| Nike generally performs well in the major sports event. It skillfully combines the core demands of the brand with sports event, and spreads the public’s voice. On the2012Olympic Games in London, Nike’s TV commercial repeatedly stresses:"Truly great players are those who passionately pursue sport, not only the stars." Just as chairman Sebastian has advocated that2012Olympic Games in London will be everyone’s Olympic Games. It sent positive energy to the public. In the Chinese market, you can see Nike has released its advertisements after most of the hot issues between Olympic Games, these ads are exactly corresponds with the audience’s preferences. Nike repeatedly emphasized the topic "Find Your Greatness", and then constructed audiences’judgments on sports events. Let the excited local audiences become the secondary communicators of the ads. Nike got decent outputs because it timely released the advertisement and the advertisement is always on the point. Nike successfully seizes the opportunity, always supports the athletes, supports the movement, and spread the sports spirit. Finally, it has done very well.361°has early started its internationalization in2010. Thanks to people’s focus on sports and sports stars,361°has quickly raised the awareness and profile. Advertising is the main means of brand communication. From the point of PR campaign management in advertising media,361°is regularly on-and off-line activities are extremely ordinary. A self-described, wordy, and simple abstract advertisement is lack of competence. High-quality and long-lived advertisements are really good textbooks. If361°could bring as it own and constantly produce new ideas, it would be very exciting and wonderful. Through the summary of experience and the induction of its future prospects, this article provides feasible reference for the upgrade of our sport goods brand.Through analyzing Nike’s TV commercial before the Olympic, print advertisement of the opening ceremony, blog advertisement of hot issues, and also361°’s state of developments in the2010Guangzhou Asian Games, the2011Shenzhen University Games, and the2012Olympics Games in London, this essay studies the problems that361°has to overcome, when it use the sports event to advertise. And it also presents the enlightenment to361°from the successful experience of Nike.Generally speaking, there exists some problems that361°has to solve:1.The brand spirit can not strike enough responsive chords with the Olympic spirit;2.1t lack of its own development potential for the advertisement only employ innovative approaches as imitation;3. There are some problems with celebrity advertising;4.1t has gradually decreased its native superiority, so how to build core competence has become a really important step. The enlightenment from the successful experience of Nike are;1. Firmly stick to the brand core value, which has been long established;2. Make use of the top-level events to enhance the international profile;3.Focus on the events on the court and wisely find its advertising value.4.Blend the cultural elements that everyone appreciates. |
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