The marketing plan of Coca-Cola Olympic Torch Relay 2.0 interpretation

The Olympic torch Passion transmission, Coca-Cola Red all over the world----Coca-Cola Olympic torch relay Marketing Program Marketing 2.0 Interpretation

★ Cao Fanghua (Xiamen University 2006 level of advertising and brand master)

March 24, 2008, the Beijing Olympic flame in the birthplace of the Olympic Games-370 kilometers away from Athens, the ancient Olympia ruins lit. Olympic flame in the morning of March 31 arrived in the Chinese capital, Beijing, the same day in Tiananmen Square Flame arrived in Beijing welcome ceremony and the torch relay initiation ceremony. From April 1, 2008 onwards, the Olympic torch began to pass from 19 countries abroad, and will eventually return to Beijing on August 6.

With the Olympic flame lit and the 2008 Beijing Olympic Games approaching, people pay attention to the Olympic torch relay activities in full swing progress, but also have to pay attention to Coca-Cola with the Olympic torch relay carried out by the relay marketing campaign.

April 26, 2007 20 o'clock, the Beijing Olympic Torch relay program and torch route issued by the lingering just a set, Coca-Cola (China) immediately convened a grand press conference, announced that Coca-Cola to become the Beijing Olympic Torch Relay Global Partners, officially launched the Coca-Cola Torch relay marketing program. Since then, Coca-Cola launched a series of serial serial Olympic torch relay marketing activities, and with the March 24, 2008 Olympic flame in the ancient Olympia site lit, Coca-Cola torch relay marketing campaign began to push one after another climax.

Who lit my heart torch: Coca-Cola Olympic torch hand selection

June 24, 2007, the Beijing Olympic Torch relay global partner Coca-Cola announced an exciting plan: to the national public to provide 1188 torchbearers/(juice source) hand-run hands! At the same time for the national 31 provinces, autonomous regions, municipalities to start "who lit my heart" Coca-Cola Olympic Torch selection, the public can participate throughout the country.

The spirit of "to achieve more people to pass the flame dream" concept, as of 2006, The Coca-Cola Company through its global system to select more than 12,000 torchbearers and nearly million runners, is the Olympic Games in the history of the selection of the most Olympic torch bearers of the organization. Coca-Cola is also the largest selection of Chinese torchbearers sponsor. Since 1992, Coca-Cola China has let nearly hundreds of Chinese to pass the torch dream come true, the 1188 torchbearers/(juice source) of the selection plan, is the continuation of this concept.

Olympic Torch Hand Open selection activities to encourage the nomination of the way, the public all over the country can be landed www.iCoke.cn for online nominations, fill in the nomination form, nominate those who used the actual action to embody the Olympic spirit and build a harmonious society of ordinary people, write their touching story. Coca-Cola Bottling company in charge of local selection work, through the first instance, interview, public vote, the final selection of Coca-Cola Olympic torch hand candidates to the Beijing Olympics Group Committee for approval.

In addition, Coca-Cola will be through a series of public welfare activities for the public to produce torchbearers, including the promotion of healthy lifestyles of the "Happy break" activities, the promotion of the Green Olympics "to retain a bucket of water, flowers also smile" environmental protection activities, such as through a variety of activities, So that all sectors of the community have the opportunity to participate in the selection of Coca-Cola Torch. For the running hand, Coca-Cola launched in September 2007 for the local University of the United States juice source Olympic torch running hand selection activities, health and sports as the theme, the selection of the same glorious Guardian torch guard running hand.

Lasted 4 months, "who lit the torch of my Heart" Coca-Cola Olympic Torch selection activities in the hearts of the people, these activities in the production of 1188 Coca-Cola Torch/juice source of the running hand, but also make the brand value of Coca-Cola and brand ideas have been widely disseminated.

Torch delivered online: Coca-Cola honors

March 24, 2008, the Beijing Olympic flame in the birthplace of the Olympic Games-370 kilometers away from Athens, the ancient Olympia site lit, the same day, "Coca-Cola Olympic torch online transmission" began to start, as at 16:40 April 7, 2008, 17330099 people have participated in the event. Coca-Cola and Tencent jointly launched the Olympic Torch online transmission activities to the Coca-Cola Olympic torch marketing campaign to a new climax.

On the eve of the event, Coca-Cola recruited 8,888 online ambassadors for the first torch relay through the website. March 24, 2008 the "Coca-Cola Torch online delivery" event officially started. The event will be launched as the starting point for the 8,888 routes of the 8,888-bar torch online messenger, and all QQ users can participate in the event.

