ViewPoint

Aug 18

Creating a Gold Medal Olympics Campaign

By Kristen Leathers

While the Olympics may motivate some to hit the gym or take up a new sport (synchronized diving, anyone?), it tends to inspire PR and marketing professionals to create interesting and timely campaigns.

AirBnB this year became the Olympics’ first official “alternative accommodations” sponsor, and developed a video and social media campaign to promote its participation. The company offered 20,000 rooms, apartments and houses to Olympic visitors, activating the sponsorship with this #staywithme video campaign:

In 2012, McDonalds scored major points during the London Games by rewarding customers for choosing lower-calorie options with a chance to win cash or trip prizes. By having Olympic athletes’ names appear on sub-400 calorie food items, the company rewarded any customer who ordered an item that featured the moniker of a gold-medalist.

And going back to 2008, Lenovo took the gold by providing 100 athletes from 25 countries with the technology needed to share their experiences at the Olympics with fans worldwide. As a result, the company secured 10 million brand impressions on social media across Twitter (using hashtag #Lenovo2008), athlete’s blogs, Flickr and YouTube accounts. The campaign also reportedly drove 1.4 million visits to Lenovo’s website.

The Olympics magic does not stop there. Here at V2, we’ve worked with multiple clients to develop winning Olympics-themes campaigns. Just this week, global trade intelligence platform Panjiva compared how countries affiliated with the Transatlantic Trade and Investment Partnership (TTIP) were beating out nations affiliated with the Comprehensive Economic and Trade Agreement (CETA). The data won over Politico’s Megan Cassella, who shared the tally on Twitter.

Olympics tweet

To time with the London Games in 2012, V2 worked with Acme Packet, a developer of communications infrastructure technology enabling the delivery of innovative voice and video communications service, to create an Olympics-themed infographic, dubbed “London Calling.” The visual highlighted major developments in telecom history through the lens of the Olympics, showcasing how Olympics coverage evolved from being spread through carrier pigeons all the way to advanced IP communications applications. It scored target placement in Mashable.

olympics infographic

In case you missed the opportunity to tie a campaign around the 2016 Olympics, fear not: we have the 2018 Winter Games coming up in South Korea. That means you have two years to come up with a winning campaign. Until then, you can always hitch a wagon to the very timely Presidential election.

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