The most intense competition in the Olympic Games is not only in the arena.

Outside the stadium, there is also a more thrilling "invisible war". Both Olympic sponsors and non sponsors are eager to enhance their brand awareness and market performance through the Olympic sports event with global attention.

Olympic marketing officer is a new position set up by many companies to promote the "Olympic economy". They are the behind the scenes promoter of Olympic marketing.

In their eyes, what is the purpose of Olympic marketing?

What is the most effective Olympic marketing?

    魯大衛(wèi)（DavidBrooks）

Vice president and general manager of Coca-Cola (China) beverage Co., Ltd.

In the past 80 years, Coca-Cola's sponsorship of the Olympic Games has a special feature of how to strengthen and consolidate the long-term business goals through the sponsorship of the Olympic Games, instead of just 16 days.

As the head of the Olympic sponsorship and marketing team, I returned to China (Lu Dawei's father was a former US President George W. Bush's diplomat. He followed his parents to Beijing when he was 12 or three years old). I hope, for example, in August 8, 2009, when you ask a person casually, you can tell what Coca-Cola sponsored the Beijing Olympic Games.

It's like the Coca-Cola version of the Chinese version of Coca-Cola, which is sold to more than 150 countries in the world during the Olympic Games. To some extent, it can be called "the Confucius Institute on canister". It is believed that it will bring some help to the spread of Chinese culture.

China has become Coca-Cola's fourth largest market in the world, but there is still much room for growth, and many Chinese have not drunk Coca-Cola.

We use the entry point of "everyone participates in the Olympic Games and show ourselves" to organize marketing activities, hoping to enable more Chinese to try Coca-Cola, and we can find consumers' deeper needs through Olympic marketing and deepen their relationship.

We organize marketing activities with the entry point of "everyone participates in the Olympic Games and shows themselves".

    柯瑞嘉（EricaKerner）

Adidas Beijing Olympic Games project director

Our uniqueness lies in the provision of the first pair of spiked shoes for the Olympic Games in 1928. All previous Olympic Games have been part of Adidas's whole work.

Our goal is not only to sell more products in the Beijing Olympic cycle, but also through the Olympic Games, so that the combination of Adidas brand and Olympic Games can be widely conveyed in the Chinese market, and integrate the global brand orientation and the brand strategy suitable for China.

With the continuous advance of the Olympic nodes, our marketing efforts are also focused on different stages. In the first 10 months, our focus is to communicate with consumers, from introducing our Olympic goals to letting consumers feel this spirit - letting consumers understand what athletes mean by achieving their goals, so as to mobilize consumers to participate and really take action.

Many people are keen to compare us with our competitors. In fact, competition in the market is like competition in the swimming field. Players should be focused on not losing attention to whether they win or lose, just swim along their own lane.

Competition in the market is like swimming in the swimming field. Players should be eager to swim along their lanes.

    張家茵

Vice president and chief marketing officer, McDonald's (China) Ltd.

This is our seventh sponsorship of the Olympic Games. The challenge we face is that every time we do it according to the characteristics of the local market, we must also conform to our own characteristics.

In our preliminary market research, we found that consumers viewed Beijing Olympic Games as a very glorious moment for China. At the same time, they also hoped to have the opportunity to participate in it. So you will see many opportunities for Olympic Games - many people want to participate in the Olympic Games.

As a brand, McDonald's has nearly 1000 restaurants in China, distributing all over the country.

Therefore, our restaurant is actually a very good place to be used as a way to participate in the Olympic Games.

We play the role of intermediaries that encourage consumers to participate in the Olympic Games. For example, we hold the "McDonald's Olympic champions" campaign, which is part of our family market project. More than 200 children from 40 countries were selected to go to Beijing to experience the Olympic Games in person.

To do Olympic marketing, you must have your own focus. McDonald's Olympic marketing focuses on cohesion and builds a platform for bringing all the different people together.

To do Olympic marketing, we must have our own focus. McDonald's Olympic marketing focuses on cohesion.

    徐文成

Johnson (China) Investment Co., Ltd., general manager of China Olympic project

Our Olympic marketing has two levels, one is to use the Olympic platform to build the brand of the company headquarters, let people know what kind of value faith Johnson is having, and the two is to continue to promote the more than 30 brands operated by all subsidiaries.

The Chinese market is the first investment market to build a so-called corporate brand outside the US market.

The key to successful operation of an Olympic marketing project is how to kill the encirclement from many sponsors, because most sponsors will sponsor athletes and sports events, so clear positioning is very important. You need to choose how to use the Olympic Games to strengthen the brand assets of the company, rather than invest in the Olympic Games to strengthen the platform.

I think Olympic marketing can help Johnson go deep into the market.

In addition, organization design and personnel training are also the key points to promote effective Olympic marketing.

You need to choose how to use the Olympic Games to strengthen the brand assets of the company, rather than using the company's investment to strengthen the Olympic platform.