"Gawain? What happened to Gawain?"
Danson's attention made Bennett stop before he could turn around, and he spoke.
"You should check Twitter and other social networking platforms. Gao Wen is on the trending search list again. I haven't counted all the information, but it has become a trending search in at least twelve countries and regions."
Bennett attracted the attention of the entire conference room with just one sentence -
Perhaps, everyone is responsible for different positions and fields, but there is no doubt that Gao Wen is the hottest name in the past year.
Danson didn't make a fuss. A trending search list wasn't a big deal. He was more concerned about the situation behind the trending search. "Is there anything with Gawain?"
Bennett gave a little reminder, "This jersey event."
Danson raised his chin slightly to show understanding, "First tennis jersey event?"
Bennett nodded in approval. "The grand prize of the jersey event was to randomly select a fan to travel to Paris for three days and two nights. The fan we chose was a little special, so the planning team simply went with the flow and arranged a special event at Roland Garros to create some topics."
"Right now, Gawain is playing a practice match with that little fan at Roland Garros, and then the incident became a hot topic."
Danson's eyes showed a hint of interest -
Objectively speaking, tennis does become a hot topic, but it is not that frequent. Overall, its popularity cannot be compared with those top popular sports. But now, Gao Wen has received so much attention just for an interaction with fans, continuing his usual popularity.
Danson leaned forward slightly, "What's the specific reason?"
This stumped Bennett. He was not from the marketing department and did not understand marketing or analysis. He could see the trending searches but not the reasons behind them.
But Bennett is not a rookie who knows nothing because he has been able to sit in his current position. "From the trending searches, it should be that the event was very successful. People passing by the scene started taking photos and recording videos. From those videos, we can feel that the atmosphere was very good, but the specific reasons behind it still need to be understood in depth."
Danson was not satisfied with this answer, but he also understood what Bennett meant: this was not his specialty.
Therefore, Danson did not continue to ask questions, but started to think about it with great interest.
They have been doing similar fan feedback activities all the time, and they keep doing it because it is an integral part of building the brand image.
For example, players go to the ward to visit seriously or terminally ill children.
For example, players go to civilian communities to interact and play with children.
For example, ordinary audiences are invited to participate in exhibition matches.
And so on and so forth.
These activities, whether they are commercial cooperation or charity projects, are purely about spending money from the brand's perspective, without any benefits; but they have to do it, and they have to do it every now and then. Only by "giving back" can they gain a foothold in the community and shape the brand's image.
Moreover, the tricky problem is that they need to publicize it, otherwise no one will know if they do it secretly, right? This is absolutely not possible; at the same time, they cannot publicize it too much, otherwise they will lose the meaning of the event itself and turn it into a performance show, which will easily lose their favor.
When it comes to publicity and promotion, one often needs to be very careful in finding the right balance.
Gao Wen's "jersey campaign" is not new to Nike, as it has been tried many times in football, basketball, rugby and other fields, but it is the first time in tennis.
From the scale of the event to the investment of resources and other aspects, this was just a small event, which could be considered a test. As Nike's global brand image president, Denson did not need to inquire about these activities one by one, but he did know about and approved of this first attempt in the field of tennis.
Judging from the feedback so far, the effect of the "jersey campaign" has far exceeded expectations, and it does show that Gao Wen's popularity has risen across the board.
Originally, according to market research, they believed that the Chinese market behind Gao Wen had been making great efforts, and the main source of jersey sales came from China. Of course, this was also the main purpose of Nike's initial signing of Gao Wen. Now that all their ideas have come true, they are naturally very happy.
But in fact, with Gao Wen's continuous progress, his influence around the world is also rising steadily. In addition to Asia, other regions can also deeply feel Gao Wen's influence. In all aspects, he is rising as an "idol". This is an unexpected discovery.
And then, Roland Garros again? Interesting.
Very interesting.
Here, it is necessary to add some background knowledge. Why do we need to emphasize the uniqueness of Roland Garros?
It was a surprise that Gawain won such attention in his first French Open appearance; but more reasons came from the picky French fans.
It has been mentioned more than once before that the French audience is the hardest to please, ranking first among the four Grand Slams.
Federer, including at his home stadium around the world, was once harassed by boos and lost control of his emotions here. In addition, there were incidents such as Serena Williams and Maria Sharapova shedding tears on the court, Nadal being booed by the entire audience, and Djokovic having a verbal conflict with the audience, all of which are worth recording in history.
The four grand slams can be summarized as follows:
Australian Open audiences are enthusiastic and extremely noisy, especially during matches involving local players. The deafening noise throughout the entire match has become a form of pollution.
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The US Open audience is free and undisciplined, with poor concentration, and likes to interrupt the progress of the game, but it is often not noise, but rather small distractions such as whispering or the flash of a mobile phone camera.
The Wimbledon audience is perfect, with none of the "football hooligans" in their demeanor. They are polite and gentlemanly. They are the most etiquette-observing and football-savvy group of fans among the four Grand Slams.
As for the French Open audience, they are picky, arrogant and troublesome.
Here, it is concentrated in two points.
First, like the Australian Open, Paris unconditionally supports local players, and it can even be said to be one-sided. It will be a torment for any player to play against French players.
And the slight difference is that Melbourne mainly cheers for the home players by saying "Come on", while the French Open mixes the two methods, either supporting the home players or booing the away players. The overwhelming booing can make the players question their lives.
Second, Parisian audiences are very picky and troublesome, and it is difficult to simply summarize them, but they have a core that runs through them:
Follow the game.
In other words, they will boo mercilessly for anything that affects the progress or excitement of the game, such as a misjudgment, a medical timeout, a player losing control of his emotions, challenging the referee's decision, etc.
The targets of their booing included, but were not limited to, players, referees, linesmen, ball boys, spectators, and even the host players.
In other words, when he got hot-headed, he didn't care about anything and became ruthless, even booing his own players.
Without a doubt, the Parisian audience is the most discerning and troublesome.
but!
Gao Wen’s fan interaction activity at Roland Garros actually became a hot search?