Going for Marketing Gold: 5 Ways Businesses are Running with The Olympics

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Transcript of Going for Marketing Gold: 5 Ways Businesses are Running with The Olympics

  • HEROfarm is a marketing and public relations agency dedicated to

    revealing the newest trends in the market. The Olympics are here.

    Are you ready? We are.

    Check out these 5 trends we found in Olympic advertisements.

    https://www.facebook.com/herofarmhttps://www.facebook.com/herofarmhttps://twitter.com/herofarmhttps://twitter.com/herofarmhttps://www.instagram.com/herofarm/https://www.instagram.com/herofarm/https://www.linkedin.com/company/hero-farmhttps://www.linkedin.com/company/hero-farmhttps://plus.google.com/+Hero-farm/postshttps://plus.google.com/+Hero-farm/posts

  • RULE 40 CHANGERule 40 used to prevent non-Olympic sponsors from starring Olympic athletes in

    advertisements during the games. Athletes had long argued that the old rule deprived them

    of commercial attention and income during their most marketable moments.

    Now, non-sponsors can feature Olympic athletes if they follow specific guidelines. They

    must run their campaign continuously from March 27 through the end of the games, and

    cannot use Olympic intellectual property such as Olympic, Olympiad, Rio/Rio de

    Janeiro, Gold, Games, and Victory. Essentially, there cannot be an association

    between the athlete and the Olympics.

    Sponsors still have the advantage of using trademarked Olympic phrases and imagery in ads,

    but the new rule will challenge non-sponsors to get creative and stand out.

  • SPONSORS VS. NON-SPONSORS

    Weve indicated sponsors with

    See how they use the Olympic intellectual property to their

    advantage.

    Also, pay attention to those non-sponsors who still create the link between their product and the Olympics.

  • FAMILYFAMILY

    1

  • FAMILYFAMILY

    Theyre our biggest

    fans, supporters, and

    friends. These brands

    have captured the

    family love.

  • Procter & Gamble

    It takes someone strong

    to make someone

    strong. The Thank You,

    Mom commercials touch

    your heart every time.

    FAMILY

    http://youtube.com/v/MQ3k6BFX2uwhttp://youtube.com/v/MQ3k6BFX2uw

  • Minute Maid

    Its hard to fight back

    tears when watching

    Olympic swimmer Missy

    Franklin speak about the

    love for her family.

    Owned by Coca-Cola

    FAMILY

    http://youtube.com/v/epTw_Q7lPpIhttp://youtube.com/v/epTw_Q7lPpI

  • FEMINISMFEMINISM

    2

  • These commercials

    emphasize the power

    of all women who

    compete in a variety

    of Olympic sports.

    FEMINISMFEMINISM

  • Chobani

    Marlen Esparza features in

    this #NoBadStuff campaign

    commercial. She was told

    boxing was meant for men,

    but kept fighting and

    became the first American

    female to qualify in her

    sport at the Olympics.

    FEMINISM

    http://youtube.com/v/bDq_FvZYPRchttp://youtube.com/v/bDq_FvZYPRc

  • Always

    The Like a Girl campaign

    empowers women to own

    their sport. It encourages

    young girls to keep playing

    and never be discouraged.

    FEMINISM

    Owned by P&G

    http://youtube.com/v/Emawq64b0DUhttp://youtube.com/v/Emawq64b0DU

  • 3

    SHOW YOUR COLORSSHOW YOUR COLORS

  • What better way to

    show support for

    your country than

    repping its colors?

    SHOW YOUR COLORSSHOW YOUR COLORS

  • Lacoste

    The French company is a

    partner of the French

    National Olympic and

    Sports Committee. This

    commercial shows off the

    "spirit, style and elegance"

    of Lacostes new fashion

    line.

    SHOW YOUR COLORS

    http://youtube.com/v/eS9mtIlOj_0http://youtube.com/v/eS9mtIlOj_0

  • Kellogg

    Kellogg redesigned its

    cereal boxes to support

    Team USA. Theres

    patriotism at all angles

    with the American Flag

    pattern and featured

    Olympic athletes.

    SHOW YOUR COLORS

  • CHILDHOOD MOTIVATORCHILDHOOD MOTIVATOR

    4

  • This popular trend shows Olympic athletes

    being motivated by their younger selves.

    CHILDHOOD MOTIVATORCHILDHOOD MOTIVATOR

  • Gatorade

    Gatorades Never Lose the

    Love campaign shows the

    passion these athletes felt at

    a young age. Usain Bolt,

    Serena Williams, Paul

    George, April Ross are all

    motivated by their childhood

    selves in this commercial.

