Introduce You Some Olympic Advertising Ways
The London Olympic Games has just finished and it is dissimilar to the former one, the Chinese spectators are much more concerned on the players who have lost the game. Even if they did not win the gold medal, but insistence of the sports spirit is still enable them to acquire more praise. Surprisingly, almost behind all of the acclaimed defeat athletes, it flashes the Nike advertising figure. Which makes this series of Nike ads ignite great enthusiasm, in Nike official micro blogging of Sina, this series of ads almost each one can access to tens of thousands of forwarding. Nike advertisement was touted by the bystanders, the W + K Company was pushed into the spotlight. Wieden+Kennedy Corporate set up in 1982, and it went in Shanghai in 2005. One year later, it replaced the global number one advertising company JWT and turned into Nike cooperative partner. Actually, the most famous excogitation for Nike designed by W+K would went back to 1988. Then the company joint founder Dan Wieden had written the universal praise “Just Do It” advertisement. Time entering in the summer of 2012, W+K is hoped to go out behind the scenes. The whole period during the London Olympic Games, Nike official micro “Just Do It” released a series of “live out your great” copies which have triggered a passionate discussion of the net cizens. Seeing Nike officer micro how to say turns into a thing the Internet users await for.
Those photographs of Liu Xiang Lin, Chen Yibing were released right after the competition, on the left with or long or short characters, on the right placed Nike brand and article of “live out your great”. This group of opus seems as plane ads, but they let the audience become advertising next diffuser, and it is the most successful thing. Behind the implementation of these creative members there is a collaborative team. One section is from Nike digital marketing and trademark spreading department, and another part is for the W + K main copy, and Razorfish, AKQA, CIC, Mindshare constituted the primary social media marketing solutions Group. For 24 hours they concern events, hot spots, and regardless of victory or defeat, all these will become the creative material, and in the shortest time they have to find the points and spread them with the most refined text and appropriate pictures. First, it must be quick, and quickness can reflect the attitude of the brand, showing the quality of the brand.
Huang Xiang Yan said some people may think that a lot of copies have been written in advance. But after these things watching these proposals, and then contrasting to the game, one will discover that one of the most excellent and touching place is not what you consider before just success or defeat. Many copies are from the reaction of the game in the first time and from the discussion of many people, not just the W+K idea.
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