Transnational Corporations' Olympic Marketing

Yesterday, McDonald's, Coca-Cola and Adidas jointly announced the launch of the large-scale marketing plan "China wins and we win" from now on. This is the first time that the three Olympic sponsorship partners have carried out Olympic cooperation in history, so as to realize the Olympic marketing of multinational corporations.

McDonald's also announced that it has reached an agreement with CCTV that it will broadcast the Olympic Games 24 hours in more than 630 restaurants in the country.

Combined with their respective advantages, the plan is concluded from July 28th to the end of August 24th, with the theme of McDonald's restaurants consuming promotional products. If the Chinese players win the cards, consumers will have the chance to win prizes jointly provided by the three companies.

For the reason of "Baotuan" marketing during the Olympic Games, Shi Lesheng, chief executive of McDonald's China, said that activities could combine their superior resources.

Lu Wei, vice president of Coca-Cola China, pointed out that the activities fully utilized the cooperation relationship with McDonald's for 50 years.

Bi Baoyuan, vice president of Adidas Greater China market, responded that "2008 together is not impossible."

McDonald's in China yesterday admitted to the newspaper that its activities were mainly sponsored by it and began planning a year ago.

McDonald's did not respond positively to the amount of investment in the marketing and the three party apportionment, but said that the company had budgeted a year ago and would not increase its costs due to activities.

...