The European Championship football event has just ended, and the Paris Olympics will kick off on July 26, local time in France, and exciting sports events will fill the summer.
However, it is precisely because of the increasing number of sports marketing that consumers are gradually fatigued with brand marketing, and it is not easy to play their own brand style in this sports summer.
We can also see that many brands have already started this battle in advance, trying to stand out from the fierce competition, creating a wealth of marketing methods and interactive experiences.
From national pride to collective honor
and so on to cut into the positive emotion
As a global partner of the Olympic Games, Mengniu has also made a lot of marketing moves. Recently, he joined hands with Han Hong, the brand ambassador of Mengniu Group, to sing a song "All the Way to Flowers - The Chinese Team Wants to Go Out Strongly", which was well received by the whole network.
Many netizens called it too burning, and they felt inspired! It not only paid tribute to the Chinese team that wants to go out strongly, but also pays tribute to "you" on every journey.
Different from the previous brand promotional videos focusing on Olympic athletes, this time the focus seems to be more on the general public. Instead of shouting grand slogans, from the track to the "track" of life.
Construct a collection of small and real stories, in addition to cheering for Olympic athletes, but also cheering for every ordinary person who works hard to live, "everyone who wants to be strong will eventually arrive".
Truly taking the Olympics as the background and taking consumers as the core is the reason for gaining consumers' emotional resonance.
It not only seized the key node of the Chinese team's expedition, but also took advantage of the key moment of national attention when the Olympic Games were about to open to communicate sincerely with consumers and dialogue with every strong person.
There is also the 40th anniversary of Jianlibao and 40+ national brands jointly presented the "1984 China Gas" AI-produced film, feeling every moment of our struggle in the past 40 years.
Jianlibao activities
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Over the past 40 years, China Jianlibao has witnessed Chinese athletes from the beginning to the world, cheering for China for 40 years, which is our Chinese spirit, inspiring Chinese athletes and countless strugglers.
It ignited the enthusiastic atmosphere of the opening ceremony of the Olympic Games, and also infected everyone's sense of national honor and won more goodwill for the brand.
Multi-dimensional and three-dimensional marketing
Catch hot spots and implant them appropriately
As the official dairy product of the Chinese delegation to the 2024 Olympic Games, Yili has started marketing actions as early as the first half of the year, and it has been continuously out of the circle recently.
After Lu Yu hit the Paris Olympics logo in the face and quickly became popular on the whole network, Yili immediately seized the traffic protagonist to take advantage of the marketing, and was the first to officially announce Lu Yu as Yili's "Paris Ambassador".
The ghostly editing and demonic brainwashing BGM have brought the popularity of this face-hitting stalk to a higher level, and also brought Yili to the hot search.
Yili not only quickly seized the hot traffic, but also implanted its own brand to create new popularity.
Coupled with the logo of Yili's yogurt, it was quickly officially announced and released a joint model of Luyu, which was a three-party ecstasy.
From taking advantage of the marketing to exploding social media communication, Yili can be said to have launched an all-round three-dimensional battle of Olympic marketing.
Taobao has also adopted the same strategy, releasing a short film "Taobao in Progress", and the official took the lead in mobilizing the enthusiasm of the whole people.
The style of painting does not take the route of professional sports competition, but uses the favorite way of young people to play stalks, and even invited Han Qiaosheng, a famous teacher in the event commentary, to introduce this "Tao Games".
And take a closer look at the items of the "Tao Games", pointing to looking east and west, not blinking, walking every day, all kinds of competitions, anyway, none of them are normal.
It is very in line with the mental state of contemporary young people, and in order to be fair, he also let most of the world champions form a "professional referee committee", which caused heated discussions among netizens.
It not only ignited the enthusiasm of watching the Games at the critical juncture of the Olympic Games, but also injected new vitality into the brand itself.
Join as an Olympic rights-holding broadcaster
Create a new consumption scenario
As early as June 14, Kuaishou and China Central Radio and Television announced that they had reached an authorization cooperation agreement to obtain the rights to on-demand and short videos for the 2024 Paris Olympic Games, and officially became the rights-holding broadcaster of the 2024 Paris Olympic Games. This is the second time that Kuaishou has obtained the status of Olympic rights-holding broadcaster after the 2020 Tokyo Olympics and the 2022 Beijing Winter Olympics.
During the Paris Olympic Games, Kuaishou integrated content ecology and business ecological resources across the board, and the platform not only provided users with comprehensive event content, rich derivative programs, and real-time interactive experience through technology empowerment, gameplay innovation, and scene integration, but also created a new consumption scenario, providing users with a one-stop shopping experience and local life services, and further unleashing the consumption power of 700 million users.
Spread Chinese tea culture to the world
Resonate with the Olympic spirit
China is the homeland of tea, Chinese began to grow, make and drink tea a long time ago, and developed six major tea categories and flower tea, tea has long been part of Chinese culture.
Many tea brands also "marched" to Paris at this time to spread Chinese tea culture for the world to see.
Bawang Chaji brought together a number of athletes to launch a series of marketing activities in the run-up to the Olympics, and dig deep into the stories behind the athletes to build a real short film.
It not only shows the charm and style of the athletes, but also conveys to the world the fit and resonance between the health concept of modern oriental tea culture and the Olympic spirit, as well as the unique charm of oriental tea culture.
Heytea also specially built a pop-up store in Paris called "HeyTea Paris Observation Room", and built a tea room with oriental charm in the lively neighborhood, which was made of wood and warm yellow lighting to set off the tea atmosphere.
And also on the BBC report, although the picture filter has a netherworld, but in general, it is praising and expressing a positive opinion, and some consumers hope that Heytea can open a regular store in Paris.
Heytea has brought the trend of Chinese tea to overseas and attracted extensive attention from the world, successfully promoting the mainland tea culture, and laying a good foundation for the overseas marketing of its own brand.
Olympic marketing for overseas brands
Start looking elsewhere
P&G's previously touching campaign "Thank You Mom" was widely praised and later developed into a series that began to focus on the mothers of Olympic athletes and showcase the brand's unique philosophy.
This year, P&G is no longer limited to corporate advertising, but uses its 30+ brands to launch a series of marketing for the Paris Olympics.
For example, Pampers wanted to provide convenient services for athletes with children, so it set up a nursery for the first time in the Olympic Village, where athletes in need could spend time with their children, and provided a range of baby products such as branded diapers.
Procter & Gamble also offers a wide range of lifestyle brand products such as hair salons, laundry supplies, dental clinics, etc., which take care of every aspect of the athletes, and the athletes will naturally promote the brand on social media.
brief summary
For brands, aiming at the large-scale marketing node of the Olympic event can not only bind the quality of the brand with the spirit of sportsmanship, but also bring continuous traffic exposure and enhance the brand image in the national sports feast.
Whether it is good at seizing network hotspots and transforming them into their own traffic, or starting from national pride and Chinese culture, they are inseparable from the core of sportsmanship, which is hard work and love.
Because "love" caused the national Olympic carnival, and because "love" brought consumers together, the brand emotionally narrowed the distance with users and achieved efficient dialogue.
Finally, let's cheer for the Chinese Olympic athletes, and wish you good results and realize your dreams in Paris!