Countdown event grows in size, stature
When the 100-day countdown to the Torino Olympics began eight years ago, Kellogg’s didn’t hold a press event or announce a marketing program. In fact, it did next to nothing.
|More than a dozen sponsors participate in the 100-day-countdown event for the Sochi Olympics last week in Times Square.
“It used to be a struggle to get sponsors to do something early,” said Ted Morris, U.S. Speedskating’s executive director and the former head of marketing at U.S. Ski and Snowboard Association. “Now a lot of sponsors are finding more ways to get beyond the two weeks of the Games, and it’s good for everybody.”
The 100-day countdown is becoming a major milestone, and that’s resulted in more sponsors unveiling Olympic marketing programs earlier than they did historically. For example, Procter & Gamble, The North Face (a USSA sponsor), Ralph Lauren, Oakley, Chobani, TD Ameritrade and others last week made announcements around a 100-day-out celebration in New York, and Citi announced its program the week before to avoid the crowd.
The reasons for the earlier unveilings include the U.S. Olympic Committee’s creation of a 100-day-countdown event in New York, NBC’s expansion of its Olympic marketing efforts around that day, and sponsors’ ability to use social media to drive consumers to Olympic-themed websites with athlete-related content.
The USOC created its first 100-days-out celebration in 2009 for the Vancouver Games. Seven sponsors committed to participate and set up booths around the ice skating rink at Rockefeller Center in New York.
For the London Games and Sochi Games, the USOC moved the event to Times Square and convinced more sponsors to participate. More than a dozen sponsors took part in the Sochi event last week. Anheuser-Busch brought its Clydesdales and Chobani passed out yogurt. The event was expected to draw 170,000 people, and several sponsor executives said it prompted them to roll out their activations last week.
“Because the USOC is getting messaging out there, it does make consumers aware and creates a natural timing for programs to launch,” said Sandy Uridge, senior director of integrated consumer promotions at Kellogg’s, which didn’t do any marketing around the 100-day-out mark for the 2006 Torino Games.
NBC’s approach to the 100-day-out mark adds to sponsors’ interest in doing something then. The Olympic broadcaster has treated the date as a marketing milestone, releasing additional commercials and scheduling Olympic-related programming on everything from the “Today” show to NBC Sports Network’s “SportsDash.” The noise it’s able to make has been amplified since the Comcast merger gave NBC six more channels to promote the Olympics across beginning that day.
P&G took advantage of that last week, arranging for skier Lindsey Vonn to appear on the “Today” show and discuss the company’s “Thank you, Mom” campaign. That opportunity led P&G to roll out its Olympic marketing campaign last week.
“We worked closely with the USOC and NBC to make sure our plans match with theirs,” said Jodi Allen, P&G North America vice president of marketing and brand operations. “Their best learnings are that starting [100 days out] then is the best way to build momentum.”
Both Kellogg’s and P&G developed websites with digital videos that tell their athletes’ stories. Several other sponsors, including BP and Citi, did the same thing. The sites are inexpensive compared with the print and TV media that sponsors would have needed to buy years ago to support Olympic campaigns this early, and sponsors can use their athletes’ Twitter feeds, Facebook pages and Instagram accounts to push consumers to the sites before the Games.
“Ten years ago, it would have been very expensive and highly ineffective to come out with an Olympic program now,” said Dave Mingey, president of GlideSlope, which works with Citi and Dow on their Olympic sponsorships. “But in terms of how we consume mass marketing these days, people are willing to accept the start of Olympic marketing now through digital and social. It flows into an overall marketing trend where people can customize the messages they receive, and you’re seeing that window [of Olympic marketing] becoming much broader.”
Not every sponsor has bought into the idea of releasing its Olympic-marketing program 100 days before a Winter Games. Many executives look at the calendar and prefer to wait until after Thanksgiving and Christmas to release their programs.
|Ralph Lauren’s “Made in the U.S.A.” uniforms for Team USA are unveiled; freestyle skier Alex Schlopy sticks his landing; more than 170,000 fans were expected at the Times Square event.
“We want to keep focused on one message,” said Ryan Luckey, AT&T’s assistant vice president, corporate sponsorships. “The Olympics can be phased in later, probably early next year.”