Several principles of sports marketing in social media

If you ask people around you what the impression of a branded speech on the web during the 2012 London Olympics is, many people may answer that Nike's "Live Your Greatness". Liu's injuries, Sun, and poetic controversy have all been remembered for the Nike voice, especially the "Live Your Greatness" extended by "ethically do it".

The "great body" has been so successful in social media that many Chinese mistakenly believe Nike is the sporting-goods partner of the London Olympics, not knowing that the real owner of this exclusive identity is the tens of millions of-pound Adidas. Top sponsors, partners, sponsors, suppliers and service providers, these big brands for the Olympic marketing from EMKT.com.cn to invest heavily, but Nike with "great" reason to bask in the side.

This incident reminds us that traditional sports events have changed significantly, and social media has become a new value depression. HDMR summed up the brand of social marketing eight principles to help marketers do sports events social marketing.

Do everything possible to be the fastest

During the 2012 London Olympic Games, mini China launched the "Mini early excited" section on its official microblog, and the creative staff stayed up watching the game every day, and the next morning, according to the hot events of the game, the performance of the contestants released the poster, so that the audience woke up with the mini to share and exchange Remain interactive.

After more than 10 days of "excitement" during the Olympic Games, mini Weibo has added more than 26,000 fans and has been exposed to billions of dollars.

In the information explosion today, people often only remember the first of everything, it is difficult to remember the second. Therefore, to win the most attention in the new event, it is necessary to detonate it first. Speed is critical, sometimes even in minutes. If a brand cannot make a quick response, waking up to God becomes the icing on the cake for others.

Clear your listeners and speak their language

The Italian Super Bowl final was held at the Bird's Nest stadium in Beijing, China, in 2012. Juventus will come to Beijing and Juventus sponsors are Jeep.

So, "a fan" appeared. The fan claimed to pay tribute to the 30 Serie A champions from Juventus with 30 posters, because he was doing it alone, so he had to follow the rhythm of the day by posting Weibo. In fact, behind him is a creative team, based on micro-blog feedback on the continuous creative adjustment and poster production.

All the posters are in the black and white of Juventus and display the Jeep brand logo on the front of the player, highlighting the connection between the Jeep and Juventus, allowing the Jeep brand to get a lot of exposure.

The event covered more than 50 million netizens, Sina Weibo netizen spontaneous mention "Jeep", "Juve" microblog for 2,598.

"To what person, say what words", in advance accurately select the object of communication, is the basis for the formulation of communication strategies. In sports event marketing, you usually choose the Communication object in the following areas:

Fans/fans-they have the deepest understanding and the most desired pursuit of the idol you are talking about.

General sports enthusiasts-generally like a variety of sports, but not by the star characters or the spirit of the team.

Event-related people/event followers-people involved in events or concerns, some of them just good ones.

All ordinary people--the choice of the general public, and sometimes the need to have a broad impact on the brand's intentions.

In the above posters, some fans can understand the content and the form of expression, to attract them to have a stronger sense of identity.

Every word must have an attitude

During the Sochi Winter Games in 2014, the Yogurt brand Chobani provided the US team with 5000 boxes of yogurt, which was refused entry by Russia on the basis of a clearance document. So Chobani on Twitter to post a picture of the ad as a response, a number of yogurt cups superimposed as a symbol of gay equality and diversity of the six-color rainbow, with "naturally powering Everyone" of the text, soft band just to "Russia's anti-gay law" said "no" , both to avoid politicizing the matter and to express their position firmly.

Chobani's stance has received a lot of popular recognition, many people on the network to express their solidarity. According to the YouGov Network Research Institute data, the Sochi Winter Games during the Chobani brand reputation and consumer purchase intentions are greatly increased, the United States team of the top sponsors.

"Good Man" or "wall grass" may be able to fish for a while, but the core value of social media is to create brand influence in the process of continuous interaction with all people. Brand in the position and attitude to have broken, in order to let people firmly stand with themselves, otherwise it will lose their individuality and charm, into the middle of the flow. Therefore, regardless of text, pictures or video and other forms of social content, the brand's attitude must be clearly expressed.

Identify the true feelings of the majority in the event and resonate with it

In 2014, Li Na won the Australian Open Tennis Championship, becoming the focus of Internet hot debate. Even in the moment of victory, I am afraid most fans will not forget that Li Na's second time in 2013 to enter the Australian Open final, two-degree injury left the field and insisted to return to the game, the second time with the champions pass the experience.

Before the 2013 Australian Open Finals, Nike on the micro-blog with the fans to express support and wishes to Li Na, and after the champions passed, and the "only can not calm the determination" of the finishing touch, praise Li Na's morale, echoed the fans both regret and expectations of the mood, while encouraging fans to look forward to continue to support Li Na.

