Liu Xiang Falls Over Nike'S Initial Microblog, Causing Dispute

The advertising leaflet launched by a real estate project caused controversy on the Internet

Perhaps even advertising practitioners would not have thought that Liu Xiang's accidental fall in the competition at 17:45 on August 7 triggered an advertising relay between sponsors and even enterprises unrelated to Liu Xiang. Since the night before last, this behavior has caused controversy on the Internet. Whether the "pain advertisement" follows up so quickly has become the focus.

　 Sponsor relay ads support Liu Xiang

It seems that Liu Xiang was also in the same competition. After Liu Xiang fell, sponsors behind him published microblogs to support him.

At 18:01 on the same day, Nike's official microblog launched a "pain advertisement": who dares to start over at the peak, even if the body is hurt, but the heart is unwilling. Let 1.3 billion people jump to the end with one foot. Live great and fight for flying together!

After Liu Xiang fell, at 18:06 and 18:36, BMW China released two microblogs, which were: many people are looking at you, many people are... At this moment, the weight on your body is more than anyone else, which may be the hardest time to get up in your life. However, the track is very short, and life is very long... There will always be people who remember the feelings and glory you brought to the Chinese people, and there will also be people who understand the pressure and pain you bear.

At 18:25, Tsingtao Beer, another major advertiser Liu Xiang endorsed, also responded and posted a microblog: "As Coubertin, the father of the modern Olympics, said, the most important thing of the Olympic Games is not to win, but to participate; not to conquer, but to struggle. Liu Xiang did it!"

Liu Xiang is also the spokesperson of P&G Shufujia Sports Body Wash. At 18:36, P&G China also made a response through microblog: we all felt the rush, leap, pursuit and struggle along the way. With pain, still do not give up. The runway does not only exist in the Olympic field, but we will always cheer for you in the future. Liu Xiang, we will always support you!

In less than two hours of silence, Adidas running series also launched an advertising leaflet on the official WeChat. The large picture of a man kneeling on one leg on his side behind the erected hurdle is accompanied by the words "Even if you fall down, even if you fail, even if the outcome is like this... You walk to the end with one leg, to us, even if you can't win the championship, we still applaud for you! At this moment, blessings transcend all boundaries!".

According to the reporter's statistics yesterday evening, then there were successively MINI China, Lenovo, Jordan Sports related to the Chinese delegation, etc. who successively released the advertising leaflets and home pages related to Liu Xiang and the fall event.

　　 Developers' Malicious Hitchhiking in Exchange for Reputation

The advertising leaflet launched by a real estate project in southwest China was unexpectedly popular on the Internet yesterday.

In this advertising copy, the hurdler "LIUXX" appears in the form of a back figure and wears the same sportswear as Liu Xiang during the competition. The advertising words are "until the Olympic Games, I found that the best time for my body and housing price has stayed in 2008", and "not buying a house when it is cheap is equal to quitting at the peak".

Faced with this single page of advertisement, the comments of netizens seemed to point in the same direction, and the condemnation was loud.

"This real estate enterprise is too unorthodox. Who would buy his house if he rushed to the developer's moral standard? No matter it can't be seen, or encroach on infringement, even if Liu Xiang doesn't sue, the developer has lost his morality and conscience!" said Gao Daozi, a microblog user.

The reporter found the official microblog of the project named "Jinyuecheng", and found that the developer had released this advertising page on July 30, but after Liu Xiang fell down, the developer continuously forwarded this microblog, He also defended his behavior and said: "We don't do any subjective praise or criticism on the event itself, but focus on the marketing itself, making this view easier to be universally recognized in specific situations."

Looking forward, the reporter found that almost all of them were negative comments on advertisers. "A company that has lost respect for its bottom line can imagine its way of operation," said one netizen.

　 The release of "pain advertisement" depends on the contract

Standing on the crest of the wind and waves, Nike The first microblog to be released triggered controversy among netizens. Those who encourage Liu Xiang have it, and those who question Nike have more.

The netizen "trista facial paralysis" thinks that the advertising company must have two skills to prepare, "to tell the truth, it's very unpleasant to let people know so quickly."

Netizen "Chen Rong Chen Rong" also thinks that the Nike copywriting must have been done in advance. Liu Xiang is one group if he enters, and another if he loses. The comment of the netizen "Black Mountain Smokers" was more straightforward: "Can't you wait a few minutes?"

The microblog "Taylor Ying" directly expressed her dissatisfaction with the advertisers: "You expected him to lose early, right? Take advantage of the last moment to extract the commercial value of Liu Xiang."

The experts have their own views on whether the move violates the contract and legal agreement.

Qiu Baochang, director of Beijing Huijia Law Firm, said that as long as the contract clearly stipulates whether to publish advertisements when the spokesperson is injured or ill, there will be no legal issues involved.

But he also believes that if non sponsors use Liu Xiang's portrait to make profits, it is an infringement of his portrait right. However, if we use a cartoon instead of a portrait to link the events, whether the infringement is still to be discussed. "Advertisers take advantage of this opportunity to hype. First, they should condemn morally. If they use cartoons to vilify the parties, they really should bear the responsibility. If they combine falling and degrading personality, it is an infringement of the right to reputation and honor," Qiu Baochang said.