    CHILDHOOD MOTIVATOR

    http://youtube.com/v/J56Ry5uyRUQhttp://youtube.com/v/J56Ry5uyRUQ

  • USA Swim Team

    All athletes start

    somewhere, and here we

    can see the USA Swim

    Team at the very

    beginning. The old video

    footage reminds us of

    their love and dedication

    to the sport.

    CHILDHOOD MOTIVATOR

    http://youtube.com/v/OV_vvcvps7ghttp://youtube.com/v/OV_vvcvps7g

  • PanasonicCHILDHOOD MOTIVATOR

    Brazilian soccer star

    Neymar Jr. dribbles

    through the streets of Rio

    with flashbacks of his

    childhood self.

    http://youtube.com/v/yxScdMwYMsIhttp://youtube.com/v/yxScdMwYMsI

  • FASTER THAN A SPRINTERFASTER THAN A SPRINTER

    5

  • These brands

    use Olympic

    sprinters to

    represent the

    speed of their

    products.

    FASTER THAN A SPRINTERFASTER THAN A SPRINTER

  • Allyson Felix, an American

    track and field sprinter,

    stars in this commercial.

    She helps Bounty

    emphasize the speed its

    paper towels can clean up

    a mess.

    BountyFASTER THAN A SPRINTER

    Owned by P&G

    http://youtube.com/v/1jy3Ow_edZMhttp://youtube.com/v/1jy3Ow_edZM

  • Virgin Media

    Virgin Medias campaign

    #BeTheFastest is the

    perfect fit for Usain

    Bolt. The Jamaican

    sprinter has broken

    three world records,

    one of them being 100

    meters in 9.58 seconds.

    FASTER THAN A SPRINTER

    http://youtube.com/v/AdGQ43smLochttp://youtube.com/v/AdGQ43smLoc

  • Adidas

    The #SpeedTakes campaign

    represents the hard work

    and dedication it takes to

    be the fastest. Adidas is not

    an Olympic sponsor, but its

    use of multiple Olympic

    athletes makes these

    commercials successful.

    FASTER THAN A SPRINTER

    http://youtube.com/v/-upfDy8ogP4http://youtube.com/v/-upfDy8ogP4

  • Check out our presentation on

    10 Ways to Evict Creative Block.

    Marketing and Public Relations

    http://www.slideshare.net/herofarm/10-ways-to-evict-creative-block-from-your-head-64366156?qid=c6e850c1-a778-44c5-8e22-998d5d13851d&v=&b=&from_search=1https://www.facebook.com/herofarmhttps://www.facebook.com/herofarmhttps://twitter.com/herofarmhttps://twitter.com/herofarmhttps://www.instagram.com/herofarm/https://www.instagram.com/herofarm/https://www.linkedin.com/company/hero-farmhttps://www.linkedin.com/company/hero-farmhttps://plus.google.com/+Hero-farm/postshttps://plus.google.com/+Hero-farm/posts

  • CREDITS

    Slide 1 & 26: https://www.reference.com/beauty-fashion/olympic-gold-medals-made-7f8d3dd0cefe19b5

    Slide 2: http://www.tourist-destinations.net/2013/09/rio-de-janeiro-brazil.html

    Slide 3: https://projectgirlspire.com/2016/07/09/top-female-athletes-to-watch-out-for-in-the-olympics/;

    http://www.teamusa.org/Athlete-Resources/Athlete-Marketing/Rule-40-Guidance;

    http://adage.com/article/cmo-strategy/olympic-ads-appearing-sooner-normal/302909/;

    http://www.usatoday.com/story/sports/olympics/2015/02/26/ioc-relaxes-rule-on-athletes-and-sponsors-during-

    olympics/24084119/

    Slide 4 & 5: http://www.cnn.com/2014/02/07/living/olympic-moms-sacrifice-challenges-parents/

    Slide 8 & 9: http://www.latimes.com/sports/soccer/la-sp-soccer-women-olympics-20160222-story.html

    Slide 12 &13: https://pixabay.com/en/flag-america-usa-states-1291945/

    Slide 16 & 17: https://www.youtube.com/watch?v=EP7izIhmV5c

    Slide 21 & 22: http://www.npr.org/sections/thetorch/2012/08/08/158428533/field-for-womens-200-meters-is-loaded-

    with-talent-and-speed