Nike’s Creativity in Selling Itself
Why do people think that the official companion of the London Olympic Games is Nike but not Adidas. In fact, this is largely dependent on its marketing idea and spirit. With the high development of the social networking, to put in accurately and stick to an invincible creativity is the way to out.
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 Games Maybe you are more inclined to the answer "yes", which is apparent, too, and the data display like that} A study for around 1034 American consumers showed that nearly 34% consumers mistakenly believed that Nike is the sponsors of the 2012 London Olympic Games, only 24% interviewees knew that the real official sponsor of it 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.Why do so many people believe that Nike is the official sponsor of the London Olympic Games? All that begins from its foundation, a tailor-made commercial advertisement for the London Olympic Games. Nike focus on every "London" in the world where athletes started their competitions, including London in Ohio, America, London Square in someplace, "London" inn in Jamaica, London hotel in India, a gymnasium named London, a 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 "ambush marketing", 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.Nike has always obeying the marketing conception "Establishing relation with consumers", which is concentrated expressed in the continuously updating of the day on the official micro blogging "@Just Do It". Nike would keep carrying on the track of the hot or controversial events of the Chinese team on the day, matching the relevant micro-blog copywriting and micro-blog pictures. 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.Undoubtedly, this great marketing of Nike achieved great success which makes Nike earn a basin full earthen bowl, driving the flow of the other brands at the night of "Liu Xiang's failure", and turned the micro logging a piece of marketing ocean. But the unparalleled success seems to have sounded the alarm of those brands in favor of traditional marketing methods, to simply relying on the endorsement and a wide range of coverage is no longer a panacea, in the onerous networking prosperity today, a really accurate put in together with unrivaled creativity is the key. 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;}
People are familiar with the symbol of Find Your Greatness, which is active in all TV ad before 2012 London Olympic Games. Just as Nike LunarGlide 3 Mujer and Calvin Klein Baratas which bring the comfortable to everyone.
