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So London2012 Roundup

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SamuelBAllen

This document summarizes various marketing efforts that took place during the 2012 London Olympic Games. It discusses print, outdoor, TV, video, and digital campaigns from major sponsors like Adidas, Coca-Cola, and McDonald's. It also mentions examples of "ambush marketing" from brands like Nike and surreptitious placements from BMW, Beats by Dre, and condoms in the athlete's village. The summary provides an overview of the different marketing tactics and channels used during the London 2012 Games.

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Insight Report?/Special. ? Studio Output London 2012 round-up. August 2012 This special edition of the Studio Output Insight Report takes a look at some of the marketing that took place at the London 2012 Olympic Games. From the brazen to the inconspicuous, print to digital, major sponsors to sneaky ambush marketers, it gives you a handy snapshot of who did what, and how well it worked. Bright ideas for inspiring brands.
Print & outdoor: Metro covers. Print played a major part in the run up to London 2012, with a particular focus on newspapers and programmes that visitors to the Games would see first. The first thing most visitors picked up was the Metro, and as part of a ?2.25m tie-up with Adidas they put together a series of unique cover-wraps, with limited edition prints available at Adidas stores. Insight Report/Special. London 2012 round-up.
Print & outdoor: Adidas and Lloyds TSB. Brands have taken differing views of the Games, from the empowerment of athletes to sport across the nation. Adidas are once again leading the visibility stakes with brand-led stories from athletes, celebrities and families ¨C seeking to play on the fan¡¯s passion before and during the Games. Taking an alternative route, Lloyds TSB have been somewhat more customer-led throughout the games, with their focus being primarily on bringing families and schools into sport and using sport as their vehicle ¨C quite a clear difference in their target audiences! Insight Report/Special. London 2012 round-up.
TV & video: Adidas. TV advertising and online content has led the pack in terms of creative work from brands and their agencies. Adidas pulled out all the stops with a combination of ¡®Adidas is all in¡¯ adverts, some featuring superstars such as Snoop Dogg and Warren G playing basketball against Team GB ¨C and UK-based stars like Tom Daley and Jessica Ennis heroed in their ¡®Take The Stage¡¯ series. ¡®Adidas is all in¡¯ ¨C Snoop Dogg & Warren G youtube.com/watch?v=PyxgwA6PvnI ¡®Take the Stage¡¯ ¨C Tom Daley youtube.com/watch?v=L47_Efa1umI ¡®Take the Stage¡¯ ¨C Jessica Ennis youtube.com/watch?v=Ke1Ilm6joO0 Insight Report/Special. London 2012 round-up.
TV & video: British Airways and McDonald¡¯s. Some brands have sought to play to the passion of the fans a little more, overlooking the superstars of the Games to the homegrown audience. British Airways took a slightly skewed view for an airline ¨C telling people to stay at home. Of course, the cynic thinks that less outbound flights probably allowed them to service a larger number of tourists coming in to London¡­ Finally, McDonald¡¯s showed the ¡®Games Makers¡¯ in the Olympic Park, feeling the spirit. No real look at the food but we were a bit warmer inside after watching. British Airways ¨C TVC youtube.com/watch?v=M6VzhDE1Wso British Airways ¨C documentary youtube.com/watch?v=S-G7ayhPetQ McDonald¡¯s ¡®We All Make the Games¡¯ ¨C TVC youtube.com/watch?v=aDiDSTJcEyc Insight Report/Special. London 2012 round-up.
