let’s travel to paris for real! synear food’s sports marketing has entered the next level
2024-08-29
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abstract: advancement of sports marketing thinking, from brand-oriented to user-oriented
as the military book says: he who strikes first wins; he who strikes later will be defeated by others.
the same is true for the marketing of paris sports events. this world-renowned sports event has attracted countless brands to sponsor, cooperate, or leverage marketing, and the competition among them is extremely fierce. whoever can take the initiative in this marketing melee from the beginning will have a greater chance of impressing users and gaining high-intensity exposure.
qiye noticed that si nian foods handed in a high-scoring answer sheet - choosing"follow your thoughts to paris"in order to communicate the theme, before the opening of the international event, we teamed up with sports star guan chenchen to recruit "paris swimming koi" across the entire network to seize the initiative in this wave of event marketing; then we launched a series of interlocking marketing activities around the entire sports event to help the brand achieve strong coverage, strong exposure, and strong energy.
1. meeting both viewing needs and social needs simultaneously
arouse the resonance of the whole nation
sports events are a "marketing feast". at the right time, various marketing methods emerge in an endless stream throughout the entire event cycle. however, the marketing effectiveness of various events under the spotlight is inevitably discounted when it is transmitted to a single individual. the general public's intuitive feelings and memories of sports events still come more from closer and more specific communication.
as a result, the discussion and interactivity outside the stadium have become important feedback for the marketing experience of this international event. more and more brands are beginning to believe that:sharing happiness with others is worse than enjoying it alone. enriching the experience and fun at the individual level is a more high-quality marketing communication strategy.
synear foods precisely saw this trend and announced at the “carefree night” party on may 9th."follow your thoughts to paris"marketing activities, and conducted in-depth research and corresponding satisfaction on “user needs”.
before the event, the strongest demand of the majority of netizens was to "watch the game in person."si nian food launched the "travel to paris" event, which was a nationwide event and met its core needs, and naturally became a "hook" to attract the public to participate in the event.
offline,synear foods has set up super-photogenic mailbox check-in devices in 11 cities across the country, including shanghai, wenzhou, and changsha., and invited credible hosts and local food experts to check in, which not only promoted the spread of the event but also attracted more people to have a keen yearning to "travel together in paris".
driven by guan chenchen and many kols, the event information quickly spread to people from all walks of life, attracting many netizens to actively participate in the national mission, setting off a wave of ugc. as a result, the brand of synear food has skyrocketed, leaving a mental impression of "not only knowing how to play, but also playing with users". with the help of netizens, it continues to efficiently gather traffic for the "follow synear to paris" marketing campaign.
2. build multiple marketing touchpoints inside and outside the stadium
achieve global interactive communication and brand-effect conversion
in the face of the differentiation of international event marketing strategies, a more effective approach is to find a reasonable point of force, to win with small gains and to win with cleverness. synear food has built an interactive field between the brand and users, and in this interaction, it has successfully taken advantage of the hot spots of the paris event and received traffic from the entire network.
1、deeply bind experts to strengthen the attraction of activities and ignite the enthusiasm of all people to participate
with the successful completion of the mission of recruiting all citizens for the same tour, the first wave of preheating momentum was formed. synear food effectively leveraged the extensive attention of online users and cooperated with fashion idol lu dinghao, basketball commentator xin 1 and other experts to share creative content such as packing luggage and look matching before traveling with netizens.make the theme event of "follow your thoughts to paris" more topical and attractive.
the leader of the viewing group, guan chenchen, also brought two "koi fish" to experience a fulfilling day for the athletes, which not only confirmed the authenticity of the event and raised the expectations of netizens, but also transformed the popularity of the paris sports event into attention for major brand events, effectively enhancing the brand influence.
2、three-dimensional marketing communication across all platforms to achieve deep penetration and hot spot continuation over a long period of time
in order to further expand the marketing voice of this event, si nian food chose to "bloom in full bloom" through multiple channels, multiple media, and multiple promotional forms, not only allowing the "follow si nian to paris" theme event to reach users widely, but also transforming the "short-term traffic" of the paris international event into the brand's long-term "asset accumulation."
on the one hand, in sports competitions, one of the hottest topics is undoubtedly the betting on the outcome.therefore, si nian food followed the rhythm of the women's basketball games and launched a prize-winning guessing voting on the douyin platform, attracting netizens to cheer for the chinese women's basketball team while also allowing them to feel the brand's presence and companionship.
