Major Internet companies suck gold World Cup

The World Cup is about to start, and the portals are already fully prepared. After 06 years of World Cup and 08 annual Olympic Games users accumulate. The high input and high-yield of sports events has become the golden law of most websites. Therefore, Sina, Sohu, Tencent and so on this year all signed with CCTV, got the South Africa World Cup network broadcast right. and mobilized all the resources of the site, into the fight. Some powder, the first to appear in Internet coverage and marketing, are also on the scene.

"Alliance" marketing Campaign

Reporters noted that Tencent's most generous is undoubtedly signed Messi, Kaka for its World Cup report as an image spokesperson, this is the first time in China. Tencent Public relations director of the "Huaxia Times" said that this means that during the World Cup, Tencent will have Messi, Kaka's blog and Weibo's exclusive right to release. At the same time, Tencent also bought the World Cup live show in the golden period, to play Messi as the protagonist of the Tencent World Cup advertising film.

To this end, Tencent investment is very expensive. Prior to the media burst Tencent network for the World Cup investment 150 million yuan, Tencent Network editor-in-chief Chen Juhong said that the specific figures inconvenient, "but with the Olympic period is quite, even in preparation than the Olympics more fully." ”

With Tencent input hundreds of people's team to full-time service World Cup scale is similar, Sina is also out, its Travel Channel, entertainment channel, female channel, blog channel and so on will launch the related content during the World Cup football match, create a "pan World Cup" platform. At the same time, a program called "The first network of original sports commentary," "Huangga Li Bubble World Cup" will be the highlight of Sina.

"This program has made a subversive change, is from the internet to the television output program, Sina has with a number of satellite TV to achieve cooperation, do synchronous broadcast." "Sina Marketing Center General manager Ge Jingdong told reporters, Huang and Li as the host of the program, Sina will invite dozens of popular style of the stars and friends with the ball."

Sohu will be in its video interview program "Superstar Dialogue", gathered Kaka, C Luo, Messi, Henry, Wayne Rooney and other guests, and invited Bailey, Maradona and other 11 of the world's oldest top stars for Sohu to write comments. Tencent works with nearly 200 players, football experts and entertainment stars at home and abroad to interact with fans through their exclusive explanations, interviews and blogs.

The website also looks at the traditional media and other new media, in order to "borrow power" attack.

Sohu has followed the Beijing Olympic Games model, with the collection of the mainstream paper media in various provinces and cities of the New Press Sports Alliance to reach cooperation.

Sina will "2010 Network Spring Festival Gala" mode for the first time copied to the World Cup, and Beijing TV sports channel to jointly produce a "three screen in one" Entertainment interactive program. Sina related official said that the program will be more in-depth than the Spring Festival Gala TV, network, 3G Triple features, so that the audience can borrow three media to watch the ball, talk about the ball, play. In addition, Sina also won the CCTV World Cup during the core program "Big Feast" and "Carnival fans" internet rights.

Who will take the World Cup

How many portals will pay for the World Cup and ultimately how much can be gained? Everyone has their own abacus.

Tencent Network Sports Center director Wangyongzhi made clear that sports reports in the industry are high input, high yield, input-output ratio is 150%, big event marketing and reporting is often an important means of Internet brand marketing.

It is reported that the current Sina "Huangga Li Bubble World Cup" program advertising revenue has been more than 20 million yuan, set a single original video column Sina record the highest. Ge Jingdong said Sina has offered a number of incentives to the FIFA partners or FIFA World Cup sponsors to broadcast sponsorship and commercial advertising.

Since the 2006 World Cup in Germany, the market has issued a clear signal that sporting events are the future of the portal site must be chewed down the tough.

According to the survey, 81.1% of internet users learned about Germany's World Cup through the web, only 4% lower than the first television, and nearly half of internet users used the World Cup video service.

Beijing Olympic Games is to make the portal a big profit. The survey showed that most of the Olympic advertising costs flowed to the portal site. Before April 2008, the advertising cost of the portal site accounted for about 55% of the total market, and between April and September, the proportion rose to 60%; the portal sites August and September branded advertising revenue of around 500 million yuan.

Wangyongzhi said Tencent is based on the Olympic effect, narrowing the gap with Sina.

But this year who can take the World Cup, still full of variables. With the exception of previous resource competition, some new platforms will be the first to be launched.

Following the 2009 Sina Weibo online, Tencent, NetEase, Sohu, the daily, and so on in 2010 launched a micro-blog. At present, Sina, Sohu has been the micro-blog into the World Cup transmission, including the first time in the form of micro-Bo sent back to the field inside and outside the report, by the expert name of the mouth composed of "micro-blog Evaluation Ball" synchronous evaluation of the ball.