The sucess factor of advertising and pr in london 2012 olympics update

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Marketing project completed in semester 1 year 3

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The sucess factor of advertising and pr in london 2012 olympics update

  1. 1. THE SUCCESS FACTORS OF ADVERTISING AND PR, IN LONDON 2012 OLYMPIC GAMES Student Name: Daniel Keating Student Number: 20053989 Course: BA (Hons) in Marketing (Year 3) Marketing Supervisor: Denis Harris Date Submitted: 10th December 2013 I declare that this written work is my own and of the highest academic integrity. Where the work of others has been used it is duly acknowledged and referenced accordingly. Signature: ____________________________
  2. 2. Executive Summary This literature review has investigated the history of Publics Relations and Advertising within the Olympics. Reference has been made to the successful factors that where relevant to a number of company’s campaigns in the London 2012 Olympics Games. The review contains interesting facts and relevant information to the industry. Also explored are a number of what I believe are very successful marketing and public relations campaigns that were carried out during this festival of sportsmanship. This literature review will give the reader an insight of what is needed to create a good marketing campaign with reference to the Olympics and how to generate positive publicity for a company. In conclusion this review sets out the future of marketing in the Olympics. 1|Page
  3. 3. Introduction This literature review is an investigation into the successful use of Advertising and Public relations in the Olympics games. My first chapter will explain the history of the Olympics and how it has developed throughout the years. My second chapter will focus on what is good advertising, what makes it successful and what is good public relations and how do you control public relations that will result in a good view of the company. I will be referring back to some case studies in this chapter. The last chapter will focus on what was the most successful Olympic Games which was London 2012 and how public relations and advertising contributed to that success. This will consists of a number of company’s campaigns that I will research and how this resulted in an increase and sales and good publicity for a company. 2|Page
  4. 4. Table of Contents 1.0 Chapter 1 .............................................................................................................................. 5 1.1 History of the Olympic Games.................................................................................... 5 1.1.2 Olympic Marketing history ....................................................................................... 5 1.1.3History of Advertising in the Olympics ..................................................................... 6 1.1.4History of Public relations in the Olympic Games ..................................................... 6 2.0 Chapter 2 .............................................................................................................................. 8 2.0.1 Successful factors of PR and Advertising ..................................................................... 8 2.0.2 What is public relations? ........................................................................................... 8 2.0.1 Successful Advertising factors .................................................................................... 11 2.1.1 What is advertising? .................................................................................................... 11 2.1.2How to implement an advertising strategy................................................................... 11 2.1.3 Outdoor Advertising.................................................................................................... 12 2.1.4 Global marketing ......................................................................................................... 13 Chapter 3 .................................................................................................................................. 14 3.0 London 2012 Olympics Success .................................................................................... 14 3.0.1The factors to the Success ........................................................................................ 14 3.0.1.1 Coca Cola- Move to the beat campaign ................................................................... 14 3.0.1.1.1 Digital experience .............................................................................................. 15 3.0.1.2 Coca Cola legacy .................................................................................................. 15 3.0.1.3 Coca Cola Beat TV ............................................................................................... 15 3.0.1.4 Coca Cola-Beat box .............................................................................................. 15 3.0.1.5 Accer- Not just a computer Company ...................................................................... 16 3.0.1.5.1 The Pc Systems of London 2012 ....................................................................... 16 3.0.1.5.2 Accer Internet Lounges ..................................................................................... 16 3.0.1.6 Mac Donald’s- The largest restaurant in the world .................................................. 17 3.0.1.6.1 The official restaurant of the Olympic Games .................................................. 17 3.0.1.6.2 Highlighting its Innovation and expertise ......................................................... 17 3.0.1.7 Procter and Gamble- Thank you Mum campaign .................................................... 18 3.0.1.8 Samsung- More than just a phone ............................................................................ 19 3.0.1.8.1 Wireless Communications Equipment .............................................................. 19 3.0.1.8.2 Samsung Hope Relay......................................................................................... 19 3.0.1.8.3 Samsung Global Blogger ................................................................................... 19 3|Page
