Nike And Mercedes Benz Smart World Cup Marketing Creative Big PK

< p > 4 annual "a href=" //www.sjfzxm.com/news/index_c.asp "World Cup < /a" is the most eye-catching global sporting event. Attracting one billion fans in the world, it will naturally attract the attention of many businessmen.

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< p > No enterprise does not want to take advantage of the world cup for brand communication.

However, the relationship between a commercial brand and the world cup is not so easy. If you want to become the official partner of the world cup, you should pay at least tens of millions of dollars in sponsorship fees to FIFA.

According to the exclusivity principle of the world cup partners, once a commercial brand has obtained the qualification of the official sponsor, other competitors in the same industry can no longer use the world cup element for commercial packaging and promotion.

However, strict rules can not stop smart business planning.

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< p > during the world cup, Nike and Mercedes Benz smart two famous brands did not become official partners of the world cup. But through creative marketing techniques, the publicity and reputation of the world cup were even more than that of the officially designated sponsors.

Xiaobian will analyze the marketing creative methods of these two brands and see which idea is better.

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< p > Nike: "everything on the market" is against Adidas in the football equipment market. Adidas is a big brother who is willing to give up. It not only occupies nearly 40% of the share.

As the official partner of FIFA, Adidas has many exclusive resources such as the World Cup logo, mascot, official ball and so on.

However, for the global sporting goods leader Nike, catching up with ADI in the football market is a natural mission.

In this world cup, Nike launched the slogan of "everything on the Expo" and made great efforts in marketing planning.

Nike has provided jerseys for France, Brazil, Holland, England and other 10 teams, exceeding Adidas sponsored 9 teams.

Ball a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a >, the world's ten most valuable football stars, 6 of them signed with Nike, and only 3 people belong to Adidas camp.

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< p > in the field of advertising, Nike has also taken the lead in the advertisement of RiskEverything. For the first time, it has appeared on the major media and social networking sites. C Luo, Neymar and Rooney are ready to go to the stadium in the video, meaning that the world cup is coming.

The AD easily broke through tens of millions of hits.

The next one is the advertisement for the winner (WinnerStays). All the stars of Nike, C Luo, Neymar, Xiao Bai, Nesta and so on, are all present. The 4 minute superstar feast makes the audience dizzy.

The Youtube click rate of the video has reached an alarming 70 million.

Smart: play with fans to create alternative world cup < /p >

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Less than P, compared with Nike's big investment, the Mercedes Benz Smart's marketing strategy should be "smart".

Unlike Nike, who is keen to compete in Brazil stadium, smart has chosen to compete with hundreds of millions of young fans.

It also provides targeted creative activities for different types of fans.

He has always been good at smart. His social media's creativity in the world cup is fast and ingenious.

10 days before the start of the world cup, Mercedes Benz smart brand micro-blog and WeChat also issued the smart world cup's creativity on the battle chart to take the lead.

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< p > < < a href= > //www.sjfzxm.com > fans > /a > to the world cup. With the fashion modeling and smart body, smart has provided the world cup 32 strong flag stickers for the owners, and also made the stickers into the social media head, following apple IOS 8 flat flat design style, the visual effect is very eye-catching.

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In the world cup, < p > smart takes into account the personalized needs of the real fans, but also takes care of the experience of various pseudo fans.

There are many female consumers in the smart group, who do not understand football and the world cup.

For this reason, it has specially set up the links of football terminology in the official website. Through the vivid demonstration of the cartoon version of smart, the basic knowledge is popularized for consumers who love football.

What I want to mention is that smart's creativity has taken full account of the current explosive development of social media based on smart phones. All creative designs are easy to read through mobile phones and pmit to all users on line and offline.

This is also highly consistent with the characteristics of smart target customers, namely, a href= "//www.sjfzxm.com/news/index_h.asp" > Fashion /a > new human beings.

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