Yili Olympic Plan 2.0: Marketing 2.0 Beta version

November 16, 2007, on the second anniversary of the holding of the Olympic Games, Yili Group announced the Olympic plan in Beijing 2.0. This upgraded version of http://www.aliyun.com/zixun/aggregation/37211.html "> Olympic marketing program from Brand , products, advertising, social public welfare marketing and other aspects of a comprehensive upgrade.

The Yili Olympic Plan 2.0 takes the Olympic spirit as the link, takes the Commonweal and the quality as the carrier, takes the responsibility as the main axis, takes the safety and the health as the flanks, carries on the omni-directional Olympic promotion to Yili brand.

Brand: Launched the "I China Strong" stage slogan, emphasizing the "people participate in interactive" Olympic spirit. Pan to "have my China Strong" explanation is: "I am everyone, everyone is me, I for everyone, everyone for me." The Beijing Olympic Games sustenance the entire Chinese nation the greatest, the most pure emotion, Yili has the responsibility and 1.3 billion compatriots stand together, for the motherland prosperous and powerful make own contribution. ”

Products: Yili Products Division are the Olympic Concept product development and upgrading, and constantly introduced and formed a strong new Olympic family.

Promotion: On the basis of the terminal and the popularization of mass mainstream media, United CCTV International website launched "Have I China strong" million netizens Olympic puzzle-looking for the Olympic coordinate activities, by marking the network map of personal coordinates, personalized signature form, to attract every consumer attention and participation, enhance interaction with consumers.

Social Marketing: Yili Group did not focus on the 2008 Olympic Games, in order to extend the love and the Olympic flame together, Yili Group will rally in the Olympic Games 2.0 project on the sublimation of the launch of the "Dream Fund" upgrade plan-"dandelion program." From the 2008 Olympic Games, the Chinese delegation every gold medal in the Olympic Games, Yili Dream fund to inject 200,000 yuan to the public welfare program to support the cause of youth education and development, the Yili Olympic Public Welfare program in the longer term will be synchronized with the Olympic Games, every 4 years of capital injection. Through the Chinese athletes in each Olympic Games gold medal performance, the Olympic champion and the development of adolescent education through the program closely linked.

The promotion of Yili Olympic marketing, embodies the Yili brand marketing from the "enterprise-oriented" brand marketing 1.0 stage to the "audience-oriented" Marketing 2.0 phase of the upgrade, through the brand, products, advertising, social public welfare marketing and other aspects of a comprehensive upgrade to a certain extent to improve the overall image of the brand.

Yili Olympic Plan 2.0: Marketing 2.0 Beta version

In the 2.0 phase of the Erie Olympic program, the "health" as a point of appeal to enhance interaction with consumers through media communication platform and ground activities. Continue to carry out "Yili healthy China" activities, and expand the scope of activities, the "health" advocated to more consumers in the region.

Through the network platform, continue to carry out "I china strong" million netizens Olympic puzzle-looking for Olympic coordinates activities. With MSN, Skype, banner nets, 酷6网 and other cutting-edge media close cooperation, supplemented by MSN anime teaser, Tencent QQ Show and other tools. Enhance interaction with consumers. Pass the Olympic dream "Have I china strong-Find my Olympic coordinates" activities, for Yili brand and people to share the Olympic spirit, help Beijing Olympic Games built a thoroughfare.

But from the Marketing 2.0 level, the Yili Olympic Plan 2.0, only the Marketing 2.0 beta version, in the audience interactive participation, the audience and brand value Exchange, as well as the interactive core platform selection and so on are not a perfect marketing 2.0 campaign.

Marketing 2.0 is the use of technology and access to the possibility of an invitation to replace the authority, with transparency instead of hiding, to interact instead of one-way communication, creating the exchange of value between consumers and brands, and the use of this exchange brought about by the new equality of the relationship with consumers, and thus achieve the marketing purpose of reservation

In the 2.0 phase of the Erie Olympic program, the most 2.0 features are "I china strong" million netizens Olympic puzzle-looking for Olympic coordinates activities. This is followed by an analysis and interpretation of this activity:

"I China Strong" is the Yili Olympic Plan 2.0 stage brand slogan, but also Yili and consumer interaction value Exchange. The consumer participates in the brand interaction is realizes the brand idea perfect deduction and the present through the audience participation, thus establishes the audience and the brand relations. But in the "search for Olympic coordinate activities" activities, and did not embody the "I" participation and "China strong" relationship between, that is, "I China Strong" is only a slogan, but not to achieve the real consumption value of participation, Therefore, we can not really establish the value exchange between the audience and the brand, and realize the heart-to-heart interaction between the consumer and the brand.

United CCTV International website launched "Have I China strong" million netizens Olympic puzzle-looking for the Olympic coordinate activities, by marking the network map of personal coordinates, personalized signature form, to attract every consumer attention and participation, enhance interaction with consumers. First of all, the choice of platform has some irrationality. CCTV International website as an official news site, according to the 21st China Internet Development Status Statistics report, in China 210 million of netizens, 35 years of age under the Internet accounted for 80%, so the CCTV international website readers and internet users subject overlap is questionable. Second, the CCTV International website is a typical web1.0 times website, lacks the web2.0 interactive participation and the good Social network attribute, the platform's user participation proliferation is extremely limited, therefore is difficult to form the benign virus transmission.

Therefore, the Erie Olympic Plan 2.0 Although to some extent let the audience participate in the interaction, but the Marketing 2.0 audience participation in the interaction and the audience in the brand marketing dissemination process of the proliferation has not been well reflected, so the Yili Olympic Plan 2.0 is only the Marketing 2.0 beta version.

Yili Olympic Plan 2.0: Effect Summary

Although the Erie Olympic Program 2.0 in the choice of interactive participation platform and the mobilization of the audience interactive participation, there are some deficiencies, but yili through the health and Olympic interaction, not simply to do the Olympic marketing, but is committed to the Olympic spirit into the brand, with the help of the Olympic brand to promote Yili brand.