2012 London Olympic Games car company marketing inventory

The London 2012 Olympic Games has already come to an end, but the battle of Olympic marketing by various businesses has not stopped. The world-renowned Olympic Games provides enterprises with a marketing platform. The business benefits of the Olympic Games are obvious, both in terms of brand awareness and performance improvement. For example, the Seoul Olympic Games in 1988 made it possible for Hyundai cars that were not well-known in the world at the time to become popular. Therefore, the successive Olympic Games have also become a contestable spot for major global car companies. In this Olympic Games, the number of car dealers participating in the marketing is also not unusual. Let's take a look at the marketing wars initiated by major car companies during this Olympic Games.

BMW

It is well-known that once it becomes an Olympic partner, it will have an absolute chance to publicize the momentum during the Olympic Games. For example, BMW Group, the automobile partner of this Olympic Games, provided nearly 4,000 cars during the Olympic Games to shuttle athletes, VIPs and other related personnel.

That would mean that only the company could use the logo of the Olympic Games to promote the industry, and other companies would not have the right to enjoy this right. The BMW Group was the exclusive favorite for the London Olympics. It is known that

As the BMW MINI brand, which is deeply rooted in the British automobile culture, it has also won the limelight at this Olympic Games. Its Cooper model appeared on the Olympic track and became a unique scene on the opening ceremony. It is reported that MINI has also launched a 2012 Special Edition model for the London Olympics. Its biggest feature is that it extends from the engine cover to the tailgate. In addition to the classic racing stripe, it also draws on ribbons of British flag colors. Lining, in addition, as a vehicle company that has the right to use the Olympic logo to promote, on the 2012 Special Edition model, the BMW MINI adds a graffiti painting symbolizing the London 2012 Olympic Games to the roof and the side of the car.

Audi

As one of the top three luxury cars, Audi has never been lacking in sports marketing. Four years ago, Volkswagen was one of the partners in the Beijing Olympic Games automotive industry. Its Audi brand has also done enough homework around the Olympic Games. Through the launch of the Olympics program, progress was made during the phased implementation of the project plan. Significant results have been achieved, sales volume has soared, and the "five rings" have pushed the "four-ring" run. This year, despite failing to become a partner in the Olympic Games, Audi still carries out sports marketing by means of rubbing the ball and attracts attention.

On July 28th, as Yi Silin shot the first gold medal of the Chinese delegation, Audi immediately sent a brand new Audi A6L 30 FSI car, and we also knew that the first gold in international competition was undoubtedly the media coverage. The object, Audi seized this opportunity to play well in this marketing battle. In addition, FAW-Volkswagen Audi signed a cooperation agreement with the Chinese national shooting team and swimming team before the game, was designated as the only designated car partner, and actively sponsored various events.

public

Volkswagen's marketing in China has already reached a stage where it can be fully realized. Whether it is in the positioning of brands or the implantation of innovative fashion elements, Volkswagen has always been able to create gimmicks that attract consumers' attention. However, at this Olympics, the masses did not make any significant publicity, but the slogan of “screaming together to see the Olympic Games in London” puts on the eye. Behind this slogan, this time reflects the interesting sports marketing methods adopted by the general public.

It is understood that the German Volkswagen recently developed a modified car, the traditional accelerator to decibel recorder, driven by the decibel drive the car. People sitting in the car need to shout loudly to make the car accelerate smoothly. Although such vehicles are difficult to implement in practical use and operation. However, the public's planning was still sought after by the public. Local manufacturers also organized a “screaming” contest. Those who can scream and let the car move 100 meters in the shortest time can get tickets for the London Olympics free of charge.

SAIC-GM-Wuling

At the 2008 Beijing Olympics, China's national weightlifting team won 8 gold and 1 silver. As a long-term sponsor of the national weightlifting team, SAIC-GM-Wuling was also praised by the car industry as "very eye-catching." In this London Olympics, the national weightlifting team also successfully included 5 gold, 2 silver, and SAIC-GM-Wuling again became the biggest winner.

It is understood that since 2007, SAIC-GM-Wuling has formed a partnership with the national weightlifting team. After that, it continues to support the national weightlifting team for various events for many years. Its general manager, Shenyang, previously stated that the national weightlifting team's spirit of calmness, humility, and courage to challenge is highly compatible with the spirit of enterprise. In the Olympic Games, the gold medal force created by the national weightlifting team also has a positive influence on the brand of SAIC-GM-Wuling. It is believed that the cooperation between the two parties will continue and will show more beneficial results in the future.

Dongfeng Citroen

As an official partner of the Chinese badminton team, Dongfeng Citroen also gained a lot in this London Olympic marketing. At this Olympic Games, the Chinese badminton team took the first ever hardware, and the men's singles champion Lin Dan was the first badminton player in the history of the Olympic Games to successfully defend the men's singles program. The sports team myth created by the badminton team will greatly increase the image of Dongfeng Citroen.

In addition, Dongfeng Citroen has also taken the opportunity to publicize a good amount of it. The new Sega, endorsed by Lin Dan, is offering a discount of 15% to many owners, attracting many consumers to come and watch.

Kai Chen

At this London Olympics, the "Qichen Gold Medal Killing" campaign initiated by Dongfeng Nissan's Kai Chen also attracted a lot of attention from consumers. The organizers claimed that as long as the Chinese team won a gold medal, Dongfeng Nissan took out a car D50 for a spike, and the price per second was only 1 yuan. In addition, the event also rubbed in the public welfare factors. The organizer cooperated with the China Disabled Persons' Fund to raise donations for the treatment of impoverished cataract patients. Netizens can earn a qualification spike after donating a $1 love fund. Marketing in this way not only enhances the public's attention, but also highlights Qichen’s sense of social responsibility, which is a stone for two birds. It is understood that Kai Chen D50 after listing a good response, becoming China's automotive history in the first month of sales of the brand's first new car.

Futian

As an independent brand car company, Foton has always been very supportive of various sports events. Previously, he has sponsored many races such as the Chinese Le Mans Light Carlisle Race, the world standard heavy truck Auman GTL Tour Ring Rally, and the 2011 first Beijing Professional Road Cycling Race. This time, it has become a senior sponsor of the Chinese National Women's Volleyball Team. It has sent a special coach to coaches, athletes, and the transportation of equipment.

In addition, as early as before the start of the London Olympics, Fukuda initiated the “Fukuda Motors Supports the Chinese National Women's Volleyball Team in the London Campaign to Help the Chinese Team” event, which has been carried out in major cities across the country, interacting on the spot and greatly enhancing the attention of the event itself. Degree, virtually increased the brand awareness of Foton.

During the Olympics, various car companies have attacked each other, through various marketing methods and marketing methods in order to obtain the attention of consumers as much as possible to enhance the brand image, and some companies do attract sponsored Olympic events and sports teams, as well as related activities. To the consumer's eye. However, it is still necessary to consider whether the name and interest can be doubled. Now that the Olympics have gradually gone away from us, the brands and product promotion activities of the major car companies have not stopped. In the coming gold and ninety-seven months, how will the major car companies show their magic and we will continue to look forward to it.