On March 14, the flame of the Beijing Winter Paralympic Games was slowly extinguished, and the smoke of the "Olympic business war" that filled the beijing ice and snow event venue and beyond the venue also quietly faded, and from February 4, the ANTA marketing campaign of "hegemony" in China's media headlines for nearly 40 days finally "perfectly ended" in the 39 official sponsored brands of the Beijing Winter Olympics, and the marketing communication volume survey was carried out through Weibo (57.35%), radio and television and others (19.77%), APP (12.76%), WeChat (9.07%) Four core dimensions of data sharing.
Anta brand ranked first in the two dimensions of Weibo and APP with a "cliff-like" leading posture, in radio and television and other dimensions, ranked second after civil aviation of China, and ranked fourth after Bank of China, Alibaba and PetroChina in terms of WeChat dimension data, becoming the biggest winner of the "Beijing Winter Olympics Communication".
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Create "technology + professionalism" for ANTA
Dual-core drive aircraft carrier
Imagine that the costumes of the Chinese delegation to the 2008 Beijing Olympic Games were "occupied" by Adi at a price of 1.3 billion, only Li Ning single-handedly used the "end torchbearer" to carry out tenacious sniping, ANTA is still just a spectator in the "Olympic marketing war", and the national brand can only be a cruiser in this "Olympic commercial sea", looking for fighters in the cruise. When the flame of the Olympic Games shines in Beijing again, ANTA can already achieve "aircraft carrier-class" cruise in the Olympic games, and the central-level super aircraft carrier groups that can be compared with Bank of China, China Mobile, and PetroChina in the marketing field continue to become a "destroyer" full of combat power in the ANTA aircraft carrier battle group.
In the communication competition with many brands in the Olympic Games, differentiation has become the core "key", which not only requires differentiation between brands, but more importantly, marketing differentiation from ANTA's own 7 Olympic games trips. In the 12 national teams in the 15 sub-events of the Winter Olympics, Anta created competition equipment, among which short track speed skating, speed skating, freestyle skiing, and snowboarding won all the gold medals of the Chinese delegation except figure skating. This fully endorses the "professionalism" of Anta ice and snow products with high gold content. And its high-tech content of warmth, resistance reduction, waterproof, breathability and other technologies, in the Chinese athletes vying for gold and silver in the field for "breakthrough 9 gold" record, fully played an escort role, all of which for Anta labeled "to help the Winter Olympics win gold".
During the 16-day period of the 2022 Beijing Winter Olympics, ANTA took "science and technology + professionalism" as the breaking point and relied on the performance of Chinese athletes on the field, and continued to trigger one scientific and technological flashpoint after another from ANTA: "Ren Ziwei put on shark skin", "Li Wenlong was protected by anti-cutting technology", "Behind Gao Tingyu's record of the Winter Olympics", "China's speed at the foot of Yan Wengang", "Gu Ailing's own design of the golden dragon robe"┈┄ Along with China's gold medals one after another, producing wave after wave of propagation, ANTA" The theme of "Technology Helps" has locked the Weibo hot search list countless times. The communication idea of Brilliant is that after locking in the project & key athletes, it is necessary to create corresponding equipment-related events or topics for them to be buried, and to form content by core media reports after the game or at appropriate nodes. Real-time fast response content also requires early hot pre-judgment, to lock the core athletes to rush the gold event of the competition day, and in the form of video / long picture / manuscript / news report and other forms of content, anTA's scientific and technological support behind the results will be presented by different creative forms.
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Multi-dimensional media platform linkage
Firmly lock the center of the traffic storm during the Olympics
As the "Chinese Sports Brand Leader" and the official partner of the Beijing Winter Olympic Games, ANTA based on "professional sports technology" in the Beijing Winter Olympic Games cycle, integrating multiple resources and media platforms to carry out a series of marketing. In the end, with core resources such as sports idols, international experts, and cross-border celebrities, through diversified fast materials and in-depth and simple original science, many explosive content continued to be exported. Significantly strengthen the value association between the CORE OF ANTA brand and the Olympic spirit, enhance consumers' awareness of anTA's world-leading brand of professional sports technology, and empower the consumer mind of civilian mass sports equipment with professional sports technology.
The core media layer integrates many contents such as commentary in the live broadcast of the game, Olympic news reports, and the implantation of ANTA Technology in the interview program. Let the audience see the star athletes of various national teams, IOC officials, volunteers and other personal accounts of the scientific and technological assistance given to them by ANTA, even the top commentator Wang Meng guidance, the general administration of sports officials, have become the "advocates" of ANTA Olympic science and technology. CCTV, Migu, People's Daily and other front-line party and government central media have given high-frequency positive reports. Related content has quickly become a dissemination material, spreading and fermenting on social marketing platforms such as Weibo, WeChat, Douyin, and Station B, and spreading throughout KOLs and celebrities in many circles such as science and technology, knowledge, sports, finance, and fashion.
