Nike ambuscade marketing strategy lets Adidas that invested 100 million pound to become the London Olympic sponsors feel awkward. Making reaction to unexpected movement course during five to ten minutes is a hard action in micro blog marketing moves.
There are few people can spell all dignity and restart again in the peak, even though you will end up with nothing, and there are few persons who can go out and fall and show great. This is that at the end of the 110 meter hurdles in London stadium Nike official micro blogging @Just Do It released the message and within 24 hours it is forwarded nearly 13 million times by net citizens and received more than 26,000 comments. For Nike, the accident retire of the signed image spokesperson Liu Xiang has negative effect on their brand communication. However, this ingenious micro blog article made the trademark marketing has magical effect from attunements decayed.
In fact, this is not the first time Nike official micro blogging heat transfering. After rings competition, Nike released"new air jordan shoes"micro blogging and it is forwarded 20,000 times within 25 minutes. The blog said greatness is to let the world record to catch up with you after the men's 1500 meters free swim, and after the final game of badminton singles it launched that greatness is in each end of the court. Living out your greatness series micro blogging is soon concerned by users. People have formed the habit of watching the exciting events and at the same time they expect what will Nike say.
Nike activity on micro blogging has earned a lot of attention, and ambush marketing gained remarkable results. What is called ambuscade marketing is that it is not formal sponsors, and it through all kinds of marketing means let its own trademark connect with game activities. Because ambush marketing sponsorship fee has not been paid, London Organization Committee of Olympic Games has managed to avoid the occurrence of ambush marketing.
In accordance with the provisions, Nike cannot use Olympic words and five rings logo directly in the advertising, but that does not mean that Nike will give up the four years only having once marketing opportunity. But Nike considers the worldwide economy is yet enveloped in the shadow of the short of Europe, now taking blood shopping strategy with Adidas in Olympic auspices is possibly to be the loss larger than the gain. The missed strategy of Adidas in Beijing Olympics also gives warning to Nike -- spending huge sums of money to sponsor major sports events may not be the best marketing.