Use of digital: Coca-Cola and P&G. Digital has played a major role in many of the sponsor brands activity throughout the Games, with many linked heavily to their TVC and print content. Coca-Cola took their youth-focused ¡®Move to the Beat¡¯ activity and turned it into an online game, giving fans the opportunity to create their own content to share on social media. On the other side of the coin, P&G created a ¡®Thank you, Mom¡¯ website that encompassed all their brands, giving Olympians and customers the opportunity to thank their mother. It¡¯s arguably been more successful than any of their individual brand¡¯s activity throughout the Games. Coca-Cola ¡®Bring your beat to London 2012¡¯ ¨C game coca-cola.com/theolympics/en-US P&G ¡®Thank you, Mom¡® ¨C website thankyoumom.pg.com/thank-you-mom Insight Report/Special. London 2012 round-up.
Use of digital: EDF and British Airways. EDF¡¯s takeover of the London Eye sought to show London¡¯s Twitter sentiment toward towards the Games in real time ¨C a risk some would say (given most Londoner¡¯s cynicism before the Games!) but a very interesting use of such a public space. British Airways built on the ¡®Home Advantage¡¯ concept discussed earlier by creating a number of digital concepts; from a ¡®social symphony¡¯ that pulls in tweets to build a song, to a Streetview mash-up that mixes the BA TV ad with Google Maps. EDF ¡®Energy of the Nation¡¯ ¨C campaign site londoneye.com/EDFEnergy/ British Airways ¡®Home Advantage¡¯ ¨C website taxi.ba.com/ Insight Report/Special. London 2012 round-up.
Also-rans: The other London. Despite Lord Cog¡¯s attempts to silence it, Ambush Marketing has been prevalent at London 2012. Nike led the charge with their ¡®Find your greatness¡¯ campaign, through the clever use of other Londons around the world and real-people finding their ¡®greatness¡¯. Nike certainly weren¡¯t alone, as Paddy Power hit the headlines with their sponsorship of an ¡®International Athletics Event¡¯ in London, France. A cocky attempt, but one that was ultimately caught by Locog and the ASA. Nike ¡®Find your greatness¡¯ ¨C video youtube.com/watch?v=_hEzW1WRFTg Insight Report/Special. London 2012 round-up.
Also-rans: The other guys. Ambush and surprise marketing wasn¡¯t limited to those of us on the outside of the athletes¡¯ village and event spaces¡­ BMW¡¯s Mini brand made its way into the ¡®strictly no advertising¡¯ arena by providing remote control Mini Coopers to deliver the shot-put, javelin and discus back to competitors (and getting some solid TV time in too). Elsewhere, Beats by Dre headphones were seen ahead of almost every event after every Olympic athlete was offered a free pair to wear over the course of the games. Creative agency Hanson Dodge found their way into the arena stencilled on the arm of controversial US runner Nick Symmonds. Last but not least, Pasante and Ansell Ltd entered the athlete¡¯s village with their Kangaroo condoms ¨C ¡®for the gland down-under¡¯. Insight Report/Special. London 2012 round-up.
Insight Report/Special. If you¡¯d like to know more about Studio Output¡¯s work, call Sam Allen on +44 (0)20 7239 9283 or email sam.a@studio-output.com Bright ideas for inspiring brands.

