你不让我出现，我就让「不出现」变成曝光
English summary available ↓
Today I saw a brilliant piece of PR around the World Cup and Levi's Stadium. Because FIFA has its own official sponsors, non-sponsor brands like Levi's had to have their stadium signage covered up during the tournament. Normally that's a pure loss of exposure: you pay to sponsor a stadium, and when the biggest international event arrives, your name can't be seen. But Levi's handled it cleverly. Instead of fighting FIFA, it went along with it and changed its own social media logo to look covered by a white cloth. NBC Sports picked it up and people on social media started talking about it and copying it. I think it worked on three levels. First, it turned a loss of exposure into earned media. Second, it showed how strong Levi's brand assets are: even with the name covered, the red shape is instantly recognisable, and truly strong brands don't need to spell out their name. Third, it wasn't aggressive. No attacking FIFA, just a smart, humorous return of serve, and that sense of proportion matters. The lesson for brands: PR often isn't forcing yourself into view, but whether you can turn a restriction into a story. If you won't let me appear, I'll make not appearing the biggest exposure of all.
Read full English version →今天看到一个很厉害的 PR。
是关于世界杯和 Levi's Stadium 的事情。
Levi's 在美国 sponsor 了一些 stadium，其中一个就是 Levi's Stadium。不过因为世界杯来了，FIFA 有自己的官方 sponsor，所以像 Levi's 这种不是 FIFA 官方 sponsor 的品牌，在 stadium 上面的招牌就要被盖起来。
正常来讲，这对品牌来说是 loss of exposure。
花了钱 sponsor stadium，结果最大型的国际赛事来了，自己的名字反而不能出现。
但 Levi's 这次处理得很聪明。
它没有去吵，也没有很 aggressive 地对抗 FIFA。相反的，它顺着这件事情，直接把自己 social media 的 logo 也变成被白布盖起来的样子。
结果这个动作一出来，NBC Sports 也报道，social media 很多人也开始讨论和模仿。
我觉得这个 PR 厉害在三点。
第一，它把 loss of exposure 变成了 earned media。
本来是 logo 被盖掉，少了曝光。结果因为这个动作，反而更多人开始谈 Levi's。
第二，它证明 Levi's 的品牌资产真的很强。
就算名字被盖住，那个红色 logo、那个形状、那个感觉，大家还是知道是 Levi's。真正强的品牌，不一定要一直把名字写出来，别人也认得你。
第三，它没有太 aggressive。
它没有骂 FIFA，也没有硬碰硬，而是用一个很聪明、很幽默的方式接球。这个分寸感其实很重要。
这件事情给品牌一个很大的启发。
很多时候，PR 不是你硬要曝光自己，而是你能不能把一个限制，变成一个故事。
你不让我出现，我就让「不出现」本身，变成最大的曝光。