Successful invite friends to participate in the activities of the first torch relay online ambassador will receive the exclusive prizes provided by Coca-Cola, other participants who participate in the Coca-Cola Torch online transmission will be lit QQ icon and receive the QQ show Victory Badge. The Torch ambassador, who has an unlit icon, is entitled to invite a user to participate in the event. The torch bearer, which has not lighted the icon, has the power to pass the torch to the next user. As the "Torch Ambassador", the key points on the icon, need to successfully invite other users to participate in the event within a limited time, as the "torch", the key to the icon, need to be in a limited time to successfully pass the torch to the next user. The initial invitation (or delivery) time for the activity is limited to 15 minutes and may be changed later depending on the status of the activity.

Where the use of QQ chat software during the event, have the opportunity to be invited to participate in the "torch transmission online, Coca-Cola Honor" event, Become the torch of online delivery ambassadors (2008.3.24-2008.5.3 participants are known as the Torch Online relay ambassador) or torch-bearer (2008.5.4-2008.8.7 participants are known as the torch-bearer on-line relay).

At the same time, Coca-Cola will be every day from the day before the success of the "torch online transmission" activities of the QQ users, the lucky winner of the prize.

Through the Olympic torch online transmission activities, Coca-Cola again smoothly bundled the Olympic torch relay this social hotspot, in conveying Coca-Cola's support for the Olympic cause, but also make the Coca-Cola brand more widely disseminated.

Flame to my home: 3D Cool Interactive Platform

"Flame to my Home" is a joint operation of Coca-Cola and Sohu to meet the Olympic flame of the public interactive platform. Users can have their own sacred space, but also in the country's three-dimensional city map to publish articles, paste pictures, show their hometown customs, anecdotes and different things. Get to know more friends from all over the country and share your Olympic passion with us. At the same time participate in the event there are prizes.

Users in the "Flame to my Home" interactive platform for each published article can get 3 points, paste a picture can get 4 points, but also by making comments, participate in small activities and other ways to get points. When the user's points reach a certain number, you can put a certain amount of available points to participate in the lottery, each participation in a lottery, the system will deduct the corresponding points from the user points. Lottery is open in the form, there is no limit, each type of prizes can be once a week.

We can imagine that with the May 4, 2008 approaching, the Olympic torch within the beginning of the transfer activities, "the Flame to my home: 3D Cool Interactive platform" will attract more and more users to participate in it, so that they can along with the Olympic torch relay route, in the country's three-dimensional city map to publish articles, stickers Express the expectations and wishes of the Olympic Games, show their hometown and the customs and anecdotes, at the same time to meet more friends from all over the country and share their own Olympic passion.

Welcome the torch to Beijing to see the Olympic Games

April 1, 2008 to June 15, 2008, the purchase of "Coca-Cola to greet the torch, to Beijing, watching the Olympics" promotional products, you can participate in the "Coca-Cola to greet the torch, to Beijing, watching the Olympics" activities, but also have the opportunity to win a beautiful prizes.

The consumer opened the promotional can product pull ring, such as the following characters, that is, the corresponding awards: "888" for the Gold Award, "288" for silver, "388" for the Bronze award. or uncover promotional plastic bottle caps, such as "Gold Award", "Silver", "bronze" character, that is, the corresponding awards.

Gold: Beijing Coca-Cola Torch relay witness area to witness the torch transmission, Beijing 2008 Olympic Games official tickets one ticket, transportation grant and one night four star hotel accommodation. Silver: One ticket for the Beijing 2008 Olympic Games, transportation grant and one night four star hotel accommodation. Bronze medal: Coca-Cola Olympic Torch relay souvenir badge one. Participation Award: A free download of the Coca-Cola Olympic song.

After the serial series of Coca-Cola Olympic torch marketing campaign, in a wide range of brand informed, comprehensive audience participation on the basis of the "Coca-Cola to greet the torch, to Beijing, watching the Olympics" activities to the Coca-Cola Olympic torch marketing to the highest tide, but also really promote the sale of the product.

The marketing plan of Coca-Cola Olympic Torch Relay 2.0 interpretation

Marketing 2.0 is a new marketing model in relation to the traditional marketing mode with the development of society, the progress of technology and the change of marketing environment. The definition of Marketing 2.0 is described in the book "Marketing 2.0" (Taiwan edition) published by Mr. Lin Amping, a Taiwanese advertiser, in April 2007:

The use of technology and access to the possibility of the invitation instead of indoctrination, transparent instead of hiding, to interact instead of one-way communication, create the value of consumer and brand exchange, and the use of this exchange brought about by the new equality of the relationship with consumers, and thus achieve the preset marketing purposes.

