World Cup Raises Shoe Enterprise Marketing War

The world cup is in full swing, and world-famous brands outside the stadium are doing a lot of marketing. Nelson, a famous research firm, has recently conducted an online word of mouth traffic analysis on blogs, Internet bulletin boards and social networking sites. The results show that Nike is recognized by the consumers as the biggest winner of the successful covert marketing.

It is not just the Nike world cup that Nike has made full of eyeballs and business opportunities. It has successfully carried out a covert marketing as early as the 2002 World Cup.

Nike set up its soccer star, hosted a five player soccer match, and launched an advertising campaign with Adidas, the official sponsor of the world cup.

Nike also installed large Nike electronic billboards outside many buses, while broadcasting the company's advertisements and broadcasting the World Cup matches to the public at any time.

Although Adidas was the exclusive sporting goods sponsor of the world cup, a survey conducted at that time showed that 70% of respondents thought Nike was the official sponsor of the event.

Similarly, Nike founded Nike Village during the world cup and Olympic Games, and invited many corporate sponsorship sports stars.

"Nike village" gathered a large number of celebrities' supporters, and they did many sports activities together with the stars. "Nike village" became one of their core experiences in participating in the world cup and Olympic Games. Nike also built a huge "Nike football Park" in the main venue of the world cup, invited many soccer stars signed by them to meet young fans in the park, played football together, and invited news media from all over the world to participate in the world cup.

As a result, through the media, quite a number of consumers think that Nike has brought a wonderful world cup.

Nike's hidden success history of shoe companies goes back to the 1996 Olympic Games in Atlanta.

Shoe maker Reebok was the official footwear supplier of the Atlanta Olympic Games, but in the end, most people were mistaken for Nike.

The reason is that Nike set up Nike experience center beside Coca Cola Co's Olympic city and Olympic Park, organized some spectators to participate in its activities, and gave people free experience and enjoyment of sports.

Nike hired a private parking lot. Because of its private property, the organizing committee could not stop Nike.

In addition, Nike has hired many college students to distribute Nike's chest Lanyard in the stadium to facilitate visitors to carry tickets.

When the audience wearing Nike brand lanyard appeared in the stadium, people began to mistakenly believe that Nike is the sponsor of this Olympic Games, not Reebok.

Although shoe maker Nike has carried out hidden marketing strategy again and again, the organizers have adopted some defensive measures against this method to prevent hidden marketing.

For example, in this year's World Cup, FIFA is trying to curb the marketing edge of companies that have not paid the official sponsorship qualification.

It has opened up a new "isolation zone" to restrict these companies from advertising near the stadium, and has hired agencies to help enforce laws in these areas.

Therefore, Nike and other brands have limited space for recessive marketing in the future.