The Race for a Gold Campaign

  •   Joseph Savino

By Joseph Savino

How do Olympic advertisers adapt in an ever changing landscape?

When many of us think of the olympics we think gold medals, world-records, and celebrity athletes. While some of us may admit we are not diehard fans, we can at least admit that our mood shifts a bit when we see our country's colors on the screen. The advertising world is not so oblivious to this fact. The Games ultimately become a fantastic opportunity for the companies of the world to showcase their products or services to quite a unique and grandiose audience. The 2016 Rio Olympic Games are no different, except, this time the exponential growth of technology has changed some companies' methods.

 

What is particularly different about the advertisement landscape of today?

Well, for one thing there have never been so many alternative advertisement routes to take. With social media blowing up at such a rapid pace, YouTube taking reigns on a millennial population and beyond, and the overwhelming use of high-speed & high-definition pocket computers, the world’s companies have to choose which, if not all, types of campaigns they wish to focus their attention toward. Although the amount of available avenues has increased, this is not necessarily a good thing, at least for the average Joe (no pun intended). So, what is the challenge you ask?

“People are supposed to fear the unknown, but ignorance is bliss when knowledge is so damn frightening.” 
-  Laurell K. Hamilton, The Laughing Corpse

 

The unknown.

Now, this problem is not new, I will admit. And to be honest, a number of companies really nailed it, while others, well, fell flat on their faces. With a quickly growing landscape in the digital arena today, it is becoming ever more occurrent that the most creative and innovative ideas prevail. Today, the basics just don’t cut it anymore, not to say they aren’t just as important, but much more is needed today in order to stand out among the masses.

Coke, the longest running continuous sponsor of the games thus far, for example, did a mediocre job, in my opinion. They had access to footage of seventy-nine different athletes and still fell short. They stuck to the basics, but like I said, that doesn’t cut it anymore. Compare their advertisement to Proctor and Gamble in order to see the difference between a bronze performance and a gold, respectively.

 

P&G - It takes someone strong to make someone strong.

 

VS.

 

Coca-Cola - Gold Feelings

 

Normally I would ask you, “Did you see the difference?” but the right question is, “Did you feel the difference?” Emotions are advertisers' biggest weapons and P & G pulled out the big guns. They earned their twenty-two million hits on YouTube; they earned their gold.

 

Photo: Unsplash


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