Which Brands Will Medal at Sochi?
The Sochi Winter Olympics are right around the corner. Expect to see some of the best PR and marketing practitioners in the world capture some gold of their own as their brands move to affiliate themselves with the games. Watch, learn and practice, and your company can join some of the Olympic favorites on the proverbial podium. Here are a few of our favorite tactics:
1) Newsjack for Bronze
Not every brand can participate in the Olympics. Sponsorship costs quite a bit, and often requires a multi-event deal. Many brands will launch innovative PR, social media and content campaigns that affiliate their brands with the games without paying the hefty price.
2) Sponsor for Silver
Of course, some brands will be official Olympic sponsors. You’ll be able to see their wares in uniforms, on shoes, in signage, and of course, on TV and interactive ads. Will there be a breakout sponsor like Nike’s neon Volt shoes in the London 2012 games?
3) Nail the Combination for Gold
The Olympic games are often about storylines. Winners who win against life’s odds? Who hit the perfect ski jump to rally from behind and steal the gold medal? Winning brands tend to newsjack these storylines as they happen, and are quick to affiliate with and sponsor athletes, personalities and sports that are popular at the games. This is a favorite successful Under Armour tactic.
When you watch this year’s games, go further than enjoying them. Check out which brands are winning at this year’s Olympic games, and how they are doing it.
And then start thinking about the World Cup!
Brands market themselves at the Olympic Games, but cities market their regions for the opportunity to host them. Come to Demand Success 2014 in Washington, D.C. this June 5 and 6 to dissect Washington, D.C.’s 2024 bid with Jeff Bliss, an Olympic marketing expert. Register to Demand Success!
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