Understand the marketing strategy of the Tokyo Olympics in one article! (Quick Hand)

The Tokyo Olympics, which was delayed for a year due to the epidemic, is about to open. Recently, there have been reports that local TV sales in Japan have increased, and the constantly adjusted policies have changed the viewing experience of this Olympics. As the rights-holding broadcaster of this Olympic Games, Kuaishou has just officially announced a panoramic view of the platform's Olympic marketing gameplay, which comprehensively displays the business opportunities of Olympic hotspots and the blue ocean opportunities of Kuaishou's omni-channel marketing from the dimensions of community ecology, guest lineup, interactive experience, etc.

01 Kuaishou, "frontal attack" Tokyo Olympic marketing

After seeing the panoramic view of Kuaishou's Olympic marketing strategy, my intuitive feeling can be summed up in four words: front, face, attack, and strike. How do you understand these four words? ‍

1. Original: genuine

It can be said that Kuaishou is the world's first short video live streaming platform to obtain the Olympic broadcasting rights. During the Tokyo Olympics, the advantages of the Kuaishou platform collided with the Olympic copyright content. From content to interaction, from short videos to live broadcasts, from champions to national participation, a "cloud interaction" experience of the National Olympics is slowly unfolding. There is no need to explain too much about owning truly copyrighted content. Genuine content represents authority, first-hand knowledge, and timeliness. For corporate marketing and promotion, the selection of genuine content and copyrighted platforms is basic. Of course, platforms that have both genuine content and traffic and conform to the current national viewing experience model are the preferred choice.

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2. Surface: comprehensive

The Olympic front-stage studio provides 17×24 hours of non-stop broadcasting of exciting events, providing immediate access to hot topics inside and outside the venue, and covering all the latest news.

Copyright cooperation includes on-demand coverage of popular matches, highlights of peak moments, and sudden secondary creation topics. For example, the Chinese team's advantageous events such as women's volleyball, badminton, and swimming are undoubtedly highly concerned by the Chinese people, and the comprehensive coverage of every gold medal peak moment is also very attractive. Short videos, live broadcasts and other methods can make the content dimension richer. Of course, expressions like Fu Yuanhui's "primeval power" are more suitable for sparking secondary creation topics on short video platforms.

In terms of cooperation with the Olympic teams, 5 national teams competing for the championship (women's volleyball, rowing, canoeing, badminton, and swimming) have officially cooperated with Kuaishou. From content reporting to athlete cooperation, it is professional, vertical, and top-tier, providing a comprehensive and multi-dimensional experience of the Olympic feast!

3. Out: Out of the circle

A national super hotspot like the Olympics is a good opportunity for a brand to break out of its circle. In the past, many fast-moving consumer goods, mass, Internet and other brands broke out of their circle through sponsorship and implantation of various national events (Olympic Games) and evening parties (Spring Festival Gala).

With the rise of mobile Internet and the increasing fragmentation of reading habits, the younger generation's habits of watching games are also changing. Compared with live sports broadcasts, short videos have quickly become popular because they are "short, flat and fast". Due to the migration of people's habits, "Kuaishou x Olympics" has become an opportunity for brands to break out of the circle. There are also reasons:

• Top-tier circle: Huang Bo, Huang Jingyu, Lin Gengxin, Lang Lang, Meng Meiqi, Yang Mi and other 120+ stars will join in the crossover event between sports and entertainment; Huang Jianxiang, Deng Yaping, Wei Qiuyue and other 30+ sports celebrities will be in charge to chat with you non-stop; Bai Xiaobai, Tianshu, Mi Jie and other 200+ Kuaishou celebrities will watch the Olympics together and "cloud-watch" the games online.
• Dimension Circle: The cultivation of mysterious "cute pets" will help you enjoy the Olympics and win benefits, a new dimension-breaking interactive experience.

4. Hit: Direct hit

Live studio, first-hand interaction with champions, live broadcast programs involving celebrities, sports celebrities, etc., such as "Here Comes the Champions", which invites gold medal champions to conduct live interviews in the live broadcast room in front of the Tokyo Olympics, with quick hits and real-time interaction. Through short videos and live broadcasts, everyone can capture every moment of the game through Kuaishou anytime and anywhere.

In addition, more Olympic stories and interesting extended content can be discovered through the secondary creation of short videos. Every athlete who steps onto the Olympic stage has a heart-touching story of struggle, and these stories will become unforgettable delicacies in the Olympic feast.

02 What are the marketing opportunities of “Kuaishou x Olympics”?

When Kuaishou obtained the broadcasting rights, it announced the "Olympic Five Rings Growth Engine", namely: top-stream support never closes, innovative interaction never closes, multiple benefits never close, copyrighted content never closes, and diversified columns never close.

The latest released panoramic map of Kuaishou’s Olympic marketing strategy further enriches and refines the content, activities, interactions, welfare and other plans on the Kuaishou platform during the specific Olympic Games.

In my book "Leveraging Momentum", I said that you should not miss any hot opportunities and you should learn how to leverage momentum. For example, the Olympic Games is a great opportunity to leverage momentum. However, if some brands are not official partners of the Olympics, if they leverage the momentum improperly and misuse Olympic information, it will bring unnecessary trouble. Cooperating with broadcasting platforms that have copyrighted content is also an option. So, in the "Kuaishou x Tokyo Olympics" marketing, how can companies find opportunities to leverage the momentum?

