Marketing lessons from the Olympics that can be applied all year round
The omnipresence of big tech ads and the caution in the use of AI
This year, tech giants like Google, Meta, and Microsoft used the Olympics to promote their generative AI capabilities. These ads showcased how AI can help with tasks like marathon training, weight lifting, and even teaching boxing. However, not all ads received the same reception. For example, Google’s “Dear Sydney” ad, which featured a father using Gemini AI to generate a letter from his daughter to athlete Sydney McLaughlin-Levrone, drew criticism from consumers, who expressed concerns about how AI could reduce creativity and human interaction.
On the other hand, Apple decided to focus its message on iPhone security, with an ad highlighting the privacy of the Safari browser. This was particularly relevant after Google announced that it would not eliminate third-party cookies as planned.
Lessons learned
The conversation around privacy and AI has become more relevant than ever. Consumers are increasingly aware of these issues, so advertisers need to be careful and consider these concerns in their campaigns.
Athletes became content creators
TikTok became a major stage for athletes during the Olympics. Established stars like Simone Biles and Suni Lee used the platform to connect with their fans, while lesser-known athletes also gained popularity by creating authentic content. For example, Ilona Maher, a rugby player from the United States, stood out for her posts about body positivity, while Henrik Christiansen, a swimmer from Norway, became famous as the “muffin man” for his love of the chocolate muffins in the Olympic Village.
In addition, many athletes shared unique moments from the Games, such as the cardboard beds in the Olympic Village, the pins they traded, or their uniforms. Giorgia Villa, an Italian gymnast, even went viral with her campaign hugging Parmigiano Reggiano wheels in 2021.
Importance of creator-generated content
Brands already know the power of social media as a marketing engine. The ability for athletes to tell their own stories during the Games reinforces the importance of collaborating with content creators, who can offer authentic and valuable perspectives that resonate with audiences.
Bypassing Rule 40 with social media ingenuity
During the Olympics, brands that were not official sponsors faced significant restrictions on using Olympic content in their campaigns due to the International Olympic Committee’s Rule 40. However, some brands found creative ways to participate in trends without breaking this rule.
Luggage company Away, for example, capitalized on a TikTok trend where users were poking fun at their athletic abilities, adapting it to show off the durability of their suitcases by throwing them into water and dropping weights on them. Duolingo, meanwhile, used its iconic owl mascots competing in a swimming race, which generated a lot of interest.
Ingenuity in marketing
Creative advertisers will always find ways to tap into trends and connect with current events without breaking established rules. Smart use of social media can be a powerful strategy to stay relevant.
Women took center stage
This year, for the first time, the U.S. women's team was guaranteed equal pay compared to their male counterparts. In addition, some of the biggest victories of the Games were by women, with medals for the U.S. soccer, rugby, basketball and gymnastics teams.
Equality in sport and marketing
Historically, women's sports have not received the same attention as men's sports from advertisers. However, with more people tuning in to these events and female athletes achieving mainstream fame, advertisers should reconsider investing in women's sport, which presents a growing opportunity.
The rise of streaming during the Olympic Games
Predictions about the rise of streaming during the Olympics came true. According to The Independent, BBC Sport’s coverage of the Paris Olympics was viewed more than twice as often as that of the Tokyo Games three years earlier. Warner Bros. Discovery, meanwhile, boasted that it had reached 7 billion minutes of Olympic content streamed on its Max platform. Meanwhile, NBCU received widespread praise for its Peacock offering, which included a multi-channel view and coverage of big names such as Kenan Thompson and Colin Jost.
The importance of sports rights for streaming platforms
Live sport will continue to play a crucial role in the battle for advertising dollars on streaming platforms. Sports rights will be critical for streamers, as will the need to innovate the viewing experience, whether through multi-channel options or alternative broadcasts.
Conclusion
The Olympic Games represent not only a global sporting celebration, but also a golden opportunity for marketers to learn and evolve. The lessons that emerge from this event, from the careful use of artificial intelligence to the power of creator-generated content, have an impact that reaches far beyond the days of competition. By applying these lessons throughout the year, brands can secure a place on the marketing podium, reaching and connecting with their audiences more effectively and authentically.
FAQs
How can brands use artificial intelligence in their marketing campaigns without alienating consumers?
Brands need to be transparent about their use of AI and focus on how this technology can enhance creativity and human interaction rather than replace them.
Why is it important for athletes to become content creators?
Athletes can offer an authentic and unique perspective that resonates with audiences, strengthening emotional connection and increasing brand relevance.
What is Rule 40 and how does it affect marking during the Olympic Games?
Rule 40 limits the use of Olympic content by non-official sponsor brands during the Games. However, brands can be creative in participating in trends without breaking this rule.
Why is women's sport a good investment for advertisers?
With the growing interest and equal pay in women's sport, advertisers have the opportunity to reach a wider and more diverse audience, enhancing their brand image.
How has streaming changed the way we consume the Olympic Games?
Streaming has enabled broader and more personalized access to the Olympic Games, increasing the importance of sports rights and the need to innovate the viewing experience.
What can brands learn from the Olympics for their annual campaigns?
Lessons from the Olympics can help brands stay relevant, creative and authentic in their campaigns year-round.