  5. 5. 3.0.1.8.4 Samsung-Opening Ceremony ............................................................................ 19 4.0 Conclusion: Public Relations and Advertising in the Olympics, the future ...................... 20 References ................................................................................................................................ 21 4|Page
  6. 6. 1.0 Chapter 1 1.1 History of the Olympic Games 1.1.2 Olympic Marketing history The Olympics is a sporting event that takes place every 2 years and that in seen by millions of people. The Olympics are organised in two parts, Summer Olympic Games and the winter Olympic Games. Two years after the summer takes place the winter Olympics take place and two years after the winter Olympics take place the summer Olympics take place. The summer Olympic Games takes place every four years and includes many sporting events like 100m swim, long jump and the 1500m race whereas the winter Olympics include winter snow events like ice skating, ski jumping and snowboarding etc. According to (Olympic, 2013) the Olympics began in antique Greece in 1000 BC. The games were originally a form of religious festival. (Johnny.K.Lee, 2005) States that “The Olympic games is the global arena for the best athletes in the world and a venue for unity and cooperation of people around the globe. Together with that, since the beginning of the last century, the games have acquired powerful advertising function. In 20s and 30s, this function was primary political and aimed at ideological propaganda of certain regime, most often dictatorship, like communism or nazism, while by late twentieth century it acquired purely economic dimension, becoming one of the most suitable places for advertising, marketing and generating considerable sums of money” According to (Billings, 2008) the first live telecast was during the 1936 Summer Olympic games in Berlin. More than two dozen viewing halls were built in berlin, so the German people could watch it. (Johnny.K.Lee, 2005) The first international screening of the Olympics was seen at the 1956 games in Cortina Italy. Only eight countries in Europe could view it but it was the start of the global spread of the Olympic broadcast, screening images of Olympic athletes to homes across the world. (Billings, 2008)States that the American broadcaster NBC paid 3.5bn for the rights to advertise the Olympic Games from a period of 2000-2008 and then applied for an extension for 2010 and 2012 for which they paid 2.2 billion. This gave marketers an opportunity to be able to advertise to reach a huge audience internationally. 5|Page
  7. 7. 1.1.3History of Advertising in the Olympics (Leibold, 2012)Advertising during the Olympics dates back to 1896 when companies like Kodak advertised in the souvenir programme. Coca Cola began its association with the Olympics in 1928 during the Amsterdam games. (Johnny.K.Lee, 2005)At the Olympics in Los Angeles in 1984 Coca Cola was the second leading advertiser having spent $29,875,000 on promoting its drinks. In the 1996 Olympics in Atlanta, Coca Cola spent $73,645,900 becoming the leading advertiser of the Olympics to this day Coca Cola in still one of the leading advertiser of the Olympics, creating a strong business to business marketing link between the two organisations. (Johnny.K.Lee, 2005)During the 2004 Olympic Games in Athens Coca cola spent $145 million on advertising and sponsorship programmes. Many other companies like MacDonald’s, Samsung, Kodak, Adidas and Visa invested in advertising and sponsorship in the Olympics spent in total 1.3 billion. 1.1.4History of Public relations in the Olympic Games Public relations is key factor to the Olympic games as it gives a company a chance to promote the image and strength of the company but also change the public’s view of the company. Public relations can also be used by the International Olympic Committee or the host city of the Olympic Games. If we look back at the history of the Olympic Games we can see how public relations has become a key part of the Olympic Games. (Levy, 2000) During the Olympic Games in berlin 1936 there was a call to boycott the games as Hitler used this opportunity to promote the Nazi regime, Jews were banned from the Olympic Games and the Nazi controlled all sporting facilities. Ten thousand people protested in Madison square garden and there was over 100,000 individual protests from American athletes. To try and control this crisis the president of the International Olympic Committee at the time Avery Brundage, fought to get Jews to participate in the games, he managed to get one Jew on the team which stopped countries boycotting the games. The only country that boycotted the games that year was Ireland. This was the first serious crisis to hit the Olympics and where public relations was handled terribly. Since then there was also more boycotts especially in 1980 due to Russia invading Afghanistan. (CLIFFORD, 2008)During the Beijing Olympic bid in 2001, the Chinese government were criticised about their human rights in the country. 6|Page
