"Dreams are more crazy", fired the first shot of Nike's 2015 marketing plan, and marked the official start of a new large-scale project for the new year.
The advertisement, with Gao Wen as the protagonist, connects the whole story, and the five superstars of the five major sports of tennis, football, basketball, golf and baseball gather.
In just 24 hours after the video went online, the click-through rate has exceeded 5 million, breaking a series of records with ease—
In the past summer, when the World Cup was held in Brazil, Nike and Adidas launched a soul-stirring advertising marketing battle around football.
All the top superstars are on stage, and the star-studded advertising video is definitely a beautiful landscape. The two companies’ coming and going are even more dog-toothed, and the bayonets are popular. They are more creative than popular than superstars. They don’t give up an inch. The lively conversation of the fans after dinner.
At that time, Nike and Adidas competed with each other, and both set new records for the click-through rate of advertising videos, with the highest number exceeding 4 million.
And now?
five million.
Moreover, this is an achievement created in less than 24 hours, and the entire explosive power has been improved to a higher level, showing a powerful posture that is devastating.
Gao Wen challenged the "special tasks" of superstars, which aroused heated discussions among the fans. Everyone was making suggestions for Gao Wen, from table tennis to shuttlecock kicking, from hoop to skating... not limited to sports or competitions The variety is whimsical and full of tricks, just hoping that Gao Wen can "win".
The most classic moment is "against the Hulk". A fan from China gave a sincere genius opinion:
"It's better to try embroidery."
As a result, pictures of the Hulk holding an embroidery needle appeared on major social networking platforms, and they went out of the circle vigorously.
Nike officials also went straight off the stage and produced a picture of Gawain and the Hulk sitting side by side reading a book, which successfully ignited the enthusiasm of fans.
Forty-eight hours later, the click-through rate of the advertising video has easily exceeded 8 million; moreover, the popularity is still rising, and there is no sign of abating for the time being. All the fans from Asia are cheering for Gao Wen, and the entire Asian market It is showing a new look because of Gao Wen.
As Wei Jiang said, this offseason is indeed crazy, very, very crazy, beyond imagination.
Then, Gao Wen officially announced his schedule for the competition in January, pushing this madness to its peak.
Doha, January 4.
January 19, Melbourne.
What is so special about this schedule? Before exploring in depth, you need to have a brief understanding of the schedule and arrangements for January each year.
Generally speaking, the new season officially starts on the first Monday in January; the Australian Open starts on the third Monday in January.
As the first Grand Slam event of the year and the only Grand Slam event in the southern hemisphere, the Australian Open is undoubtedly the jewel in the crown and no one should miss it.
But the point is, how should the warm-up match be arranged?
The offseason has just ended. Although the offseason will focus on training, training is training, and games are games. These are two different things. Without the confrontation and polishing of the intensity of a formal game, it is difficult to maintain a good batting state. Handy, and may not even know how to hit the ball.
Before the opening of the Australian Open, there are only two short weeks to warm up; moreover, one of the weeks is the Australian Open qualifying match, and the schedule is even more complicated.
It is precisely because of this that there are often a series of exhibition games and charity games at the end of December, allowing top players to simply warm up.
Then, participate in the first week of January, skip the second week of the event - go to Melbourne for training in the second week, familiarize yourself with the weather and venue; go directly to the Australian Open in the third week.
However, with such a schedule, only a very, very small number of players can choose. For most players, charity games and exhibition games have nothing to do with them. This also means that they must complete the warm-up in the first two weeks.
Some players participated in the competition for two weeks and adapted to the atmosphere of the game as much as possible, but the price may be that there will be problems with physical distribution during the Australian Open. Those players who can be shortlisted for the main match without participating in the qualifying rounds but cannot enter the seeding lottery , often choose this way.
Some players choose to play in a week, but they will play on both singles and doubles, trying to adapt to court time as much as possible.
At this time, the choice of events is crucial, because January in the northern hemisphere and the southern hemisphere are two climates, which is also one of the biggest challenges of the Australian Open.
The first and second weeks of January are all 250-point events, but the venues are different.
First week of January, Brisbane, Doha, Chennai.
Second week of January, Sydney, Auckland.
Among them, Brisbane and Sydney are both in Australia, and Auckland is in New Zealand, which are obviously reasonable choices.
Doha is in Qatar, and Chennai is in India. Both cities are in the northern hemisphere. Although they are close to the equator and have no problem with the climate, they are not Australia after all.
It is conceivable that if you want to attract top players to participate in the Doha and Chennai races, you need to be more active and active; otherwise, Brisbane has the advantages of convenient weather and traffic, and can easily attract a team of players. Many players join.
As we all know, those oil tycoons are rich and spend a lot of money, so the lineup in Doha every year is luxurious because of the high appearance fee.
Check out this year's list of entries:
Brisbane, Federer, Kei Nishikori, Raonic, Dimitrov.
Chennai, Wawrinka, Faye Lopez, Agut, Goffin.
Doha, Djokovic, Nadal, Berdych, Ferrer.
Among them, Murray had not yet reached a satisfactory level of training adjustments during the offseason, so he decided to skip the warm-up and airborne directly to Melbourne.
It is against this background that Gao Wen appeared in the entry list of Doha, instead of Brisbane, ranked No. 4 seed. This is of far-reaching significance, because the organizing committee of the Doha event must have issued an official invitation. And made an undeniable condition.
Following the sponsorship, the competition also initially recognized Gao Wen's position in the tour~www.mtlnovel.com~ but did not know what role Tobias played behind it.
In every aspect, Gao Wen rose in an all-round way, bursting out with incredible energy.
Yujia kept telling himself, don’t expect too much, you must lower your expectations, not because he doesn’t believe in Gao Wen, but because the whole world is now eagerly looking forward to Gao Wen’s performance, and Gao Wen’s shoulders have already carried too much pressure-
Those trolls and black fans always believed that Gao Wen "doesn't deserve such praise".
"Germany does not match".
Just like Wawrinka.
A Grand Slam champion, a Masters champion, and two heavyweight champions have proved their ability and strength, but the critical black fans still think:
"What's the point of this, isn't it the level of a 'Grand Slam'? It's just a little bit of luck, it's just a flash in the pan, and it disappears in a blink of an eye."
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