Every Olympics, ambush marketing by non-Olympic partners becomes just as much of a spectator sport as ice hockey and figure skating. With ingenuity and perfect timing, marketing pros perform a surprise attack on the Olympics and rob the Games of brand affiliation. While these non-affiliate brands associate themselves with the Olympics, the IOC tries to regulate with indignation. Check out how three companies ambushed the Games and how you can borrow their tactics for your next marketing event:
Subway's Olympic-Related Clips
Subway paid $200 million fewer dollars than McDonald's to be the very unofficial sponsor of the Olympic games. As the most famous culprit of Sochi Olympic ambush marketing, Subway marketed its JanuANY $5 footlong special with Olympic hype. The IOC-offending commercial featured an image montage of wintry athletic themes, including former Olympic speed skater Apolo Ohno in a hockey rink and Olympic snowboarder Torah Bright in a lodge. Subway depicted other Olympic references by displaying a mountaintop half-pipe, figure skaters in an ice skating rink and a ringmaster in a circus ring.
Like Subway, connect video promotion with relevant content. You can gain exposure for your event and build anticipation with video-marketing on social media sites like Instagram and Vine. Then use relevant imagery and themes that resonate with the viewer, like those related to seasonal events, holidays, current events, social happenings, and pop culture. Create a "real-time marketing" campaign with compelling, relevant content at the right time for the right audience, to highly impact your targeted stakeholders.
Zippo's Wit
Zippo ambushed early. When the Olympic Torch went out in Krelin and was supposedly relit by a Zippo lighter, the American lighter company took advantage of the Olympic mishap and launched a cheeky social media campaign. Zippo posted the picture of the incident on its Facebook page with the hashtag #ZippoSavesOlympics. Sochi 2014 officials warned the picture could breach strict rules of non-sponsors marketing by unauthorized association. David Warfel, the global marketing director for Zippo, told Russian news agency RIA Novosti the campaign never meant to imply the company had any relationship or sponsorship with the Olympics, according to Inside The Games. After removing the photo, Zippo addressed the situation with strapline, "Zippo: Perfect for all winter games. Wink. Wink."
Don't be afraid to display lightheartedness and sarcasm in social media marketing campaigns promoting your event. Poking fun, even at yourself, is effective.
American Apparel's Human Rights Campaign
Fashion retailer American Apparel launched its Principle 6 campaign that protested LGBT discrimination at the 2014 Sochi Winter Olympics. The Olympic Charter's statement, "Sport does not discriminate on the grounds of race, religion, politics, gender or otherwise" brands the P6 clothing and merchandise collection. The collection includes a T-shirt, fleece zip hoodie, and even underwear. The campaign gained support from 2014 Winter Olympics alpine skier Mike Jannyk and former Olympic athletes Greg Louganis and Cameron Myler, reports Marketing Week.
Photo by ame247 via Flickr
Enhance your event with custom or logo-branded apparel that sends a message and promotes your company. Your event staff can wear customized clothing and gear as part of your business's campaign and exhibition booth. Display banners and showcase your company information. Stylish polo T-shirts or hoodies with a snappy tagline and an attractive booth display will cohesively brand your event and convey your message.
Jordan Knight is a Content Advocate at SocialMonsters.
Sound Idea Digital is a full service digital marketing agency that specialises in content marketing | www.soundidea.co.za | SoundIdeaDMA | info@soundidea.co.za
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