| 词条 | 2018 Winter Olympics marketing | ||||||||||
| 释义 |
2018 Winter Olympics marketing was a long running campaign that began when Pyeongchang won its bid to host the games in 2011. SymbolsEmblemThe emblem for the Games was unveiled on 3 May 2013. It is a stylised representation of the hangul letters {{lang|ko|ㅍ}} p and {{lang|ko|ㅊ}} ch, these being the initial sounds of {{lang|ko|평창}} Pyeongchang. The left-hand symbol is said to represent the Korean philosophical triad of heaven, earth and humanity ({{lang-ko|천지인}} cheon-ji-in), and the right-hand symbol represents a crystal of ice.[1] In the emblem and all official materials, Pyeongchang was stylised in CamelCase as "PyeongChang", in order to alleviate potential confusion with Pyongyang, the similarly-named capital of neighbouring North Korea.[2] SloganLook of the GamesMascotsThe official mascots of the 2018 Winter Olympics and Paralympics were unveiled on 2 June 2016. The Olympic mascot, Soohorang (Korean: 수호랑), is a white tiger. The mascot's name is a portmanteau of "Sooho", a Korean word for "protection", and "Rang" which is derived both from the Korean word for "tiger" and from the name of a traditional Korean folk song originating from Gangwon Province.[3] Tigers have a strong association with Korean culture and folklore. Tickets{{Empty section|date=January 2019}}Merchandising{{Empty section|date=January 2019}}Banknotes and coins{{Empty section|date=January 2019}}Multimedia{{Empty section|date=January 2019}}DVD set{{Empty section|date=January 2019}}Albums{{Empty section|date=January 2019}}Songs{{Empty section|date=January 2019}}Theme song{{Empty section|date=January 2019}}Video games{{Infobox sport tournament| name = Intel Extreme Masters Season 12 – Pyeongchang | sport = StarCraft II | year = | image = | caption = | location = Pyeongchang, South Korea | start_date = | end_date = | administrator = Electronic Sports League | tournament_format = | host = | venues = | teams = | purse = | champions = {{flagicon|CAN}} Scarlett | runners-up1 = {{flagicon|KOR}} sOs | runners-up2 = | matches = | points = | tries = | goals = | attendance = | noaverage = | mvp = | top_scorer = | top_try_scorer = | stat1_label = | stat1 = | stat2_label = | stat2 = | previous = Oakland 2017 | next = Katowice 2018 }} In June 2017, Ubisoft announced that it would release an expansion pack for its winter sports video game Steep entitled Road to the Olympics, which features new game modes and content inspired by the 2018 Winter Olympics.[4][5] In November 2017, the IOC announced it would support and sponsor an Intel Extreme Masters StarCraft II tournament in Pyeongchang preceding the Games. Its support of the tournament as a de facto demonstration event came on the heels of a report by the IOC which recognised that eSports "could be considered as a sporting activity".[6][7][8] The tournament was won by Sasha "Scarlett" Hostyn of Canada; she became the second North American pro to place first at a major StarCraft II tournament in South Korea, and the first woman to win a major tournament.[9][10] Stamps{{Empty section|date=January 2019}}Corporate sponsorship and advertisingThe 2018 Winter Olympics saw increasing granularity in official sponsorships for technology vendors; Intel signed with the IOC to become part of its Worldwide Olympic Partner program, to promote 5G wireless technology, as well as broadcasting technology such as 360-degree video and virtual reality. Alibaba Group was also named the official e-commerce and cloud services provider. These categories affected how the vendors were allowed to promote themselves within the context of the Olympics: Samsung could showcase VR experiences but only within the context of its own smartphones due to Intel's sponsorship rights in relation to VR; Alibaba could not promote Alipay due to Visa Inc. sponsorship rights; and Intel could not promote end-user applications of 5G due to national sponsorship rights held by KT Corporation.