While the Winter Olympics are in progress, BrandStastic walks you through how brands utilise the Winter Olympics as marketing opportunities:
Coca-Cola Interpret The "Afterlife" Of Empty Bottles With The National Style
Plant Selected Joins Peking Opera Artists + Virtual Idols To Create "Jing Yun Winter Olympics."
KFC Invites You To Take Bing Dwen Dwen Home
China Mobile Unlocks Avatar For Eileen Gu
Alibaba Presents Winter Olympics With Digital Collections
Procter & Gamble × Xiaoguo Culture: Winter Olympics "Cold" Knowledge Talk Show
Coca-Cola Interpret The "Afterlife" Of Empty Bottles With The National Style At The Winter Olympics Venue
Coca-Cola China set up a "no waste in the world" empty bottle recycling and interactive installation in the Beijing 2022 Winter Olympics venue during the Winter Olympics. On the installation side, "every bottle has a future" is written. Throwing an empty beverage bottle into the device or clicking the empty bottle on the screen can trigger a set of animations: borrowing elements of national style such as cranes, guqin, petals, and war drums, showing how the renewable beverage bottle is transformed into sunglasses, ice hockey, ice and snow Athlete's outerwear and other products.
At the end of the bottle-throwing experience, users can also vote to decide the form of the "afterlife" of the recycled beverage bottles. Options include backpacks, sunglasses, stray cat litter boxes, and more.
In addition, Coca-Cola China also made a cold-proof work suit using PET, a recycled beverage bottle material, for the venue waste removal team of the Olympic Games.
Plant Selected Joins Peking Opera Artists + Virtual Idols To Create "Jing Rhythm Winter Olympics."
In January 2022, Plant Selected released a short video for the Jing Rhythm Winter Olympics. The short film has three parts, which combine three ice and snow sports of figure skating, ice hockey and skiing with three traditional Chinese cultural projects of Tai Chi, Xiangqi and Peking Opera. Finally, the two used a brush to write "winter" on the ice and snow together.
The short video received more than 20,000 likes and nearly 20,000 reposts on the Plant Selected WeChat video account. Some netizens expressed their admiration for this "combination of virtual and real" linkage idea, and others commented, "I want to learn Peking Opera too".
At the same time, Plant Selected also launched a commemorative package of plant milk with the same theme, which printed the three Winter Olympics competition areas - Beijing, Zhangjiakou and Yanqing in the style of ink on beverage bottles with a limited number of 3,000 copies.
KFC Invites You To Take Bing Dwen Dwen Home
As the mascot of the 2022 Beijing Winter Olympics, Bing Dwen Dwen quickly captured the hearts of the masses at home and abroad with its naive appearance. To help the Winter Olympics, KFC has launched its limited-edition merchandise.
From 28th January, customers who purchase the KFC Chinese New Year bucket can get the Bing Dwen Dwen ornaments stamped. The seal pattern is 15 different ice and snow sports performed by the cute mascot so that thousands of households can enjoy it at any time. Feel the fun of the Winter Olympics anywhere. In addition, from 28th January to 20th February, customers who purchase a happy children's package or a delicious package of 21 yuan can also get one book of the "Children's Ice and Snow Sports Popular Science Picture Book Collection" series. It is a science popularisation for children in ice and snow sports.
China Mobile Unlocks Avatar For Eileen Gu
Before the Tokyo Olympics, China Mobile officially announced that Eileen Gu was China Mobile's 5G ice and snow promotion ambassador and created a tailored avatar for her - MEET GU, a 5G ice and snow expert. The avatar allows her to complete various tasks as Eileen.
The sports knowledge program "Moment of Glory" was jointly created by China Mobile Migu and Beijing Jiaotong Broadcasting. Meet Gu interacted with the host Po and conducted an in-depth and exciting review of the "Highlight Moment" in China's ice and snow history. The first digital Olympic public welfare ambassador loves REAI unite with Meet Gu on the Xinhua News Agency's Olympic Digital Planet to convey the joy of ice and snow sports to the audience. On the occasion of the official opening of the Beijing Winter Olympics, Meet Gu and Sichuan's two super IPs - Giant Panda, Sanxingdui filmed the national style hand-painted animation "Treading the Ice to Build a Dream!" 2022 Just Burning", in the form of "cute" ice and snow, cheering for the Winter Olympics; as a guest "airborne" in the Migu competition studio, accompanying the audience in the front row to directly hit the glorious moment of Chinese ice and snow athletes, etc.
Alibaba Presents Winter Olympics With Digital Collections
Before the Tokyo Olympics, China Mobile officially announced that Eileen Gu was China Mobile's 5G ice and snow promotion ambassador and created a tailored avatar for her - MEET GU, a 5G ice and snow expert. The avatar allows her to complete various tasks as Eileen.
The sports knowledge program "Moment of Glory" was jointly created by China Mobile Migu and Beijing Jiaotong Broadcasting. Meet Gu interacted with the host Po and conducted an in-depth and exciting review of the "Highlight Moment" in China's ice and snow history. The first digital Olympic public welfare ambassador loves REAI unite with Meet Gu on the Xinhua News Agency's Olympic Digital Planet to convey the joy of ice and snow sports to the audience. On the occasion of the official opening of the Beijing Winter Olympics, Meet Gu and Sichuan's two super IPs - Giant Panda, Sanxingdui filmed the national style hand-painted animation "Treading the Ice to Build a Dream!" 2022 Just Burning", in the form of "cute" ice and snow, cheering for the Winter Olympics; as a guest "airborne" in the Migu competition studio, accompanying the audience in the front row to directly hit the glorious moment of Chinese ice and snow athletes, etc.
Procter & Gamble × Xiaoguo Culture: Winter Olympics "Cold" Knowledge Talk Show
As the official personal care product for the Beijing 2022 Winter Olympics, P&G joined forces with the charming Winter Olympics of Xiaoguo Culture at the opening of the Winter Olympics and P&G Beauty to help the ambassadors create a talk show about the "cold" knowledge of the Winter Olympics. The talk show shares the Winter Olympics athletes' stories and shares items that help Chinese athletes "play beautifully". P&G joined He Guangzhi, Xu Zhisheng, Zhou Qimo, Hulan, Yan Yiyanyue, Wang Mian and other Winter Olympics support team members to present the talk show. Using homophonic widespread science knowledge of the Winter Olympics to help the audience quickly understand the Winter Olympics events and get each item in seconds. A practical product of the same style for Winter Olympic athletes.
In addition, P&G also joined hands with Xiaoguo Culture to create the Winter Olympics limited talk show "Laughing Olympics", inviting talk show actors Doudou, Hulan and "Queen of Ice" Yang Yang to chat and reveal the champion behind the ice and snow story.
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