The 2016 Olympics are in full swing, and it’s time to align your marketing campaign with one of the biggest events of the year.
Her are three ways to use current events to inspire your sports marketing efforts, starting with how to pull from the Olympic Games for inspiration.
Generate conversations before, during, and after the event
Rio was selected as the 2016 Summer Olympics host in 2009, and, for better or worse, it has been in the news ever since. Interest in the Olympic Games
continues to grow up until the opening ceremony, but the two weeks that follow include many triumphs, upsets and inside scoops to sustain the buzz.
After the event, athletes and fans look ahead (hello, Tokyo 2020) and reflect on life-changing experiences. There is never a shortage of content when it
comes to the Olympics. Consider a multi-phase marketing campaign that features relevant content before, during and after the big event.
Get creative with your connections
At first glance, it might be hard to connect your brand to something as specialized as the Summer Olympics. You might think that if you’re not promoting an
athletic brand, a health food company or a travel agency, you don’t have much to talk about.
The benefit of basing your marketing campaign on an event the whole world is watching is just that—the whole world is watching, meaning you can find a
connection just about anywhere. Food, travel, patriotism, family, clothing, technology—all can be tied to the athletes and the Olympic Games.
Procter and Gamble runs a terrific Olympic marketing campaign with its multi-year Thank You Mom campaign. Tying into sports, emotion, family relationships and
more, it conveys a powerful message in alignment with the power of sport. Adweek called it a “masterpiece.”
Share your story through social media stars
Sports fans love the Olympic Games for the competition, but its main draws include stories about the athletes.
Craft your stories around the journey of an athlete, the success of a country or the power of achieving dreams. Stories are the most powerful engagement
tool when it comes to the Olympics, and they can serve the same purpose for your next sports marketing campaign.
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Consider partnering with influential marketers in your industry who can weave their own story into the greater narrative for your brand. “Influencer marketing” campaigns serve as authentic ways to reach your target audience through the
storytelling of trusted bloggers.
In 2014, Sway Group hosted an Olympic-themed Twitter party for a client, using multiple networks to reach consumers. The campaign garnered more than 34.8
million impressions, with the Olympics-themed hashtag trending for more than 30 minutes on Twitter.
Pool your resources to maximize reach, and don’t hesitate to contact successful social media users to garner additional attention.
Allison Talamantez is Sway Group’s chief revenue officer. A version of this post first appeared on Sway’s