[11][12] In 2015, Japanese automaker Toyota became the first-ever Worldwide Olympic Partner in the "Mobility" category, beginning 2017. However, Toyota elected to waive its domestic sponsorship rights for these Games to Hyundai Motor Company and Kia Motors, citing their near-dominance of the South Korean automobile industry, as well as their support of the Pyeongchang bid. As a result, Toyota did not perform any Olympic-related marketing in South Korea, the fleet of official IOC vehicles were provided by Hyundai and Kia, while Hyundai used the Games to showcase its Nexo hydrogen fuel cell SUV and self-driving vehicle technology.[13][14][15][16][17] Sponsors
See also{{portal|Olympics}}
References{{Commons category|2018 Winter Olympics}}1. ^{{cite news|url=https://www.olympic.org/news/pyeongchang-2018-launches-official-emblem|title=PyeongChang 2018 Launches Official Emblem|website=olympic.org|publisher=International Olympic Committee|accessdate=12 August 2016|deadurl=no|archiveurl=https://web.archive.org/web/20160818103438/https://www.olympic.org/news/pyeongchang-2018-launches-official-emblem|archivedate=18 August 2016|df=dmy-all}} 2. ^{{cite news|title=Olympics: 2018 Winter Olympics ... not in Pyongyang|url=http://www.mb.com.ph/olympics-2018-winter-olympics-not-in-pyongyang/|accessdate=26 January 2016|agency=Agence France-Presse|work=The Manila Bulletin|date=26 January 2016|deadurl=yes|archiveurl=https://web.archive.org/web/20160131130527/http://www.mb.com.ph/olympics-2018-winter-olympics-not-in-pyongyang/|archivedate=31 January 2016|df=dmy-all}} 3. ^{{Cite news|url=https://www.insidethegames.biz/articles/1038038/tiger-and-bear-mascots-unveiled-for-pyeongchang-2018-winter-olympics-and-paralympics|title=Tiger and bear mascots unveiled for Pyeongchang 2018 Winter Olympics and Paralympics|date=2 June 2016|work=insidethegames.biz|publisher=Dunsar Media Company Limited|access-date=16 November 2017|deadurl=no|archiveurl=https://web.archive.org/web/20171117002729/https://www.insidethegames.biz/articles/1038038/tiger-and-bear-mascots-unveiled-for-pyeongchang-2018-winter-olympics-and-paralympics|archivedate=17 November 2017|df=dmy-all}} 4. ^{{cite web|url=http://www.ign.com/articles/2017/10/12/steep-hits-the-olympics-with-new-expansion|title=Steep Hits the Olympics With New Expansion|last=Holt|first=Christian|date=12 October 2017|website=IGN|language=en-US|access-date=23 January 2018|deadurl=no|archiveurl=https://web.archive.org/web/20180123141720/http://www.ign.com/articles/2017/10/12/steep-hits-the-olympics-with-new-expansion|archivedate=23 January 2018|df=dmy-all}} 5. ^{{cite web|url=https://www.polygon.com/e3/2017/6/12/15786828/steep-road-to-winter-olympics-trailer-ubisoft-e3-2017|title=Steep’s first expansion is all about the Winter Olympics|last=Frank|first=Allegra|date=12 June 2017|website=Polygon|access-date=23 January 2018|deadurl=no|archiveurl=https://web.archive.org/web/20180209193213/https://www.polygon.com/e3/2017/6/12/15786828/steep-road-to-winter-olympics-trailer-ubisoft-e3-2017|archivedate=9 February 2018|df=dmy-all}} 6. ^{{Cite news|url=http://www.businessinsider.com/e-sports-gets-closer-to-being-part-of-the-olympics-games-2017-10|title=E-sports just got closer to being part of the Olympics|work=Business Insider|access-date=23 January 2018|language=en|deadurl=no|archiveurl=https://web.archive.org/web/20180201034147/http://www.businessinsider.com/e-sports-gets-closer-to-being-part-of-the-olympics-games-2017-10|archivedate=1 February 2018|df=dmy-all}} 7. ^{{Cite