  8. 8. To solve the issue the Chinese government researched the United Sates public relations effectively for other countries and they found that America’s use of public relations was very effective. At this stage things were not looking good for China’s bid as there was a lot of protest campaigns and oppositions against the Chinese government on the issues in Tibet. The public relations company decided for the China’s bid to be successful for the Olympic Games they had to take the attention off the Tibet issue. The public relations company decided that in order for China to be successful they had to separate the Olympic bid from the Tibet issue by means of showing the public and the Olympic committee that, they can do things right and they are moving towards a new modern view on human rights in the country. China was successful in its bid for Beijing to host the Olympic Games, from this China have increased the image of its country dramatically. The host structure of the games were very important for the country as they knew that millions of people were watching and that in order for good relations this had to be very carefully planned. If we look back to the Olympic Games in Beijing we can see that everything that was built in the games had a reuse, and if not was converted to something that would generate money for the country, this was so that there would be no negative views from people about abandoned stadiums that was seen during the Olympic games in Athens 2004. This public relations campaign that was used in China was so successful that London decided to use the same strategy showing that it was focused on sustainability and legacy showing that games contribute in a good way to the city and country. They did this by showing that they had a reuse for everything for e.g. the country sold the Olympics stadium to a local football team called West Ham United. The aquatics centre will also be reused and turned into a public swimming pool. 7|Page
  9. 9. 2.0 Chapter 2 2.0.1 Successful factors of PR and Advertising 2.0.2 What is public relations? (Austin, 1999)Public relations is an art and social science of managing the company’s image within the public. Public relations is also about managing the company message internally as well as externally. Internal Public relations involve the management of communication from the organisation to their staff whereas externally involves managing the company’s image in public from dealing with media to preparing press releases. (Allen Center, 2008) states “Public relations practice is in the results that come from putting theories and principles to work-in a way that benefits the organisation issuing the pay check and the society of which the organisation is a part”. The PR department can also change the image or public’s view of the company by manipulation. 2.0.2.1 Crisis Management This how the PR department manage a company during a crisis, there are four different types of crises  Acts of god- Weather Volcanos earthquakes etc.  Mechanical Problems- Problems physically e.g. building problems like flooding from broken pipe  Human error- This is when human makes a mistake e.g. pressing a wrong button miscommunication of the message  Management decisions, actions, or inaction- The problem is not serious so it will be hidden, nobody will find out. (Austin, 1999)The guidelines to successful crisis communication. 1. Anticipate the Unexpected- An organisation that is managing there Crisis management well should anticipate the unexpected. You might not know when they will happen but the organisation can anticipate a flood, a fire, a robbery etc. For the Olympics an unexpected crisis would be a terrorist act. 2. Institute and practice a crisis communication plan- The Company should institute crisis plan to deal with this situation e.g. a fire, the plan would involve an emergency 8|Page
  10. 10. evacuation procedure and help phone line for people to contact to make sure their relatives are safe. Releasing a press release into the incident would also be part of the plan. 3. Train Employees- In the case of a fire, carrying out a fire drill would be sufficient where as if it a more specialised are of dealing with chemicals, you would have to train your employees of the danger of each chemical and what to do if there’s a chemical disaster. 4. Have one spokesperson- Have one spokesperson communicating to the public media about the incident during the crisis. It can get very confusing and untrustworthy when you have more than one spokesperson especially when dealing with the media and publics. 5. Do not speculate- on what caused it, the cost of it or anything like that, make sure all your staff are stating the same story. There have been many different crisis that where managed well, one of the best managed crisis would be the Johnson and Johnson case. (mallenbaker, 2000)The crisis happened when the company produced a pain killer medication called Tylenol which had 35% of the analgesic market and was worth 10% of the overall company’s profit. The crisis happened when an individual succeeded in lacing the product with cyanide. Seven people died and there was widespread panic ensued by how widespread the contamination might be. The company recalled Tylenol from every outlet not just where the contamination might be, which cost the company over $1bn as a result. From managing the crisis well Johnson and Johnson created tamper proof packaging. This was a success to them as when they launched their product back on the market they increased market share. Crisis management is not just about managing a crisis it is about preparing for a crisis and managing and preventing the crisis the best you can. 2.0.2..2 Community Relations A community is a social group of an area that look out for one another, a community takes pride in their community and supports all their local teams that represent the community, they also are proud of their area. (Allen Center, 2008) “States that a community is a social organism made up of all the interactions among the residents and the organisations in which they identify. As a social organism, a community can take pride in its scenery or in its high school basketball team; it can be factionalized on the basis of who loves on which side of the rail road tracks, or who is well-off or poor; it can be heterogeneous collection of suburban residents dawn together only by a common desire to escape living with a metropolitan area”. 9|Page
