How to Take Advantage of the Olympic Games
Lining lost to Adidas in the high-level sponsoring competition of the Olympic Games, but Lining Company suddenly rose a new force in Olympic Marketing and achieved a greater victory. A report of “cyber citizens’ hot point during the Olympic Games” showed that Lining proved to be the most watched brand in this term.
Lining Company represented the Olympic non-sponsors. As long as opportunely using thoughts, non-sponsors could also grab a slice in the Olympic Games. After Lining, who is the originator of Lining Company lit the torch, shares of Lining Company surged greatly against the market in the first trading day. Supposing that this point is difficult to be copied by other non-sponsors, Lining Company’s other behaviors were pretty symbolic.
Lining sponsored four national dream teams, including diving, table tennis, gymnastics and shooting, and these four teams gained 25 gold medals, accounting for nearly half of the total number of China’s gold medals. Moreover sponsored by Lining, Argentina and Spanish basketball teams also got excellent performances, particularly Spanish and American basketball teams’ final game. Spanish team not only gave exquisite skills to the world, but also brought Lining’s logo in front of worldwide consumers’ eyes.
Lining Company and CCTV Olympic channel came to an agreement, which was to offer Lining clothing, shoes and fittings to hosts and journalists of CCTV Olympic channel’s all columns and events from January 1, 2007 to December 31, 2008. On the basis of Organizing Committee of Olympic Games’ latest formulations, Lining Company and the Olympic channels’ collaboration was limited to a certain degree, but we could also see Lining brand was constantly delivered to the audience via journalists and hosts during the game.
After the Olympic Games, Lining Company’s chief operating officer said that our worldwide brand awareness was enormously improved, and Lining Company would achieve the second bound with this Olympic chance.
Unexpected emergencies could always happen at the Olympics. That Liu Xiang was wounded and out of the race stunned the audience all over the world, moreover, more than ten brands that in his endorsements were pretty injured. It has been calculated that the quitting of Liu Xiang lets the sponsors lose more than 3 billion RMB.
Although some brands made two sets of plans, regardless of Liu Xiang would win or lose, there would be a corresponding marketing plan, and what they hadn’t thought of was Liu Xiang quitted.
However some brands solved this accident actively. Liu Xiang quitted at noon on August 18, and Nike issued an official statement in the afternoon: “Liu Xiang is the most excellent Chinese athlete in the field. Since 2004 Athens Olympics, he has been and will continue to bring enthusiasm to worldwide supporters and Nike felt pretty proud to join hands intimately with Liu Xiang. This kind of rapid reaction won the consumers’ favor to the brand.
These triumphant experiences are particularly precious after the summer of 2008.
With such sufficient to see planning a visit to Nike Free Run can take more than a week to see all the monuments. To help you design you can pop in Nike Free Run 2.
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