Product Branding And The Olympics
They spend most of their lives training for this moment – the chance to travel to London to shine on the world stage, the opportunity to compete against the best, the difference between winning it all and coming in last measured by the thinnest of margins. Yes, legends can be made or broken at the Summer Olympics.
We understand there are some athletic events as well.
For our purposes, we’re talking about thrill of victory for those companies and brands that will successfully execute special marketing campaigns in conjunction with the 2012 Summer Games in London. There’s also the agony of defeat for those that spent a lot of money to get their companies in front of an estimated global television audience of nearly 4 billion people in 220 countries, only to stumble out of the blocks with a poor branding strategy, or not putting enough muscle into the online/social media portions of their campaigns.
The array of products to be marketed during any Olympic games is always as diverse as the list of countries attending: technology, consumer goods, summer movie blockbusters, automobiles, food and restaurants, alcoholic beverages and energy drinks, athletic gear, etc.
So what should marketers be paying attention to during the 2012 London Games?
- The Olympic Spirit – Which brands are doing the best job of tying into the themes of competition, sacrifice, community, achievement? P&G takes the early lead with its tearjerking “Best Job” commercial: mothers in four countries work hard to raise their kids to be champions. It’s already a viral sensation, and we’re puddling up just thinking about the spot.
- The Digital Scoreboard – Four years ago, Facebook wasn’t even in the marketing playbook. How are brands integrating their online/social media networks into their 2012 campaigns? The eight athletes Coca-Cola features in its Olympic ads will go on social networks to engage fans; Visa is asking for “cheers” for favorite athletes on its Facebook page.
- Quick Turnarounds – How fast can brands take advantage of great athletic performances, newly minted Olympic stars, veteran athletes wanting another shot at glory? Subway has already made good use of swimmer Michael Phelps; if/when he adds to his medal count, can the fast-food sandwich maker reflect all that resurgent Phelps-mania in new spots and online ads?
Top-line brands pay a lot of money to be the “official” restaurant/athletic shoe/whatever of the Summer Olympics. But that’s no guarantee of a marketing gold medal.
CI-Group, a New Jersey advertising agency, provides digital marketing and advertising consulting to Fortune 2000 companies in a wide range of industries. Founded nearly 30 years ago and based in Whitehouse, N.J., CI-Group is recognized as a top advertising agency specializing in marketing strategies, event marketing, promotions, direct marketing, digital printing, warehousing and fulfillment. Companies seeking an award-winning interactive agency thatmerges creative strategies with effective tactics should call 908-534-6100 or visit www.ci-group.com.
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