1984 Los Angeles Summer Olympics: Kodak
The concept of “Olympic Marketing†appeared earlier in 1984 to describe the special marketing methods used by some companies at the Los Angeles Olympics held this year. In this Olympic Games, Fuji spent huge sums of money to become an Olympic sponsor, and its competition The opponent Kodak has become a sponsor of ABC TV network, and thus created a non-Olympic marketing classic: because of the sponsored TV network, Kodak has the right to continuously spread Kodak's brand identity during the Olympic broadcast process. No additional sponsorship fees. Under the premise, Kodak successfully defended its market in the Olympic Games held in the United States.
In contrast, Fuji's market share has increased from 11% before the Olympic Games to 15%, but it has not earned huge Olympic sponsorship fees.
Seoul Summer Olympics in 1988: Kimchi
The Seoul Olympics allowed South Korea to sell kimchi to 111 countries around the world. During the Olympic Games, Han Jinghui, who was called “Kimchi Mom†by Koreans, made a special trip to the Olympic Village to be responsible for the supply of kimchi. The athletes from all over the country who tasted the kimchi made by her gave a thumbs up to Korean kimchi. In various hotels and restaurants, Koreans persistently put kimchi in front of the world, inviting all visitors to taste, and many guests are full of praise for Korean kimchi.
This is the promotion of a food by the Korean government, not to expand the popularity of a company. Some people have questioned that the Korean government’s practice seems to be in violation of the rules of the WTO, which advertises the spirit of free trade. But the Korean government's explanation is that they are so sparingly promoting Korean kimchi, not to help companies make money, but to promote Korean food culture.
Under the impetus of the Korean government, the entire kimchi industry seems to have become a more special and more prominent "sponsor" in the Olympic Games. Korean kimchi is famous for its opportunity.
1992 Albertville Winter Olympics: FedEx
During the Winter Olympics in Albertville, France in 1992, FedEx erected a large number of billboards in Albertville and conducted high-density advertising bombing through the media. This made 61% of viewers think that FedEx is the designated sponsor, and its true sponsor, the US Postal Service (only 13% of the audience thinks it is a sponsor), has not attracted much attention.
1996 Atlanta Summer Olympics: Nike
Reebok is the official footwear supplier for the 1996 Atlanta Olympics, but most people mistakenly believe it is Nike. Originally, Nike set up the Nike Experience Center at the Coca-Cola Company's Olympic City and Olympic Park. Because it rented a private parking lot, the Olympic Organizing Committee could do nothing about it. Nike has engaged in some big activities for the audience to participate in, let people experience the joy of sports for free. In addition, Nike also hired a lot of college students to distribute Nike's badge lanyard to the audience outside the venue, so that the audience can carry tickets. At the end of the day, the audience in the unknown was shocked by Nike’s presence in Atlanta. According to the survey, 70% of people think that Nike is a sponsor of the Atlanta Olympics.
1998 Nagano Winter Olympics: Fuji
After eating Kodak’s losses in 1984, Fuji at the 1998 Nagano Winter Olympics in Japan “has treated his people with his own wayâ€. Kodak was the Olympic sponsor at the time. As part of the sponsorship rights, only Kodak was able to provide distribution and rinsing of film in the news center. Kodak set up a large printing department in the main news center, which can print about 7.5 for 650 photojournalists. Million film. But Fuji has taken a different approach. It distributes and rinses Fujifilm free of charge outside the main news center, just as Kodak did in the news center. Kodak has nothing to do with this. This has led many to believe that Fuji is the sponsor of this Olympic Games.
Sydney Summer Olympics 2000: Quintas Airways
Quintas Airways is not an official sponsor of the Sydney Olympics, but it has been a huge success for the marketing of the Sydney Olympics. During the preparation and selection of the Olympic Games, Quintas provided routes for the Australian swimming team. By August 2000, Quintas had published a full-page advertisement in a more influential newspaper in Sydney, titled "Announcement for the Australian Olympics.html' onmouseover="javascript:showpos(event,this)" onmouseout ="javascript:ClearTimer()" target="_blank" style="color:#00A2CA">Airline Tickets, at the bottom of the edition, in small letters, "Quintas is not an Olympic sponsor." However, the above small characters are particularly difficult to be noticed. The non-Olympic marketing of Quintas has produced tremendous results.
Salt Lake City Winter Olympics 2002: Wasatch Beer
At the Salt Lake City Winter Olympics in 2002, A-B Brewing Company (the manufacturer of Budweiser Beer) bought the "Olympic" and the five-ring logo with a huge investment of 50 million US dollars. At the same time, a small and inconspicuous brewer in Salt Lake City brushed the words “Wasatch, the unofficial beer of the 2002 Winter Olympics†on his own truck, making a big effort and easily taking away the attention of everyone. The marketing effect of A-B Brewing Company has been weakened.
Athens Summer Olympics 2004: Home Depot
The world's home furnishing retail chain giant Depot is the star of the 28th Olympic Games in the non-Olympic marketing. It participates in the US Olympic Committee's Job Opportunity Program, which treats some American athletes as employees of their own company and pays them wages and benefits. A total of 71 American athletes (49 at the Summer Olympics and 22 at the Paralympic Games) participated in the Athens Olympic Games with this Home Depot employee, which made the non-Olympic sponsor's Home Depot a relationship with the Olympics. At the same time, the company has arranged promotional materials related to these athletes in the store, so that the positioning of “Olympic athletes are Home Depot employees†is deeply rooted in the hearts of the people.
Athens Summer Olympics 2004: Triangular Tires
During the Athens Olympic Games, China’s triangular tires also placed an edge-bill advertisement in CCTV’s Olympic special column “China Prideâ€: a group of people were watching Olympic TV programs, and the Chinese team won the prize again. The crowd cheered: “It’s really China’s pride!†At this time, a car driver on the side of the road patted the car tires and said: "Triangle tires are also China's pride!" This is combined with the advertising ideology of "China Pride" design, with the patriotic sentiment ignited by the Olympics, the triangle tires are given to the TV. The audience in front of the plane was deeply impressed.
2006 Turin Winter Olympics: Google
Google has never sponsored the Olympics, but every time these major events, Google will create the association with the event by changing the design of the logo. During the Sydney Olympics, Google came to the fore, and there was an additional kangaroo holding a torch. In the 2006 Winter Olympics in Turin, Google took a step further and made the logo of its logo consistent with the Olympic Games. The main event of the Winter Olympics is skiing, and skiing is sure to happen on Google. Cartoon character. Changing the logo's little idea saved Google's tens of millions of dollars in sponsorship fees, and it also made it difficult for hundreds of millions of netizens to misunderstand that Google has a partnership with the Winter Olympics.
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