Liu Xiang back from the race, triggering event marketing opportunities

2008-8-17 night to watch TV broadcast on the CCTV host Bai ahead of schedule of the early forecast of Liu Xiang, however, Beijing time August 18 noon 11:55, in Beijing, the bird suppression in the sky to end the man Liu Xiang men 110 meters hurdles competition, the attention of the championship big Hot, Liu Xiang, the champion and former world record creator of the last Olympic Games, dropped out of the race and lost the chance to win the championship in the Beijing Olympics.

Get this event the first time, I also through QQ bounce out of the news, Liu Xiang because of injury back to the news, really let me feel shocked and sorry, and colleagues ridicule quickly out of an event topic, with the fastest speed of transmission of patriotic and negative criticism of the PK topic.

Follow through the website, the television media saw a lot of reports about Liu Xiang's retreat, because of the working relationship, rarely watch TV, the report on Liu Xiang not only from its own injury to talk about, more time to derive some endorsement brand advertisers, including Cadillac, Anliniu Trai, Coca-Cola, white sand culture, cedar men, maxima cars, Yili, Bank of Communications, Lenovo, E-books, O ' Connell, Chinese postal EMS, Nike, China Mobile, Yili and Visa, at the same time, I feel a shock, different from the injury of the shock, through this incident, so that more at least Internet users know that Liu Xiang's endorsement of the brand is so much, This time the detonation of the light I want is no less than the publicity effect of the television out of the mirror, everyone is talking about whether the advertisers will quit or reduce the advertising costs, we see some advertisers for the event's rapid response ability, how to use the event to do a good job in marketing, it is worth our vision to stay.

Although Liu Xiang retired from the tournament, but this will not affect his position in the heart of the business. A spokesman for the Coca-Cola Company said in an interview: "We will continue to support Liu Xiang, his cooperation with the Coca-Cola Company will not be affected, I hope he can recover soon." ”，

"Liu Xiang is still the most influential star in China and he is still a visa partner," Visa's Beijing representative said. Bank of communications credit card manager also expressed support for Liu Xiang, he said: "Although Liu Xiang in the game today, but Liu Xiang credit card will continue to issue." ”

Although Liu Xiang retired, but his position in the minds of the Chinese people did not waver, most Chinese people can understand his choice today, as athletes, we can not play a game on heroes, expect Liu Xiang to be able to rise again.

Then again, these are the companies that make huge bets are enough to worry about, what should they do?

To express his understanding of Liu Xiang:

At this time come out to comfort their spokesperson is the enterprise's generosity and tolerance of the embodiment of the impression is also responsible and caring.

Lost the chance to play back ads:

Like Nike, do you remember Adi's ad "My Story"? ("I'm Beckham, this is my story ...") I am MA, this is my story ....

This is the time you embody the spirit, as a world-class brand, the choice of spokesperson is to be able to embody the spirit of sports. Is your "ethically do it" right this time?

Liu Xiang's retreat was a great deal of pressure and pain, Liu will make more efforts in the future, Liu will get better results, Liu Xiang: foot injury Let me have to quit the game, with everyone's hope I will stand up again, I will get better results--just do IT.

Hope this Liu Xiang story of the ads will be selected as soon as possible, leading a step of greater influence.

So I personally think: it seems that Liu Xiang not only will not affect the advertising of enterprises, handling the right instead of promoting the spirit of promotion, with the help of the event again successful marketing.