  11. 11. From what I have researched in to public relations is, the community is a key factor for organisations to have their community on board and supporting there organisation. This is done through meeting the needs of the community the best you can, helping the community and improving the community. (Allen Center, 2008)There are nine areas of an organisations community relationship 1. Releasing news to the community that’s of interest to them that’s in relation to the organisation. For the Olympic Games, they release information on construction work of the area and plans for the community, this would be of interest to the community near the Olympic site. 2. Supporting the local community through raising funds for the community by means of charity walks bag packing etc. , for this to work, the organisation also has to make sure that there employee are supporting the community. 3. Donating some of the organisations money towards the local community, this was done in the London 2012 Olympics by Olympic committee donating money towards local sporting projects in the local area. 4. Allowing the community use of the organisations equipment. This was at London 2012, as they are now converting the aqua centre into a swimming pool complex for the local community. 5. Supporting the community’s views in social and government issues. 6. Planning special events e.g. community reunion’s conventions etc. 7. Releasing planning information to the public and about how there are going to improve their community from there proposition. 8. Distribution of leaflet to residents about upcoming conventions or reunions that might be of interest to them to do with the organisation. 9. Carrying out tours around the organisation as seen in London 2012 when after the games the public could get tours of the site. Once an organisation makes sure they meet most of these steps they can get there community of side and this can be very beneficial to the organisation. 10 | P a g e
  12. 12. 2.0.1 Successful Advertising factors 2.1.1 What is advertising? Advertising is where companies get to promote or show people there product or service and gain interest from this, to do this companies use a marketing component called advertising. Companies can spend massive amounts of revenue on their advertising as it can increase their sales dramatically. (Carter McNamara, 2013)Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc. Advertising has become a part of life today everywhere go from driving on the road to reading emails, advertising is all around us. 2.1.2How to implement an advertising strategy 1. (Coolidge, 2013) Research: This is where the company carry’s out research in the market to find out the behaviour of the market, who their competitors are and what styles there are using for their adverts. 2. Target Audience: The company researches there target market and who they want to target. 3. Media selection: This is where the media space is purchased. It also involves the advertising accounts team to create a successful media plan for the company for where they are going to advertise their product or service. 4. Create a brief: The marketing manager and his team have to create a brief to hand to an advertising agency who will create the advert strategy. Contained in the brief will be who the companies wants to target, what style they want to take with their strategy, where do they want to advertise and all research and statistics information, for e.g. in London 2012 Olympics a lot of the advertising would have taken place outdoor so the companies advertising style would be have been an outdoor style by use of gorilla marketing etc. 11 | P a g e
  13. 13. 5. Brief handed to advertising agency: The brief is then handed to the advertising agency where it is passed on to the relevant department. The first stage the brief will hit, is the creative team. They will read over the brief and develop an advert that fits the needs of the company and gets there message across effectively. For e.g. during London 2012 British airways strategy was to develop was to show that there were a proud British company to support team GB but also to that they can get you to the heart of the action, as we have seen in the advert where the plane lands in Heathrow airport but then makes its way through London to Olympic park. 6. The pitch: After the creative department is finished developing the advert they will pitch it to the company where they will decided if it meets their needs and gets there message across effectively and keeps to the style they want. During this stage a number of advertising agencies pitch to the company and they pick the best one. 7. Advert made and analysed: The advert is then made by use of the agencies production team after this the advert is then sent back to the client and is analysed and issues or feedback they have concerning the advert is explained to the advertising agency. 8. Release: The advert is finally released with perfect placement and timing in the market. This stage also involves the company reviewing the agencies work and see did it meet there targets for wanted the company wanted out of the advert. 2.1.3 Outdoor Advertising This type advertising always been seen in the run up to and during the Olympic Games. Outdoor advertising has the potential to get people talking and promoting the company through use of social media, for e.g. if you look back at London 2012 Olympic Games, British Airways hired a piece of land next to the end of the runway at Heathrow airport and landscaped the Jessica Ennis in to the land with the saying welcome to our turf. This had a huge effect as when people were landing at Heathrow, they could see this image on their final approach to the airport just before touching down. It got people talking about it and it spread all over internet. This advertising strategy I believe was very clever by British Airways because if you think about it, when your landing at an airport people always tend to look out the window to see the scenery and what the weather is like etc.. This made the marketing team believe that most of the passengers could not miss this advertising during the landing. 12 | P a g e