1. Schedule opportunities

From July 23 to August 8, 17 days x 24 hours of non-stop content, from the opening to the closing, from China's first gold medal to various popular competitions, the hot spots of the Olympics are not short-term instant hot spots, but long-term super hot spots. There will be opportunities for brands to participate in each stage, such as:

• Important ceremonies: opening and closing ceremonies
• Gold-winning moments: China's first gold medal, gold medals in every event
• Popular competitions: swimming, badminton, volleyball, etc.
• Key figures: champions, hot topics, etc., such as Su Bingtian
• Breaking news: unexpected topics, such as Fu Yuanhui's extraordinary strength, Liu Xiang's accidental fall, etc.

Marketing opportunity tips:

• Brands with endorsement and sponsorship rights: full-platform traffic operation, precise information flow to target people who are interested in a certain sport or athlete;
• Brands without endorsement or sponsorship rights: cooperate with platform columns and participate in the creation of content on related topics.

2. Content opportunities

From on-demand copyrighted content of the entire schedule of popular matches, to three exclusive programs "Good Morning, Friends", "Here Comes the Champion", "Year 1 of the Olympics", and "Talking About the Olympics" where you can chat and watch and get endless red envelopes... a variety of content and a comprehensive coverage of the Olympics.

Marketing opportunity tips:

• Highlights and information content: site-wide push/open screen/site-wide pop-up cards and other high-quality resources promotion, such as "Good morning, my friend";
• Live interview content: brand implantation such as studio rights, host’s oral broadcast, video packaging, etc., such as “Here Comes the Champion”.

3. Interaction opportunities

The combination of "Kuaishou x Tokyo Olympics" is bound to be a new interactive and accompanying viewing experience. You can watch and chat anytime, anywhere. At the same time, Kuaishou launched the "Kuaishou Champion - Olympic Quiz Season" interactive activity where you can win gifts by passing levels. It deeply combines interactive games customized for the event throughout the Olympics. Innovative interactions such as game battles, passing levels and answering questions, and red envelope rain, as well as multiple benefits, will stimulate the enthusiasm of old friends to participate (benefits include Kuaishou coin rewards, cash red envelopes, brand vouchers, game coins and other hundreds of millions of bonus incentives).

Marketing opportunity tips:

• Red envelopes and coupons: Brand elements are embedded in the red envelope cover, and branded coupons are distributed after the red envelope is opened. Brand linkage effectively converts users.
• Customized Challenges: Attract talents, sports celebrities, and users to co-create customized magic watch challenges. Athletes and talents post challenges, and friends follow the creation. Users participate in the interaction to help the brand go viral.

03Suggestions on Olympic marketing ideas on Kuaishou

Taking advantage of the Olympics is not just a simple advertising campaign, it needs to be integrated with corporate brands, products, channels and other strategies. Generally, companies make early arrangements for taking advantage of super hot spots, such as product development, channel layout, marketing planning, etc. Based on Kuaishou's panoramic view of Olympic marketing, if your company wants to do Olympic marketing on Kuaishou, the marketing ideas and strategies are as follows:

1. Public domain + private domain

The "public domain + private domain" strategy has become very common, with the introduction of public domain traffic such as the opening screen, and the private domain traffic triggered by the influencer fan effect. Furthermore, brands set up accounts on Kuaishou to operate fans, and during the Olympics, they converted and interacted with the brand through advertising, influencers, and content.

2. Hot spots + hot products

There are too many industries involved in the Olympics, such as mobile phones, home appliances, catering, snacks, beer, beverages, hotels and other directly related categories, and related hot-selling products will be launched for the Olympic events. For example, a snack brand will launch a snack pack for watching the games, and it can even cross-border cooperation with beer and beverage brands.

Of course, there are also many categories that are not directly related, but correlations can also be found. For example, telecom traffic packages can be launched for viewing during the Olympics.

The launch of "hot spots + hot products" can help companies convert users in Kuaishou's Olympic marketing promotion and better achieve product and sales integration.

3. Promotion + Integration

Brand marketing should not miss out on super hot spots for the whole nation such as the Olympics, and the company's promotional activities should be promoted through integrated marketing methods with all channels and all media. For example, companies choose Kuaishou to cooperate on copyrighted Olympic content, and also recommend linkage and integration in other channels, both online and offline. For example, posters are released in offline stores to remind users who purchase products that they can open Kuaishou to participate in receiving red envelopes, passing levels, or participating in magic watch challenges.

04 Final words

Not all hot spots are super hot spots for all the people. Opportunities like the Olympics come once every four years, but we have waited for the Tokyo Olympics for five years. Kuaishou, which has 519 million monthly active users (2021 data) and an average daily usage time of 99.3 minutes per user (2021Q1 data), has created sparks of "collision" with the Tokyo Olympics. The current situation of not being able to watch the games on site and the time reality of watching the games with almost no jet lag have made the new experience of "Kuaishou x Tokyo Olympics" more anticipated. The combination of the two has created super traffic opportunities, namely:

Super traffic opportunity = national super traffic platform x national super hotspot

When I was writing the book "Leveraging Momentum", I kept emphasizing:

Taking advantage of the situation is “strategy + execution”!

Following the trend is "blind + reckless"!

Selecting national super hot spots and seizing super traffic opportunities requires marketing strategy support and effective implementation. This article analyzes the panoramic view of Kuaishou’s Olympic marketing gameplay as the main line for your reference!

Author: Wei Jiadong

Source: Wei Jiadong (weijiadong2013)