The snowboarder took bronze yesterday (9 February) in the women’s snowboard slopestyle in Sochi. She goes down in the record books as the first British athlete to win a medal on snow in 90 years of the Winter Olympics.
Adidas and Nissan celebrated the win with quick-fire tweets congratulating the three-time X Games champion and the oldest competitor in the final by six years. The sportswear brand, which is applying the same real-time marketing strategy it used to great affect around the London 2012 Games, tweeted: “From the dry slopes of Bristol to the podium in Sochi! History maker #allin”, alongside a picture of Jones receiving her medal (see above).
Nissan posted: “Congratulations to @TeamGB’s @jennyjonessnow who took bronze in the Snowboard Slopestyle final today #UniteAndExcite” (see below).
Jones’ individual sponsor Oakley, which is prevented from using the athlete’s image in any marketing throughout the Games by International Olympic Committee regulation, ran a similar message of support in the hours after her win.
The burst of activity is a taster of what to expect from brands if other Team GB medal hopefuls such as freestyle skier Katie Summerhayes prove successful in their events. Using social media channels such as Twitter and Facebook to tap into the national pride around sporting moments is a tactic increasingly employed by marketers hoping to insert brands into trending topics online.