Choose Right Way to Market
The lurking strategy of Nike bring embarrassment to the Olympic auspices person of Adidas. This is undoubtedly one of the most successful Olympic Games marketing cases, but also the outside world took it as ambush marketing. Many audiences trust that Nike is the Olympic sponsor, though it looks as if it has not connection with London Olympic superficially.
Nike's ambush marketing makes Adidas who spent ? 100 million to be London Olympics sponsor very embarrassing. Making reaction to unexpected movement course during five to ten minutes is a hard action in micro blog marketing moves.There are few people can spell all dignity and restart again in the peak,
even though you will end up with nothing, and there are few persons who can go out and fall and show great. It is in London after the 110 meters hurdles competition game that Nike official micro blog @Just Do It published those words, and in 24 hours by net users it is spontaneous transmitted almost 130000 times and received more than 26000 reviews. To Nike the event of quitting the game of Liu Xiang who contracted with Nike as its spokesman will do harm to its brand dissemination. However, this ingenious micro blog article made the trademark marketing has magical effect from attunements decayed.In fact, this is not the first time Nike official micro blogging heat transfering. After rings competition, Nike released "no absolutely fair, but absolutely great "micro blogging and it is forwarded 20,000 times within 25 minutes. The blog said greatness is to let the world record to catch up with you after the men's 1500 meters free swim, and after the final game of badminton singles it launched that greatness is in each end of the court. These "live out your great" series of micro blog attracted lots of net citizens in short time. The audiences have used to see the wonderful events, and meanwhile they look forward to Nike saying something about the events.Nike activity on micro blogging has earned a lot of attention, and ambush marketing gained remarkable results. What is called ambuscade marketing is that it is not formal sponsors, and it through all kinds of marketing means let its own trademark connect with game activities. Because ambush marketing sponsorship fee has not been paid, London Organization Committee of Olympic Games has managed to avoid the occurrence of ambush marketing.In accordance with the provisions, Nike cannot use Olympic words and five rings logo directly in the advertising, but that does not mean that Nike will give up the four years only having once marketing opportunity. But Nike considers the worldwide economy is yet enveloped in the shadow of the short of Europe, now taking blood shopping strategy with Adidas in Olympic auspices is possibly to be the loss larger than the gain. And Adidas in Beijing Olympic Games loss bring Nike more caution -- putting money in supporting large-scale movement games is possibly not the greatest marketing methods. Normal 0 7.8 Å 0 2 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:nh<; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;}
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