not only that, synear food is also launched on the douyin platform“aigc national mission”through interesting ai gameplay, the links inside and outside the stadium were connected, allowing netizens to become "athletes" on the field, showing their unique sports style, making up for the regret that many netizens could not be there in person. the benefits of sharing the 10,000 yuan event bonus also attracted a large number of users to actively participate, which can be said to be a release of the "national sports mood".
on the other hand, in order to connect with more netizens, si nian food is also continuously deploying large-scale communication touchpoints in super traffic fields such as weibo and xiaohongshu.in the weibo field of public opinion, si nian food is online"#boiling! master dumpling" star selection mission, inviting users to share exciting moments in events or life, empathize with the exciting moments, fully amplify the appeal and dissemination power of communication, and gradually increase the popularity of topics and brand attention.
at the same time, synear food initiated a topic#chinese food is out of the circle again, taking shrimp dumplings to check in at major attractions in paris, the creative peripheral "dumpling buns" were also loved by foreign friends, who took photos with them, helping chinese food to go global.
on the xiaohongshu platform, which has a strong atmosphere of promoting products, synear foods linked up with the "everyone sports meeting" project ip and launched#boiling! main dumplings#the brand special page not only gathers the grass-planting notes and word-of-mouth endorsements of many kols in the categories of life, food, parent-child, etc., but also unlocks the food feast of miss shrimp dumplings; golden resources such as opening screen drainage, surprise boxes, exclusive topic words, interactive card draws, etc. build momentum for the brand and amplify the brand's differentiated advantages and mental cognition in life.
in addition to launching exciting and interesting interactive games on various platforms and cheering for the athletes with netizens, guan chenchen led the experts and "traveling koi" to form a "miss paris watching group".at the chinese women's basketball game, cheer for the chinese girls.
in addition, synear foods also invited outstanding distributors from all over the country to paris to witness the exciting event on site. they also went deep into european markets such as france, switzerland, and italy to conduct product research, learn marketing experience, and conduct free tasting activities in local chinese supermarkets.deliver the voice of traditional chinese cuisine to the world and let the world feel the warmth of chinese food culture!
in order to accurately reach the public life circle, si nian food has placed ladder media advertisements in tens of thousands of locations in 65 cities across the country, expanding the volume of activities across the region and witnessing the glorious moment with the general public.
e-commerce live streaming transforms "marketing" into "sales" and builds a product-effect chain of "planting and harvesting in one"
as the event draws to a close, si nian food specially invited guan chenchen to be a guest in the brand’s live broadcast room. through fun interactions with fans in the live broadcast room, it directly improves conversion efficiency and achieves a seamless connection from the “content field” to the “shelf field”, accurately locking in user attention while taking into account “product and effect integration”.
marketing communication seeks the greatest common divisor. the social communication formed by si nian food based on the paris event not only has a large-scale communication focus in the hearts of consumers, but also brings brand communication into a larger emotional space and life space, releasing the ability for continuous dialogue.in this way, "follow my thoughts to paris" has become a connector between the public and the event, and has continuously strengthened the brand's reputation and loyalty through penetrating social communication.。
3. advanced sports marketing thinking
from brand-oriented to user-oriented
tracing back to the innovative communication and interactive strategies of the “follow si nian to paris” marketing campaign, it is not difficult to find that si nian food’s sports marketing is accelerating on the road of advancement from “brand-oriented” to “user-oriented”.
in recent years, a trend can be clearly seen in various global top sports events:sports marketing begins to pay more and more attention to "user roles"——in the past, brands only increased their brand exposure during events through sponsorship and athlete endorsements. however, more and more brands are now leveraging the influence of sports event ip and athletes to further encourage users to participate in long-term marketing interactions.
looking back at the three-month sports marketing communication of synear food,whether it is the strong water accumulation during the recruitment period, the full-area social interaction during the outbreak period, or the brand-effect conversion in the closing period, the idea of "happiness is better shared than happiness alone" always runs through every communication detail.at the same time, from inside to outside the stadium, si nian food not only invites users and brands to "watch the event" together, but also provides users with greater space for expression, interaction, and socializing in social fields, allowing brands, events, and users to truly be closely linked.
it is undeniable that the larger the sports event, the greater the marketing potential, but the more difficult it is to stand out. especially in recent years, the popularization and entertainment of sports event content has naturally changed the business ecosystem composed of athletes and even brands.
in qiye’s opinion, si nian food’s “follow si nian to paris” themed marketing campaign is a successful attempt by the brand to adjust its marketing strategy to adapt to the current environment.not only has synear food continued to soar and surpass in the frozen food industry, but it has also developed its own differentiated characteristics in the sports marketing field. in the future, we look forward to more possibilities for synear food. (advertising and marketing world)
