The 2024 Olympics are on, running from July 26th through August 11th in the ‘tres jolie’ Paris, France.
This means it’s go-time for marketing teams worldwide, and they’re preparing for the biggest opportunity to reach audiences for another two years.
Why Plan Your Marketing Around the Olympics?
The Olympics is to sponsor ads as the Fourth of July is to fireworks … It’s big! Official sponsors could spend anywhere from $200M – $300M over a four-year cycle (one summer and one winter Olympic Games). Even a prime-time commercial could cost you over $1M for a 30-second slot. And sometimes, it’s really worth it.
With thousands of hours of programming slated for U.S. audiences alone, the 2024 Paris Olympics is a can’t-miss advertising opportunity for brands.
Procter & Gamble: Olympic Level Campaign Success
The “Thank You, Mom” campaign by Procter & Gamble (P&G) is often cited as the most successful ad run during the Olympics. This campaign, which started during the 2010 Vancouver Olympics, has continued to run every two years since then. After the original went ‘viral’ for its time, it amassed millions of views and is now known as the most-watched campaign in history.
The campaign’s emotionally charged content resonated with a global audience, winning numerous awards, including a Cannes Lions Grand Prix for Creative Effectiveness. P&G reported a 5% increase in sales during the 2012 London Olympics, generating 54 million views on YouTube.
5 Ways to Maximize Your 2024 Olympics Marketing Budget
But if you don’t have millions to spend, how can you reach audiences, connect with them, and maximize your Olympic Games marketing budget?
StellaPop Marketing team has got a few ideas:
1. Social Media Engagement
Social media is a powerful tool that can amplify your brand’s voice during the Olympics. Here’s how you can leverage it:
- Interactive Content: Engage your audience with interactive content like polls, quizzes, and contests related to the Olympics. For example, host a quiz about Olympic history and give away branded gear as the prize.
- Live Updates and Highlights: Share real-time updates, highlights, and behind-the-scenes content from the games to keep your audience engaged. Post significant moments, medal counts, and standout performances to act as a go-to source for Olympic news.
- Memes and Trending Hashtags: Use humor and trending hashtags to show your brand’s personality, make your content more shareable, and increase your visibility.
2. Behind-the-Scenes
Elevate your usual branding with some personality and share Olympic-themed behind-the-scenes content:
- Show Your Brand Personality: Humor and authenticity resonate well with audiences. Create playful and genuine content reflecting your brand’s unique voice.
- Company Short Video Athletic Videos: Create short videos that showcase your employees or customers engaging in Olympic-themed activities. These videos are fun and lighthearted and can humanize your brand and make it more relatable.
3. Content Marketing
Content marketing provides reliable value to your audience while still subtly promoting your brand. Use the Olympics to theme that content:
- Blogs and Articles: Publish content that ties your brand to Olympic values, athlete stories, or tips related to sports and fitness. For example, you could write an article on how the discipline and dedication of Olympic athletes can inspire small business owners.
- Inspirational Video Content: Create a video series or documentaries about athletes’ journeys to the Olympics. Partner with local athletes or sports enthusiasts to share their stories and experiences and create local storylines.
4. Events
Hosting and participating in events can be a powerful way for small businesses to leverage the Olympics with some event-based strategies:
- Host Viewing Parties: Host local Olympic viewing parties. Events can draw in customers and create a sense of community around your brand. Promote the viewing parties on your social media platforms, through email newsletters, and with in-store signage.
- Charity Events: Organize charity events linked to the Olympics. You could host a mini-Olympics in your community with proceeds going to a local charity or sponsor a fun run with an Olympic twist.
5. Local Collaborations and Partnerships
Collaborating with local businesses and organizations can amplify your marketing efforts and visibility – Working collaboratively creates more effective marketing strategies that foster a sense of community and shared success:
- Co-Branding Initiatives: Partner with other local businesses to create co-branded marketing campaigns. For example, a local coffee shop could team up with a bakery to offer Olympic-themed breakfast specials.
- Find Local Influencers: Work with local influencers or community figures to promote your Olympic-themed marketing initiatives. Choose influencers whose values and audience align with your brand for the most effective partnerships that are legitimate and authentic to your brand.
- Collaborate with Local Venues: Partner with local venues to co-host Olympic-themed or viewing events. For example, a retail store could collaborate with a fitness center to host a themed fitness challenge.
Whatever the time, place, or budget, businesses of all shapes and sizes can leverage the excitement of the games and boost their marketing without breaking the bank (in Olympic ways). With the most eyes and air time of any other event worldwide until 2026 – there’s no better time to get started.
