Digital marketing: The "trial and error" game of brand maker

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The World Cup is both a marketing man's hell and a marketer's paradise. "Beijing Connaught Heng Consulting Co., Ltd. deputy general manager Jiangxiaofeng said."

Four years ago, the World Cup in South Africa, mobile Internet is not popular, only micro-bloggers will brush their comments on the competition, the fans were more likely to watch the live broadcast on the TV, to cheer with a beer and a green bean in the roadside stalls, and four years later, the footage will reappear, but many young people will be holding the ipad, Smartphone, watch the game on the subway, on the way to work or in bed.

The new way for the enterprise advertising and marketing brought a new platform, digital marketing methods regardless of the traditional FIFA sponsors, or playing "edge" to borrow the World Cup marketing enterprises are new challenges, "Perhaps this World Cup, is the digital marketing PK traditional marketing touchstone." Jiangxiaofeng told the China Business newspaper.

Social marketing with exerting force

In addition to the FIFA World Cup, no tournament can let the world's sports enthusiasts across the race, ethnicity, age of concern, Jiangxiaofeng that the football and World Cup in China's promotion, propaganda strong, big to well-known brands, small to street restaurants, bars, all by the World Cup gimmick marketing.

Brazil's World Cup was dubbed by Netizens as the World Cup with the biggest jet lag in history, and the time lag is seen by companies as one of the best ways to do social marketing, because fans will not only watch live broadcasts, but also talk about the game in their leisure hours.

As partners in the World Cup, Adidas has 360 degrees of integrated marketing for customers and consumers in China this year, Meng Shu, vice president of marketing at Adidas Greater China, told reporters that the biggest change compared to the World Cup in South Africa in 2010 was a widening of the proportion of investment in numbers and social media. 4 years ago, social platforms were not universal, but they are becoming increasingly important.

"In the World Cup, Adidas's most important media is the social media platform. We have invested a lot of power in QQ and micro-letters, and through these local social media platforms, we can better transfer our ideas to Chinese consumers. Meng Shuman said that on this social platform, there will be real-time game commentary, and invite consumers in the media to the World Cup match in real-time communication and exchange.

According to the reporter, the team that operates the social platform is an inter-departmental team of Adidas, which includes both internal and external staff, and is also working in a new way, watching the game in real time and commenting on the highlights of the game. "20 minutes after the start, there will be a review of the match, if some players perform well or have a wonderful moment, they will freeze it and put it on the social platform." "Meng Shuman said.

To make the platform more popular with consumers, the team has been trying to understand the needs of users 2 months before the World Cup. Team members found that the afternoon slots were the most active social platforms, and some would-be fans who didn't want to stay up to watch the game would get up from 6 o'clock in the morning and watch the events because they didn't want to be left behind in the office or school and friends. "We think that this way we can make the brand closer to the consumer, not just by advertising the way it affects the audience." "Meng Shuman said.

McDonald's, another FIFA sponsor, has also been exerting its force in social marketing, through the official micro-letter public account launched two Interactive mobile phone games "wheat hegemony" and "home", the former invited fans to seize the restaurant online, marked as the support of the team's home, the latter is to predict the results of the game, looking for McDonald's fans in the " Paul the Octopus. "

McDonald's another mobile phone game will be McDonald's fries box "make the most of it." McDonald's director told reporters: "The game reflects the McDonald's global digital vision, that is, the use of technology to bring customers a new convenience and fun." ”

When a reporter buys French fries at a McDonald's restaurant in Beijing, he asks the clerk if the box supports the game and the clerk says he can, but he has not played it himself. Then the reporter in the Micro-trust circle of Friends did a small survey, almost all of the respondents did not know that McDonald's launched the game, and will not be interested in the game. At present, McDonald's digital marketing case is not well-known.

Jiangxiaofeng that the traditional TV, print advertising, brand dealers have accumulated decades of experience, and digital social media has just started, from the current amount of delivery, the digital field of advertising and marketing volume are very large, many are flat, television turned over, but the digital field of technology changes too large, general audience, Marketers are not up to it, and even do not understand the new form of change, brand manufacturers are constantly trying to make mistakes. As for Adidas, McDonald's and other FIFA sponsors, it will take time to figure out how well digital marketing works during the World Cup.

Brand Defense

As Jiangxiaofeng said, the World Cup social media marketing for the brand, is a trial and error, so in the traditional media to do the image of publicity, reflect the brand "tall" appears to be particularly important. Brand marketers ' Choice of marketing is also the traditional media and social media "walking on the legs."

As early as the first half of the World Cup, Adidas launched a brand new TV commercial on various television stations across the country, and started the slogan "King or Loser" (all in or nothing). This is a new adjustment in the marketing slogan following the 2011 Adidas launch of "All-in-one" (Adidas), but "King or loser" is only a promotional innovation for the World Cup. Reporters in Shanghai Huaihai Road, Adidas shop saw that the entire store was dressed up as the theme of the World Cup, "into the Emperor or defeated" a few words are very prominent.

According to Meng Shuman, Adidas's marketing idea during the World Cup highlights the fact that the World Cup is the pinnacle of any professional player, and that the players will have a lifetime of effort to make it to the final and take this opportunity to do their best to win the honor for the country. "This is a very inclusive slogan, it means that the team may have a better individual, the country also has good players, but we must make the team to form a team to work hard in order to win, we work together to become emperor or defeated." "Meng Shuman said.

Although Adidas's old rival, Nike, is not the official sponsor of FIFA, he is not the only one in front of this big sporting event. The reporter compared the two advertising, Adidas more emphasis on inspiring the inner power, and Nike is more sci-fi. Nike is called "Everything" advertising film in Brazil before the start of a small climax, it is reported that this is a full CG animation ads (CG is computer graphics abbreviation, refers to the use of computer technology for visual design and production). The advertisement reappears Ronaldo, Neymar, Wayne Rooney, Ibrahimovic and so on 8 stars contend for Brazil, however the cloning technology lets the star be eliminated by own clone person. The old king Ronaldo really can't see down, lead these stars to return to the lake of the world, take everything, together from the evil scientist hands to save the football, win back everything. Of course, two ads at the same time will be the sport of the spirit of the game through the plot incisively and vividly show. In addition, McDonald's also continued to carry out Caddy program, let Chinese children appear in the World Cup scene.

In traditional media to establish brand image advertising, mature brands have been "familiar with its way", "as a fan, see Adidas new advertising film really let my blood boiling, so that consumers and brands to achieve the values and lifestyles of identity, impress people." "Jiangxiaofeng said.

In addition to these major brands, many of China's FMCG brands in the World Cup during the ride to do a car marketing. But Jiangxiaofeng that the copycat is a mistake that many Chinese companies are making.

In fact, as FIFA's official sponsor, with up to dozens of pages of rights and obligations, unofficial sponsors do not use the tournament as an opportunity to marketing, "but China's private enterprises to do marketing is a wild way to start, and in the domestic market regulation is not so strict, many enterprises have played a ' The problem was exposed in the 2008 Olympic Games in Beijing. Jiangxiaofeng said that the world's hot spots, easy to arouse the attention of consumers, but the competition is more intense, no good ideas, good perspective will soon be in the marketing battle submerged.

For Adidas or McDonald's, the promotion of image advertising is more to enhance the image of the brand in the eyes of consumers, it is possible to sell the number of pairs of shoes or how many hamburgers is not the main consideration. Jiangxiaofeng said that in contrast, many Chinese companies in the advertising campaign is more sales-driven, hoping to achieve immediate results. Brand image to be promoted, and international brand gap is here.