Taking the short track speed skating suit, a representative work helped by ANTA Technology, as an example, which can reduce wind resistance and protect sports from being scratched by ice knives, "ice shark skin", it is through the interviews of athletes Ren Ziwei and Li Wenlong, the professional explanations of commentators such as Wang Meng, combined with the hot spots after the game, on the front row of hot searches on the Weibo end. In addition, in the 15 competition days of the Olympic Games, anta also combined with 6 sports projects empowered by key science and technology, produced hundreds of frequencies of real-time fast reaction content, including long pictures, videos, manuscripts and other forms, throughout Weibo, Douyin, Today's Headlines, WeChat video number and other platforms, covering most of the hot spots related to the Chinese delegation during the Winter Olympics.
In addition, ANTA also combined with the Winter Olympics node to create a series of special planning, such as the opening and closing ceremony down jacket dissemination, international friends praise China ANTA, volunteers on the snow cold, and the national team competition equipment designer packaging dissemination, etc., have achieved good data performance and communication effects, and have received a large number of positive comments from netizens, as well as active dissemination. Key central media reference news, B station fans of more than 1.3 million knowledge CLASS UP main Wang Albert, well-known UP main purse rabbit time, etc. have actively spread positive content related to ANTA technology during the Winter Olympics, forming a considerable "tap water".
The contribution of ANTA Professional Sports to the 15 Olympic medals of the Chinese delegation has been recognized and accepted by the public, which is a sign of significant improvement in brand technology awareness. The Olympic technology to empower civilian equipment has become the foothold of scientific and technological cognition, and the majority of netizens not only "ask for links" for these non-commercially available Olympic equipment, but also bring considerable traffic to the online channels of Anta City. From the opening of the Winter Olympics on February 4 to February 15, ANTA's official flagship store ranked first in the GMV of the Tmall platform. Among them, the products related to the winter Olympic flag are highly sought after, and the active search volume related to the Olympic games in the store increases by 500,000-1.7 million per day. And during the hot period of the opening, the first gold, And Gu Ailing's victory, there was also a climax in turnover.
03
Follow the Olympic hotspots with professional prediction
Anta", which helps technology, "dominates the screen"
BoRui Sports, which has "accompanied" ANTA to participate in the "Olympic Games Marketing War" for 6 times, has a professional team that is almost obsessed with sports, and has a professional prediction of sports marketing in the Olympic Games scene, especially the state and sports level of the national teams and star athletes under the delegation: since the 2016 Rio Olympic Games, each Olympic Games will produce a set of "professional interpretations" of each project prediction, and even professional sports media reporters who are familiar with it will refer to this "professional interpretation" to arrange their own reporting work. At the 2020 Tokyo Olympic Games, Brilliant Sports predicted that the Chinese delegation would have 36-39 gold medals and finally 38 gold medals; at the 2022 Beijing Olympic Games, the total number of predicted gold medals would be 8, and the final final final set would be 9 gold. Forecast accuracy exceeds that of sports data company Gracenote by 7 percentage points.
It is precisely from the accurate judgment of Chinese sports that the subject of "science and technology", which is the most difficult "image" in sports competitions, can be displayed: the high-tech "running shoes" of the steel frame snowmobile competition make the Chinese steel frame snowmobile break through the "winning line"; the anti-wind resistance competition suit helps Gao Tingyu slide out of the record-breaking results; the "Gu Ai Ling Dragon Suit", which helps the frog princess to "Dragon and Phoenix Chengxiang" on the big jumping platform; especially the "anti-cutting technology", which needs to be presented in the event of an accident (when falling).
On February 11, in the final of the Chinese men's 5,000m relay 1/4, Li Wenlong was fouled and fell against the board wall, and two ice knives were deeply inserted into the board wall! The PR team of Brilliant Sports "recalled" Li Wenlong, who had entered the locker room, as quickly as possible for a supplementary interview, and at 21:30 that night, "Sports World" broadcast on cctv5 was reported in a length of 3 minutes and 12 seconds, making the "anti-cutting technology" perfectly presented in the news, from the occurrence of the event to the broadcast of the news, the operation time in between was only 42 minutes.
In the "Olympic Games Communication Matrix" built for ANTA, it won a "gold medal" belonging to China for the national sports brand, which represents the self-improvement and pride of the Chinese brand, and was evaluated by netizens as "the happiest screen, the most willing screen"!