  14. 14. Another form of outdoor advertising used is billboards, which is slowly being phased out by the introduction of more modern advertising digital screens. (Trent, 2012) Billboards are one of the best strategies a company can use today even with the presence of digital screens. This form of advertising again is getting more creative with making theses screens and billboards more interactive for people to see, e.g. Honda had a campaign on a billboard in Wexford were they posted a number on the billboard with a picture of a car and wrote, text this number to start the engine. When a person texted in this number the sound of engine could be heard starting up and smoke could be seen blowing from the exhaust of the car. This type of advertising again got people talking and was spread throughout the internet by use of social media. Everyday outdoor advertising is getting more and more creative and unique which makes it a lot more competitive and puts a lot pressure on other advertising agencies to be more creative. 2.1.4 Global marketing This type of marketing is when companies adapt their advertising to different cultures but at the same getting the very same message across to them effectively. (Finance, n.d.)States that global marketing is a marketing strategy used mainly by multinational companies to sell goods or services internationally. Global marketing requires that there be harmonization between the marketing policies for different countries and that the marketing mix for the different countries can be adapted to the local market conditions. Global marketing is sometimes used to refer to overseas expansion efforts through licensing, franchises, and joint ventures. (William Wells, 2006)There are three types of global advertising that I am going to discuss in this section.  Standardisation: This is where the advertiser focuses on similarities around the world. Categories like high tech goods that a standard throughout the world would be taken in to consideration here.  Localisation: This is where advertisers must adapt their advert to different countries taking into consideration their culture and stage of economic and social development.  Combination: This is when standardisation and localisation are combined together to create the best method of advertising. 13 | P a g e
  15. 15. For the Olympics the best method of global advertising is the combination as you are advertising to large amount of different cultures but also that you can get your message across to a large amount of cultures from just one area. Chapter 3 3.0 London 2012 Olympics Success 3.0.1The factors to the Success In this final chapter I will explain to you from what we have read so far how these factors influenced to the success of London 2012, from advertising to public relations, an example of every one of these factors was seen during London 2012. When the Olympics take place it is screened to millions of viewers worldwide and this is a company’s opportunity to hit a large amount of people in just one medium which is the media. I am going to give examples and analysis of the successful campaigns that helped generate publicity and sales for the following companies. 3.0.1.1 Coca Cola- Move to the beat campaign This was a marketing campaign set up for Coca Cola during the London 2012 Olympic Games. (Wire, 2012) It was developed to take teens closer to the Olympic Games through the standardisation factor of global advertising between teens which the company believed was sport and music. What the company aimed to do was to create a campaign globally between all teens worldwide. They believed the best place do this was through the Olympics through the medium of sport and music. Coca Cola put a lot of their resources into this campaign and used a number of sources of advertising and public relations to promote this campaign. To make this campaign unique Coca Cola developed a special music track. It was launched music artiest Mark Ronson and Kate B during a public relations event held by Coca Cola at a secret location in London. This special track became known as one London 2012 songs and consisted of sounds of athletes running, swimming, etc. 14 | P a g e
  16. 16. 3.0.1.1.1 Digital experience (Wire, 2012)To back their campaign up Coca Cola also developed a digital campaign through social media and the internet called create my beat desktop. This was an application that teens could use to help them develop their own music track using music and sports sounds. When the teen had created their own track they could up load it on the Coca Cola website where people could comment and listen to the track like an online community. The company also developed a smart phone application where they could get teens to develop tracks on their phones. This was a massive success and got people taking about Coca Cola worldwide through word of mouth and social media. 3.0.1.2 Coca Cola legacy (Olympic.org, 2012)During the games Coca Cola also created a public relations campaign creating awareness of sustainability of London 2012 and the world. They did this by creating bigger bottles and making there bottles a 100% recyclable. They were stored in energy efficient coolers and people were encouraged to recycle the bottles. This is another example how Coca Cola used their community relations to promote the Coca Cola brand. 3.0.1.3 Coca Cola Beat TV (Wire, 2012)The company also created a daily television show that was broadcasted globally. The show took place for 10 nights over the Olympics, capturing the sights and sound of the London 2012 games. The show featured celebrities and athletes interviews and on air games and challenges. This was another example of Coca Cola using the media to advertise their company. 3.0.1.4 Coca Cola-Beat box (Olympic.org, 2012)The marketing team also recruited an architect to design their show room that was going to be placed in Olympic park for the games. The building was designed to align itself with the move to the beat campaign. This involved digital screens and speakers were installed to give people a visual and sensory experience allowing people to interact with the structure. Sound cushions embedded with anthem beats speakers were also played by the public. 15 | P a g e
