Mobile Marketing: Let the sports brand "move" up

Talking about the use of mobile internet groups, "after", "" is undoubtedly a very typical and important label, but to talk about sports brand consumers, but the young people are also the main fans of sports brands, the two natural best partners, how to get less mobile marketing "matchmaking", so that the mobile media "accurate , interaction, integration, measurable, personal, attention "of the 6A marketing value and young fashion to pursue fresh, fun, pay attention to interactive participation experience, emphasizing the creative and innovative forms of advertising and other characteristics of the combination, so that the mobile phone as the main media marketing value to play incisively and vividly, live color incense? Although said, At home we are still difficult to find to ponder the mobile marketing is very good brand, but in foreign countries, the first-line sports brands have long tricksters, will move the banner of mobile marketing dancing to the vivid.  You might as well come with us.

NIKE: MMS can also play tricks

I wonder if you have heard of the Nike ID? Nike ID is actually a sports brand customized personalized sneakers, it can be said, it is a serious phenomenon of homogenization and stressed the difference between the personality of the Sports brand market brought a touch of green. As early as 2008, the Nike ID held a photoid event in nine countries in Europe, where consumers could photograph their favorite landscapes in real life, such as bright clothes, graffiti, etc., and send photos to Nike in the form of MMS. ID Specify the number, the background can use color recognition technology, extract the main color of the photos, the user's preferred color into a pair of classic 1985 Dunk sneakers. After a few minutes, the user will receive a personalized personal shoes photo and serial number, which can be used as a mobile desktop or shared with friends. User return visit NIKEiD website input work serial number, also can get complete product preview, further will work color adjustment to the favorite combination, can also directly on the website to complete the purchase. Through such a relaxed experience, fans will be able to get a pair of their own design-color elements unique sneakers, with the unique creative and technical support, this case has been 2008 LIAA (London International Advertising Award) of the Digital Siver Award.

With the advent of the 2.0 era of mobile internet, Nike is more than strong, in December 2010, Apple's App store in the release of a runner for the 8 languages of the Nike GPS applications, this application to achieve the seamless connection between GPS and speed device, It is a tool that can accurately record movement data, motivate and entertain runners. By Nike the GPS application, you can visually see your running path on the iphone and record your running speed, distance, time, and calorie consumption. Not only that, Nike also invited outstanding athletes and celebrities such as Paula Radcliffe and Lance Armstrong to send feedback at the interval and end of the runners ' runs, encouraging participants to go beyond. At the same time, the app also effectively strengthens the consumer's brand stickiness and loyalty through www.nikeplus.com, the world's largest running community, with over 3 million members linking you to running enthusiasts around the world.

Hundred Points communications experts: Big guy is worthy of a big guy, play marketing to all so good. Whether it is the early use of MMS directly to consumers to disseminate information, from the consumer's preferences, accurate to capture their personalized needs, and based on behavioral data analysis to design a variety of services and products, marketing strategies for enterprises and brand competitiveness to provide the core basis for the promotion, or to open up specialized software, Play the role of a caring trainer around sports enthusiasts, encourage brand enthusiasts to adhere to exercise, enjoy sports pleasure, and through microblogging, SNS, brand matrix, etc. will spread the value of the virus spread out, so that more brand enthusiasts spontaneously assembled into a "circle", where the free sharing of sports experience and product experience, thereby enhancing user stickiness. Of course, the success of Nike, lies in its sensitivity to grasp the pulse of technology, combined with innovation to bring huge integration of the spread of the effect of mobile phone media immediacy, mobility, interactivity, personalization, the three natural advantages of the ingenious application of the incomparable advantage to product marketing, so that the brand and consumers closely linked.

Adidas: The Warm Marathon

After finishing Nike's clever marketing, it can't help but mention its old friends in the mall-Adidas mobile marketing strategy. Adidas has always had a deep love affair with the marathon, in the global marathon, such as London, Berlin, Boston Marathon, can often see Adidas active brand figure, Adidas in the field of running professional and advantage also highlighted. In the 2010, Adidas applied Mobile marketing to the long and time-consuming race in order to further enhance the consumer's brand awareness and goodwill. First of all, opened for users to query the support of the relevant information of the athletes WAP website; in the tournament, According to the athlete's shoes on the other RFID (radio frequency card, for the athlete tracking, and combined with his time spent, for the athlete supporters to provide this tournament point athlete's running speed and the approximate time to reach the next race point. After that, the athlete's supporters simply log on to WAP, enter the athlete's tournament number, you can get the appropriate information, accurate to the next event to refuel the athletes, if not to the scene, you can send relevant information to the official website, the system will be positioned for you, in the athletes near the event point, show your refueling blessing and so on. This kind of novel and rich warm marketing form, in later also for Essix (Asics) brand imitate and study.

