The Paris 2024 Olympic Games are in full swing and are attracting the attention of the world. However, based on the existence of broadcasting rights and the attributes of the platform, the advantages of each platform in the marketing of the Olympic Games are also different. For platforms that do not have broadcast rights, such as Weibo, Xiaohongshu, and Taobao, the core role is the public opinion field and the interactive field. In this article, we'll break down the Olympic marketing strategies of these platforms and take you through their innovations. Which platform do you prefer for Olympic events?
In terms of public opinion, match points, results, and discussions during the event were on the hot list one after another, and it was very lively. And the follow-up development of many topics will also trigger a new round of discussion, such as Pan Zhanle's record-breaking, Quan Hongchan's splash disappearance technique, and many sub-topics such as "Pan Zhanle's complaint" and "Quan Hongchan Chen Yuxi hug" have been derived.
Some netizens even said, "I didn't plan to watch it, but I was too curious to read the hot search, so I went to watch it again from the beginning."
In terms of interaction, each platform starts from its own advantages and designs various forms of sports interactive gameplay. Under the tide of the Olympic Games, it is a common goal to gather users, let users have a deeper connection with the platform, and increase their sense of identity with the platform.
The Xiaohongshu blogger effect, Weibo's ranking mentality, and Taobao's AI technology have all enriched the form of users' participation in the Olympics, which is worth dismantling in detail one by one.
1. Little Red Book: Everybody Sports Meeting
Based on the strong "search" mentality, there are a lot of popular science strategies such as "differences between live broadcast platforms" and "how to watch live broadcasts" on Xiaohongshu site
In addition, in terms of interaction, Xiaohongshu has also officially created the event IP "Everyone Games", which has set up participation methods online and offline, linked the content of the platform, and tried to create a cool and relaxed way of exercising, and the promotional video released by the official attracted many people to like it.
The first screen of the event page mainly displays information such as event videos, Olympic medals/schedules, etc., which are displayed in the form of carousel, without jump interaction, and mainly convey the concept of the event.
Activity 1: Gacha to win big prizes
Click the [Draw Now] button to participate in the lottery, and Xiaohongshu has also prepared rich prizes for this event, with the opportunity to win physical rewards such as Decathlon road bikes and rowing machines, as well as platform red envelopes, offline coupons, etc., to achieve the goal of drainage. Users need to complete tasks such as check-in, likes, and comments every day to get the opportunity to draw cards, and the cost of participating in the lottery is high, which may affect the enthusiasm of participating in the event.
Gold cards will also be dropped from time to time when participating in the gacha event, and you can get the corresponding prizes by collecting the gold cards and completing a specified number. In the gacha activities with limited winning rate, a layer of card collection activities with higher certainty is superimposed to improve the retention rate of user activities
Activity 2: Experience a lot of exercise together
Interact with users for offline cool running, start a route of more than 500 meters and send notes to get a lucky draw opportunity, and you will also get customized running equipment for the first run. Through the map GPS positioning route to achieve check-in, but also to outdoor sports bloggers private domain drainage, strengthen the interaction between users and bloggers
Activity 3: It's time for exercise
Users can choose the sports they are interested in and participate in the lottery by completing community tasks such as following, liking, and punching in. With the help of Olympic activities, community users can expand the fitness scene
There are also many rich activities for users to better participate in the Olympic Games:
[Paris time is up] gathers four major activities: event highlights, athletes' attention wall, Paris viewing group incentive, and Paris topic note incentive
[5-minute sports fast charging] guides users to exercise in small units, and encourages users to punch in and write notes and lottery through star effects and specific action examples
[Champion Exclusive Live Broadcast] Xiaohongshu does not have the right to live broadcast or broadcast the event, so it held a post-game live broadcast of the champion to form content differentiation
[Small Move] guides users to exercise in smaller units, encourages users to punch in and write notes for lucky draws, expands the movement to a larger range, and lowers the threshold for participation
【Buy in Sports Season】Leverage outdoor experts and outdoor brands to participate in the live broadcast of category discounts on the platform to improve category conversion
2. Weibo
Weibo itself has also set up a special page for the "Olympics", with sections such as Olympic schedules, popular athlete recommendations, professional commentary recommendations, and event quizzes, but hot searches are still the core traffic field.
Compared with the interaction of other platforms, Weibo pays more attention to the help of Olympic fans to hit the list, and focuses on traffic through fan operation
In order to mobilize the enthusiasm of fans to post, Weibo Chaohua carried out the following two activities: the Olympic Chaohua viewing group posted red envelopes and set cards to cheer.
3. Taobao
Although it is an e-commerce platform, Taobao does not plan to miss this opportunity after the launch of content, and Taobao uses interactive games to enhance activity more than discussion.
In line with the Olympic schedule, Taobao launched the first "Taobao Games", adhering to the concept of "happier, happier, and stronger", and set up interesting competitions such as pointing east and looking west, squatting, and non-blinking challenges. He even created the IP image "Bao · Phrygia" and made a trophy.
"Participation +10086, it seems that my childhood dream of becoming a champion is about to come true", "CityWalk enthusiasts apply to compete", "You can participate on your mobile phone" ..... easy participation threshold, which has attracted more than 6 million people so far.
Compared with Xiaohongshu's sports note punching method, Taobao's sports form is more immediate and has a lower threshold. However, in activity guidance and atmosphere building, e-commerce platforms still lack advantages over content platforms.
In general, the differentiated discussion atmosphere and interactive games of these platforms have made the topics of the Olympic Games richer and more diverse, and also allowed users in front of the Olympic Games and screens in Paris to go further
This article was originally published by @白溪 on Everyone is a Product Manager. Reproduction without permission is prohibited
The title picture comes from the screenshot of the official website of Ali Taobao Tmall International
The views in this article only represent the author's own, everyone is a product manager, and the platform only provides information storage space services.