In my post earlier this month, I talked about the Olympic Games and the power they wield as a brand. I touched on the strategic and creative inspiration that fueled the fire for a vision that inspired a nation. Taking the discussion one step further, as strategic marketers, it is also crucial to note that the Olympic Games are one of the most effective international marketing platforms in the world. They offer the opportunity to reach billions of people in over 200 countries and territories throughout the world.
{image source :: http://www.olympic.org/about-ioc-institution}
Sponsors for the 2012 London Olympics were offered 4 different support levels:
{image sources :: http://www.london2012.com/about-us/the-people-delivering-the-games/olympic-partners}
As you see from the lists and logos above there was an expansive field of brands that got in position for the marketing blitz which media owners and ad agencies alike were hoping would create the much-needed “golden summer of advertising”. So did it work? While there are always critics, I think most would agree that the Worldwide Olympic Partners achieved critical and commercial success in the traditional mediums of advertising and marketing. While some would still say the big players missed the mark on the social media front, most do agree that the world was left wanting more – more athletes, more stories of personal sacrifice, more emotion, excitement, tears, laughter and of course – more inspiration. This provides the perfect forum for advertisers to integrate these stories of inspiration into their fall/winter ad campaigns just in time for the holiday push!
~Tracy
