all the controversy, Nike most deserves to learn from other companies is that it always can find a unique perspective to interpret sportsmanship. And good at their own brand and these spirits are closely linked. Beijing time at 12 o'clock on the August 12, the Olympic basketball finals started in the United States and Spain this epic showdown, Nike focused on the game commentary. "Explain the greatness of others, but also a great." An hour after the start of the Nike released the copy, a short 13-word copy of the media evoked a psychological resonance, explain the game CCTV5 card basketball commentator Yu Jia forwarded the first time after the game this microblogging. Sports marketing looks like one can participate in anything, but the essence of sports marketing in the end is what? How to do more with less? Many classic cases during the Olympic Games are allowing more and more enterprises to see that the brand exposure is not the only pursuit of Olympic marketing. How to make the spirit of the brand resonate with the public? How can one truly be the greatest sporting event for all mankind? Into the stage of the output of brand values, which can not be separated from long-term accumulation of sports resources and inputs, but also inseparable from the understanding of social environment and communication environment with the times. Sports marketing, should start a new era.