The Olympics are upon us, with the stage set in Paris. The games are more than a competition between the world's strongest, fastest and most talented athletes - it’s also a competition between brands for new audiences. From unexpected sponsorships to contextual campaigns to experiential activations, here are a few approaches marketers can take inspo from.
TLDR: Brands compete for the most meaningful work during the Paris Olympics, using new roles, contextual content and a product-first mindset.
Trend #1: B2B brands dive into new waters.
B2B brands are making their mark during these Olympics by boldly stepping out into the brighter spotlight of B2C campaigns. Companies like Deloitte, Randstad, GL events and more are putting on a show for a broader audience. For example, Randstad is supporting the recruiting process for the Paris 2024 organizing committee teams.
Trend #2: Score a 10 for the context.
We love a comeback, and “Parenta-Life Coach” Dr. Rick is back for Progressive Insurance’s take on the Olympics. The twist? The campaign makes no direct mention of the Olympics. Instead, the brand takes a different tactic by releasing a series of travel tips for attendees - like “Resist the urge to point out the Eiffel Tower to your seatmate”. Progressive’s campaign sticks the landing by showing how a brand can fit contextually into the chaos of international summer travel - with zero penalties.
Trend #3: Play the (product) advantage.
Instead of investing in holistic corporate advertising, P&G is focusing on its teammates - all 30 of them. From a Pampers-branded nursery to an Oral-B dental clinic to a Pantene salon in the Olympic villages, these activations allow athletes to pass between each brand and experience each for themselves. By bringing these brands to life individually, P&G’s strategy enables a more tangible marketing approach, allowing each brand to be a hero without being overshadowed by a branded house approach.
On a stage this big, stand out by trying new moves. Marketers who are looking beyond their normal playbook have a better chance to emerge on the top of the winner’s podium.
STRIKING STATS
️NBCUniversal has set record ad revenues for this year’s Olympics, securing $1.2 billion in ad commitments, with over $350 million from new advertisers. (Source: eMarketer)
80% of Gen Z fans follow a professional athlete online, which leads them to watch and attend sporting events the athlete participates in. (Source: Deloitte)
️️Approximately one-fifth of Olympic content mentions celebrities. (Source: DoubleVerify)
LIGHTNING ROUND
️️Congratulations to Neale Madden, our VP of Client Partnerships, who's been selected as a member of the Worldwide Partners, Inc. Next Gen Council.
️️️Stephanie (Dylewski) Van Meter, our Chief of Staff, was featured in Employee Benefit News for our employee workplace connection methods. Read here.
️Kelly Katherine Heilpern, our Chief Strategy Officer, shared expert insights with Martin Calvert, Marketing Director and host of ICS-digital's podcast, ICS Podcast: Everything Digital. Listen here.
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