Hundred Points communications experts: mobile marketing play a lot, as long as you dare to think, it is not difficult to achieve. In this case, Adidas's success is in a creative way in a full test of physical strength and endurance of the sports saw the emotional factors, giving the seemingly lasting and brutal tournament of different warmth, so that the cold single brand looks more vivid, image, full of human nature color. While mobile marketing is still hard to see as a mainstream marketing tool, but, you reader, you might as well try this highly personalized expression and creative interaction of the marketing, especially the main youth group consumption positioning of the brand, but also can not fault-tolerant of this era to give you the marketing means and surprises, found Blue ocean, the sea, the way, Leveraging mobile marketing becomes a brand that is easy to be noticed, remembered and easy to be actively disseminated.

Airwalk: Actively attract customers ' promotion wisdom

Airwalk is the famous American skateboard brand, has been airwalk to "find Your Own way--out of your own way" as a brand slogan, pay attention to explore and explore the current young people's personality, self-life attitude. In order to better communicate with its target consumers, Airwalk in the recent marketing campaign, will be popular with the young people check-in technology and AR enhanced reality, in the United States Fashion Youth Group-Washington Square and Venice Beach, California, launched a limited edition sports shoes marketing campaign. Only users who are active in these two areas can locate the floating image of the shoe on the phone screen after the phone has been installed, and can go directly to the purchase site through the app, buy it through the apps, or grab a coupon and then go to a nearby store to buy it. Within 24 hours of the event, 300 of the limited sports shoes are sold.

The expert comment of the Hundred Points Communications: mentions the shop, everybody all natural Association to the physical shop or the on-line mall, Airwalk has created a geographical location virtual shopping space, by the personalized method will the young person initiative attraction to the fictitious "the shop" to come, then initiates some interesting promotion activities, In response to the young people's advertising habits and psychology of the premise to provide them with some incentives rather than traditional advertising, limited edition of the introduction of shoes also just right to lift people's appetite, to help the final transaction behavior. In fact, this combination of "Ar+lbs+app" of the Mobile integrated marketing form, recently also for Samsung smart new machine Emperor "Galaxy S II" to try to apply. In China's leading global mobile marketing provider, the "Time Capsule" apps, which has been customized for the recent focus on the discovery of the age of change by Samsung Galaxy S II, the first in the country will be the combination of lbs and AR Technology, the development of a very interactive and creative value of the interactive lottery game. When the user opens the "Time capsule" apps, can be in 30 cities nationwide 90 designated business circle, such as Beijing's three Li Tun Sanlitun, Zhongguancun tripod, such as the region, grab virtual Samsung Galaxy S II props, converted into a virtual medal can participate in the lottery, prizes, including Ying Signature CD, recharge cards and so on. This combination of virtual reality and the LBS online experience, and through the mobile phone with the camera to complete the interactive game, often more can trigger the interest of young consumers, the brand's fashion technology content is well publicized.

Newbalance: Move, share the movement "Yue"

Newbalance's case is believed to have been seen by many people. To celebrate the opening of the New York flagship store, Newbalance launched a city dash relay in New York, where consumers are able to find the baton of hundreds of virtual spots in New York after their mobile phone has been installed newbalance the app "Hints Dash." Find the baton and first run to the flagship store can get new Balance 574 shoes, of course, the baton can also be taken away by other players, this activity is actually very similar to the activities of Mini Cooper, but compared to the Mini, running to participate in the game is not more fit the spirit and characteristics of the sports brand?

Hundred points communication Expert comments: Newbalance case is also the "Ar+lbs+app" combination of marketing, the line of the running and online mobile phone AR virtual crawl combined, innovative and interactive creative marketing form to attract young consumers to participate, Participants in the course of the run also naturally to the brand slogan-"Shoes is the best spokesperson" and the brand "comfort experience" pass out. Because the activity itself has the extremely strong interaction and the appeal, along with the experience number increase, the help in Newbalance new store opens, the effect also is self-evident. This case also tells us, not the mobile marketing effect is not satisfied, not suitable for your needs, in this era of creativity, the idea of good is really good, and the hundred points, is your side to provide integrated mobile marketing services experts.

The above is the four marketing case, is only the mobile marketing to cut into the sports brand marketing several means just, will the sports brand "moves" the connotation and the mobile marketing "the interaction" value very well unifies, thus brings to the consumer dissimilar "the heartbeat" experience. From "movement" to "interaction" and then to "Heartbeat", the value of mobile marketing in the process has been very well achieved, but also for its departure from the homogenization of competition, brand-specific personality identification, the maintenance of brand loyalty contributed to the strength. Of course, the development of mobile Internet will bring users a visual experience of Ascension, for example: Converse with AR Technology customized development of the app, users only need to open the camera, the location of the feet can be seen on the phone screen to wear the appearance of the virtual shoes, and can be photographed as a photo through the microblogging and other share to their friends, Listen to their opinions and views, if the Italian shoes can also buy a key. This kind of kill each other, not only can enhance the user to purchase the experience, make the order and through the word of mouth marketing to realize the app fission promotion marketing means, the present shoe clothing enterprise may wish to try.