1. 1984 Summer Olympic Games in Los Angeles: Kodak

The concept of "Olympic marketing" first appeared in 1984 to describe the special marketing methods adopted by some enterprises at the Los Angeles Olympic Games held that year. In this Olympic Games, Fuji spent a lot of money to become an Olympic sponsor, while its competitor Kodak became a sponsor of ABC TV network, thus creating a classic of non-Olympic marketing: Kodak has the right to continuously spread Kodak's brand identity during the Olympic broadcast process because of sponsoring TV network. Kodak successfully defended its market in the Olympic Games held in the United States without paying extra sponsorship fees.

In contrast, although Fuji's market share has increased from 11% before the Olympic Games to 15%, it has not earned huge Olympic sponsorship fees.

Second, 1988 Summer Olympics in Seoul: Kimchi

The Seoul Olympics allowed South Korea to sell kimchi to thousands of countries around the world. During the Olympic Games, Han Jinghui, known as "Kimchi Mom" by Koreans, made a special trip to the Olympic Village to be responsible for the supply of kimchi. Athletes from all over the world who have tasted the kimchi made by her give thumbs up to kimchi. In various hotels and restaurants, Koreans persistently put kimchi in front of the world and invited tourists from all walks of life to taste it. Many guests praised the delicious kimchi.

this is a kind of food promoted by the Korean government, not to expand the popularity of a certain enterprise. Some people question that the South Korean government's practice seems to be illegal in the WTO rules that flaunt the spirit of free trade. However, the explanation of the Korean government is that they have spared no effort to promote kimchi, not to help enterprises make money, but to promote Korean food culture.

With the promotion of the Korean government, the whole kimchi industry seems to be the most special and conspicuous "sponsor" in the Olympic Games, and Korean kimchi is famous all over the world.

Third, the Winter Olympics in Albertville in 1992: FedEx

During the Winter Olympics held in Albertville, France in 1992, FedEx erected a large number of billboards in Albertville, and carried out a high-density advertising bombing through the media. This makes 61% of the audience think that FedEx is the designated sponsor, while its real sponsor, American Postal Service (only 13% of the audience think it is a sponsor), has not attracted much attention.

Fourth, 196 Summer Olympic Games in Atlanta: Nike

Reebok was the official footwear supplier for the 196 Atlanta Olympic Games, but most people mistakenly thought it was Nike. It turned out that Nike set up a Nike Experience Center next to the Olympic City and Olympic Park of Coca-Cola Company. Because it rented a private parking lot, the Olympic Organizing Committee could do nothing about it. Nike has organized some big activities with the participation of the audience here, so that people can experience sports happiness for free. In addition, Nike also hired many college students to distribute Nike name tag lanyards to the audience outside the venue, which is convenient for the audience to carry tickets. In the end, the clueless audience was shocked by Nike's momentum in Atlanta. According to the survey, 71% people think that Nike is the top sponsor of Atlanta Olympic Games.

5. Winter Olympics in Nagano in 1998: Fuji

After suffering losses from Kodak in 1984, Fuji "dealt with a man as he deals with you" at Winter Olympics in Nagano, Japan in 1998. Kodak was the sponsor of the Olympic Games at that time. As a part of the sponsorship right, only Kodak Company could provide the service of distributing and developing films in the news center. Kodak set up a large-scale printing department in the main news center, which could print about 75,111 films for 651 photographers. But Fuji has found another way. It distributes and develops Fuji films outside the main news center for free, just like Kodak does in the news center. Kodak can do nothing about it. This makes many people think that Fuji is the sponsor of this Olympic Games.

Sixth, Sydney Summer Olympic Games in 2111: quintus Airlines

quintus Airlines is not an official sponsor of the Sydney Olympic Games, but its marketing for the Sydney Olympic Games has achieved great success. During the preparation and selection of the Olympic Games, quintus provided routes for the Australian swimming team. By August, 2111, quintus had published a full-page advertisement in the most influential local newspaper in Sydney, titled "Providing Air Tickets for the Australian Olympic Games", and at the bottom of the page, he wrote "quintus is not a sponsor of the Olympic Games" in small print. However, the above fine print is particularly difficult to be noticed. Therefore, quintus's non-Olympic marketing has had a great effect.

VII. 2112 Winter Olympics in Salt Lake City: Wasatch Beer

At the Winter Olympics in Salt Lake City in 2112, A-B Brewing Company (the manufacturer of Budweiser Beer) bought the word "Olympic" and the right to use the five-ring logo for a huge sum of US$ 51 million. At the same time, a small local brewer in Salt Lake City painted the words "Wasatch, unofficial beer for the 2112 Winter Olympics" on his truck, making a big noise, easily grabbing everyone's attention and weakening the marketing effect of A-B brewing company.

VIII. 2114 Summer Olympic Games in Athens: The Home Depot

The Home Depot, a giant retail chain of household goods in the world, is a star in the marketing of China and Africa in the 28th Olympic Games. It participated in the "Job Opportunity Project" of the United States Olympic Committee, treating some American athletes as employees of its own company and paying them wages and benefits. There were 71 American athletes (49 in the Summer Olympics and 22 in the Paralympic Games) who took part in the Athens Olympic Games as employees of The Home Depot, which made the Home Depot, a non-Olympic sponsor, associated with the Olympics. At the same time, the company arranged promotional materials related to these athletes in the store, which made the positioning of "Olympic athletes are employees of The Home Depot" deeply rooted in the hearts of the people.

Nine, 2114 Summer Olympic Games in Athens: Triangle Tire

During the Athens Olympic Games, China's triangle tire also put an edge ball advertisement in CCTV's Olympic special column "pride of chinese": A group of people were watching the Olympic TV program, and the China team won the gold medal again. The crowd cheered: "What a pride of China!" At this time, a roadside car driver patted the car tire and said, "Triangle tire is also pride of chinese!" " This advertising creativity combined with "pride of chinese" design, with the help of the patriotic sentiment ignited by the Olympic Games, made the triangle tire leave a deep impression on the audience in front of the TV.

11. 2116 Winter Olympics in Turin: Google

Google has never sponsored the Olympic Games, but every time these major events, Google will change the logo design to create a connection with the events. During the Sydney Olympic Games, Google came to the fore, and a kangaroo carrying a torch was added to the logo. In the Winter Olympics in Turin in 2116, Google went a step further, keeping its excellent Logo pattern strikingly consistent with the Winter Olympics: when the main event of the Winter Olympics is skiing, there will definitely be skiing cartoon characters on Google. The small idea of changing the logo has saved tens of millions of dollars in sponsorship fees for Google, and it is also difficult for hundreds of millions of netizens to mistake Google for a cooperative relationship with the Winter Olympics.