China Businesscast: Olympics Marketing Part 4
Danwei.org, (September 3rd, 2:28 PM 2007-09-03)Abstract
2008 Torch Relay RouteThis is the final part of our series on Olympics
communications. In this episode I speak with the PR executive at
Ketchum Newscan who is handling the Olympics campaign for Lenovo.
He discusses the "digital press conference" used to announce Lenovo's
design for the Olympic torch. Not mentioned in this episode is that
the media buzz following the torch announcement was drowned out by
the news of Taiwan denying Beijing's torch relay plans. Though it
is common for PR announcements to get swept away by sexier news stories,
it still serves as a reminder of how politics is casting a shadow
on the 2008 Olympics.
Olympics Marketing Part 1
Olympics Marketing Part 2: I continue with Imagethief and Tom Doctoroff
on the Olympics, this time tackling ambush marketing, the way non-sponsors
can get in on the Olympic action. Imagethief gives us examples of
ambush marketing and warns us of the legal trouble that companies
could find themselves in down the road if they attempt this type
of campaign. Tom Doctoroff, CEO Greater China of JWT, seems more
optimistic about the opportunities for non-sponsoring brands, and
gives good examples.
Olympics Marketing Part 3
Olympics Communications: Executive Summary
As some interviewee's have commented the Beijing Olympics are tied
to national and even individual aspirations — a volatile context
for which a marketing message. Moreover, laws regarding Olympics-related
marketing are strict. Companies paying millions to be Olympics sponsors
must worry about their messages getting lost in all the noise. For
others, the difference between success and failure in an Olympics-related
marketing campaign is the difference between finding a goldmine and
hitting a land mine.
From a PR perspective, the Olympics is an opportunity to build national
image and credibility, this is as true for China as it has been for
other countries in the past. The stakes are high for China considering
the emotional stake citizens have in the Games, as well as China's
goals for affecting how the country is perceived abroad. This makes
for an ominous prospect of a "PR crisis" occurring for China during
the Games. In the blogosphere, the consensus is environmental problems
and activism are the main threats. In terms of activism, the concern
is about how the government will respond to the activists, as well
as the activities of activists themselves. Notably, not many people
are talking about terrorism.
As former ChinaBusinesscast interviewees have pointed out, the negative
feedback effects of blogs and BBS's combined with online nationalism
make PR crises in China particularly nasty. Any news worthy event
that occurs during the 2008 Olympics will be magnified greatly on
BBS sites in China. Most notably, this is will be the first Olympics
held since blogging has become mainstream in China or anywhere else.
Summer 2008 will be an interesting time for online media.
Links and Sources
CNet: Lenovo's Torch Design
Washington Post: Taiwan Rejects China's Torch Relay Plans
On Danwei: Mia Farrow's Campaign; Showing off the real China at the
Olympics: ; Just how bad is the air in Beijing?; Let the Spiel begin;
Bloggers analyze Olympic traffic test
China PR guru Image Thief: Politics of the Olympics
Global Voices: A roundup of Chinese blogs on this subject (some later
deleted).
Boingboing: Olympic Stadium Designer Rebels; Activist Blogging in
Beijing
Chinadialogue: Beijing's Olympics-sized Traffic Problem.
Description
May08