微博等社会化媒体、移动互联网登上营销舞台,使消费者获得资讯,产生评论、转发,也让各媒体间的沟通及品牌信息反馈更实时化。新媒体的特点决定了消费者可以更自由地抒发自己对品牌定位、主张的认同与否。对于奥运会,明锐互动更多是在社会化媒体的话题设置中,植入品牌信息与互动的内容营销。在消费者观看体育赛事时不反感的内容方面下工夫,鼓励消费者自发谈论品牌,并且围绕品牌的正面讯息成为二次传播者,是 Weibo and other social media, mobile Internet boarded the marketing stage, so that consumers get the information, generate comments, forwarding, but also for all media communication and brand information feedback more real-time. The characteristics of new media determine that consumers can more freely express their own brand positioning, advocate the identity or not. For the Olympics, Octavia interaction is more in the social media topic set, implanted brand information and interactive content marketing. Spend time with consumers who watch content that is not averse to sports events, encourage consumers to talk about brands spontaneously, and positive messages around brands become secondary communicators