The Cause of Nike Giving up Sponsoring Olympic
The non-official Olympic supporters Nike obtained the most attention.
They get argument to set up a “QQ love wall-blessing Liu Xiang”. At that time, every day tens of millions of Internet users in Tencent online understood the game situation. Nike use the special complex the Chinese spent on Liu Xiang to let his own brand get the maximum exposure. The next day, the newspapers in Beijing, Shanghai, Guangzhou and other places published the new ads of Nike supporting Liu Xiang with a firm hand. The messages leaded to theatrical results which converted the adverse imagination to be goodness. Although the intercourse medium had not gone into the mainstream perspective in 2008, Nike had already known how to make the methods of pouring out sentiment for the public and how to set up interactive terrace to show its trademark. The data show that during the 2008 Beijing Olympics, Nike in China and worldwide sales were up 53 percent and 10 percent. It is the proof of the triumph of the Nike marketing policy.
This year the application of intercourse medium in the Olympic Games will be limited in various means. The Organizing Committee has banned athletes to publish any pictures and videos on the network, so that non-sponsors use the opportunity to be photographed. The audience also can not use Twitter and Face book to issue the pictures in the scene during the game. However, Nike diversified marketing strategy can always find a new topic and highlights. In general, due to the disadvantage of Nike non-Olympic sponsors, it more likely to inspire more inspiration and creative spark instead.
In the east end of London box park, Nike establish digital experience retail center. It is a temporary store for a special preparation for the Olympics. In addition to selling and wholesale products, the store also has a series of digital and social media features to help people experience the Olympic Games. In the store, people can see their digital reflection of a movement sensing devices. Nike believes the combination of digital services and interactive multimedia experience will be the trend of the future retail development.
No matter in the progress of commodity and marketing policy, the demand of the young man of new media times have gone to Nike’s view. In 2011, Nike’s total marketing budget reached the highest point of $ 2.4 billion in its history. The action that Nike increased investment in the network marketing show that Nike is not only limited to propagandize brand through advertising channels, but also through making more connections and the deep interaction with consumers.
The problems faced by Nike is how to create a viral transformation like the Liu Xiang incident in 2008 Olympic Games under the many restrictions of the Organizing Committee. The Nike sponsorship of the U.S. men’s national team will be a big focus. In terms of social media, what creative action Nike will have in walking a fine line? With the competition process, the answer will be unfold.
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