Classic case of IM marketing

On August 19, Nike launched its public relations advertisement "Love sports, even if it breaks your heart" to major newspapers all over the country. The advertisement still uses a large photo of Liu Xiang, but no longer uses the image of running in the past, but only uses Liu Xiang's calm face and such a slogan: "I love racing, I love putting all my dignity together, I love winning back, and I love giving everything. Love glory, love setbacks, love sports, even if it hurts your heart. "In order to dilute the risks and public pressure brought by Liu Xiang's retirement, Nike's actions show the world that sports marketing can also take the warm route of humanistic care. Then, with the help of Tencent's powerful QQ audience and instant messaging tools, within a week, the number of people directly participating in "QQ Love Wall Blessing Liu Xiang" reached 20,000, with more than 370,000 views. Nike's quick response and sad advertising have no strong commercial flavor, which is in line with people's pursuit and desire for sportsmanship. Through the word-of-mouth communication and direct expression of network participants, the effect of "viral" marketing and secondary communication was achieved, which surpassed the value of Liu Xiang's simple endorsement. It has become a successful case of integrating TM marketing.

Analysis:

1, which skillfully uses the interactivity of the network. The interactivity of the internet is like a double-edged sword: when the brand is in high spirits, the external image of the brand can be icing on the cake by using the interactivity of the internet; However, when the brand is in trouble, the public opinion on the network is beyond the control of the enterprise, which makes the enterprise flinch. But this time, Nike succeeded in pre-empting, not only grasped the direction of public opinion, but also rendered the sadness of netizens to the extreme with the help of the interactivity of the Internet, and played a beautiful turnaround. It can be said that in this public relations counterattack, Nike broke through the traditional print and TV advertising forms. With the help of Tencent, with its interactive, participatory and real-time characteristics, it has become a key driving factor to turn passive into active.

2, wonderful sadness marketing In fact, sadness is often more infectious than happiness. Nike used reverse thinking to add points to Liu Xiang's image, and achieved a greater brand influence effect than he won the gold medal. This saved not only Liu Xiang, but also Nike.