The panda hat worn by Gu Ailing's gold medal was quickly snatched up, Wang Meng's commentary brought fire to Migu video, and the same down jacket at the opening ceremony became a hot commodity... Inside the arena, athletes work hard, and outside the arena, the world's top brands also compete with each other. During the 2022 Beijing Winter Olympics, the official partners and sponsors of the Winter Olympics came up with 18 martial arts for product marketing and brand promotion.
The "Winter Olympic elements" have become a traffic password and a booster to enhance the development of the brand. However, with huge investment, how can brand owners maximize the activation of rights and interests to avoid the "hot and cool faster" of Winter Olympic marketing? Industry experts said that the Winter Olympics is only a super traffic entrance, in order to maintain the heat for a long time, it is still necessary to cultivate the internal strength of the product.
The Winter Olympics "runway" with fire ice and snow costumes
On February 18, Gu Ailing's freestyle ski U-shaped pool won the championship. The panda hat she wore when she received the award attracted the attention of many young people and became a popular "champion of the same item". "It's too hard to grab", "Where can I buy it?" On the Little Red Book, netizens enthusiastically discussed the purchase strategy of the hat. The reporter opened the ANTA Champion flagship store and found that the product had been removed from the shelves. In this regard, anta staff said: "Because there is no stock, the link was removed. ”
As the official sports clothing partner of the Beijing 2022 Winter Olympic and Paralympic Winter Games, domestic brand ANTA has made sufficient marketing efforts in this Beijing Winter Olympic Games. At the opening ceremony, the audience watched the evening while admiring the costumes of the delegations. The topic of #Opening Ceremony Down Jacket was on the hot search that night, with 510 million views and more than 50,000 discussions. Among them, the most popular are the ice and snow white and Chinese red clothing of the Chinese team, and the manufacturer is ANTA.
Jingdong consumption data shows that affected by the heat of the opening ceremony of the Winter Olympics, from 8 p.m. on the fourth day of the first month to 11:00 a.m. on February 5, the turnover of Jingdong Sports Anta down jackets increased by 203% year-on-year, and the turnover of Down Jackets of Desante (Anta's sports brand) increased by 196% year-on-year.
The online discussion of down jackets for the opening ceremony of the Winter Olympics is in full swing, and the experience of offline physical stores is also crowded. In the Anta Champion Shop on the fourth floor of Hopson Hui, the reporter saw that many customers entered the store to select the same Olympic star, and three people tried on the same down jacket for the national team in the store within ten minutes. The clerk told reporters: "Recently, there are many people in the store every day, some of them come specifically to the same model as the athletes, and the national flag clothing sells very well." ”
The marketing of the Winter Olympics has also quietly affected the pattern of high-end down jackets around the world, and many young people have more interest and desire to buy domestic down jackets. A young woman in her 20s told reporters that she had previously paid attention to the down jackets of the Winter Olympics on the Internet and came to the store to try them. "Although the price is 2699 yuan, compared with foreign brands of the same quality, this down jacket is already very cost-effective."
Long and short videos compete for "traffic passwords"
"Watch the Winter Olympics, watch CCTV on the home projection screen, and watch Kuaishou on the outside mobile phone." Sometimes after the event, I will watch the video platform looping the gold winning moments and commentary highlights, or the big coffee Lian Mai commentary. Mr. Zhou, a citizen, said that compared with previous Winter Olympics, he felt that the most obvious change was that the presence of the video platform of this Winter Olympics was much stronger.
It is reported that in addition to the exclusive all-media copyright and sub-authorization of the Winter Olympics owned by CCTV, migu video obtained live broadcast and on-demand rights at the Winter Olympics, and Kuaishou and Tencent Video reached a strategic cooperation on the broadcast video of the Winter Olympics.
"My eyes are rulers!" "This player has a story" "You can always trust the Chinese short track speed skating team!" The 2022 Beijing Winter Olympics schedule has not yet passed, in addition to the Chinese team winning the gold, Wang Meng's "nagging commentary" has long been all over the Internet. Today, the Weibo topic #Wang Meng's commentary has reached 2.68 billion views and 5.57 billion discussions.
The exclusive commentary platform Migu Video followed Wang Meng to taste the "sweetness of traffic" and occupied the top two places in the APP Store free app download list for many days. Migu Video also took this opportunity to seize the blind box and hand-made national hot tide, and linked the image of athletes, commentators and other images to create a special area for "Ice and Snow National Tide".
Kuaishou and Tencent are not to be outdone. Kuaishou set up a first screen on the "Winter Olympics" channel page to present the real-time medal table and medal winning moments, and invited athletes such as Ren Ziwei, Fan Kexin, Han Cong and other athletes to enter and interact with users, setting off the enthusiasm of the audience. Tencent Video attracted a wave of attention with the documentary "Gu Ailing: I, 18" and attracted audiences through celebrity coverage of the Winter Olympic schedule and event news.
Behind the long and short video competition for the marketing opportunities of the Winter Olympics, young people have become the main group of people who pay attention to the Winter Olympics. Analysys data shows that from the perspective of the age group of users who pay attention to the Winter Olympics, the proportion of young users under the age of 35 has reached 65%. "Long and short video platforms have their own marketing plans." Wang Chao, founder of Wenyuan Think Tank, said that long video platforms want to grab more paying users through large-scale competition cooperation, and short video platforms also hope to enhance user daily life, enhance user stickiness, and attract more advertisers.
Retaining users also requires the cultivation of product internal strength
Brands take advantage of the Winter Olympics to brush up on the "sense of existence", but with the beijing Winter Olympics coming to an end, how long can this wave of brand attention last?
"The marketing advantage of the Winter Olympics is that it can significantly enhance the brand's brand image such as quality certification, international style, sports culture, etc., and has the advantage of industry exclusivity, but the marketing investment is huge." The relevant person in charge of sports marketing service provider Yutang Sports said that according to the 2:8 principle of marketing activation, brand owners often need to invest more than 4 times the sponsorship cost to achieve the desired effect, which poses a great challenge to the marketing professionalism of the brand.
In fact, the attention generated by major events is often "hot and cool faster". Ai Media Consulting data shows that on the opening day of the 2018 World Cup, the number of daily active users of Migu Video exceeded 12 million, the number of daily new users exceeded 10 million, and the growth rate of active people throughout June exceeded 90%; but after the World Cup, the daily active penetration rate of Migu Video dropped from 1.7% to 0.6%-1.2%.
A similar situation will happen again in 2020 and 2021. Migu Video has won the rights to the 2020 Euro 2020 Championship and the 2021 Tokyo Olympic Games, and has had good traffic during the competition, however, after each rapid increase in traffic, it has fallen back to the end of the event, and very little traffic has been retained.
However, the end of the Winter Olympics does not mean the end of the Winter Olympics marketing. The reporter learned that the marketing rights obtained by enterprises after sponsoring the Olympic Games took effect before the Winter Olympics, but they will not end immediately after the end of the Winter Olympics, but will last until December 31, 2024. After obtaining sponsorship, how to extend the publicity cycle, activate equity resources, and improve brand exposure and circle rate is the key to Olympic marketing.
"The traffic of the Winter Olympics is just an entrance, and if you want to keep the heat for a long time, you must work hard from the product content." Lu Yaoxuan, an assistant researcher at the Beijing Academy of Social Sciences, believes that the core of marketing is inseparable from unique, rich and interesting products and content, and to attract and convert more traffic, the focus should also be on the product itself.
Image source: Little Red Book, Migu Video, Tencent Video Screenshot