news|url=https://www.insidethegames.biz/articles/1057477/intel-announce-esports-tournament-to-take-place-in-pyeongchang-before-winter-olympics|title=Intel announce esports tournament to take place in Pyeongchang before Winter Olympics|work=Inside the Games|access-date=23 January 2018|deadurl=no|archiveurl=https://web.archive.org/web/20180123190726/https://www.insidethegames.biz/articles/1057477/intel-announce-esports-tournament-to-take-place-in-pyeongchang-before-winter-olympics|archivedate=23 January 2018|df=dmy-all}} 8. ^{{cite web |url=http://olympics.nbcsports.com/2017/11/03/esports-pyeongchang-olympics-extreme-masters/ |title=Esports event in PyeongChang before Olympics supported by IOC |first=Nick |last=Zaccardi |date=3 November 2017 |accessdate=5 November 2017 |work=NBC Olympics |deadurl=no |archiveurl=https://web.archive.org/web/20171107015613/http://olympics.nbcsports.com/2017/11/03/esports-pyeongchang-olympics-extreme-masters/ |archivedate=7 November 2017 |df=dmy-all }} 9. ^{{cite web|url=http://www.espn.com/esports/story/_/id/22358896/scarlett-becomes-first-woman-win-major-starcraft-ii-tournament|title=Scarlett becomes first woman to win major StarCraft II tournament|publisher=|deadurl=no|archiveurl=https://web.archive.org/web/20180208085609/http://www.espn.com/esports/story/_/id/22358896/scarlett-becomes-first-woman-win-major-starcraft-ii-tournament|archivedate=8 February 2018|df=dmy-all}} 10. ^{{cite web|url=https://compete.kotaku.com/scarletts-starcraft-ii-victory-shows-how-esports-could-1822809807|title=Scarlett's StarCraft II Victory Shows How Esports Could Work For The Olympics|first=Maddy|last=Myers|publisher=|deadurl=no|archiveurl=https://web.archive.org/web/20180208033729/https://compete.kotaku.com/scarletts-starcraft-ii-victory-shows-how-esports-could-1822809807|archivedate=8 February 2018|df=dmy-all}} 11. ^{{Cite news|url=https://techcrunch.com/2017/06/21/intel-and-the-ioc-ink-7-year-olympics-tech-deal-for-vr-drones-and-more/|title=Intel and the IOC ink 7-year Olympics tech deal for VR, drones and more|last=Lunden|first=Ingrid|work=TechCrunch|access-date=3 March 2018|language=en}} 12. ^{{Cite web|url=https://www.sportsbusinessdaily.com/Daily/Issues/2018/02/12/On-The-Ground.aspx|title=On The Ground: Winter Games|website=Sports Business Daily|language=en|access-date=3 March 2018}} 13. ^{{Cite web|url=https://www.bizjournals.com/losangeles/news/2018/01/25/how-toyota-used-the-olympics-to-rebrand.html|title=Toyota's Olympic quest: How the automaker used Pyeongchang to rebrand|website=LA Biz|access-date=2018-08-09}} 14. ^{{Cite news|url=https://www.insidethegames.biz/articles/1026230/south-korean-car-companies-could-still-sponsor-pyeongchang-2018-despite-toyota-deal-with-ioc|title=South Korean car companies could still sponsor Pyeongchang 2018 despite Toyota deal with IOC|work=Inside the Games|access-date=2018-08-09}} 15. ^{{Cite web|url=https://www.sportcal.com/News/FeaturedNews/116748|title=Toyota makes up for low profile in PyeongChang with social media engagement|website=Sportcal|access-date=2018-08-09}} 16. ^{{Cite news|url=https://www.reuters.com/article/us-olympics-2018-sponsors/toyota-leaves-pyeongchang-podium-to-south-korean-rivals-idUSKBN1FV0KX|title=Toyota leaves Pyeongchang podium to South Korean rivals|last=Baker|first=Liana B.|agency=Reuters|access-date=2018-08-09|language=en-US}} 17. ^{{Cite news|url=http://www.koreaherald.com/view.php?ud=20180208000434|title=Hyundai, Kia support PyeongChang with 4,100 vehicles, W50b donation|work=The Korea Herald|date=2018-02-08|access-date=2018-08-09}} 18. ^https://www.pyeongchang2018.com/en/partners 2 : 2018 Winter Olympics|Olympic marketing |
||||||||||
| 随便看 |
|
开放百科全书收录14589846条英语、德语、日语等多语种百科知识，基本涵盖了大多数领域的百科知识，是一部内容自由、开放的电子版国际百科全书。