More Related Content

So London2012 Roundup

  • 1. Insight Report?/Special. ? Studio Output London 2012 round-up. August 2012 This special edition of the Studio Output Insight Report takes a look at some of the marketing that took place at the London 2012 Olympic Games. From the brazen to the inconspicuous, print to digital, major sponsors to sneaky ambush marketers, it gives you a handy snapshot of who did what, and how well it worked. Bright ideas for inspiring brands.
  • 2. Print & outdoor: Metro covers. Print played a major part in the run up to London 2012, with a particular focus on newspapers and programmes that visitors to the Games would see first. The first thing most visitors picked up was the Metro, and as part of a ?2.25m tie-up with Adidas they put together a series of unique cover-wraps, with limited edition prints available at Adidas stores. Insight Report/Special. London 2012 round-up.
  • 3. Print & outdoor: Adidas and Lloyds TSB. Brands have taken differing views of the Games, from the empowerment of athletes to sport across the nation. Adidas are once again leading the visibility stakes with brand-led stories from athletes, celebrities and families ¨C seeking to play on the fan¡¯s passion before and during the Games. Taking an alternative route, Lloyds TSB have been somewhat more customer-led throughout the games, with their focus being primarily on bringing families and schools into sport and using sport as their vehicle ¨C quite a clear difference in their target audiences! Insight Report/Special. London 2012 round-up.
  • 4. TV & video: Adidas. TV advertising and online content has led the pack in terms of creative work from brands and their agencies. Adidas pulled out all the stops with a combination of ¡®Adidas is all in¡¯ adverts, some featuring superstars such as Snoop Dogg and Warren G playing basketball against Team GB ¨C and UK-based stars like Tom Daley and Jessica Ennis heroed in their ¡®Take The Stage¡¯ series. ¡®Adidas is all in¡¯ ¨C Snoop Dogg & Warren G youtube.com/watch?v=PyxgwA6PvnI ¡®Take the Stage¡¯ ¨C Tom Daley youtube.com/watch?v=L47_Efa1umI ¡®Take the Stage¡¯ ¨C Jessica Ennis youtube.com/watch?v=Ke1Ilm6joO0 Insight Report/Special. London 2012 round-up.
  • 5. TV & video: British Airways and McDonald¡¯s. Some brands have sought to play to the passion of the fans a little more, overlooking the superstars of the Games to the homegrown audience. British Airways took a slightly skewed view for an airline ¨C telling people to stay at home. Of course, the cynic thinks that less outbound flights probably allowed them to service a larger number of tourists coming in to London¡­ Finally, McDonald¡¯s showed the ¡®Games Makers¡¯ in the Olympic Park, feeling the spirit. No real look at the food but we were a bit warmer inside after watching. British Airways ¨C TVC youtube.com/watch?v=M6VzhDE1Wso British Airways ¨C documentary youtube.com/watch?v=S-G7ayhPetQ McDonald¡¯s ¡®We All Make the Games¡¯ ¨C TVC youtube.com/watch?v=aDiDSTJcEyc Insight Report/Special. London 2012 round-up.
  • 6. Use of digital: Coca-Cola and P&G. Digital has played a major role in many of the sponsor brands activity throughout the Games, with many linked heavily to their TVC and print content. Coca-Cola took their youth-focused ¡®Move to the Beat¡¯ activity and turned it into an online game, giving fans the opportunity to create their own content to share on social media. On the other side of the coin, P&G created a ¡®Thank you, Mom¡¯ website that encompassed all their brands, giving Olympians and customers the opportunity to thank their mother. It¡¯s arguably been more successful than any of their individual brand¡¯s activity throughout the Games. Coca-Cola ¡®Bring your beat to London 2012¡¯ ¨C game coca-cola.com/theolympics/en-US P&G ¡®Thank you, Mom¡® ¨C website thankyoumom.pg.com/thank-you-mom Insight Report/Special. London 2012 round-up.
  • 7. Use of digital: EDF and British Airways. EDF¡¯s takeover of the London Eye sought to show London¡¯s Twitter sentiment toward towards the Games in real time ¨C a risk some would say (given most Londoner¡¯s cynicism before the Games!) but a very interesting use of such a public space. British Airways built on the ¡®Home Advantage¡¯ concept discussed earlier by creating a number of digital concepts; from a ¡®social symphony¡¯ that pulls in tweets to build a song, to a Streetview mash-up that mixes the BA TV ad with Google Maps. EDF ¡®Energy of the Nation¡¯ ¨C campaign site londoneye.com/EDFEnergy/ British Airways ¡®Home Advantage¡¯ ¨C website taxi.ba.com/ Insight Report/Special. London 2012 round-up.
  • 8. Also-rans: The other London. Despite Lord Cog¡¯s attempts to silence it, Ambush Marketing has been prevalent at London 2012. Nike led the charge with their ¡®Find your greatness¡¯ campaign, through the clever use of other Londons around the world and real-people finding their ¡®greatness¡¯. Nike certainly weren¡¯t alone, as Paddy Power hit the headlines with their sponsorship of an ¡®International Athletics Event¡¯ in London, France. A cocky attempt, but one that was ultimately caught by Locog and the ASA. Nike ¡®Find your greatness¡¯ ¨C video youtube.com/watch?v=_hEzW1WRFTg Insight Report/Special. London 2012 round-up.
  • 9. Also-rans: The other guys. Ambush and surprise marketing wasn¡¯t limited to those of us on the outside of the athletes¡¯ village and event spaces¡­ BMW¡¯s Mini brand made its way into the ¡®strictly no advertising¡¯ arena by providing remote control Mini Coopers to deliver the shot-put, javelin and discus back to competitors (and getting some solid TV time in too). Elsewhere, Beats by Dre headphones were seen ahead of almost every event after every Olympic athlete was offered a free pair to wear over the course of the games. Creative agency Hanson Dodge found their way into the arena stencilled on the arm of controversial US runner Nick Symmonds. Last but not least, Pasante and Ansell Ltd entered the athlete¡¯s village with their Kangaroo condoms ¨C ¡®for the gland down-under¡¯. Insight Report/Special. London 2012 round-up.
  • 10. Insight Report/Special. If you¡¯d like to know more about Studio Output¡¯s work, call Sam Allen on +44 (0)20 7239 9283 or email sam.a@studio-output.com Bright ideas for inspiring brands.