Olympic campaigns from around the globe
Italy: From gymnasts to Stars thanks to reality show
How do you create engagement and build an audience for a team of athletes who have no sponsors and no fame? MTV Italy created a reality show to follow the lives of 3 members of the Italian Gymnastics team in preparation for their first Olympic adventure. The successful TV format – which tremendously increased the sport’s popularity amongst young girls and also helped the team find sponsors, is now set to be distributed worldwide.
Netherlands: Volkswagen create a cheer powered car to celebrate the Dutch athletes
A common route for brands across the globe to engage Olympic fans has been to offer the chance of free tickets. Volkswagen has taken this one step further by getting fans to prove their passion – by cheering as loud as they can in a car rigged up to run purely off the noise. All the videos of people trying are viewable on their site.
P&G brand Febreze decided that despite having a host of world class athletes at their disposal, they wanted to move away from the big names and find “the toughest odour challenge of the Olympic Games” – which they decided was wrestling. Upon becoming the official sponsors of the Azerbaijan Olympic Wrestling Team they started a campaign using video content and social media to not only promote the team globally, but also show just how good their products are.
In the run up to the Olympics sponsors have leveraged their brand ambassadors in several ways. In Australia Qantas developed a community based initiative to tell the story of their most recognised gymnast, Lauren Mitchell. The Gymbus event saw over 120 aspiring gymnasts come together to be coached by Lauren and her team mates. This brand campaign targeted a much younger demographic to most – giving future hopefuls a taste of London 2012 and what may be to come.
How have unlikely Olympic sponsors managed to create brand campaigns that target their target audience whilst aligning themselves to the biggest sporting event of 2012? As part of their Olympic campaign, McDonalds is offering rewards ‘as big as a 25k trip to London’ to incentivise consumers to eat healthier. Items containing 400kcal or less will have an athlete’s name on it and if that Olympic athlete wins gold, you win a prize. With Team USA’s current run of form, McDonalds may giving away quite a few prizes.
Not only did the worlds most decorated Olympian, Michael Phelps receive a phone call from President Obama but courtesy of Visa, Phelps was also honoured with a video message of congratulations from Morgan Freeman. Throughout the games brands have been releasing new content to keep up to date. Yet a day after the content was released, Phelps won another Olympic gold taking his total up to a whopping 20. Who will be next to congratulate the don of swimming?
A useful Pinterest board – with P&G cited as one of the best
Tags: Australia, Azerbaijan, Azerbaijan Wrestlers, Community gymnastics, distribution, Dutch athletes, febreze, Italian Gymnastics, Italy, Lauren Mitchell, London 2012, Marketing, McDonalds, Michael Phelps, Morgan Freeman, MTV, Netherlands, Obama, Olympics Games, P&G, pinterest, qantas, Social Media, Sponsorship, Team USA, USA, video content, Volkswagen
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