Sadness Is The Best Event Marketing Nike Starts The Advertising Blitz.

When Liu Xiang retired from the competition for second days, Nike published a new version of the advertisement in the 5 cities of China.

According to experts, Nike's tragic advertisement is not very commercial, but it achieves the effect of viral marketing and the two spread.

Liu Xiang accidentally withdrew from the group match because of injury. All the audiences in the country were amazed.

As a sponsor of the image of Liu Xiang, how should we deal with this unexpected incident?

Nike's latest version of the world's top sports brand Nike came out overnight in the newspapers of 5 cities across the country.

Nike was the first world class sponsor to bet on Liu Xiang. As early as Liu Xianggang broke the world record, he took advantage of the hot metal and made a "12 seconds 88" advertisement.

After Liu Xiang retired from the competition, Nike immediately issued a statement: "Liu Xiang is China's most outstanding track and field athlete.

Since winning the gold medal and breaking the world record in 2004 Athens Olympic Games, he has been and will continue to bring passion to supporters in China and around the world.

Nike is proud to work closely with Liu Xiang.

At this point, we understand his feelings and expect him to recover from injury.

Zhu Jinqian, the media director of Nike company, also said that he knew about Liu Xiang's injuries before, but the situation of returning the match was also unexpected.

Similar statements were issued by nearly 10 sponsors.

If the statement is merely a statement, Nike will go further and faster.

In the five well-known newspapers in Beijing, Shanghai, Guangzhou, Chengdu and Wuhan, the Nike ads with Liu Xiang's withdrawal as the theme appeared in time.

"Love competition, love all the dignity, love win it back, love to give everything."

Love glory, love setbacks, love sports, even if it hurts your heart. "

With a sensational writing and Liu Xiang's big picture, Nike also played a beautiful public relations campaign while supporting the "flying man".

People involved in the "advertising Blitzkrieg" recalled that after the withdrawal incident, Nike immediately deployed personnel to make new print advertisements.

As the contents of the ads were made temporarily, it was close to 9 p. m. Nike's advertising agency launched the media order for the newspapers, and the final idea was determined until the early hours of the morning.

It is reported that the new ads based on the theme will also be put into outdoor media and television media.

According to the advertisement price of the above media, the first day Nike was invested in millions of yuan.

The marketing community believes that this surprise win is much better than the usual advertising effect.

"Nike's advertisement is a typical event marketing.

Event marketing is fast, while Nike's quick response and tragic advertisement are not strong enough to match the pursuit and aspiration of people for sports spirit, and achieve the effect of viral marketing and the two spread.

Professor Li Yu, President of Sichuan Marketing Association, analyzed.

"When the incident just happened, we thought Liu Xiang's commercial value was seriously damaged.

But after a day's observation, it can be found that through positive guidance, public opinion has no negative effect on Liu Xiang's withdrawal from competition, and the Internet has formed a one-sided voice supporting Liu Xiang and Liu Xiang, rather than the gold medal behind him.

Professor Li Yu believes that the tragedy adds Liu Xiang to the score, which is bigger than his gold medal effect.

"Not to mention, Liu Xiang's test score is 12 seconds. If the leg does not go wrong, the official game can break the record.

Liu Xiang's brand value still exists, and the attention and reputation have not been reduced.

Li Yu believes that under this background, sponsoring enterprises to show support for Liu Xiang and surpass utilitarianism can greatly enhance their brand image.

"Sadness is more infectious than happiness."

Li Yu said that if the enterprise can reverse thinking, use sad infection and oral communication to achieve the purpose of two marketing, it can surpass the simple endorsement value.