*The content and data in this article are from Mutual Media.
Next year's Paris Olympics will be the most significant and important marketing opportunity for the Games in the past eight years. At the Effie International Forum in Greater China in December, Ms. Han Yuqing, founder and CEO of Beijing Mutual Media, made a firm speech that attracted the attention of all the guests.
To have such a confident statement comes from her development and growth in the past seven years with the new ** of the main station. Since 2016, when he served as the new strategic consultant of the main station, the competition is the most scaled growth memory, and after 2 Olympic Games, 2 World Cups, 2 Winter Olympics and other marketing campaigns, Han Yuqing led Husheng MediaIt has obtained the exclusive operation authorization of the core resources of the new 2018-2023 international sports competition for 6 consecutive years, won the only new marketing breakthrough award of the 2018 World Cup main station, and won the "Top Ten New Advertising Company" of the main radio and television station in 2023Therefore, about the marketing of the Paris Olympics that is about to kick off, it all comes from her practical experience and dry goods sharing.
In Han Yuqing's opinion,Paris 2024It will be an excellent stage for the new head office to shine in the C position with a more mature and perfect attitude after years of developmentHand in hand with the new ** of the main stationAn Olympic marketing option that brands can't miss.
Three major matrices, full end coverage.
Achievements in the new ** of the main station
In the past seven years, Han Yuqing has popularized the new Taiwan for various brands on different occasions hundreds of times, and has also witnessed the continuous development and evolution of the new Taiwan during this period.
By the end of 2023, she said that she can already say very confidently: "The richness and comprehensiveness of the new station are unsurpassed in China." ”
At present, the new ** platform group of the main station, which has realized the matrix layout of the whole network, is divided into three major sections - the earliestOn behalf of the national media to develop the Internet, the CCTV network, the new channel born in the wave of financial developmentand the latest established butThe fastest growing central government**.
Han Yuqing specifically said that these three marketing matrices are sorted by the time of establishment, and each has its own advantages:
CCTV
Founded in 1996, it has the highest business maturity and the most complete resource industry chain, from large-screen smart TVs, to PC+ mobile, and even outdoor screens on airplanes can complete an integrated marketing by itself.
TV Vertical Class New**
For example, CCTV News has the most powerful news team and social matrix, and at the same time has 96+ billion fans, you can use the traffic of news hotspots to cover the largest social ** audience at the same time;CCTV has the most powerful cultural IPs, such as "China in Intangible Cultural Heritage", "Chinese Poetry Conference", "Classic Chants", etc., which can be described as household names, and can be used for online IP marketing. CCTV Finance and Economics has high-end interview and dialogue program resources, and CCTV Literature and Art New ** has an exclusive opportunity to visit the backstage of the Spring Festival Gala, all of which are unique high-quality platforms and resources.
Central**
Positioned as the new flagship platform of the main station, it is the fastest growing platform, and in the past 4 years, with the blessing of the development policy of the main station, it must be a mature platform now. Born at the end of 2019, it then got the copyright of the exclusive CCTV mobile competition, and after the baptism of three world-class competitions in the Tokyo Olympics, Beijing Winter Olympics and Qatar World Cup, it quickly reached 52.6 billion daily lives. It has quickly become the first entrance to the mobile terminal of CCTV's top events. And responsible for the development of the host of the main station, which is a very important innovation port.
It can be said thatAlthough the communication ecology in the era of mobile Internet is changing, it has not affected the authority and unique height of the main station in the hearts of the Chinese people. For example, brands can exclusively customize the new ** side story of TV big IP programs, they can conduct in-depth interviews with famous CCTV hosts, and they can perfectly combine the small development of the enterprise with the big pattern ......of the country through a live broadcastAll these cases that not only win the reputation of the enterprise in the industry, but also create unexpected marketing effects for the enterprise are abound in the development process of the main station new ** and Husheng Media.
The Olympics have arrived, and the copyright has settled.
The new "first-mover" advantage of the main station is obvious
Copyright first, preferential holding** in order to get the best marketing effect. This is the most important rule in the marketing of the competition, and it is especially fully reflected in the marketing of the Olympic Games, the world's first sports event.
"Early entry, stable layout".Han Yuqing gave sincere advice to the brands present and concerned about the marketing of the Olympic Games. As I said, the Olympic Games are world-class IP, and companies need to spend a lot of manpower and material resources in the process of planning and participating in the marketing of the Olympic Games, so there should be a thorough preparation process to ensure the smooth implementation of the goals in order to achieve the goals. Therefore, choosing a power-holding platform like the new head office and starting planning and resource investment as soon as possible is the most critical step to achieve the ideal Olympic marketing effect.
According to the official announcement of the IOC and the main station, the IOC and the main station officially signed an agreement to grant the main station the broadcasting rights of all Olympic events until 2032. As a result, the new ** of the main station also enjoys the clear Olympic copyright for the next eight years.
According to the requirements of the IOC, the main station, as a broadcaster, can promote the Games through a third-party platform**, but there is a very strict control mechanism (refer to the chart below), and any reference to a third party must be subordinate to the broadcast partner.
