Nike- marketing is to move people.doc

 PAGE \* MERGEFORMAT 3 Nike: marketing is to move people The charm of the sports competitions is that the results can not be expected every year the Olympics while veteran championship dark horse emerging However, precisely because of its unpredictable, the sports marketing inputs into a gamble. Again crashed out of the Olympics, Liu Xiang, one foot jump over the end of the first time the expression of the Nike marketing team is stunned, but this expression only lasted less than a minute, we immediately returned to the studio to see before formulating preparatory programs. Soon, live television reviews out, network reviews came out, Nike marketing team - including four marketing companies and Nike’s own two departments - the digital marketing and brand communications, closely watching the direction and content of the comment advance a program developed with the adjustment. After ten minutes, the Nike microblogging released Liu Xiang fall first “live out your great image ads, Liu Xiang’s face next to a few lines of words: Who Ganpin the all the dignity, who dares pinnacle start all over again , even if it will be nothing, who would dare to make their fortune, who would dare to go down, great dare. Within the next few days, Nike official microblogging continue rhythm continually issued a series of print ads picture response from July 26 to start the “Find Your Greatness” live out your great marketing programs. Visible, Aug. 7 incident did not affect the the Nike Olympic brand communication. Dialogue: lt;lt; New marketing gt;gt;: “live out your great creativity is formed? HuangXiangYan (Nike Communications Director: for this year’s London Olympics tournament, with effect from July 26, Nike global marketing program, the basic message of this marketing program “Find Your Greatness” live out your great “ In the global simultaneous launch. In China, we have TV commercials. Addition, we saw an opportunity in China, is to “live out your great” the word