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Spanish 1:0 Killed Holland &Nbsp; Nike Adidas PK Ended.

2010/7/12 9:07:00 34

World Cup

In the early morning of the morning, Spain's 1-0 kill Holland came to a close.

In this spectacular event, Adidas sponsored the champion team Spain, Nike sponsored the Holland team, and the final victory seemed to be Adidas, but not in the marketing of the two giants in the field.

Digging up walls, guerrilla warfare, sneak attacks, and fighting between giants can not be separated from these strange tricks.

Implicit marketing has always been a good thing for Nike. According to the Nielsen Co survey, almost 1/3 of the relevant discussions on the Internet were in the month before the opening of the world cup 11, and Nike is the official designated partner of the Football Association.

Adidas

Two times that.

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.

Although shoe enterprises Nike has carried out again and again.

Implicit marketing

Strategy, however, the organizers have adopted some defensive measures against this method to prevent covert 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.

As the official partner of the world cup in South Africa, Adidas will provide the match ball.

At the same time, Adidas is also a sponsor of several national football teams, including the host South Africa team.

Of course, Adidas got a lot of money from these privileges, which cost US $350 million, which is not yet the expense of sponsoring FIFA and 6 top teams in 2009. It costs US $125 million.

Therefore, the world cup is not only a competitive arena for football teams from all over the world, but will also become the main arena for Adidas.

In China, Adidas plans to participate in all channels of the local market, and will launch comprehensive marketing and communication activities through TV, outdoor media and sales terminals, especially digital marketing, so as to attract consumers concerned about the world cup, and then show them the charm of Adidas.

In fact, Adidas's life has not been much better recently. In its base camp, the share of Nike football shoes market has reached 35%, which has exceeded Adidas's 31% in one move.

Although on the eve of the world cup, Nike has successfully grabbed the attention of consumers from the official sponsors who have fallen heavily in the world cup through the advertising related to the world cup.

But with the gradual development of the event, this trend is beginning to reverse, and Adidas and other large sponsors are more concerned.

In the German World Cup 4 years ago, Adidas's sales exceeded 10 billion euros for the first time, reaching 10 billion 84 million euros, and only one football income exceeded 1 billion 200 million euros.

Who is the biggest winner of Adidas and Nike this year? Let's wait for the statistics of the two giants.