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2012年8月7日下午5:45,伦敦奥运会110米栏预赛,刘翔首栏摔倒。刘翔的赞助商耐克,其数字营销和品牌传播部门的办公室里安静了近一分钟。短暂错愕后,这个三四十人组成的24小时作战团队迅速回到各自的座位,修改预先方案,并跟踪媒体评论方向。15分钟后,耐克官方微博发出:“谁敢拼上所有尊严/谁敢在巅峰从头来过/哪怕会一无所获/谁敢去闯/谁敢去跌/伟大敢”。这条微博在发出的24小时内,被转发13万次,
At 5:45 p.m. on August 7, 2012, the preliminaries of 110m hurdles in the London Olympic Games, Liu Xiang first column fell. Liu Xiang’s sponsor Nike, its digital marketing and brand communications department office quiet for nearly a minute. After a short stunned time, the 24-hour combat team of thirty or forty returned to their seats promptly, revising the advance plan and tracking the direction of media comments. After 15 minutes, Nike official micro-Bo issued: “Who dare to fight all dignity / who dare to have been in the peak from scratch / even if nothing will / who dare to break / who dare to fall / great dare.” This microblogging is sent within 24 hours, was forwarded 130,000 times,