"Dream a little crazier" is the first shot of Nike's 2015 marketing plan, and marks the official kickoff of a new large-scale plan in the new year.
The advertisement, with Gawain as the protagonist, connects the entire story, and the five superstars of the five major sports of tennis, football, basketball, golf and baseball gather together.
In just 24 hours after the video was online, the click rate exceeded 5 million, easily breaking a series of records——
This past summer, the World Cup was held in Brazil, and Nike and Adidas launched an exciting advertising and marketing war around football.
All the top stars appeared in full glory, and the star-studded advertising video was absolutely a beautiful sight. The back and forth between the two major companies was even more criss-crossed, and they competed with creativity, hot spots, and superstars. They refused to give in, and this became a craze.
The fans chatted lively after dinner.
At that time, Nike and Adidas were competing against each other, and both set new records for the click-through rate of advertising videos, with the highest number exceeding four million.
And now?
five million.
Moreover, this was a result achieved in less than twenty-four hours, and the entire explosive power reached a higher level, showing an overwhelming and powerful posture.
Gao Wen's "special task" challenging the superstars has aroused heated discussions among fans. Everyone is making suggestions for Gao Wen, from table tennis to shuttlecock, from hoops to kettle skating... regardless of sports.
The types of competitions are whimsical and full of tricks, just hoping that Gawain can "win".
The most classic moment is "Fighting the Hulk". A fan from China gave his sincere and genius opinion:
"Why don't we try embroidery?"
As a result, pictures of the Hulk holding an embroidery needle appeared on major social networking platforms one after another, making him famous.
Nike officials also directly stepped aside and produced a picture of Gawain and the Hulk sitting side by side reading a book, which successfully ignited the enthusiasm of fans.
Forty-eight hours later, the click-through rate of the advertising video has easily exceeded 8 million; moreover, the popularity is still rising, with no signs of slowing down for the time being. Fans from Asia are all cheering for Gao Wen, and the entire Asian market is
It is showing a new look because of Gawain.
As Wei Jiang said, this offseason is indeed crazy, very, very crazy, beyond imagination.
Then, Gao Wen officially announced his January competition schedule, pushing this madness to its peak.
January 4, Doha.
January 19, Melbourne.
What's so special about this schedule? Before exploring in depth, you need to briefly understand the schedule planning and arrangement in January every year.
Generally speaking, the first Monday in January is the official start of the new season; starting on the third Monday in January, the Australian Tennis Open makes its debut.
As the first Grand Slam event of the year and the only Grand Slam event in the southern hemisphere, the Australian Open is undoubtedly the crown jewel that no one should miss.
But the key point is, how should the warm-up matches be arranged?
The offseason has just ended. Although I will concentrate on training during the offseason, training is training and the game is a game. These are two different things. Without the confrontation and polishing of formal game intensity, it is difficult to maintain a good batting condition. It is easy to
If you're new to the ball, you may not even know how to hit the ball.
Before the Australian Open kicks off, there are only two short weeks to warm up; and one of the weeks is the Australian Open qualifying tournament, so the schedule is even more complicated.
It is precisely because of this that there is often a series of exhibition matches and charity matches at the end of December, allowing top players to simply warm up.
Of course, the intensity of an exhibition match is completely different from that of a formal match; but at least the players can get familiar with the atmosphere of the stadium, the rhythm of batting, and regain their concentration.
Then, participate in the events in the first week of January and skip the events in the second week. In the second week, go to Melbourne to train and get familiar with the weather and venue; in the third week, you will directly enter the Australian Open time.
However, with such a schedule, only a very small number of players can choose. For most players, charity games and exhibition games have nothing to do with them, which also means that they must complete their warm-up in the first two weeks.
Some players compete for two weeks to adapt to the competition atmosphere as much as possible, but the price may be that there will be problems with physical distribution during the Australian Open. Those players who do not need to participate in the qualifying rounds can be shortlisted for the main draw but cannot enter the seed draw.
, this is often the choice.
Some players choose to participate in one week, but they compete in singles and doubles and try to adapt to as much court time as possible.
At this time, the selection of events is crucial, because January in the northern hemisphere and the southern hemisphere have two different climates, which is also one of the biggest challenges of the Australian Open.
The first and second weeks of January are all 250-point events, but they are held at different locations.
First week of January, Brisbane, Doha, Chennai.
Second week of January, Sydney, Auckland.
Among them, Brisbane and Sydney are both in Australia, and Auckland is in New Zealand. These are obviously reasonable choices.
Doha is in Qatar and Chennai is in India. Both cities are in the northern hemisphere. Although they are close to the equator and have no climate problems, they are not Australia after all.
It is conceivable that if you want to attract top players to participate in the Doha and Chennai tournaments, you need to be more active and proactive; otherwise, Brisbane has the advantages of weather and transportation, and can easily attract a lot of players.
Players join.
As we all know, those oil tycoons are wealthy and spend a lot of money, so the lineup in Doha every year is luxurious because the appearance fees are high.
Among them, Murray was not satisfied with his training adjustments during the offseason, so he decided to skip the warm-up and land directly in Melbourne.
It is against this background that Gao Wen appeared on Doha's entry list, instead of Brisbane, as the fourth seed. This is of far-reaching significance, because the Doha organizing committee must have issued a formal invitation.
And made an offer that was impossible to refuse.
Following the sponsorship, the tournament also initially recognized Gao Wen's position in the tour, but they did not know what role Tobias played behind the scenes.
In all aspects, Gawain emerged in an all-round way, bursting out with incredible energy.
Yu Jia kept telling himself not to expect too much, but to lower his expectations, not because he didn't believe in Gawain, but because the whole world was now eagerly looking forward to Gawain's performance, and Gawain already carried too much on his shoulders.
pressure--
Those trolls and black fans always believe that Gao Wen "does not deserve such praise".
"Morality does not match."
Just like Wawrinka.
A Grand Slam championship, a Masters championship, and two heavyweight championships have proven ability and strength, but the picky and demanding black fans still think:
"What's the point of this? Isn't it just the level of a 'Grand Slam'? It's just a little bit more lucky. It's short-lived and disappears in the blink of an eye."