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Adidas Focuses Ad Budget on China, Looks To Gain Market Share
Published July 3, 2008
|Watch adidas' Spot Featuring Diver Hu Jia|
MCDONALD'S: In Chicago, Lewis Lazare reviews IOC TOP sponsor McDonald’s two new global Olympic TV commercials from two of its ad agencies, Leo Burnett, Chicago, and DDB, Chicago, giving the spots a grade of “A-.” The DDB ad titled “The More We Get Together” is “perhaps the more emotionally resonant of the two spots.” The song’s “inherent innocence provides an interesting and appropriate counterpoint to the many images of heated competition seen in the commercial.” But the Burnett spot titled, “Let the Games Begin,” is the “more stunning spectacle.” Set amid the “architectural splendors of ancient China … we are thrust into the middle of an incredible display of youthful martial arts as the battle for the McNugget takes the kids on a furiously acrobatic tour around a variety of colorful Chinese settings” (CHICAGO SUN-TIMES, 7/3).
Lenovo: PBS’ Shannon Van Zant said for IOC TOP sponsor Lenovo, the Beijing Olympics "promise a huge opportunity to build brand recognition, but so far the 2008 Games have also brought political protests and calls for boycotts of Western and Chinese corporations.” Lenovo VP/Olympic Marketing Alice Li: “When we evaluate the return and the value of this sponsorship, we need to take a very long-term view and (look at the) bigger picture.” Van Zant said for Lenovo, “that picture includes building brand recognition overseas.” Van Sant: “Lenovo’s marketing strategy includes providing 30,000 computers, servers and printers for the Games.” Van Sant noted that the Beijing Games may be “a coming out for Chinese companies looking to boost brand awareness in Western markets.” Van Sant: “For sponsors like Lenovo, the Summer Games offer a unique opportunity to seize global market share, so long as consumers associate their band with the Olympics and not political controversy” (“Nightly Business Report,” PBS, 7/2).