An estimated 3.5 billion viewers watched the Olympic Games around the world. Many marketers have used the opportunity to go big and bold to reach and connect with this large global audience.
But even if you aren’t planning and executing campaigns of such grand scale, you can still take inspiration from the big event to apply to your own budget, brand and audience.
This year marketers embraced emerging technologies, social media and the second screen to create some of the most buzzed-about Olympic campaigns. Here’s a quick look at a few favorites and key marketing concepts marketers should keep an eye on.
Ford: Participate Real-Time for Second Screen Engagement
“‘Ford plans to develop content on the fly during the games’ most talked-about moments, and there are lots of ways other nonsponsor brands can do the same’, said Lisa Schoder, Ford’s digital marketing manager. ‘It’s a matter of monitoring what’s going on in culture, especially how it relates to conversations on social, and figuring out how Ford can be a part of those conversations,’ she said. ‘We know there’s going to be a massive audience that’s consuming content during this time, and we want to be a part of that energy and excitement.’”– Read more at Adweek.
Coca-Cola: Think about the Experience and the Memories
“‘Each element and experience around [Coca-Cola’s Olympic #ThatsGold] campaign ties to, and supports the next experience,’ says James Williams, Olympic marketing and assets director at The Coca-Cola Co… When Coca-Cola began planning its Summer Olympics’ push, it started by creating an idea that would work in multiple channels through a number of key experiential elements’, Williams says.” – Read more at Chief Marketer.
Toyota: Embrace Social Sharing and Cause Marketing
Toyota’s “Stand Together” campaign “will encourage people to create their own videos of people holding hands and share it on social media using ‘#LetsJoinHands.’ For each video, Toyota will donate $20 to United Way, up to $250,000. The marketer will also mix the user-generated content into pre-roll and social videos.” – Read more at Ad Age.
Nissan: Tap Augmented Reality (AR)
“Thanks to a global rollout of Nissan’s Olympic ‘Diehard Fan Nations’ app, the augmented reality app allows fans to choose from up to 20 different designs for each of the 206 non-Brazilian nations due to participate, paint their chosen design over a favorite picture or video of their face, then share the result—all using a smartphone or tablet.” – Read more at Fast Company.
GE: Test Drive Livestream Technologies
“Marketers have been embracing live streaming video as a way to take advantage of real-time marketing opportunities. Live streaming has also served as a way of reaching an audience that has become more elusive on linear TV. GE’s Drone Week will give marketers a chance to watch how a major brand crafted and executed an effort around online streaming video.” – Read more at Marketing Dive.