"Gao Wen? What's wrong with Gao Wen?"
Danson's attention made Bennett stop before he had time to turn around, and said along the way.
"You should look at Twitter and other social networking platforms. Gao Wen is on the hot search list again. I don't have a complete count, but it has entered the hot search list in at least twelve countries and regions."
Bennett only used one sentence to attract the attention of the entire conference room—
Maybe everyone is responsible for different positions and fields, but there is no doubt that Gao Wen is the hottest name in the past year.
Danson didn't make a fuss, a hot search list is not a big deal, he is more concerned about the situation behind the hot search, "Is there anything in Gao Wen's place?"
Bennett reminded slightly, "This jersey campaign."
Denson raised his jaw slightly to express his understanding, "First tennis jersey event?"
Bennett nodded and gave affirmation, "The final grand prize of the jersey event is to draw a fan to go to Paris for three days and two nights. In the end, the fans we selected in the lottery are a bit special, so the planning team simply pushed the boat along and arranged an event at Roland-Garros. Special events, create some buzz.”
"Right now, Gao Wen and that little fan are playing a practice match at Roland Garros, and then things are trending."
There was a hint of interest in Danson's eyes—
Objectively speaking, there are hot searches on tennis, but they are not so frequent. Overall, the popularity still cannot be compared with those top popular sports; To such attention, continue to be popular.
Danson leaned forward slightly, "What is the specific reason?"
This baffles Bennett. He is not in the marketing department, and he doesn't understand marketing or analysis. He can see hot searches, but he can't see the reasons behind them.
But Bennett was able to sit where he is now, and he is not a rookie who doesn't know anything. "Judging from the hot searches, it should be that the effect of the event is particularly good. People passing by on the scene began to take pictures and videos. From those videos, you can feel , the atmosphere at the scene was particularly good, but the specific reasons behind it still need to be deeply understood to know.”
Danson was not satisfied with such an answer, but he also understood the meaning of Bennett's words:
It's not his specialty.
Therefore, Danson didn't continue to ask any more questions, but began to think about it with great interest.
In fact, they have been doing similar fan feedback activities, and they have been doing it persistently, because this is an integral part of building a brand image—
For example, players go to the ward to visit seriously ill or terminally ill children.
For example, players go to civilian communities to interact and play with children.
For example, general audiences are invited to participate in exhibition games.
Etc., etc.
These activities, whether they are business cooperation or charitable projects, from the perspective of the brand side, they are purely out of pocket without any benefits at all; but they have to do it, and they have to do it every now and then. Relying on a firm foothold, shaping the image of the brand.
And, the tricky thing is, they need publicity, otherwise no one will know if it's done in a sneaky way, right? This is absolutely not possible; at the same time, they can't make a lot of publicity, otherwise they will lose the meaning of the event itself and turn it into a performance show, which is easy to lose favor.
Propaganda and promotion often need to be very careful.
Gao Wen's "jersey campaign" has been tried many times in football, basketball, rugby and other fields. It is no stranger to Nike, but it is the first time in the tennis field.
Judging from the feedback information so far, the effect of the "jersey campaign" has far exceeded expectations, and it really shows that Gao Wen's popularity has risen in an all-round way—
Originally, according to market research, they believed that the Chinese market behind Gao Wen has repeatedly exerted strength, and the main source of jersey sales is from China. Of course, this is also the main purpose of Nike's initial signing of Gao Wen. Now that all ideas have come true, they naturally I am also very happy.
But in fact, with the continuous progress of Gao Wen, the influence of the world is also rising. In addition to the Asian region, other regions can also deeply feel the influence of Gao Wen, and every aspect is slowly becoming an "idol". Rise, this is an accidental discovery.
And then, Roland Garros again?
interesting.
very interesting.
Here, it is necessary to add a background knowledge, why do we need to emphasize the particularity of Roland-Garros?
It was already an accident that Gao Wen was able to win so much attention in his first appearance at the French Open; but more reasons came from the picky French fans.
It has been mentioned more than once before that the French audience is hard to serve, ranking first among the four Grand Slams—
Federer, including the global home court, was once harassed by boos to lose control of his emotions. In addition, Serena Williams and Sharapova burst into tears, Nadal was booed by the audience, and Djokovic and the audience had a big fight. The incidents such as quarrels and conflicts are all worthy of being recorded in the annals of history.
The four Grand Slams can be summed up like this:
The audience at the Australian Open is full of enthusiasm and abnormal noise, especially in the matches of local players. The deafening noise of the whole game has become a kind of pollution.
U.S. Open audiences are free and loose, lack concentration, and like to interrupt the progress of the game, but often it is not noise~www.mtlnovel.com~ but trivial noises of whispering or flashing lights of mobile phones and other small disturbances.
The Wimbledon audience is perfect, without the demeanor of "football hooligans" at all. They are not only polite but also gentlemen. They can be regarded as the group of fans who observe the most etiquette and know how to watch football among the four Grand Slams.
As for the French Open audience, picky, arrogant, troublesome.
Here, it is concentrated on two points.
First, like the Australian Open, Paris unconditionally supports local players, and it can even be said to be one-sided. It will be a torment for any player to play against French players.
And the slightly different thing is that Melbourne mainly uses "come on" to cheer for the home players, while the French Open mixes two ways, either to support the home players, or to boo the away players. The overwhelming boos can be booed. To the extent that players doubt their lives.
Second, the Parisian audience is very picky and troublesome. It is difficult to summarize briefly, but they have a core that runs through:
Follow the game.
In other words, they will mercilessly boo anything that affects the progress of the game or the excitement of the game, such as a misjudgment, a medical timeout, a player losing control of his emotions, challenging the referee's decision, etc. .
The objects of their boos include, but are not limited to, players, referees, linesmen, ball boys, spectators, and even host players.
That is to say, when the brain gets hot, it doesn't care about anything, and when it becomes ruthless, its own players will boo as well.
There is no doubt that the Parisian audience is the most demanding and troublesome.
but!
Gao Wen's fan interaction event at Roland Garros, unexpectedly rushed into the trending search?
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