Source**: Olympic Branding & Activation Guide for broadcast partners in the April 2019 edition.
Therefore, when the main station Xin** distributes the copyright of the Olympic Games, it will clearly indicate which part of the overall rights and interests of the copyright given to a third party are, such as live broadcast, on-demand, and short**, and will officially release the news to the public (see the figure below). The copyright obtained by the third party is different, which determines the difference in the products that can be marketed, and the advertisements are mainly carefully distinguished, so as to avoid the situation that you want to buy the patch of the live broadcast of the game but mistakenly purchase the on-demand **. Due to the complexity of the Olympic copyright distribution negotiations, the time of final confirmation is usually relatively close to the competition, which brings certain difficulties to advertisers' advance marketing planning, which is also the importance of the advantages of the new copyright determination of the main station. 
More than that, in this Paris Olympic Games, the main station sent a team of more than 2,000 people to participate in the signal production and event reporting of the Paris Olympic Games, and exported the Olympic event signals to the world, even exceeding the number of broadcasters in France. However, many Olympic competitions are limited by time on the electric channel and cannot be fully displayed, so the new ** of the main station will carry a more complete broadcast of the competition. More than everyone's understanding of the traditional TV live competition, the main station Xin** provides more than 10 times the live broadcast time of the game, more than 7 times the live broadcast entrance of the game, and it covers 1 times more competition items than the TV side!
Facts have proved that relying on richer and more exclusive competition content, the new ** of the main station has made "every competition, watch CCTV", which has influenced the viewing Xi habit of several generations in China, smoothly migrated to the mobile Internet era. In the era of "large screen + medium screen + small screen", the status of the new "first choice of the competition" is even more unshakable.
Stabilize the layout and let the most attractive Olympics ignite in advance.
The 100-day festival sang in Paris
Regarding the argument that the Paris Olympics is the most valuable marketing opportunity for the Olympics in the past eight years, Han Yuqing said: "First of all, the inherent advantage of the 2024 Olympic Games - the host country France is the most friendly country in Europe and China, and next year will coincide with the 60th anniversary of the establishment of diplomatic relations between China and France, there are many favorable conditions to support marketing activities." ”
Combined with Husheng Media's marketing experience in competitions over the years, Han Yuqing also suggested to various brands that Olympic marketing should start before the Olympics, and it is completely possible to take advantage of the gradually heating up attention before the Olympics and make a fuss at key time nodes, which can achieve the effect of quickly establishing brands and strong awareness of the Olympics.
Therefore, Husheng Media has also prepared a colorful marketing "feast" for brands
With the 100-day countdown to the Olympic Games, four badminton legends, Lin Dan, Lee Chong Wei, Tawfik and Gade, returned to the world to present a Paris 100 exhibition match and charity event for a global audience. The event will take place in Paris, the city of the 2024 Olympic Games, and will take place in an unprecedented exhibition match in the Gust**e Eiffel Lounge, 57 meters above the ground, inside the iconic Eiffel Tower. In the evening, a total of 100 cultural and sports stars, politicians and businessmen will be gathered to jointly conduct a charity auction for the development of badminton, which will undoubtedly be the most high-profile warm-up event before the start of the Olympic Games!
In addition, the "Sing Paris" Olympic Song Series will also be fully launched as the countdown to the Olympics enters the 100th day. Many domestic first-line singers joined with their representative works, and the new ** full platform plus network ** platform of the main station was jointly broadcast, setting off a more hot atmosphere of the national Olympic Games in China in the moving melody.
The competition empowers and stops at perfection.
Empower brands to share the Olympic feast
In addition to the above advantages, the new ** of the main station can comprehensively use its own resource advantages to empower customers to gain advantages in the marketing of the competition, especially in the help of some non-official praise. Han Yuqing said, "For example, during the Qatar World Cup, Husheng Media focused on the copyright advantages of the main station's new **, and maximized the assistance of non-official sponsor customers to achieve a close link with the World Cup, such as in the live broadcast of the game in accordance with the provisions of the copyright law, as close as possible to the game of the brand**, the brand's own store broadcast the World Cup game and the first release of the World Cup documentary, during the World Cup, and the joint production of NFT with the central digital collection, etc., only with the main station's new ** and experienced** Partners can create a more natural competition marketing. ”
Finally, Han Yuqing saidThe new ** strong social matrix of the main station. The social accounts of more than 900 million fans on the whole network platform can help brands complete hot marketing through these precious moments at the moment of the birth of the gold medal and the wonderful moments of the competitionIn terms of leading the mainstream in the form of conforming to the mobile Internet ecology and helping brands quickly obtain high-end brand images, the new ** of the main station is unmatched by other social networks.
The copyright advantage of the main station competition + the new full-port traffic advantage of the main station + mutual mediaMore than 7 years of professional new ** competition experience,It has formed a guarantee corps to help the brand win the marketing of the Paris OlympicsLet's go to the exciting 2024 together!