The last time the world came together fully in person for the Summer Olympics and Paralympics was August 2016 in Rio.
In August 2016, the world had not yet heard the word “TikTok” except to describe the sound a clock makes. (ByteDance would release it that September).
Global pandemics, autonomous vehicles, and AI takeovers were still just seen in movies. People actually still went to the movies. And the importance of experiential in the marketing mix was just starting to be recognized. A new generation of consumers was just beginning to prioritize spending on experiences over things.
Sure, the world hoped to come together in Tokyo in 2021 for the Games that were originally scheduled for summer 2020. But just 15 days before the Opening Ceremony, Japan declared a state of emergency due to COVID and the Prime Minister announced that all events in Tokyo proper would be held behind closed doors.
And yes, there have been two Winter Olympics since Rio. But the Summer Olympics are a much bigger event and spectacle – they have more than double the number of countries participating and include five times the number of sports.
It’s all why we believe this will be the first-ever “Experience Olympics.” Meaning people will experience the Olympics like never before – both IRL and online. And it’s a huge opportunity for brands to be part of the party without the weighty cost of a traditional partnership spend. It’s also a lesson for brands looking to LA 2028 – the first Summer Olympics in the U.S. since 1996.
For the first time in Olympic history, the Opening Ceremony will not be held in a stadium. Instead, the world will watch as athletes sail down the Seine – an approach that will be much more active and participatory for spectators fortunate enough to be there to witness it. Rather than needing a ticket to enter and more passively sitting in a stadium seat, anyone can try to snag a spot along the Seine or catch a glimpse of the spectacle from above.
Official sponsors have been gifted the opportunity to creatively bring value to these Seine-sitting consumers who will be ready to spend on everything from apparel to F&B to other branded items. Unofficial sponsors, on the other hand, must capitalize on the world’s collective attention by waiting for their moment to ambush the social conversation.
In addition to the traditional Olympic Village of athletes, there’s a new village of sorts popping up around Paris already – a village of brand activations. Similar to other sporting and cultural events like the SuperBowl, brands are increasingly realizing the value of “being there” IRL and having a two-way conversation with consumers.
Event Marketer and other publications are already showcasing brand activations that have opened in and around Paris or will open soon. One of many examples is the OlympicTM rendezvous @ Samsung – located on the iconic Avenue des Champs-Élysées.
While we of course eagerly await the traditional feel-good spots from official sponsors such as Coke and P&G, brands are already making noise through experiential with activations that are equal parts creative, innovative and opportunistic in making the most of the moment.
One example is Uber who announced Uber Boat this summer in Europe. And in Paris specifically, visitors can enjoy Uber Cruise, a free one-hour private tour down the Seine.
Another example is Airbnb who offered two lucky fans the once-in-a-lifetime opportunity to stay in the iconic Musée d’Orsay on the night of the Opening Ceremony.
We expect to see many more in the coming days and weeks – including experiences that leverage all the new tools in the toolbox including AI and creator culture.
A recent report from Kantar reminded us of the power to break through with a non-traditional approach. While adidas was an official sponsor of the 2012 Summer Olympics and Paralympics in London, Nike’s ambush marketing campaign won gold. The brand recruited 400 athletes to compete in their shoes and filmed in creative locations like London, Ohio and Little London in Jamaica. And it worked. An incredible 37% of people recognized Nike as an official sponsor of the Olympics compared to 24% for adidas. And Nike gained 57,000 new followers during that time period compared to 12,000 for adidas.
While the spots have all shipped and brand activations built, the opportunity for brands to be part of the action is not over. And experiential including brand acts, stunts and engaging content is the ticket. Savvy brands around the world will make the most of the many cultural moments that are about to take place in Paris.
And for those who aren’t ready, four years may seem like a lifetime but there’s no better time than now to start preparing for what is sure to be an even bigger Experience Games – LA 2028.
