Gone are the days when spirit of Olympics comprised of only the
dedicated athletes and challenging sports. With about 4.9 billion viewers
worldwide these London Olympics have presented a phenomenal
opportunity for brands to support and promote their partnerships with the
Olympic games. Time magazine has also dubbed these London games as ‘the first
social media Olympics’ highlighting their power to connect to the world like
never before. With an almost 456% increase in smartphones, 901% increase in the
number of Facebook accounts and a whopping 29,900% increase in the number of
twitter accounts since the Beijing 2009 Olympics, social marketing has become a staple in advertising for the
event’s corporate sponsors. Corporate sponsors ranging from McDonalds, Coca
Cola, Adidas, Nike VISA, Acer, Procter and Gamble have all utilized the
influence of digital marketing campaigns to reach out to millions of potential
consumers. Even in days leading to the games, social media
management teams for brands have been promoting partnership with the games by
interacting with the athletes and sharing the Olympians inspiring stories. For
example the P &G proud sponsors of "Thank You, Mom" campaign is an emotional campaign
that has given the world a chance to connect with the athletes on a deeper level and has
engaged millions. Another example of impressive use of digital marketing at the Olympics was Coca Cola's ‘Move to the beat’ campaign that aims to
promote and establish a connection between the Youth, London based music and
the Olympic games. Music is something that highlights the core of London's
exuberance and by targeting the youth through their Youtube and Facebook campaign, Coca Cola has
achieved high levels of engagement on their social channels.
Indeed the Olympic torch has lit the flame of opportunity for
sponsors to use this platform with innovative digital marketing campaigns to
redefine what the games mean to the world.
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