South Africa World Cup triggers sports video integrated marketing Wave

Figure: South Africa World Cup mascot Zakumi: China Network TV Sports station will live the World Cup "Speed network feature" (Wen/Liuzhenyu) 44 days from June 11, 2010, the 19th FIFA World Cup final week, which will make millions of fans crazy, opens in nine cities in South Africa.　　A "World Cup direct/broadcast feast", created by CCTV and the network video media, has opened the curtain. CNTV a high-profile announcement April 14, China Network Television (CNTV) issued a statement announcing that "China's network television exclusive enjoyment in mainland China, through the internet and mobile phone mobile and other new media platform to the 2010, 2014, the two World Cup finals competition,　　And the right to broadcast all other FIFA-sponsored football events during the 2010 ~2014 World Cup, including live broadcast, delayed broadcast and video and audio on demand. From 2006 Germany World Cup 4 minutes broadcast right to today's full broadcast, CNTV represents the Chinese network media has taken a big step.　　Then, CNTV began to deploy the World Cup in an intensive and systematic manner. April 19, Tcl became China's first and only one with the state authority of the Internet television broadcasting organization of the Alliance of color TV manufacturers.　　April 20, CNTV and Storm audio and video announced strategic cooperation, the two sides jointly launched the China Network television storm platform, began to provide 2010CNTV version of the Storm video client upgrades and downloads. "We have exclusive webcast rights. But from the marketing and understanding of the Internet, we have a certain distance from the industry. Therefore, we hope to rely on their own advantages of resources, on this basis can and all platforms, various channels to carry out a wide range of cooperation.　　"Xia Xiaohui, deputy general manager of China National Network television, said recently. Video site to seize the opportunity to contract the latest Internet industry data, the total number of Chinese netizens has reached 404 million, and CNNIC4 month 7th released the "2009 China Internet Users Network Video Application Research Report" data show that by the end of 2009,　　China's network video users reach 240 million, of which nearly 40 million network video exclusive users. At the same time, mixed with the three major Chinese video sites: Youku, cool 6, potatoes, HI is three sites signed the World Cup games broadcast, on demand and other rights, worry is the exclusive authorized CNTV playback screen will be earlier than any other video network 270 minutes, and delayed transmission to the video site is 4 hours of "　　Free to play time ".　　Each has tens of thousands of users of the video site did not easily let go of the video field of any opportunity, only to sign the World Cup, Youku, potatoes, cool 6 are competing with each other, and happily compete for the "first signing" title. According to statistics, Internet users in a specific video site, the site search for video content of the proportion accounted for 43.8%. This statistic is also on the video site brandAffirmation of the importance of influence, if you can use the opportunity to broadcast World Cup events to enhance the brand awareness of the site, but also le?　　Sports Video Integrated Marketing competition received the "ticket" to the World Cup, each site video media will not be broadcast for the broadcast, through the broadcast to achieve the maximum effect of the spread of the game, enhance the brand value of the site, for advertisers and users to bring the greatest benefits, is every video site are thinking about.　　Cntv first in the live broadcast time occupy all marketing activities of the upper hand, and then rely on CCTV strong content support, the internet and mobile phone mobile multiple forms of interaction, must be in the marketing effect of absolute "charge" effect.　　Youku will rely on the "plan" of the 2000 media cooperation resources to develop online entertainment activities, at the same time through sports, film and television, entertainment and other fields of expert comments, guest hosting and star support and other interactive forms of "play to the World Cup." 酷6网 will also integrate video, pictures, text, voice and other multimedia integrated media coverage, pooling online and offline professional reporting means and advantages, using quizzes, comments and other on-line interactive way, to achieve the full and multi-level participation needs of netizens.　　And for the main products of advertising consumer demand and product value, seek the most appropriate marketing solutions. According to industry sources, last week Tudou and CCTV signed the World Cup relay rights, but also with manufacturers to actively communicate and planning.　　The number of independent users more than 25 million per day, the total number of users more than 200 million of Tudou will be in the World Cup during the online interactive mode, for the site brand image, advertisers and netizens to create profits together.　　Some car TV has played such an advertisement: A football fans ride the bus to the stadium to watch the game, but encountered traffic jam can not move forward, when anxious, he found that the car TV is live in the game, so he saw the exciting game. Obviously, just chasing the time difference, keeping in front of the television and so on the day of the game is gone, and anytime to watch the game has become a reality. This World Cup in South Africa has caught the "eyeball" of the network video media, whether it is cntv first "view" to take a person, or network video media integration spread, net friend will be the biggest beneficiary eventually.