In the week that the “branding police” set out to enforce sponsors’ exclusivity rights to the Games, Marketing Week picks out the most memorable/petty/ridiculous (delete where you think applicable) Olympic brand breaches that have been uncovered so far.
Cadbury is to let visitors to its Olympic hub at Hyde Park instantly share their experiences on Facebook with the launch of an Oyster-like card that uploads content to the social network when scanned.
Nike is to launch a series of real-time promoted tweets during the USA men’s basketball games at London 2012 in a bid to tap into the exposure the sporting event will generate worldwide.
Procter & Gamble is to ramp up the “intensity” of its Olympic marketing push with a campaign that features junior athletes and a raft of brand-led activity in the run up to and during the Games.
Marketing Week speaks to Coca-Cola’s archives manager Ted Ryan (TR) and head of assets and experiential for Great Britain and Ireland Paul Dwan (PD) about the ongoing importance of sampling, from its first ever campaign in the 1800s to its biggest ever activity for the London 2012 Olympics.
McDonald’s and Coca-Cola have defended their sponsorship of the Olympic Games after criticisms about their involvement were levelled at the brands by the president of the International Olympic Committee.
With less than three weeks to go until the London 2012 Olympic Games get underway, the event’s official sponsors have begun ramping up advertising campaigns that tap into the growing enthusiasm for all things sporty in an attempt to maximise their exclusivity rights.
Marketing Week caught up with McDonald’s CEO for the UK and Northern Europe, Jill McDonald, at the fast-food chain’s restaurant at Olympic Park. She tells us about the brand’s Olympic legacy as well as their plans for Rio 2016.
Unilever is launching a pop-up ‘Pleasure Lounge’ for its ice cream brand Magnum at Westfield Stratford in a bid to take advantage of the increased footfall expected at the shopping centre during the Olympics.
The BBC is unveiling a marketing campaign to promote the its coverage of the London 2012 Games, which start later this month.
BP is “changing gear” with its Olympics marketing activity a month before the Games by focusing on the emotional aspect of the event rather than the more practical side of its sponsorship activation.
Coca-Cola has confirmed it will broadcast an ad-funded TV programme during the Olympic Games targeted at young people that aims to capture the “social” side of the event.
Heineken UK is rolling out its most extensive Olympic activation to date as it looks to exploit its first ever sponsorship of the Olympic Games.
With news that TV ad market is not likely to experience its expected highs over the Olympic period and revelations that some non-sponsors have gone as far as cancelling planned TV campaigns, digital looks likely to climb to the top of the winners table during July and August.
The TV ad market is not going to experience its expected spike in revenue over the Olympic period, with some advertisers pulling planned campaigns, according to industry forecasts.