GMR Marketing is helping companies like Hershey "connect with consumers both in Korea and at home" during the Pyeongchang Games, according to Sarah Hauer of the MILWAUKEE JOURNAL SENTINEL. This marks the 15th Olympics for the company, and a staff of "160 is on site in South Korea." GMR has been "working with Olympic partners for more than 25 years" and is aiding USOC sponsor Hershey's marketing campaign around the Games. The agency in South Korea is "handing out hundreds of thousands of Hershey Kisses at a U.S. military base," while the new Hershey Gold Bar is being "touted with the help of previous gold medal winners such as speed skater Apolo Ohno." Domestically, GMR is "distributing coupons for free candy bars with every gold medal won by American athletes." GMR has eight clients for which it is "facilitating 15 different activations in Pyeongchang." It also works with "worldwide sponsors including Visa and Procter & Gamble" (MILWAUKEE JOURNAL SENTINEL, 2/14).
RISE TO THE TOP: CNBC's Carl Quintanilla said noted IOC TOP sponsors "contribute nearly 20% of revenue to the IOC, and tech companies are lining up to make their mark on the Games." Intel is "rolling out 5G and drone technology for these Games" and choreographed a "drone Olympic ring display during the Opening Ceremony." Alibaba as part of its new 10-year sponsorship plans to "digitize the Olympics and its revenue stream." Alibaba Founder & Chair Jack Ma: "We want to make every Olympics Games so that people can make more money -- not only the athlete, the government and the cities, but also the fans." Quintanilla noted the 13 TOP sponsors pay "an estimated $100 million per Olympic cycle for exclusive marketing rights." Coca-Cola has "digital vending machines" in the Olympic Village, while Samsung's "VR-packed Olympic showcase has fans lined up outside" ("Squawk Box," CNBC, 2/13).
ONE OF A KIND: In South Korea, Jun Ji-hye noted Samsung "extended its Olympic legacy of supporting athletes by delivering over 4,000 exclusive smartphones to all Olympians participating" in the Games. The company also offered the phones, which are a "special edition of the Galaxy Note8," to IOC and POCOG staff. The special edition phone "showcases a shiny white back glass to convey the winter atmosphere and gold Olympic rings inspired by the Olympic Torch." The device also features pre-loaded Games "themed wallpapers and preinstalled useful apps" (KOREATIMES.com, 2/11).
