Cheering, celebrating, "The basic Love Play" BMW Mercedes "dump" Audi

It never occurred to anyone that people who didn't even know the corners and penalties would one day be able to live the World Cup upside down day and night. If you don't have a knowledge of football, or you don't know anything about the latest game, you're probably going to be left out in the moment by your friends!

Car marketing, is the true and false fans of the war of words. Who can make use of the World Cup material, will be able to burn a delicious and widely acclaimed dishes, the spread of the brand in the network index is much higher than the cost of millions of spokesperson's effect.

The price is very low, the effect is very good, the car brands together, naturally also want to compete with the creative more absolutely. There is on the field of the national team's firepower to fight, this is the various car companies infighting marketing battle. This summer, it is really exciting to the extreme.

Cheering, celebrating, "The basic Love Play" BMW Mercedes-Benz "dump" Audi

Last week, with the World Cup team Racing, two of car-related micro-blogs are also spreading online.

Germany's BMW and Mercedes-Benz are also quietly brewing an unprecedented "partnership" in the June 16 battle between the Germans and the Portuguese team.

22:27 that night, BMW and Mercedes officially on the microblog official "hand", on both sides of their respective official micro-blog, the Sun out almost exactly the same poster for the German team cheer.

The poster, a BMW and a Mercedes-Benz in front of the goal, the two sides with a slightly different text, BMW wrote: "To friendship, for Jag, qi cheers." "Mercedes-Benz wrote is:" A total of 把盏, Qi, and retreat. "It's all a echoed. Two "good base friends" do not forget Han, a meaningful: "WE ARE One", meaning that the two are now one, and the first time @ the other side.

The "Base love Scene" did not end immediately. The German team swept Portugal on the night of 4:0, the next day 6:59 A.M., BMW, Mercedes-Benz two brands again at the same time microblogging for the German team to celebrate. The picture content and before the difference is not much, the difference is two cars from the posture of the readiness, into a chic off the ground posture. BMW said: "Goodbye to the river, meet is also an opponent." "and Mercedes said is:" Victory, the resultant force invincible. "Look, even antithesis are written so neatly."

BMW and Mercedes-Benz, with strong posture, successfully made a return to the World Cup marketing, attracted the attention of many fans, but also let Audi has a sense of crisis. You know, just that night, Audi held a grand RS7 in Beijing and organised a host of fans to watch the game. Such a painstaking feast, but by Mercedes-Benz BMW's joint release, make some feel neglected.

Of course, Audi is also good at doing event marketing "Couba", in front of such a big test in the World Cup, this excellent student of course will not rest. That afternoon, the micro-blog on the spread of the four-football by the Audi logo, with the jokes, meaning is probably: the German team that night four goals, is to embody the Olympic logo, and with "I AM one!" Slogan, back to BMW Mercedes-Benz, quite alone to defeat the momentum.

Sponsorship, naming, playing micro-bo car companies are not idle

As a luxury car market troika, Mercedes-Benz, BMW, Audi has always been in the Ming and the other, and this World Cup marketing war, let us see the three car brand marketing capabilities.

Of course, in addition to the Austrian treasure Ben, other car companies have racked their brains to snatch some business opportunities from this football feast. Compared to those who spend a lot of money on the investment, with some creative design some network hotspots, obviously a lot of benefits.

In fact, this World Cup, Germany's genuine sponsor is Mercedes-Benz. According to statistics, in the World Cup's top 32 team sponsors, car brand sponsors accounted for 14. The public has the biggest appetite, has sponsored 8 teams, and has 3 teams in Group E, which means that in this World Cup knockout, the public will be able to show their faces. Interestingly, Chery has sponsored Chile, and it is the only sponsor of the 32-strong team that has the status of a Chinese car. And although Japan has a large number of car companies, the Japanese team's sponsor is Audi.

There are also the names of the football program. For example, Dongfeng Nissan all novelty Chun on the exclusive title of the CCTV's "Big Club Feast", in the World Cup schedule warmly carried out at the same time, Dongfeng Nissan also got a very considerable exposure rate.

There are direct products on the issue, such as the current World Cup car sponsor Hyundai Kia, the launch of the K3 and other models of the World Cup limited edition.

More lively marketing, of course, is the most popular mobile phone on the mobile side. In addition to a large number of content implants in micro-blogging, some car companies simply picked up the app, which has like the FAW-Volkswagen in the service-type app, mainly to do some event forecasts, reports, as well as Jaguar Land Rover China, imported from the Asia-made interactive app, through the quiz to send prizes to accumulate popularity.

Online, offline, playing together earned fame more money

Good marketing, always close to the social hot spots, while cleverly implanted their own information, and finally achieve a multiplier effect.

As an independent brand with British ancestry, MG chose to use "Chao Jin" to break through in the World Cup marketing war. Although they did not hit the money to make the title, but on their official microblog, reporters found that every morning will be published in an illustrated review of the game, attracted a lot of fans eye. In the early hours of June 22, for example, Klose, who appeared on the bench, scored in the 112th seconds of the game, saving the German team at a disadvantage in the race. After the 36-Year-old played his famous stunt "K-Flip" after scoring, MG official micro on the release of such a photo: The white MG3, the car door impressively in the destination number 11, it is Klose in Germany's number, a "see Flip, this moment, you have tears" to make a large number of fans tears.

Chen Jiye, senior manager of SAIC passenger car media and public relations, is working on a new release of MG GT in the UK, telling reporters on the phone that they are young and football-keen young people who build these texts. "Instead of investing heavily in marketing, we hope to create a passionate, personalized brand image through these ideas, combined with MG's qualities," he said. The owners of MG are mostly young people who like football very much, and in this way, they can get a better understanding of the inner culture and product inside our brand. ”

Of course, in the busy online, the ultimate goal of the car is still pulling offline sales. Chen Jiye Frankly, at present, the marketing campaign for the World Cup is very ideal, compared to the line of these "minor", they pay more attention to the marketing activities under the line, so the participation of dealers is very important, when online and offline closely linked, the World Cup marketing is really successful.