SBD/Issue 87/Sponsorships, Advertising & Marketing

Olympic Sponsors Placing Greater Focus On Social Media Efforts

Samsung Enhancing Its Typical On-Site Marketing
Initiatives, TV Spots With Social Media Campaign
Olympic sponsors this year are "putting more attention on digital initiatives that tap into social media" as part of activation plans around next month's Vancouver Games, according to Brian Morrissey of ADWEEK. Companies are "plowing money that in previous Olympiads would have been spent in TV into digital channels that barely existed during prior games, using athlete blogs, tweets and mobile to drum up buzz before and during" the Games. Compared to the '08 Beijing Games, social media initiatives now are "more integrated with campaigns and less often add-on components." IOC TOP sponsor Samsung is "enhancing its typical on-site marketing initiatives and TV spots with a social media campaign," under which Olympic attendees "will record their experiences via blog posts, videos and Twitter updates." Meanwhile, other TOP sponsors "hope to generate buzz by marrying athlete sponsorships with social media." Panasonic is using the Games as a "launch pad to market" its new 3D TVs, and is planning for a blog that will chronicle the efforts of five Olympians. In addition, Visa's "Go World" campaign includes a new microsite "where the brand features athlete videos, photos and widgets that tie into nets like Facebook." McDonald's is distributing athlete-focused TV ads "on YouTube and other social venues." However, Morrissey notes social media represents "only a tiny fraction of the amount marketers will spend during the Olympics," and TV ads "still predominate in most top advertisers' plans" (ADWEEK, 1/18 issue).

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