The Olympics are not just a global sporting event; it's a marketing opportunity where brands pull out all the stops to grab the world’s attention. With the Paris 2024 Olympics happening now, marketers are unleashing their creative beasts.
Let's dive into some of the key marketing strategies.
1. Digital Platforms
Where would we be without digital marketing? Brands are all over social media, streaming services, and other digital venues. Remember Nike's epic "Breaking2" campaign? They live-streamed Eliud Kipchoge's attempt to break the two-hour marathon barrier, keeping millions glued to their screens, holding their breaths, and possibly their bladders. For 2024, LVHM who owns luxury brands like Louis Vuitton, released a video showing French athletes getting ready on rooftops throughout Paris.
Additionally LVHM has partnered with different charities across France to give thousands of kids access to youth sports.
Overall, the campaign creates the perception that LVHM is an accessible luxury brand. It humanizes the company and makes you like it for more than just its products.
2. Storytelling
Storytelling is the heart and soul of Olympic marketing. Think of P&G's "Thank You, Mom" campaign, which had us all reaching for tissues faster than Usain Bolt running the 100m. These tear-jerkers are gold, and brands like Bridgestone are digging deep into athletes' stories.
As an official sponsor, Bridgestone has put together “Team Bridgestone”, a group of 40 Olympic athletes, including 20 Paralympic athletes and incorporated their individual stories. Bridgestone partnered with these athletes to produce gloves, wheelchair hand rims, prosthetic running blades, spike plates, and other sporting equipment using materials from its tires - while the athletes act as brand ambassadors for the company throughout the duration of the Olympics.
3. Influencer Partnerships
Influencers and athletes are the peanut butter and jelly of modern marketing. Remember how Under Armour teamed up with Dwayne "The Rock" Johnson? For the 2024 Olympics, creative teams, for brands such as Sephora, have created the perfect opportunity to push their products.
Sephora is providing makeovers for athletes who win Olympic events. Athletes also have the option to visit a makeup artist before taking their place on the winner's podium. This creative influencer campaign reminds spectators that Sephora is a reliable brand that even the world’s best athletes use.
Kudos to Sephora and their marketing team.
4. Data and Analytics
Brands are crunching numbers to understand what makes us tick—or in this case, click. Take Coca-Cola's personalized "Share a Coke" campaign, which targeted specific names and even got us searching for our own cans like treasure hunters.
For the 2024 Olympics, Nike is at the forefront with impactful marketing campaigns that resonate with audiences.
This year, Nike introduced a wide range of uniforms, highlighting comfort and individual expression - and took it a step further. They claim the 2024 uniform collection is the company's most “data-driven and visually unified effort” ever. Each uniform kit reflects the unique identity and cultural background of each participating country and sport.
Way to go, Nike.
The Paris 2024 Olympics offer a golden opportunity for brands to connect with a global audience in fun, creative, and meaningful ways. By leveraging digital platforms, embracing storytelling, partnering with influencers, utilizing data and much more, brands can craft powerful and memorable marketing campaigns. As the world comes together to celebrate athletic excellence, these strategies will help brands leave a lasting impression and achieve their marketing goals.
Comments