A box of sugar. The revelation of "6 big borrow" from the London Olympic Games

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In the face of a time concentration, across space, race, language, culture, sports events: The London Olympic Games, all major enterprises have resorted to all the tricks to win the favor of consumers, occasion enhance brand awareness and reputation. To protect the interests of sponsors and prevent non-sponsors from using the name of the Olympic Games, the London Olympic Committee has taken the most stringent measures in the history of the Olympic Games to prevent and combat the theft of Olympic symbols, and even put the words "summer", "medals" and "2012" as sensitive words.

Of course, marketing is about a strategy, once the strategy is in place, can also skillfully borrow the Olympic wind to spin a topic storm, like Nike's "Live Great", Liu Xiang jumped to the end of a single leg to trigger the "copywriting war", while the eyes thirsty (sugar-free beta-sugar) also cleverly 6 "borrow" the London Olympics quickly breakout through " The star lineup of the beauty robbers and the Mayor of London, Boris Johnson (Boris Johnson), has become a typical case of the first contact with "Austria" by the small and medium-sized enterprises, and the legendary beta Man of the Orient has made a famous overseas.

1, occasion: the potential of the Olympic Games

The momentum of the Olympics is raging, in order to seize the attention of consumers in the short term, it is necessary to touch the Olympic dream of the consumers through the interesting topic point, and the eyes thirst. The "Eye-candy Program" launched throughout the year will "bring happiness to the top" through the social network, while the second issue dreams of encountering the London Olympics Want to break through the difficulty coefficient is not general.

Dream of this topic has become a big business to do "rotten" a card, and "eye-pleasing plan", product image "Bei it", "dream of the most pleasing to the eye" needs full penetration infiltration, which is obviously a lot of keywords a proposition composition. The same 08 years of Beijing Olympic Games do not have the feasibility of reference.

So the eyes thirsty (sugar-free beta sugar) according to 37211.html "> Olympic Marketing Rules, the curve break into the streets of London, the Olympic elements and Oriental elements bound" invisible "infiltration, in the streets of London staged an oriental legendary" robbery "game, this interesting" guerrilla marketing " Quickly detonated on the streets of London, a worldwide joke that has plunged the streets of London into a "panic and exciting" game, with its eyes thirsty (sugar-free shellfish), which has moved ads to the streets of London, as major businesses try to break through social networks.

2, borrow person: London Mayor Boris Johnson (Boris Johnson)

London Mayor Boris Johnson (Boris Johnson) is obviously a dare not lonely "English clown", once the merchant, the inevitable will bring different topics. And as an advocate of Low-carbon Boris Johnson, who likes to work on his bike, his dreams are different and fun. After getting this topic, eyes thirsty (sugar-free beta sugar) quickly took to the streets of London pretending to be an "accidental encounter," and then using the big doll "shellfish" to attract Boris Johnson's attention, in London on the streets of fun jokes "rob the London mayor's torch."

After the video uploaded to YouTube, the dream topic was triggered by madness, followed by the "beautiful robbery group" in the Olympic Games quickly guerrilla in the streets of London, with fun jokes rob the dream of nearly thousand people. In order to let the theme of the dream quickly break through the various topics of the Olympic Games, the eyes thirsty (sugar-free beta-sugar) did not choose a social network to stop the dream, but through the "Dream Robbery card" to make the dream real black and white recorded, use the media to find the Olympic topic of opportunity, as the event of the material, The topic will be pushed to the main site home.

3, Borrow hot: Miss World Pageant

During the Olympic Games, China's major beauty contests still encounter crazy spit, in order to ensure the high degree of concern and sustainability of the topic, the former Miss World Katie FARR (Katy) accepted Beta Man's invitation to join the public street behavior show, bringing its beauty and wisdom into sync, Let Netizen big praise.

In order to promote the Olympic Dream topic, Aimee (Amy), a British national gymnastics athlete who was not involved in the 2012 London Olympics, was also invited, and of course the dream and fashion bindings were more attractive to consumers of the eye (sugar-free shellfish), and the UK's renowned model fashion darling Chinwe (Morningside) joined, Let the whole "beauty Robbery Regiment" from the outside or inside all exudes an "eye-pleasing" charm.

4, borrow the Image: Beta Man (Batman)

The London Olympics advertising sponsorship is strictly the history of the most, want to play grazing businesses are racking their brains. Eyes thirsty (sugar-free shellfish sugar) products hard to break through to the marketing cost requirements are very high, and can not form a long-lasting brand influence. And the eyes are thirsty. Product image Shell in 2011, it has a full line of "guerrilla marketing" case, with 49 of its doll show "proposed" to China's heart on the Wall Street Journal and the Los Angeles Times, but also has the reputation of "brother carrots."

London Olympic Games Eyes thirsty (sugar-free beta sugar) using the product image "stealth breakthrough", with the "Beauty Robbery Group" binding, quickly become the hottest topic in the streets of London, the success of the creation of Beta Man (Berlusconi), when people talk about this alien doll, "the Shell", its oriental elements, Olympic elements, the dream elements of the whole red, its sale of the looting action is to make the London people frightened, stimulated and moved, this show awakened their dreams, but also awakened their struggle heart.

5, borrow the topic: Curiosity Killed the cat

"Beauty" "Rob" "Miss World Rob" "The London Mayor was robbed Torch", these topics themselves rely on these words to let the Netizen's curiosity slowly provoked. And the major video site of the Olympic Games to rob video recommendations, Sogou new words List of the bomb window, Baidu's ranking of the continuing high search volume, but also the Olympic topic detonated.

As the video mentions, "Nobody likes to be robbed, I think, this time may not be", no will refuse to be a group of beautiful women besieged "robbery", and even will be "coerce", "must realize the dream Oh, otherwise we on behalf of the aliens to eliminate You", the dream and Rob left the doll "Bei it" mercilessly bound together.

At the same time, the final theme of the video "dream Most eye-pleasing, don't wait to be robbed, just remember, when we were young." "To this eyes thirsty two-phase eye-pleasing program" dream most eye-pleasing "all over the red, topic flow began landing products themselves.

6, borrow two-dimensional code: flow Conversion

The "Beauty Robbery" topic continues to climax, in order to realize the product image, the Olympic topic transformation Access, the eye is thirsty (sugar-free beta sugar) quickly launched the clever embedding two-dimensional code "the Olympic theme poster", the poster chooses Liu Xiang Falls The second day launches, the theme "forgets who oneself is, starts again, even if falls, will also see the world Smile "to support Liu Xiang's Olympic spirit and dream." Eyes thirsty (sugar-free shellfish sugar) in the major businesses began to weak social marketing, the force of micro-Bo, "Olympic theme poster" once launched by the High-profile, just two days touched million netizens interactive.

The 08 Beijing Olympic Games have no reference to social marketing cases, and the beginning of the major businessmen think that social networking is the most easy to break through the mouth, to the end found that the topic of social network updates too quickly, want to divide the social network this cup of business too much, and eyes thirsty down the first choice of news, newspapers, television, In the Olympic news topic entrance to seize the eye flow, no longer as a business, but as a topic to provide the explosive material, in the streets of London to create a "beauty robbery Group" stimulation game. When the major businesses to fight social traffic began to weak, thought the end of the Olympic Games when the eyes thirsty suddenly exert micro Bo, launched the "Olympic theme poster" and the use of two-dimensional code and the topic of mutual transformation, and finally let the whole topic "Beauty Robbery Regiment" has been nearly 500 media favor.

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