The 2022 Beijing Winter Olympics is currently the biggest hot spot, not one of them. As the top IP in the sports world, the hot spots after the opening of the Winter Olympics have dominated the screen Weibo hot search many times. Whether it is the performance style of "scientific and technological aesthetics" at the opening ceremony, or various wonderful events, or the ice piers around the Olympic Games, they have aroused great attention.
For car companies that have always attached importance to sports marketing, every Olympic Games is an invisible war. In order to be able to catch the Olympic bus, it can be said that everyone has done everything in their power. So in this Beijing Winter Olympics, which car companies have joined the team of event marketing, let's take a pickpocket together.
Toyota: More than 2,000 vehicles serve the Winter Olympics
As the official car sponsor of the 2022 Beijing Winter Olympics, Toyota Motor has undoubtedly become the most high-profile multinational car company in this Olympic event. It is reported that Toyota has provided a total of 2205 vehicles during the Winter Olympic and Paralympic Games, including dual-engine hybrid models such as The Asian Dragon, Camry, Crown Land, Highlander, etc., as well as C-HR and Yize EV models, in addition to 140 MIRAI hydrogen fuel vehicles, and 107 Costa fuel cell powertrain models, achieving true zero carbon emissions.
It is not difficult to find that Toyota is trying to break through the inherent image of traditional car companies and create a new identity as a mobile solution provider. Whether it is various types of new energy vehicles or forward-looking technology, they all effectively demonstrate Toyota's technical strength in the field of car manufacturing. It can be said that with the help of the big stage of the Winter Games, Toyota has made a better preparation for the promotion of new energy vehicles in the future.
FAW-Volkswagen Audi: The most "playing with snow" in the automotive circle
The cost of becoming the exclusive sponsor of the Olympic Games is not a lot, not all car companies are willing to pay this "sky-high fee", but they want to dip the light of the Olympic Games and promote their own brands and products, so what to do? A good way is to choose to cooperate strategically with a certain participating team, especially some teams with gold-winning strength, in order to achieve the purpose of taking advantage of marketing.
At the Winter Olympics, FAW-Volkswagen Audi sponsored five core winter sports national teams, namely the China National Figure Skating Team, the Chinese National Short Track Speed Skating Team, the China National Snowboarding U-Shaped Track Team, the China National Freestyle Skiing Aerial Skills Team, and the China National Alpine Skiing Team, providing them with strong financial support and vehicle use. FAW-Volkswagen Audi sponsored ski teams is a very wise choice, not only to increase brand exposure, but also to promote quattro four-wheel drive technology.
FAW Hongqi: Give the Olympic champions an H9 each
Faw-Volkswagen Audi also has the same trick as FAW Hongqi, and the latter's move is more special. At this event, FAW Hongqi not only provided a lot of work vehicles, but also announced before the competition that it would present the Hongqi H9 sedan to the athletes of the Chinese Winter Olympic delegation who won medals at the 2022 Beijing Winter Olympics. As a representative of the high-end image of the Hongqi brand, the Hongqi H9 is positioned as a medium and large car, with a price range of 309,800-539,800 yuan.
Rewarding Olympic champions is one of the common means of sports marketing for car companies, FAW Hongqi sent cars for the Winter Olympic athletes this time, not only increased a lot of exposure and market influence, but also won the brand word of mouth, this "advertising fee" spent a lot of money, played a "four or two thousand pounds" communication effect.
Cadillac: Bet on the "top of the Winter Olympics" Gu Ailing
In addition to sponsoring teams in various sports, some car companies also like to find celebrity athletes to endorse, especially athletes with gold-winning strength, if the appearance is higher, it is more attractive. To say that the most shining star athletes of this Winter Olympics is none other than Gu Ailing. As a freestyle skier, Gu Ailing's performance in this Winter Olympics has been very good, and she has won the gold medal in the freestyle ski women's big jump, but also received world-class attention.
It is worth noting that Cadillac threw an olive branch to Gu Ailing last year, inviting her to become the spokesperson of the Cadillac brand. I have to say that in terms of betting on the spokesperson, Cadillac is definitely a unique vision, simply leveraging the traffic and achieving a multiplier communication effect. Gu Ailing is not only highly skilled in skiing, but also his enterprising spirit is very much in line with the tone of cadillac's brand. With the continuous improvement of Gu Ailing's attention, Cadillac's brand traffic and favorability will continue to increase, which will also make more consumers pay attention to this American luxury brand.
From sponsorship, title, to signing a spokesperson, etc., car companies have always been a regular customer of sports marketing. Although the actual effect of sports event marketing is controversial in the industry, it is undeniable that through excellent marketing methods in the Olympic Games, many car companies have achieved a leap in reputation and a high sales volume. Of course, marketing means only play a role in icing on the cake, and the most important thing is that their own products are "hardcore". As for the above car companies that use the Winter Olympics for marketing, who can become the biggest winner, we will wait and see.