Social + Technology Shape Olympic Marketing Scene
Both Ali Sports and Tencent Sports have won the right to broadcast the Rio Olympic Games in China. This reporter learned that just before the opening of the Olympic Games, Tencent’s Olympic investment has locked 40 singles advertisers, including Samsung, Nike, Coca-Cola, Procter & Gamble, FAW-Volkswagen Audi, Mercedes-Benz, Erie and many other advertisers have chosen Tencent Olympics. Column cooperation. Among them, mobile revenue accounted for more than 80% of Tencent's Olympic investment revenue.
Since the beginning of the Beijing Olympic Games, Tencent has used its high-end resources, innovative marketing models, diversified marketing methods, and unique full-platform support to maximize its coverage of the public, and has won the top spot in Internet media marketing revenue. It can be said that Tencent has become the "first platform for sports marketing."
Zhao Guochen, general manager of Tencent Sports Operations, said in an interview with reporters that the purchase of copyright is not simply to return the core, and the main consideration is the value of user needs, we will consider more from the user's point of view, to make more professional Content, this is the best way to attract users. The head content itself has commercial value. For the Tencent Olympic Games, the realization of copyright is only part of it, and there are many ways to realize it.
In the overall revenue of the Tencent Olympic Games project, the percentage of revenue generated by self-produced programs such as videos and direct broadcasts is much greater than that of live events. The main channels for liquidation are sponsorships and advertising. At present, the number of advertisers for the Tencent Olympic Games has reached 42, and business income has exceeded investment before the game to achieve profitability.
Zhao Guochen revealed that 30% of the commercial cooperation was achieved last year and 60% of the first half of the year were still underway.
Of course, just as there are nominations and nominations in the college entrance examination, not all brands can make profits in Olympic marketing. In particular, relying on the single point effect of sponsorship, even if the brand can enter the Olympic stadium, it cannot occupy the mind of the audience. How to enter the public's life scene and communicate with consumers in interaction is the key to this marketing battle.
It is to see such a trend in sports marketing, Tencent as early as April this year launched the "running to Rio" to successfully put the Olympic spirit and sports scenes into the lives of consumers. Zhao Guochen disclosed that before the opening of the Olympic Games, the number of users participating in the event reached 100 billion in total. In business cooperation, this plan was supported by FAW-Volkswagen Audi and Yili, and their advertising revenue combined exceeded 100 million yuan.
Private custom commentator appears
The so-called hard-to-get tune-up, how much to put on watching the live broadcast of the tournament has a similar experience, such as whether you like the style of an narrator. If it is robot commentary, will the experience be different? It is like using a map app, we will choose a voice package that we like.
The reporter learned from Baidu that during the Rio Olympic Games, Baidu artificial intelligence robot had four new functions on the line. In addition to VR panorama tour Rio, daily events, and star reminders, the other is to create a “private orderâ€. The robot live commentary, and these need to use AI, VR, big data analysis and other technologies to achieve.
It is reported that during the Olympics, the degree of secret can be lively basketball commentary, the user can choose "player key commentary" function, such as selecting "only see Yi Jianlian", the secret will focus on explaining Yi Jianlian's on-field dynamics, technical statistics and so on. At the same time, Baidu and Peixe Urbano, Brazil’s largest O2O website, provided free Chinese WIFI hotspots with Chinese guidelines for Chinese tourists visiting Rio.
OTA takes the opportunity to promote South America
A total of 6.5 million tickets were set for the Rio Olympic Games in 2016. China’s ticketing agency rights are vested in Yishuang Gold Clothes, a subsidiary of Hainan Airlines, and have signed an agreement with the Chinese Olympic Committee to sell Rio Olympic tickets and travel packages and other products in the Chinese Olympic Committee area. Yishengjinfu appointed its three sister companies, Caesars Tourism, Grand China Travel and Caesar Sports, as its strategic partners.
For those OTAs who do not have ticketing resources, through the organization of air tickets, local destinations, local hotels and other resources, the Olympic Games theme outbound travel products can be integrated to make profits through the Olympic Games.
Take Ctrip, an online travel service company in China, as an example. During the Olympics, Ctrip Travel and other travel agencies launched the Olympic opening ceremony, closing ceremony, and gymnastics, diving, badminton and other Chinese team competitions. In addition, there are nearly 600 products in the search for Brazilian keywords on Ctrip, which is a year-on-year increase of 200%.
The “Brazil Olympic Travel Report†released by Ctrip.com showed that, due to the increase in the prices of major airline hotels in Brazil and the high ticket prices for the Olympic Games, the average per capita spending during the Olympic Games in August was 72,145 yuan. Brazil ranks 60th in the outbound travel destination list.
Where to go to the network is jointly with the NetEase news broadcast live in the Olympic Games, and according to three months of Olympic news search, South America travel search and booking data analysis, the industry's first "Olympics + Travel" big data report. Relevant person in charge of where to go to the network told reporters that users are most keen to grab the “thousand yuan Olympic tourism spree†scene: subway, company, road, home, bar. About 40% of the customers who took the gift package directly used to book summer and 11 holiday routes, 25% used to book summer hotels, 20% used car rentals, 10% bought visas, and 5% bought cruise ships.
According to the data released by the online travel company, despite the recent increase in the number of visitors to Brazil, the Rio Olympic Games has not yet formed a scale in the domestic individual market, and many OTAs have not responded to the reporter’s sales. OTA industry insiders also admitted that the Olympic Games is not the main summer vacation project. At present, "sports tourism" is still awaiting development, and the future market is still promising. The OTA said that what is more important in the future is the role played by the current Rio Olympic Games in the tourism market in Brazil and South America.
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