Taking the World Cup as the name: Multi-category in-depth sports marketing

In Sina, the World Cup is not just a simple high-level event, it became everyone's holiday, from the human nature, emotional angle to attract netizens eyeball, realize the spirit of the brand and netizens resonance.

Gluttonous Feast

In the competition of online news, every little leading action can be transformed into the influence of the website. All along, with long-term accumulation and innovation, we have established the professional team of Sports Report, developed the standard Model of Internet Sports Report, and advanced the ability and resources of sports news reporting.

In the World Cup contest of China's three major portals in August 2006, Sina stood out as the fastest and most comprehensive event news coverage, the most professional and accurate information and data, and the largest review team.

However, content is just the foundation of success. The ability to press reports does not necessarily mean a strong marketing ability, as with good materials, but also a good cook.

Review Sina World Cup marketing will find that in the material we are no less inferior to the opponents, and even have some such as micro-bo such a special "ingredients", while the "chef" the ability to better, so can continue to bring surprises to people. During the 2006 World Cup in Germany, from advertising to implantation to classified sponsorship, Sina successfully put the World Cup marketing value and customer market demand docking, the development of its marketing program has become the industry's standard template, and finally to 8 million of dollars in advertising revenue to smile proud peers, The World Cup has become China's Internet commercial war handed down classics.

Multi-Category Marketing

For enterprises, the Year of the World Cup can be divided into two stages, before June 2010 and July after the world is colorful, and 6, 72 months is black and white, that is, not the World Cup and the World Cup. During the World Cup, all people are watching, talking, and participating in the event, and if they do not use it, they are wasting an excellent opportunity. But in fact, many brands and the World Cup, and football, and even with sports are not directly connected, it is difficult to find a suitable entry point.

According to our insights into users, the needs of the World Cup audience have changed, breaking the limits of football. People think that the World Cup is a festival, in this one months time, everyone is ready to join this grand Carnival.

Recalling the development of the World Cup, from the 1930s a team of only 13 countries to participate in small competitions, to 1950 into a professional modern football match, and then to 1970 out of South America, Europe to develop into a large-scale global sporting event, and now, the World Cup is a breakthrough in the category of football matches, into a world of revelry. With the development of the World Cup, the needs of the audience are changing.

In addition to the real fans, but also the development of "Pan fans" and "false fans", they will skip classes to watch games, buy products or go to bars to watch football matches, and their periodic topics are no longer limited to professional football matches, such as Huang's commentary on Italian games and Beckham's cool hairstyle.

Since the audience's demand is no longer limited to football, does that mean that all enterprises can be integrated into the World Cup marketing platform? The answer is yes. Based on a deep insight into the needs of users and customers,

We have creatively proposed "six dimensions" for World Cup marketing in South Africa, advocated by the "tournament" mainly, at the same time into the "emotion", "Passion", "Music", "Beauty", "Lucky" Six dimensions, the World Cup into a gluttonous feast, a festive festival, from each dimension docking user's heart, Meet the spirit of the World Cup watching the spiritual needs, for more categories bring marketing point of entry.

The support point of "six dimensions" is Sina whole platform. This is not only a report of the tournament, but also an interactive World Cup, a micro-blog World Cup, a video of the World Cup. According to the different characteristics of each product and customer needs, tailored. At the same time, these products are not a single operation, but into the entire content of the report.

To product support, user insight as the cornerstone, "six dimensions" for more enterprises to provide a marketing point of entry and a broader marketing platform.

To start from the heart

The real meaning of sports is to create happiness and bring spiritual excitement to people. Therefore, only with the audience to produce a spiritual resonance of sports marketing can be called effective.

Taking the Vancouver Winter Olympics as an example, the competition is a happy festival for the people, and the common point of the brand advertisement played during the competition is to explain the spirit of sports, starting from the heart, so that the brand more vitality.

In this Sina's World Cup report plan, a big bright spot is encourages the netizen participation, the interaction, and from the human nature, the emotion angle attracts the netizen eyeball, but is not only the race itself comprehensive report. Because we have reached a consensus, when sports marketing to a new stage, it should be able to bring the spirit of the audience, so that watching ads become a kind of enjoyment. If the brand enterprise can not have emotional resonance with the audience, even in the game venue of the lawn covered with corporate logo, also can not bring any effect.