In the author and the Xiamen University advertisement department Associate Professor Zhao Jie's book "2.0 Marketing Communication Introduction" (forthcoming publication), we define Marketing 2.0:

Marketing 2.0 is a new marketing model, which is the core of interaction, participation, experience and diffusion in comparison with traditional marketing. Through interaction to achieve the audience and brand dialogue, communicating and communicating, participating in reaching audiences ' involvement and experience, experiencing the spread of contact point between brand and audience, and forming brand cognition in the experience, diffusion realizes the sharing and communication of audience experience and the interaction between audience and audience.

According to the definition of Marketing 2.0, we can generalize the essence of Marketing 2.0 to eight words "interactive participation, experience diffusion". Coca-Cola launched a series of Olympic torch marketing activities Well embodies the essence of the Marketing 2.0. Next we will be from the "Interactive participation" and "experience diffusion" of the two dimensions of Coca-Cola series of serial chain of the Olympic torch marketing activities.

Interactive participation: getting the audience involved

In the Marketing 2.0 times, the core of the brand marketing communication activity is to build a platform of interactive participation based on the brand value and the brand marketing communication goal, through the audience's interactive participation realizes the brand marketing communication activity to carry out smoothly.

In the series of Coca-Cola's Olympic torch marketing campaign, the foundation of each activity is based on the construction of such a platform: Olympic Torch Hand/guard running hand selection activities, to select the Olympic torch Hand/guard runner this activity as a platform for the audience to participate; in the Coca-Cola Olympic torch online transmission, Through the QQ software this unique carrier, realizes the audience large-scale participation; in the "sacred Fire to my home" activities, with the Chinese Olympic Torch relay route as the basis for the Beijing Olympic Games sponsor Sohu Network as a platform, the construction of a torch relay as the core of the platform to achieve the audience a wide range of participation and involvement; Coca-Cola to greet the torch, to Beijing, to see the Olympic Games "activities, to meet the torch as a breakthrough point to Beijing to see the Olympic Games as a content, to build a platform for audience participation, to achieve the audience and brand interaction."

Coca-Cola through the construction of an interactive participation platform to provide unique participation value, to achieve the audience's brand marketing communication activities involved. Whether it is the nomination of "Let us move" to become the Olympic torch bearer, Coca-Cola Online award winners, participate in the "Torch to my Home" campaign to win prizes, or consumption of Coca-Cola to participate in the torch Relay watch, to Beijing to see the Olympic Games, these activities are enough to attract audience participation.

In the Marketing 2.0 idea, the participation is mainly the audience participates in the brand marketing dissemination activity. The interaction includes two aspects: the interaction between audience and brand and the interaction between audience and audience.

Through the audience's participation to achieve the audience's brand involvement. In the torch Hand selection campaign, through the audience involved in the Torch candidate nomination, writing a moving story of the candidate to achieve the brand involvement of the audience In the Coca-Cola online torch relay through the direct torch relay of QQ users and to the Icoke.qq.com network platform to upload personal photos, the establishment of the ambassador's personal demeanor, write down the personal Olympic mood, but also to qbar participate in the torch online transmission of the discussion, etc., to achieve a full range of audiences involved; The flame comes to my home "activities through the audience in the three-dimensional city map of the country to publish articles, paste pictures, show their hometown customs, anecdotes, meet more friends from all over the country, and share their own Olympic passion, so as to achieve the audience's brand marketing communication activities involved; in the" Coca-Cola Welcome Torch, To Beijing, to see the Olympic Games "activities, by stimulating the audience's direct purchase behavior to realize the audience's involvement in the brand marketing communication activities."

Through the interaction between brand and audience, the communication of brand concept and the smooth development of brand marketing communication activities are carried out, through the sustained involvement and attention of the audience to the brand marketing communication activities, to realize the smooth development of the brand marketing communication activities and to promote the formation of the audience brand experience. Through the interaction between audience and audience, realize the spread of brand marketing communication activities.

Experiencing diffusion: Realizing the spread of brand

The basic premise of the brand marketing communication is the widespread informing of the brand marketing activity, but in the media communication context is increasingly "fragmented" today, it is more and more difficult to realize the comprehensive coverage of the brand through the mass media bombing, and with the development of the society, the consumers ' autonomy is more and more strong, Didactic brand marketing is increasingly ineffective. In such an environment how to carry out brand marketing communication activities? is in the audience interactive participation based on the spread of the audience, to achieve the spread of brand marketing communication activities.

In the Coca-Cola Olympic torch selection campaign, through the activities of participants to support their own torch candidates to achieve the spread of activity, so that more people involved in this activity, so that the Coca-Cola Olympic torch to select this event to reach a wide range of social awareness and audience participation.

In the Coca-Cola online torch relay activities, through the online torch relay between QQ users, the online torch relay activities to "wildfire prairie" in the land spread. The event did not carry out any publicity, initially invited only 8,888 QQ users as the torch relay online activities of the first torch hand, there are already 17330099 people involved.