The 33rd Summer Olympic Games (2024 Paris Olympic Games) is in full swing, as a global traffic stage, the Olympic Games have a wealth of scene implantation marketing and gameplay, and many car companies have also joined this marketing war, seeking opportunities to show their faces from all dimensions. So at this Paris Olympics, which car companies have successfully taken advantage of the marketing?
BYD invites you to check in to the new store in Paris
On July 28, Li Yunfei, general manager of BYD Group-Brand and Public Relations Department, posted that BYD's first flagship store is located in the romantic Champs-Elysées, and everyone is welcome to check in during the game in Paris...... Experience the French romance of BYD.
At the same time, a short video was attached, a 40-second video showing the BYD store on the Champs-Élysées, which brought together a variety of popular models such as BYD dolphins, seals, and formula leopards.
As the commercial and cultural heart of Paris and Europe, the Champs-Élysées has always been a gathering place for international high-end brands. The entry of BYD has injected new vitality into the Champs-Élysées. In the much-anticipated event of the Olympic Games, people from all over the world will inevitably focus on BYD. It can be said that BYD's wave of marketing is very down-to-earth.
Ideal MEGA appeared on the streets of Paris
This marketing of Ideal MEGA came from a beautiful car owner. Mary @Yz, who has 28,000 Weibo fans, took a self-driving trip, and this time directly drove the ideal MEGA from Asia to Europe, with a total distance of nearly 16,000 kilometers and a mileage of more than 40 days, bringing the shock of the eastern power to Europeans. And in Weibo, Aite said the official Li Auto and Li Xiang.
Some time ago, in #浙B开车去巴黎#冲上了热搜, many people were very proud of the fact that the owner drove more than 10,000 kilometers to see the Olympic Games and drove the domestic car out of the country. This approach has also been emulated by other car owners, and it is not difficult to guess that this is the case with the owners of the Ideal MEGA.
Ideal MEGA appeared on the streets of Paris and successfully became a conspicuous bag. Soon after the beautiful car owner posted a blog, Li Auto forwarded it with the accompanying text "Drive the Ideal MEGA to Paris, France, in the same frame as the Eiffel Tower...... Ideal MEGA has also become popular on the streets."
Moreover, Liu Jie, vice president of Li Auto, left a message in the comment area of the owner, "Please feel free to contact us if you encounter any problems with overseas cars". It also reflects the manufacturer's care for the owner.
Source: @HouYinZhang
The planner of this event, whether it is the official or the owner, has at least gained a lot of popularity at the marketing level, and I believe that many people will give a thumbs up for the domestic car after watching the figure of the ideal MEGA by foreign friends. Sure enough, it's still ideal to play marketing with popularity. So far, the owner's video has received 2.84 million views.
Xiaomi SU7 won the CCTV platform
When it comes to marketing, how could Lei Jun, the founder of Xiaomi Automobile, be willing to miss this huge traffic stage. On the evening of July 28, Lei Jun was invited to participate in a live broadcast event organized by CCTV in Paris, France, and chatted with CCTV host He Wei and Xiaomi spokesperson sprinter Su Bingtian. In the live broadcast, Lei Jun continued to promote Xiaomi SU7 and played homophonic stalks.
Host He Wei: "Why is Xiaomi's first model called SU7?" ”
Mr. Lei: "We want to do extreme speed, Speed Ultra, abbreviated as SU, for the sake of convenience and easy to remember, we are called Su Qi, and Su Bingtian has a surname."
Okay, well, the popularity of the Olympics, CCTV, and athletes has been rubbed. Xiaomi really has rice. In terms of the level of marketing, the old lady doesn't help the road, and only serves Mr. Lei.
In addition, Xiaomi also set up an exhibition in Paris, France, Xiaomi SU7, the newly released Xiaomi MIX Flip and Xiaomi smart home were brought to the scene, allowing foreigners to also experience China's black technology.
Source: @鸭毛
Netizens said that they originally thought that Lei Jun came to Paris just to investigate the market and watch a game, but he never expected to string the door once and become a guest on the front line of CCTV Paris.
51Jun feels that this time Lei Jun's card can be established, and this wave of marketing is likely to drive Xiaomi SU7 overseas hot sales, Lei Jun once said that Xiaomi car aims to be the top five in the world, how long do you think it will take for Xiaomi car to achieve the fifth in the world?
Red flag sending car Olympic champion
Compared with the practices of the above car companies, FAW Hongqi is even more costly. FAW Hongqi officially announced that during the Olympic Games, each award-winning Chinese Glory athlete will be given a Hongqi EH7 Glory Edition, and at the same time, every time a red flag is raised, users who participate in the test drive will have the opportunity to win the right to use Hongqi EH7 for half a year.
Hongqi EH7 is the first pure electric model launched after FAW Hongqi announced the "All in" new energy, in addition to the details of the adjustment, but also retain the EH7 design, intelligence, performance and other highlights. The price range is 229,800-309,800 yuan. 51 Jun believes that it is of great significance to give this car to the athletes who have won glory for the country, not only to affirm their efforts, but also to tell them that you are the pride of the motherland.
Looking back on the 2021 Tokyo Olympics, in order to commend the Chinese Olympic athletes, FAW Hongqi proudly sent 50 Hongqi H9s, with a total value of more than 10 million, and Hongqi H9 has also become the car of many Olympic champions.
In this Paris Olympics, the Chinese team also showed a very high level of preparation, and I believe that the addition of the red flag car is the icing on the cake. Hongqi's initiative also conveys the sense of responsibility and patriotism of Chinese car companies, and it is worth learning more from other car companies in the marketing pattern.
At present, China has become the world's largest exporter of automobiles, and the deepening of the globalization layout of car companies has become the main development direction in the future. In essence, the marketing of Chinese automakers to the top Olympic events is to increase their international visibility and further spread their influence to overseas markets through high attention.
Hundreds of millions of people from all over the world gathered in Paris to pursue a higher, faster and stronger Olympic spirit, while allowing more people to see the technological convenience of Chinese automobiles. Looking forward to the future, Chinese automobiles will frequently appear in the international vision, proving China's strength. The Paris Olympics are in full swing, and we also wish the Chinese team to continue to shine and achieve new achievements!
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Legal adviser
Beijing Weiheng (Fuzhou) Law Firm, Lai Chenglong, lawyer