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August this year is undoubtedly the "Olympic Month". In more than half a month, top athletes from all over the world competed fiercely on the Olympic stage, presenting a wonderful sports feast to the audience.
China won 40 gold medals in this Olympics, with outstanding achievements and leaving behind one wonderful moment after another. Although the Olympics have ended, the Olympic fever is still burning, releasing influence and attraction, and the wonderful performances and deeds of Olympic champions are also talked about with great relish. For brands, August is undoubtedly the best time for Olympic marketing.
CCTV hosts lead the hot "Super 818" with world champions
"Yixiang Super 818", which has been held for many consecutive years, has become a benchmark automotive marketing IP in the automotive industry in its continuous transformation, from the benchmark defined by the TV and Internet linkage in 2021, to the cross-scene live broadcast of long-term consumption in 2022, to the focus on growth and full-ecological transformation in 2023. It is a marketing feast that automotive brands cannot miss to increase brand exposure, enhance brand voice, and promote sales growth.
CCTV Video will take the 2023 Asian Games as an opportunity to create the live broadcast program "Champions Night - U-First Carnival". Through guest interviews and fun interactive games, it will present the charm of competitive sports and the fighting spirit of athletes to the audience in a richer form, fully mobilize the public's enthusiasm for sports, and become a well-known IP in the sports circle.
In the Olympic year and month, the two sides will have a passionate collision across circles in August, join forces, and work together to create the 2024 "Super 818 Champion Night" (hereinafter referred to as "Champion Night"), integrating competitive sports and automotive technology, continuing the Olympic passion, and showing confidence in technology. "Champion Night" will be broadcast live simultaneously on platforms such as CCTV Video App, CCTV Video social media account matrix, Bitauto App, and Bitauto Video Account at 19:30 on August 18.
"Champions Night" will be hosted by CCTV's famous sports host and "football poet" He Wei and CCTV's Spring Festival Gala host Ma Fanshu, and will also feature swimming world champion Fu Yuanhui, gymnastics Olympic champion He Kexin, boxing Olympic champion Zou Shiming, Women's Asian Cup champion Zhao Lina, and badminton world champion Bao Chunlai. At the same time, Yiche original program host Chu Shao, Yiche Commercial Content Center General Manager Wang Chen, and Yiche new media host Wu Han will serve as "quality recommendation officers" for Ideal Car.
Guests and experts from the sports and automotive worlds gathered together to discuss automotive technology and competitive sports. They led the audience to listen to athletes talk about their "championship moments", appreciate the driving experience of pioneering models, enjoy interesting interactive games between people and cars, and feel the fighting spirit of competitive sports and the technological charm of the automotive industry amid laughter.
Dongfeng Fengshen, Denza Auto, Changan Mazda, SAIC Roewe, and FAW Toyota, as super quality partners, will appear at the "Champion Night", showing the brand strength of Chinese automakers through static experience of high-quality product performance on site, interactive competitive games with car models as core props, and sharing and interpretation of ideal cars with world sports champions. In order to facilitate the audience to purchase the intended models, the car companies will also announce the August car purchase policy on site, release super value car purchase benefits, and add the 10 billion subsidy discounts of the Yiche platform, so that the audience can enjoy the wonderful program while happily buying cars.
Innovate the four enabling fields of live broadcast marketing to amplify marketing potential
In recent years, the Chinese auto market has accelerated the pace of innovation in car models. According to Yiche data, as of August 14 this year, a total of 105 passenger car series have been released in the Chinese market, with a new model launched every 15 hours. This has made competition among automakers increasingly fierce, and it is not easy to break the circle and increase sales. "Champion Night" provides a marketing stage that brings together voice, operation, and conversion for super quality partners through unique and innovative live marketing, amplifying marketing potential and achieving better marketing results.
In terms of volume, Yiche is a leading vertical automotive platform, and its average quarterly MAU of both apps has ranked first in the industry for 15 consecutive quarters, covering both precise car buyers and those who intend to buy cars; CCTV Video, as a national 5G new media platform, covers a large number of pan-automotive users, and the "Champions Night" will be broadcast live simultaneously on all its new media platforms, creating a huge volume of explosive volume; at the same time, sports champions have a large number of fans, and the three together form a strong cross-circle traffic tide. Combined with the topicality of sports champions and cars, taking advantage of the Olympic craze, the traffic advantage is converted into a volume advantage, and the whole engine helps the event car brand volume break the circle.
On the marketing level, the combination of CCTV host × sports champion × car expert endorses, and CCTV host talks about cars × champion experiences × expert recommendations present the selling points of car models in a variety of ways, making the "Champions Night" live broadcast of car sales more penetrating.
On the operational level, early preheating by Yiche, CCTV Video, and sports champions accelerated the promotion; the "Champions Night" live broadcast was distributed in full resonance across the entire region, and Yiche's video account retained capital to acquire customers and harvested in the private domain; the continuation period of social media diffusion and fermentation, and ripple spread, created a full-link model of three-dimensional operation.
At the conversion level, the combination of brand benefits and the high-frequency release of subsidies from the Yiche platform will effectively accelerate user conversion.
It can be said that this unique "Super 818 Champion Night" combines the spirit of sports competition, automotive technology strength, and car purchase benefits and surprises. It will not only create an innovative live broadcast marketing model through a nationally influential live broadcast event, but also bring convenience and benefits to consumers to understand and buy cars, while also bringing both brand awareness and sales to the cooperating models.
