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Clothing brands take advantage of the situation to go out of the circle
On the evening of February 20, 2022, the world-renowned 2022 Beijing Winter Olympics officially came to an end. In 17 days, Beijing, the only "City of the Two Olympics" in history, became the focus of the world;
Chinese ice and snow athletes dared to fight and won 9 gold, 4 silver and 2 bronze results, which is the best result obtained by Chinese ice and snow athletes since the Chinese delegation participated in the Winter Olympics in 1980, and China finally ranked third in the medal table, which also created the best historical record since participating in the Winter Olympics. Thank you to every Olympic athlete for their efforts.
When the Winter Olympics are in progress, there are also many Olympic marketers who are out of the circle. Let's take a look at some TikTok-related Olympic marketing cases.
In the opening ceremony of the Winter Olympic Games, in addition to the performance of coexistence of science and technology and cultural charm that attracted the attention of netizens, the down jacket brands of athletes from all over the world took the lead in taking advantage of the situation to go out of the circle.
Let's take a look at the Most Out-of-The-Loop Canadian Down Jacket Lululemon. After the opening ceremony, many netizens asked what brand Canadians were wearing.
On TikTok, Lululemon also launched a wave of leveraged marketing. Athletes from the Canadian team posted their out-of-the-loop uniforms on TikTok with the hashtag #Lululemon.
The video is a video of the Lululemon team uniform posted by Canadian freestyle skier Elena GASKELL on the TikTok account, with 2 million views and 210,000 likes. Many netizens have commented that Canada is the most fashionable team this year, and they like Lululemo very much and want to buy Lululemo and so on.
The video, a Lululemo dressup video released by Canadian figure skaters, has 1.2 million views and 160,000 likes. Comment information even has just gone to buy a red robe and so on.
Among the down jacket brands that will go out of the circle at the Winter Olympics, there are both resident sports sponsorship brands, as well as new brands and non-professional outdoor brands. No matter which brands choose to appear at the Olympic Games, the original intention is not to sell down jackets, but to bring traffic to other product lines of their brands with the help of the same grass planting effect of athletes. The national attention of the Olympic Games is an effective channel for niche brands to enter more markets and brand effects out of the circle.
Global partner of the IOC
When it comes to the Olympic Games, you can think of the global partners of the Olympic Committee, and this year's most out-of-the-loop partners are not Samsung.
Samsung with the Olympic bag out of the box video, in the TikTok fire, Samsung for the Olympic athletes prepared a special edition of the Galaxy S20 + 5G, which is designed for Olympic athletes.
Let's take a look at the Samsung craze on TikTok.
On TikTok, a lot of athletes released the Beijing Winter Olympics gift bag unboxing video, Samsung also stood out, athletes also marked the topic #samsung# or gift model #Samsunggalaxy# below the video.
Image source: TiChoo Data
As you can see from the image above, the current topic #Samsung# has been played 7 billion times and #Samsunggalaxy # has been played 175 million times.
The video is an unpacking video released by U.S. snowboarder Tessa Maud at the Winter Olympics, highlighting Samsung phones and headphones. The video has 490,000 views, 52,000 likes, and the comments section has expressed their desire to know about the phone.
Samsung has greatly enhanced its brand effect around the world by using the high-quality platform of the Olympic Games, and with the rise of TikTok, Samsung has also set off a wave of Olympic TikTok Samsung while marketing in other Olympic Games.
"Top Stream," said the ice pier
With the opening of the Beijing Winter Olympics, the mascot ice pier has become the new "top stream", and related topics and surrounding areas continue to set off social heat, which is difficult to find not only in China but also abroad.
In addition to the flagship store of the Winter Olympics in China, official cooperation channels of the Winter Olympics such as Yili, Bank of China, KFC, and Pizza Hut have also launched limited peripherals, attracting a lot of netizens. At the moment of popularity, IP has become a new marketing carrier for brands.
Overseas "bingdwendwen" is even more popular, and on TikTok, the topic #bingdwendwen # has more than 140 million views.
Amazon's $9.99-$11.99 ice pier keychain climbed to the top of Best Seller. Many sellers sniffed the Olympic business opportunities in advance. However, within a few days, many of the links were taken down on suspicion of infringement.
Here, we would like to remind everyone that suspected infringement must be carefully considered.
On TikTok, this video has 16.6 million views and 330,000 likes. In the comment area, there are very cute foreign friends who said that they have tried to go to China's Tmall to place an order, and China is also out of stock.
The International Olympic Committee launched the NFT blind box version of the ice pier, which can draw three digital ice pier brooches, fifteen mascot ice pier winter Olympic sports shapes, five Winter Olympic emblems and a digital poster, and can only be purchased on the nWayPlay platform.
summary
As one of the world's largest sports events, the Winter Olympics is undoubtedly an important platform to show brand image and expand the market, many brands want to take advantage of sports traffic to carry out marketing, how to promote the Olympic Games and ice and snow sports at the same time, but also to enhance the brand core height, become a difficult point in Olympic marketing, but also test the ability of the brand.
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