腾讯抖快咪咕争战“东京奥运”：互联网平台的奥运风云

娱乐独角兽2021-07-27

史上最曲折难产的一届奥运会，终于在上周五的东京拉开序幕。当日，围绕着开幕式，热搜持续刷屏：舆论关注点包括二次元大国对ACG元素的运用，如入场时运用的《勇者斗恶龙》《怪物猎人》等游戏音乐，里约奥运会闭幕式时的“东京八分钟”；被吐槽“阴间”的暗黑舞踏和现代艺术；借用日本42年的国民长寿综艺《超级变变变》演绎奥运项目，制造了一波回忆杀；中国代表队引发的爱国情怀，以及08年北京奥运，张艺谋导演的开幕式...

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Comments

独孤Time
2021-07-27
独孤Time
說說你對這篇新聞的看法...
- 梅路艾姆:
  六六
松子5510
2021-07-27
松子5510
?
- Ylychg:
  Ok
超级时代
2021-07-27
超级时代
贊哦
Gary_2165
2021-07-27
Gary_2165
好
sptang
2021-07-27
sptang
?
- sptang:
  ?

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2020 年，超过 33 亿美元的商业赞助收入，是以往任何一届奥运会的至少两倍，奥运延期后与国内赞助商签订的延期合同为多带来220亿日元（约合人民币12.9亿元）收入。日本国内68家企业提供总额约3590亿日元（约合人民币210亿元）的赞助费。但是空场举办令品牌营销传播效果大打折扣，佳能、丰田等十多家赞助商取消线下营销和推广活动。\n在一众赞助商中，中国品牌军团尤为引人瞩目。本次奥运最高等级的全球合作伙伴包括可口可乐等 14 家企业，其中阿里巴巴是唯一的中国公司，5月就正式启动了奥运营销“加油联盟”计划，以天猫、聚划算和淘宝直播三个业务为主线进行奥运营销，薇娅、李佳琦、雪梨等 11 位头部主播组成“阿里巴巴金牌加油官”，并邀请邓亚萍等运动员开播。阿里云成为奥运全球转播的唯一技术支持方。\n\n其他中国品牌围绕中国国家队的衣食住行，选择了更为稳妥、成本更小的营销打法：安踏拿下中国体育代表团领奖装备“冠军龙服”的赞助，同时，为举重队、摔跤队、拳击队等10支中国国家队提供比赛装备和后勤服务，涵盖22个比赛项目；泸州老窖赞助中国国家队专用庆功酒；荣耀、VIVO、小红书、立白、携程旅行等均有参与。\n另外，还有部分中国企业选择借势奥运IP，挖掘游戏等其他娱乐需求。如朝夕光年拿下东京奥运会唯一官方授权手游《索尼克在2020东京奥运会》中国大陆地区的独家代理。\n相较于高举高打的营销打法，更低成本的有效营销，更符合用户的关注度走向。由于本届东京奥运“空场”的特殊性，传统线下营销玩法或许已显得不合时宜，把精力投向线上或许是投入产出比更高的选择。\n腾讯快手抖音咪咕小红书争战：互联网平台的“奥运风云”\n赛场之内，运动员们为新的纪录和荣誉而战。赛场之外，互联网平台瞄准了奥运IP所带来的破圈效应，各出奇招，暗流涌动。智研咨询数据显示，2020年中国体育直播用户规模为1.38亿人。\n同欧洲杯一样，奥运会在境内的独家全媒体及分授权权利统一归属于中央电视台，其他平台版权均来自央视转授。中国移动咪咕、腾讯、快手三家企业先后获得央视总台的转播权授权。网达软件等上市公司，作为咪咕的技术合作伙伴，也在投资者平台刷了一波存在感。\n咪咕打出了“5G”技术牌。在一个多月之前，修复新中国首部彩色体育片《女篮5号》之外，设立线下主演播室，还创建了虚拟XR演播室，联合CAA中国推出奥运助威歌曲《准备好》，上线奥运备战纪录片《逐梦东京》。\n对体育IP运营有着相当经验的腾讯选择了“体育+泛娱乐”的打法，推出“奥运主题月”，进行全渠道分发。腾讯视频上线了奥运专区，近日《创造营2021》出道男团INTO1宣布成为腾讯东京奥运报道喝彩大使，并且推出了喝彩曲《INTO THE FIRE》。旗下短视频平台微视推出了自己的答题活动，在其《百万答题奇妙夜》栏目中推出了奥运专场。\n由于奥运空场，现场报道和长综艺录制受限，且短视频平台近年来迎来了爆发式增长，今年短视频平台将成为奥运会内容分发的重头戏，二创剪辑能够产生长尾效应，深耕粉丝经济，相较于传统央视渠道带来更丰富多元的观看体验。\n快手利用短视频优势，充分强调了互动性。设立了前方演播间，新版 APP 图标已经上线了“看奥运”标识，推出了奥运专属魔法表情和贴纸特效等，打造《快手状元-奥运答题季》主题答题节目。继成为CBA官方直播平台和CBA官方短视频平台之后，官宣拿下了本届美洲杯的直播及短视频权益，再加之奥运，快手今年明显加快了体育内容布局。意识到短视频增长天花板后，快手正在从每一个可能的缝隙里要流量。抖音虽然没有直接拿下奥运转播权，但并没有放弃奥运这块流量肥肉。抖音打造了#夺冠2021#主题页面，推出了奥运运动员榜，自 7 月 6 日起，抖音平台已经签约入驻了超过 100 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