Liu Xiang's withdrawal: test the rapid reaction ability of the enterprise

http://www.aliyun.com/zixun/aggregation/17197.html "> Beijing time August 18 11:55 Noon, the Beijing Olympic Games track and field end of the men's 110-meter hurdles competition, the great concern of the championship 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.

For a time, Liu's endorsement of Coca-Cola, Amway, VISA, Yili, Nike, Lenovo, China Post, Ping An insurance, Cadillac and O ' Connell and other brands into a passive.

For the results of the game, there is no success or failure, but 1.3 billion of Chinese did not think that there is a third result: exit the game. The result has also left many businesses at a loss.

Coca-Cola: delicious and not happy

Yao's foot broke in March, people began to wonder if it had anything to do with Coca-Cola, and during the Olympics, when medal, she fell off the balance beam and almost lost the Chinese medal gold medal; Yesterday, the women's gymnastics vaulting horse competition, Cheng Fei again leg soft, I think is not Coca-Cola drank too much. Today, Liu Xiang retired, of course, I do not know if there is a relationship with Coca-Cola. But the result must be "delicious to make people not happy."

But so far, Coca-Cola has not adjusted any advertising strategies.

Amway: There is no future without health

After the record of Powell and Liu Xiang was broken, I sent an article in the China Joint business newspaper, "How does Amway bail out?" , Powell's performance is not satisfactory, only to fifth place, Liu Xiang because of injury failed to participate. Health is the future, but how to be healthy? I don't think it's good to eat Amway.

Yili: I'm not strong in China.

After Liu Xiang returned to the game, Yili's advertisement still shines on, or Liu Xiang confidently growled "have Me" "I am China strong", China has you right, also have me, China is also strong. But is China strong because of you? Or am I? Hard！

Safety: It's not safe to buy insurance

As a spokesman for peace, the "buy insurance is to buy peace," the brand demand to play a household name. In this way, and Ping an senior public relations to discuss this advertising slogan unique. He told me that the first is a pun, emphasizing insurance security, followed by a competitive market positioning, emphasizing that "ping an insurance is synonymous with insurance." But today it seems that buying insurance is not safe.

NIKE: Give up when you want to give up

Liu Xiang's performance today, the only comparison is Nike. Why do you say he is not deficient, first CCTV live, Liu Xiang's boots close-up at least 5 seconds; second, Liu Xiang today's performance and Nike's "ethically do it" is more consistent, "ethically do it" translation is to do, so Liu Xiang is also working hard today, Only the leg is not good, want to give up and give up, so in a really bad time to give up. Finally, Nike in the first time to replace the ads, the screen for Liu Xiang rushed to the first column, and then turned the direction, the picture frame "ethically do IT."

Cadillac: From cheering Liu Xiang to blessing Liu Xiang

When one is not healthy, there is no speed or passion. Cadillac originally carried out a "friend story, passion to help Liu Xiang," the activities, but because today Liu Xiang back to race, immediately changed to "Let Liu Xiang hear our blessings: Pass our blessings, look forward to the early recovery of Liu Xiang," The reaction speed is good.

O ' Connell: Dreams Come to you

Previously, O ' Connell once announced that if Liu Xiang loses, will be in August 21 to August 27 CCTV and local satellite TV important advertising time play "footsteps did not stop, heart and dream, you are Forever Champion" advertising. Now Liu Xiang retired from the race, do not know the dream of O ' Connell can come out?

See the advertising of Nike and Cadillac replacement, see Yili still "have my China strong" as a marketer, inevitably for the information age, some enterprises reaction ability and reaction speed worry.

Celebrity endorsements, especially sports stars, are like a gamble. When the stakes are misplaced, this time the gambler's ability to improvise, or the result must be "throwing".

Blessing Liu Xiang, also wish Liu Xiang endorsement of the brand with action to support Liu Xiang early return to the stadium.

Cao Fanghua (Network reprint please indicate from Cao Fanghua blog, paper Media reprint please contact Cao Fanghua himself, thank you)

Advertising postgraduate student of journalism and Communication College of Xiamen University

Blog: http://blog.sina.com.cn/ivu1314