Reinvention and Controversy Surround Olympic Content Marketing Efforts

|Natalie Chan

The following is an excerpt from an article that appears in its entirety on ClickZ

Even though we’re only five months past the big game, the typical consumer probably can’t recall more than one or two 2012 Super Bowl spots. That’s because these brief 30-second intervals, which resonate so powerfully for everyone in the advertising industry, are but fleeting moments to avid football fans and Super Bowl party-crashers. Conversely, the 2012 Olympics represent a two-and-a-half-week window to captivate and capture the global consumer. With a plethora of powerful and positive themes surrounding the Games – hard work, teamwork, fair play, healthy living, global unity, and peace, among others – the 17 days of Olympic competition are the ideal time for brands to build (or rebuild) their global reputations and consumer affinity.

In fact, since the inception of the modern Games in 1896, brands have leveraged the event as an advertising opportunity, according to During the Antwerp Games in 1920, companies were given permission to incorporate corporate advertising in the Olympic Games program. By the Tokyo Games in 1964, 250 companies had forged marketing relationships with the Olympic Games, including tobacco sponsorships, which generated more than $1 million through the Olympia cigarette brand (more on possible ill-thought sponsorships later). During the 1994 Games in Lillehammer, more than $500 million was generated from broadcast and marketing programs….

To read more of Juan’s article, click here.

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Natalie Chan

Natalie Chan

Natalie manages Customer Retention for Outbrain Amplify. Prior to Outbrain, Natalie spent most of her career focused on connecting brands... Read more

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