Speakers’ Spotlight – The Best And Worst Of Sochi Olympics Marketing Strategy

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In terms of sheer frequency of promotional alternatives – NBC paid for that right thanks to their unique insurance of the Olympic Games in the US. The coverage itself was widely praised – but more importantly from a advertising angle, throughout the Games they found so many ways to promote their other programming that it was easy to lose count. Jay Leno said farewell to the Late Show and NBC introduced Jimmy Fallon as the recent host to wide acclaim. The network squeezed a superb trailer for its common singing pageant show The Voice that featured celebrity judges Usher, Shakira, Adam Levine and Blake Shelton making a song one another’s songs.

And their choice to pair former skating champions Johnny Weir and Tara Lipinsky together as figure skating guest commentators proved so popular, the duo may even get their very own TV series. Aside from profitable a lot of medals, there were no shortage of thoughts about how Team Canada seemed to be successful the whole Olympics. From feel good thoughts of Canadians aiding other teams in need, to the unspeakably impressive advertising and marketing ploy of creating a beer fridge that may only be opened with a Canadian passport – the country was on fire in the worldwide media. Russian President Vladimir Putin partied with Canadians, their team won the esteemed Hockey Gold medal Men’s AND Women’s and before the Games even started, The Canadian Institute of Diversity and Inclusion capitalized on all the media focus around Russia’s anti gay political subculture by freeing a satirical video about how “the Games have always been a little gay. ”It could appear unfair that among the best strategies of the Olympics came from a brand that only debuted their latest campaign in the course of the Closing Ceremonies – but Cover Girl’s latest GirlsCan crusade was the perfect combination of a campaign that tapped a cultural trend see Trend 15 in my recently released 2014 Trend Report and leveraged the brand’s statement of several new Olympic athlete Cover Girls, including figure skaters Gracie Gold USA and Tessa Virtue Canada.

The new TV spot featured celebrities like Ellen DeGeneres and Queen Latifah speaking about all of the times in their lives when they heard “girls can’t” – and all the ways they overcame the limitations. Best of all, the spot built on the historical past of the logo thanks to a ultimate line where DeGeneres uses Cover Girl’s longtime tagline to limitation girls to “make the area a little more easy, breezy and stunning. ” The campaign connects with a whole lot of online digital materials and seems poised to create a lot of useful engagement for the brand in the coming weeks and months. You could easily argue that the longtime sponsorship of the Olympics has been a questionable one for McDonald’s. Yet I do bear in mind spending some time in the athlete’s village when I was in the Beijing Games and a number of athletes mentioned how having a McDonald’s in the village offered a welcome treat from the days of classes and a nice occasion after their respective events were over.

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Rather than focus in this feel good moment, though, the brand uses a tired cliche of athlete biting their medals as a stretched metaphor to imply that YOU at home could aid the athletes by biting into your personal 20 piece fowl McNuggets for $5. In a moment when persons are hungry for celebrating the human spirit, McDonald’s determined to try to sell some McNuggets. Consumers expect more from the brand than that. Sponsoring any sports event can be tricky when real time events create unpredictable moments. While VISA earned some praise for his or her real time posting method on Facebook, the true winner was Liberty Mutual and their RISE application.

The entire crusade was focused on the stories of how athletes worked to overcome adversity and literally RISE above their setbacks. Rather than simply telling these stories through TV spots, though, the logo produced a chain of movies offering popular athletes like JR Celski and Picabo Street. The memories were filmed well in develop, and most brands would rest on that content material and view the Olympics as a moment for distribution and promoting. Instead the brand took the stories of skier Heidi Kloser, who was injured in a run before the Opening Ceremonies and feared if she didn’t walk in the Opening Ceremonies, she couldn’t be considered an Olympian. She did – and telling her story in an ad that was evidently produced after the start of the Games resonated with audiences as it was obvious and in the direction of real time. In contrast to all the party of moms and their roles in helping Olympic athletes become who they were, the dads were mostly forgotten.

One Dad who did get some cognizance, though, was Brett West – who built his son Tucker a luge track in his yard. There were several other memories from Olympic athletes of how their dads helped them train by building some form of ramp or other apparatus to assist them observe everything from skiing to snowboarding. And where did almost all these dads get all their materials from?Home Depot, obviously. Clearly the emblem made a financial choice to walk away from the Olympics back in 2009, yet there was a clear opportunity in perhaps sponsoring some of these dads who go above and beyond to aid their kids Olympic dreams in a way that may have given them a perfect probability to get a bit ambush marketing value out of the Olympics regardless of giving up their spot as an reputable sponsor. For years, Apple’s advertising and marketing was something that other brands looked at with envy.

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It only took the 1st three seconds of an ad and also you could tell it was for an Apple product. The brand’s latest ad is a 90 second spot that appears and feels exactly like one of Microsoft’s new ads focusing on how their technology impacts the world by letting you do good stuff. The ad is a sad symbol of how far the marketing method of Apple has fallen because the days when Steve Jobs controlled it with an iron fist. Every moment of that ad is anything Jobs likely would have hated. Unfortunately, it kind of feels there’s no one left to kill bad ideas like this anymore.

It is something to pay a huge amount of money for the rights to clothe every American athlete in the course of the opening ceremonies. It is an alternate to offer them what may be probable the ugliest national team sweater ever created. While some critics looked as if it would appreciate the “bold” outfit – to anyone American who has traveled abroad and had to contend with the “Ugly American” stereotype … this sweater just about just introduced that to life. Even the sorrowful undeniable fact that the sweaters have been miraculously promoting online in all probability to those getting an early start on their wardrobe for holiday ugly sweater parties – the design did nothing to advertise Ralph Lauren as a brand anyone who isn’t already a consumer should consider shopping at. Even worse, it could have helped to put a brand that is dependent upon its entice a wide inhabitants into the undesirable category of a way brand that makes clothes to gawk at on a runway, but never to buy in real life.