The third time in 2014, Li Na entered the final, and finally bloomed in the Australian Open, and Nike has finally been able to celebrate this Hard-won honor with everyone.

It is easy to feel the pride and pride of winning with the champions, but there are few that can stand on the podium in sporting events. Branding is a more holistic and deeper sense of identity if it finds opportunities to resonate with most people from more angles. Therefore, in the process of bravery, hard work, optimism and frustration, it is found that laughing point, tears point, Pain point, Groove Point, can create more value for the brand social.

In the Super Bowl competition held in February 2013, the stadium suddenly lost power, the audience suddenly fell into a helpless waiting, the game interruption time up to 33 minutes. However, just a few minutes after the blackout, Oreo a poster on Twitter to light a dark pattern with an Oreo biscuit, with "power out". No problem "(No Power out?) Easy text, push" in the dark can also bubble eat "humor positive energy. This tweet has more than 15,000 forwarding, and more than 26,000 "praise".

The TV broadcast of the evening advertising costs as much as 770,000 yuan per second, and Oreo is also one of the advertisers, in social media to the product image to console the audience of this tweet, to help it in the advertising campaign to win more audience attention.

Sports competitions have a variety of eye-catching events, how to make these events with their own brands and products to be linked to the spread of their endorsement of the topic, is a need for strategic thinking, but also artistic work. In particular, the incident is not directly related to the brand and products, to find indirect links more difficult time, so that the brand or product to a "person" image, to participate in the attitude of direct propaganda, is also a simple and effective way.

To coax a loyal fan

In the early 2014, the United States BCS Championship, from the Auburn from the Tiger team to the home combat Florida State Seminoles team. To comfort the Tiger fans who drove home, the fast-food chain, Denny's, posted a roadmap for returning home on Twitter, which marked 47 stores along the way, telling fans that they might be treated on the road.

However, criticism has been raised about this seemingly warm approach. Because of what Denny has been doing, he has shown himself to be a big fan of the Florida State Seminoles team. From this perspective, Twitter's "intimate" text seems to be a nasty taunt to Tiger fans, while Denny's is suddenly from the "small cotton-padded jacket" into a "cheap".

Supporters are not in the air. Brand to truly help fans and provide benefits, to stimulate the endless energy of fans. So, in addition to the spiritual level of leadership and companionship, the brand can also provide some material support.

So, aside from the case of Denny's background, it's a true idea that brands can think for loyal fans in the marketing process, do something and help them.

Keep style, avoid personality split

In the semi-final of the England Football League in January 2013, the Chelsea star Eden Eden kicked in. British glasses business Specsavers quickly on Twitter on the release of caddie and football arrangement of pictures, with the brand slogan "Should ' ve Gone to Specsavers", the subtext is "you look so bad, really should go specsavers with pair of glasses", irony Eden The misconduct behavior of Eden. Later, they sent the poster as an ad to the local newspaper.

Specsavers in social media often use sports events for their own endorsement, including the 2012 London Olympic women's team mistakenly in the South Korean national flag to Korea, the European Cup referee to the Ukrainian team to ignore the effective goal, etc., they have been insisting on the event factor into the "Should ' ve Gone to Specsavers "this slogan, formed a self-confident and humorous style of expression.

Even the Sun reported that an old man accidentally drove into someone's house, copying the Specsavers mantra-"Driver should have gone to Specsavers".

Whether serious or relaxed, brands can shape their social image according to their own characteristics, whether it is selling Meng, playing treasure, small fresh, or inspirational, angry, tall. In the social process of personal communication, according to their own style to shape the "brand personality" to the consumer to leave a consistent clear image, do not be torn apart.

Create a creative central control room

2013, the Australian Rugby League (NRL) for the national finals dedicated to the establishment of "Burritos Control reactiveness" (the task of the Office), the final stadium in the High-tech control room with more than 20 people work together. Among them, the advertising company's strategy, creative personnel, but also professional commentators, retired stars, fans and other celebrities.

They focus on the players on the court, the referee's every move and the various social media outside the field of public opinion data, with on-site decision-making, on-site implementation of the way, the scene of the picture attached to the commentary, instant creative, immediately out of the street, the whole process of real-time and fans to share and interact.

"Touchdown!" Reverse! " Social media on the NRL final is hot, one event only social media to gain 1 billion exposure.

Events are frequent during the contest, and opportunities are fleeting. If the brand wants to seize the event marketing opportunity in time, quickly form the communication strategy, the implementation plan, must have the corresponding mechanism, this is the establishment creative central control room reason.

So, in addition to preparing the plan and media resources, we also need an efficient and responsive team, including a full head of decision-making, as well as the best ideas, copywriting, art, PR, media contacts and technicians.