Communication Plus · Depth|Olympic Marketing War The communication industry is in full swing

Cover News

2024-08-08 08:04Posted on the official account of Sichuan Cover News

The Paris Olympics are coming to an end. Whether you're involved or not, you have to admit that the Olympic craze has swept the summer. Outside the arena, various communication companies are fighting fiercely in the "invisible arena" of Olympic marketing, and they are doing their best to get a piece of the pie.

Sponsoring the Olympics, Samsung highlights the "core of athletes"

On the evening of July 30, Beijing time, at the award ceremony of the table tennis mixed doubles final of the Paris Olympic Games, the Chinese pair Wang Chuqin/Sun Yingsha, who won the gold medal, and the North Korean and Korea pairs, who won the second and third places respectively, took a "victory selfie" with a customized version of the Samsung Galaxy Z Flip 6, which sparked widespread discussion. A selfie made a prominent advertisement for Samsung.

Samsung started its relationship with the Olympics as a local sponsor of the 1988 Seoul Olympic Games. Since the 1998 Winter Olympics, Samsung has become a global partner of the IOC's wireless communication equipment, and Samsung has expanded its global visibility through the Olympics. According to the latest data from Counterpoint, in the second quarter of 2024, Samsung's mobile phones accounted for 20% of the global market share, ranking first in the same quarter for the past four years.

Since the 2014 Winter Olympics, Samsung has given its flagship phones to participating athletes. At this year's Olympics, Samsung gave away a customized version of the Galaxy Z Flip 6 to 10,700 athletes. The machine fully meets the needs of athletes in different scenarios of the Olympic Games in terms of functions. AI translation enables athletes from all over the world to communicate on the phone and in face-to-face conversations. The real-time slow-motion feature presents slow-motion videos of athletes, allowing athletes to share or analyze their performance.

The "victory selfie" part of this Olympic Games is also the first of its kind planned by Samsung, echoing the concept of "athlete-centered" Olympic reform. According to IOC regulations, athletes' personal mobile phones cannot be brought into the competition venue. Therefore, Samsung also provided the Galaxy Z Flip 6 at the award ceremony for the winners to take selfies. The photos were shared through the athletes' official social media channels and also helped spread the Samsung brand.

Despite the high cost of sponsorship for the Olympic Games, Samsung's brand effect by sponsoring top international events is far greater than other promotions. Stephanie Choi, Senior Vice President of Samsung Electronics, said, "We are thrilled to see Samsung's technology bring an unprecedented event experience to athletes, helping them connect, capture and share every moment of their lives at the Paris Olympics and beyond, and create memories that will last a lifetime." ”

Keeping up with the event, non-sponsors playing "edge ball"

Due to the limited number of sponsorship places for the Olympic Games, only a handful of lucky people from the communications industry have participated in the sponsorship. However, non-Olympic sponsors have also used various methods to "play the sidelines" in order to maximize marketing.

As early as June 26, vivo and iQOO presented thousands of smart terminal devices to the Chinese national team (TEAM CHINA) for the upcoming Paris Olympics in Beijing, including vivo X Fold 3 series smartphones, tablets, smart watches, wireless headphones, etc. In terms of communication security and full-scene intelligent support, it escorts the Chinese national team and athletes. Through a conversation with Olympic champion Li Xiaopeng, vivo organically combined the innovation of vivo X Fold 3 to break through the limit of thickness and weight with the spirit of athletes' pursuit of perfection, so that the vivo X Fold 3 series is "so light, but also so strong" deeply rooted in the hearts of the people.

OPPO played a set of "combination punches" during the Olympics. From the endorsement of participating athletes, to the launch of limited products, to online and offline activities, OPPO has attacked on multiple fronts. During the Olympics, OPPO launched the OPPO Watch X with a limited strap in Chinese red, triggering a new round of panic buying. At the same time, OPPO also launched an offline "Juggling Challenge". Users can go to the store to complete the juggling challenge to participate in the smart watch lucky draw. As many gold medals the Chinese team won that day, they will give as many smart watches as they want, and the prizes will be linked to the results of the Chinese delegation to stimulate users' enthusiasm for the Olympics. In Paris, OPPO brought the outstanding sports works of its Super Image Contest to the streets of Paris, complementing the Olympic Games in full swing.

China Mobile Migu is also well versed in sports marketing. As the rights-holding broadcaster of the 2024 Paris Olympic Games, Migu combines China Mobile's resource advantages to present the Olympic stadium in a three-dimensional manner with cutting-edge live broadcast technologies such as 5G+4K, 3D viewing, multi-screen simultaneous viewing, 5G cloud box, 5G cloud shouting, and 5G cloud calling. In addition, the short videos and secondary creation content from Migu were forwarded on multiple platforms, making Migu Video a "familiar face" in the form of moisturizing things silently. As a "pioneer in science and technology" in the field of sports viewing, Migu has also applied the artificial intelligence technology of Tongzhou's AIGC production pipeline to the live broadcast of this Olympic Games. It can automatically generate the highlights and story content related to the Olympic Games, and can also detect and capture the highlights of the event in combination with intelligent strip removal and intelligent horizontal and vertical technology, and generate AI vertical screen battle reports; It opens up a new way to play for the "out of the circle" dissemination of event content.

Although there have been frequent negative public opinions about the Olympic Games in recent years, it is undeniable that as a sports event that attracts global attention, the Olympic Games is still an important node for the brand promotion of many communication companies. And with a series of reforms in place, the Olympics are regaining their appeal to young people and emerging economies, and the value of Olympic marketing to the communications industry remains huge.

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