Olympics Advertising Best Practices
Some best practices that companies/brands that want to advertise during the Olympics should be aware of include identifying with the audience, getting personal, and using all possible channels.
1. Identifying With The Audience
- Companies and brands that want to advertise during the Olympics should make their advertisements relatable to their customers and be real.
- An example of this was Visa's campaign during the 2016 Olympics, where they gave their audience a glimpse into the personalities of various athletes. There was dialogue and humor involved, and the audience got to identify with the athletes on a more personal level.
- Visa was able to showcase their strengths in a humorous way, and in a way that their audience could respond to.
2. Getting Personal
- When advertising during the Olympics, brands should strive to connect with their audiences on a unique and personal level.
- An example of an Olympic advertisement that made a strong personal connection is P&G’s “Thank You, Mom” campaign which was originally launched in 2010 and continues to be a success. In 2018, the brand featured the mothers of well-known Olympians as a way to recognize the ways in which they have helped in nurturing and growing incredible talents.
- These advertisements have been known to give people goosebumps and make them cry, and are appreciated by both non-athletes and athletes as "a story of motherhood."
3. Using All Possible Channels
- Brands that want to advertise during the Olympics need to think holistically by ensuring that they are utilizing every touchpoint and connecting with their audience in the most effective and efficient methods. All channels should be in sync and support each other.
- An example is the #ThatsGold campaign by Coca-Cola during the 2016 Olympics, which was a multi-channel campaign that involved social media, TV, event activation, print and Olympic sponsorships.
- They engaged both influencers and athletes, and tied the idea of an everyday win to their brand by highlighting the fact that gold medal moments happen anywhere and anytime, not only at the Olympics. Fans were able to celebrate their wins while at the same time celebrating the wins of their favorite athletes. The campaign was successful, as the hashtag remained in use up to 18 months later.
We started by our research by searching through articles, blogs, and publications relating to advertising. Our primary focus was on advertising during the Olympics. In compiling this information, we examined case studies, tips and expert opinions, and identified the best practices as those that were frequently mentioned.