The Art of Bringing the World Together
The sports weren’t the only thing fans were oohing and ahhing over at this year’s Olympics; the marketing campaigns received their fair share of applause and admiration. With the games being a once-every-four-years affair, the pressure was on for brands to deliver spectacular experiences that matched the energy and awe of the competitions themselves. Think Flavor Flav watching water polo type of vigor.
The leading brands featured in this blog transported spectators from around the world straight to Paris, merging the excitement of sports, competition, and community into one experience. If marketing campaigns had their own Olympics, these would proudly stand atop the podium.
Counting Down to Victory
The Olympics is one of the most buzz-worthy events to ever exist, and when it comes around, it’s almost a certainty that it will dominate conversations, whether it’s on televisions, social media feeds, radios, or, in this case, inboxes.
As the official NBC audio partner for the games, iHeartRadio launched an eye-catching hero image in their emails featuring a countdown to the opening ceremonies. They needed a quick, direct, and effective way to create urgency, and this approach delivered exactly that.
Building Hype with At-The-Moment Updates
What can we say? Our attention spans are shorter than ever, and fans of the Olympics are chasing updates with a single click. That’s why Speedo Australia’s marketers came up with a brilliant move: they placed a banner at the top of their emails that tracked the Australian swimming team’s medal count in real time, with the numbers displayed inside gold, silver, and bronze medals.
To make things even more engaging, they also sent out a live poll where recipients could vote on which swimming race they were most excited to see. The number of votes for each option appeared at the bottom, making the whole experience feel more interactive and community-centric.
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