The curtain of the 2022 Beijing Winter Olympics is about to open, in order to meet this grand event held at the "doorstep", ice and snow sports are booming across the country, and "driving 300 million people to participate in ice and snow sports" is changing from vision to reality.
The high-topic Winter Olympics have also created valuable opportunities for brand marketing, and many brands want to take advantage of the Olympic events that the whole people are concerned about, integrate the spirit of sportsmanship into the brand culture, and leverage the simultaneous outbreak of brand voice and sales with Olympic marketing.
As the copyright owner of this Winter Olympic Games, Kuaishou has a unique advantage in the marketing of the Winter Olympics. At present, Kuaishou has become an international sports community with popularity, vitality, interest and call, relying on the new city well business, Kuaishou is also passing on the sports power to many brands in many industries. During the Tokyo Olympic Games, Kuaishou gave full play to the strong interactive advantages of short videos and live broadcasts, and joined hands with nearly 30 brands to hand over the report card of Olympic marketing with nearly 100 million exposures, 6.06 billion interactions and 190+ outbound hot searches.
This Year's Winter Olympics and the Spring Festival are seamlessly connected, and more marketing opportunities follow. Recently, Kuaishou Magnetic Engine released the "2022 Beijing Winter Olympics Investment Panorama", hoping to work with many partners to use platform resources to create a double S+ level project, undertake the CNY heat to detonate the Winter Olympic atmosphere, and provide brands with a highly adaptable and high-return Winter Olympic marketing path with six product matrix full flow aggregation and comprehensive layout.
Relying on the copyright of the event, we will build a home stadium for the whole people to watch the game
In order to fully meet the needs of users watching the game and enrich the user's event experience, Kuaishou will make full use of the broadcast rights to create a multi-event layout of up to 19 days and cover the entire process of the Winter Olympic Games, conduct full-cycle live broadcasting, and broadcast all-weather information.
During the Olympic Games, the official accompaniment live stream will occupy the core position of the main venue, directly hit the Winter Olympic Venue with super timeliness, and innovate the viewing experience through the cloud interaction mode. Brands can use various forms of soft implantation such as exposure, interaction, and conversion to seize the C position of Winter Olympic marketing. In addition, brands can participate in customized on-demand streams to customize content to penetrate into the Winter Olympics and maximize marketing efficiency.
In the all-weather information, Kuaishou will launch a real-time short video collection of four major themes of supernova, ice and snow team, super burning moment and event express, and the finely cut copyright content will focus on user attention, and the native short video content form is also in line with user viewing habits. By cooperating in the form of titles and customized themes, brands can effectively attract attention and accelerate brand out of the circle with the help of high-quality platform resources.
At the same time, as the core content of the Winter Olympics, the Winter Olympic medal table will be strongly exposed with the whole game to seize the attention of users. Kuaishou will realize the content linkage between the list and the moment of winning the card, and the brand information can be deeply integrated with it, enhance the marketing penetration, and highlight the sense of brand responsibility.
Diversified derivative programs to create a home for hot content
In addition to the event, Kuaishou will start from the hot spots of the Winter Olympics to create ice and snow-themed derivative content and infiltrate multiple scenes.
For the Winter Olympic Games, Kuaishou will launch "Ice heroes", "Ice and Snow Express" and "Ice and Snow Character Stories" programs: interactive interviews with popular athletes after the game, diversified forms of communication coverage, and strong timeliness for the brand to grab the attention of the whole network; invite guest names in the evening prime time to interpret exclusive perspectives, providing a variety of possibilities for pattern marketing; cooperate with the official documentary production team of the Winter Olympic Organizing Committee to invite Kuaishou masters to tell the untold stories of the Winter Olympics, and explore new marketing tipping points with the brand.
Kuaishou will also extend the hot spots of the Winter Olympics to other fields, and create a cross-border sports and entertainment cross-border variety show of "Ice and Snow Team Collision" and the theme activity of "Fast Talk Car Ice and Snow Test Drive". The former, as the core content of the warm-up period of the Winter Olympics, will seize the attention of the whole people with the gold medal lineup, gold medal highlights and gold medal production and broadcasting. The latter takes advantage of the fun atmosphere of winter Ola full of ice and snow, the car master strong credibility car evaluation, in-depth display of product performance in extremely cold weather, ski masters break the circle of strong drainage, to help the brand achieve product and sales integration.
Creative lightweight interaction, detonating the winter Olympic atmosphere at home
Relying on the formal advantages of strong interaction of short videos and the characteristics of Kuaishou's high user stickiness, during the Winter Olympics project, the popular and high-viscosity interactive activities will detonate the winter Olympic atmosphere with the brand.
During the countdown to the Winter Olympics, Kuaishou will take over the CNY with interactive gameplay and open the Winter Olympics national interaction season. In order to fully mobilize the enthusiasm of users to participate, Kuaishou has designed a variety of interesting interactive gameplay: continuous output of innovative magic watches to customize the magic watch challenge to cause a new wave of interaction; the launch of winter Olympic event prediction activities, deep interaction to drive the audience to experience the charm of competition; and the winter Olympic light interactive game, locking in a large number of interested users.
In addition to the interesting interactive form, Kuaishou will also tap the pan-knowledge content ecology of the platform, launch the Winter Olympics New Knowledge Short Video Contest for creators in physics, chemistry, nutrition and other professional fields, collect original content works related to the Winter Olympics, and attract more users to increase their knowledge in interaction by sharing dry goods.
Many interactive activities can adapt to the marketing needs of different brands and different scenes, and Kuaishou will provide brands with a diversified cooperation space of naming, scene implantation, task implantation, and card and coupon cooperation, helping brands and users to establish a deeper honor connection, and carrying the top publicity of large projects to comprehensively help brands out of the circle.
Take advantage of the momentum and explore the short video Olympic marketing
Traffic aggregation, diversified cross-border, and innovative interaction together constitute the "new trend" of the Kuaishou Winter Olympics marketing project, and the rich value of Kuaishou Olympic marketing has also injected a "booster" into the choice of Kuaishou platform for many brands.
Based on the ideas and methods precipitated in the first year of Olympic short video marketing, Kuaishou will continue the pioneering "content two innovation" playing method, empower brand marketing with diversified content production capacity, and mark the brand image with sports labels in the "short video + live" interactive sports content ecology.
The inclusive New Market Business also welcomes all brands that love sports and embrace Olympic marketing, and cooperate with Kuaishou to explore more possibilities of "short video/live broadcast + Winter Olympics". Whether it is a luxury brand, or a variety of vertical brands such as automobiles and beauty, you can find suitable marketing opportunities here to show the unique charm of the brand.
When improving marketing efficiency and realizing the integration of products and sales have increasingly become the pain points and demands of brand marketing, opening up public and private domain traffic, building a closed loop of content communities and business, it will help brands catch the express train driven by the "Spring Festival + Winter Olympics" double festival, and realize the marketing explosion at the golden node.