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Fight Night/Knock Out Abuse: Joan Jett for Men, Shirtless Hippies for Women |
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| News
Archive for 2008 Beijing Olympics |
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| BEST OF 2008 11.24.08 8:00 AM |
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Slow Fizz
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 | | Kevin Tressler |
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To think of the estimated $70 to $75 million Coca-Cola paid to sponsor the 2008 Olympics in Beijing as a modest sum, one only needs to imagine how much the company spent on advertising and promotions. The games marked Coke’s largest Olympic effort in its 80-year history and demanded almost a decade of planning. Leading those preparations was Coca-Cola’s director of worldwide sports and entertainment marketing, Kevin Tressler, who worked on projects like the Olympic torch relay, emblazoning soda cans across the world with a Mandarin logo, and building a 40,000-square-foot pavilion on the Olympic Green.
Coca-Cola started focusing on the Chinese market just hours after Beijing was chosen as the host city in 2000. How did the company approach such a long-term campaign?
When we look at a host country of a global event, whether it’s the FIFA World Cup or the Olympics, there are different phases that the country goes through. There’s the celebration, because there’s so much national pride involved with your country being chosen to host. Then that country goes through changes. New stadiums are built, and the people rally around how they’re going to welcome the world. This whole phase we could loosely call “anticipation.” Once the torch relay begins, from the host country’s perspective, the games begin. It’s a journey full of emotion and pride. Each of these phases or “moments,” as we call them, have specific consumer insights, feelings, and emotions that we leverage to amplify our brand message.
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Coca-Cola, 2008 Beijing Olympics |
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| NEWS 08.25.08 4:41 PM |
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Beijing Photo Journal: Johnson & Johnson's Focus on "Caring"
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 | The Johnson & Johnson pavilion
Photo: Eric Powell for BizBash |
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BizBash contributing photographer Eric Powell’s tour of the Beijing Olympics may have come to an end with last night’s closing ceremony, but he sent one more dispatch from the Olympic Green: Johnson & Johnson chose to go in the opposite direction of many Olympic partnering brands we’ve already showcased with a pavilion that focused on building consumer confidence with examples of the company’s commitment to bettering life around the globe. “The Caring World” featured photos from the aftermath of this year’s catastrophic Sichuan earthquake, video testimonials from people around the world recounting their experiences helping and being helped, and five authentic soldiers from China's Qin Shi Huang Terracotta Army Museum—an institution Johnson & Johnson has long partnered with.
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2008 Beijing Olympics, Beijing Photo Journal, Johnson & Johnson |
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| NEWS 08.25.08 2:32 PM |
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How to Book Olympic Champion Michael Phelps
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 | | Photo: Sports Illustrated |
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Fresh from his record-breaking eight Olympic gold medals, Michael Phelps is available to talk about his experiences in Beijing, as well as expound upon corporate topics like leadership and motivation. Octagon Speakers Group reps him exclusively, and suggests a program called "A Conversation With Michael Phelps,” wherin the 23-year-old athlete answers questions from John Naber, a former U.S. gold medalist in swimming (in the 1976 Olympic games in Montreal) and veteran motivational speaker himself. —Lisa Cericola
RELATED TOPICS
2008 Beijing Olympics |
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| NEWS 08.18.08 3:50 PM |
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Beijing Photo Journal: Adidas's Massive LED Screen at Olympic Pavilion
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BizBash contributing photographer Eric Powell is in Beijing for the Olympics this month, keeping his eyes and lens peeled for dynamic branding efforts in and around the Olympic Green. Since we last checked in, he explored the Adidas Pavilion and it’s spiraling LED screen designed by Creative Technology Group. (CTG also worked on the 43,000-square-foot screen used during the opening ceremony.) Besides the giant reel wrapped around the pavilion’s largest room, the biggest draws for spectators have been the exclusive Adidas designs for 2008 Olympians, including the Chinese women’s volleyball team and American runner Jeremy Wariner.
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2008 Beijing Olympics, Adidas, Beijing Photo Journal |
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| NEWS 08.13.08 2:40 PM |
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Beijing Photo Journal: Samsung's High-Tech, Eco-Focused Pavilion
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 | The Samsung Pavilion at the Olympic Green
Photo: Eric Powell for BizBash |
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BizBash contributing photographer Eric Powell is in Beijing for the Olympics this month, keeping us posted on the different parties and marketing iniatives in and around China's capital. Yesterday he stopped by Samsung's OR@S Pavilion in the Olympic Green. Built in the shape of a seedling, the pavilion incorporates green elements like artificial grass made from recycled car tires and sun pipes providing solar power to cell phone charging stations. The pavilion is open daily to athletes, their families, and spectators looking to check out Samsung products or just relax.
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2008 Beijing Olympics, Samsung, Beijing Photo Journal |
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| NEWS 08.12.08 4:34 PM |
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Little Girl Lip-Synched Performance at Opening Ceremony
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Beijing’s lauded Olympic Opening Ceremony was marred by more lies after this weekend’s news of faked fireworks, with today’s revelation that one of the event’s younger singers lip-synched her routine.
Cheerful Lin Miaoke’s performance of “Ode to the Motherland” during Friday’s show won her headlines in China like “Tiny singer wins heart of nation” and “Little girl sings, impresses the world”—too bad the vocals were provided by another little girl, Yang Peiyi, whose crooked teeth deemed her unfit to appear in person.
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2008 Beijing Olympics |
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| NEWS 08.11.08 6:00 PM |
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Olympics Opening Ceremony Draws Record Viewers, Launches Fake Fireworks
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 | The opening ceremony at the Bird's Nest stadium in Beijing
Photo: Mike Hewitt/Getty Images |
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Unlike opening ceremonies of years past, Beijing's stab at the Olympics kickoff on Friday was—as media outlets around the world are agreeing—simply awesome. The three-hour show was a technicolor ballet of eery coordination, described by NBC commentator Bob Costas as having "massive scope, and minute precision." Or, as New York magazine's Vulture blog put it in a post titled "Did the Beijing Opening Ceremony Just Make Opening Ceremonies Cool Again?": "It just goes to show you that when you give one of the century's great cinematic geniuses, Zhang Yimou, millions and millions of dollars, and put him in charge of 15,000 performers raised in a totalitarian society, you can really make something magical.
"While some backlash has arisen—yes, those 29 footprint-shaped fireworks were indeed fake—the ceremony was largely a success, attracting nearly a billion viewers worldwide, including 34.2 million in the U.S. (According to The New York Times, this marks the most viewers garnered for an overseas opening ceremony, while ESPN.com said it was the biggest televised event since the Super Bowl—yes, bigger than both the American Idol finale and the Acadamy Awards).
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2008 Beijing Olympics |
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| EVENT REPORT 08.11.08 5:54 PM |
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Coca-Cola Opens Giant Olympic Exhibits for Beijing Guests
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 | The "Shuang Experience Center"
Photo: Eric Powell for BizBash |
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With an estimated bid of $70 to $75 million to be a four-year Olympic partner (plus an undisclosed marketing budget), Coca-Cola is all over Beijing’s 2008 Summer Games. Hoping to make the most of the big push, Coke opened its Olympic headquarters, “The Shuang Experience,” to the public Saturday morning.
The experience marks the culmination of the company’s two-year effort in the Chinese market using the Mandarin term “Shuang.” Said to mean “complete physical, emotional and spiritual refreshment,” the expression has worked its way into Chinese vernacular to describe something both literally and figuratively cool.
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RELATED TOPICS
2008 Beijing Olympics, Coca-Cola |
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