  17. 17. 3.0.1.5 Acer- Not just a computer Company Acer’s marketing strategy in London 2012 games was about showing how reliable and strong there computer systems where through a number of different campaigns. 3.0.1.5.1 The Pc Systems of London 2012 The company used a public relations campaign which involved them donating their computer systems to support the London 2012 games. (Olympic.org, 2012)Acer donated 16,000 net books and desktops as well as 950 serves to help support the games. These computer and servers were all distributed to help different departments from the Technology operations centre to the Media Centre. The company also provided ground support during the games to make sure every one of these systems were working to 100 percent of its potential. This was a clever business-to- business marketing and public relations campaign by Acer. The campaign shows that not only are their computers the best but the after care and support is superior to their competitors. 3.0.1.5.2 Acer Internet Lounges (Olympic.org, 2012)Acer built four internet lounges located in Olympic Park for the media and the athletes. These internet cafes were open 24 hours per day during the games providing 200 station fully equipped with broadband and social media access keeping journalist and athletes connected with family members and giving them access to up to date news on the games. This again is a very well cleverly thought of public relations campaign showing that company cares about athletes and the media and showing that the company is keeping people connected throughout the games. Acer also built a show room in Olympic park to show off and test their new technology to the public. The company reached an estimated 1.2 million visitors to its site. They also provided a tour to visitors which explained the history, background of the company and the future of 16 | P a g e
  18. 18. the company. This was another great public relations campaign as people got to learn about Acer, meet the staff and test their products. 3.0.1.6 Mac Donald’s- The largest restaurant in the world 3.0.1.6.1 The official restaurant of the Olympic Games (Olympic.org, 2012)MacDonald’s marketing campaign involved them becoming the only exclusive restaurant chain in the Olympic Park, because of this any other fast-food restaurant chain had to set up their facilities outside the exclusion zone. The company had also set up a restaurant only for Olympic members and the media in the staff canteen. (Eccles, 2012)The restaurant that was located in Olympic Park was the biggest MacDonald’s in the world at 3000sq ft. and could seat up to 1500 customers. This plan of building the biggest MacDonald’s in the world was a success for the company as it gained much publicity and media attention for the company. The exclusion zone that was granted, was very clever by the marketing team as any spectators who were hungry for fast food at the Park had to eat at MacDonald’s. If we look at this campaign we can see that the company is demonstrating its strengths by showing that their staff can serve a large amount of people quickly and to make them stand out they decided to do this in the largest restaurant in the world. 3.0.1.6.2 Highlighting its Innovation and expertise (Olympic.org, 2012)Macdonald’s set up a stand at its media centre restaurant, where they demonstrated their quality ingredients that goes in to their food and innovative menu with the help of their executive chef and senior director of culinary innovation Dan Coudreaut. This demonstration was posted on about MacDonald’s.com and their YouTube channel. This created great publicity for the company between athletes and the public. 17 | P a g e
  19. 19. 3.0.1.7 Procter and Gamble- Thank you Mum campaign (Olympic.org, 2012)P&G did some research for their marketing campaign and decided to focus on the one person that believed in the athlete from the very start. After much extensive research the company found that this was their mother who looked after them all there life and brought them to athletic training etc... The company produced a two minute tribute video demonstrating that the hardest job in the world is also the best job in the world. This video launched digitally on P&G’S YouTube channel as well as their Facebook and digital hubs. This video received 20 million views online and awarded an Emmy. The company also created beauty salons for Olympic athletes and their mothers and fathers. The four salons which were located in Olympic Park, Media centre and the P&G salon Wella Studio in central London which provided over 26000 beauty treatments from hair styling to men’s shaving. These treatments were all completed using P&G’s famous brands Gillette, Pantene and Maxfactor. This created huge awareness of the P&G brands through mothers all over the world as well as creating great publicity for the company. 3.0.1.7.1 P&G’s Legacy This campaign involved the company contacting mothers and asked them how they could support them to support their children. Through this the company decided to raise 5 million dollars through sales of its brands to support youth sports programs around the world. When this amount was raised during London 2012 the company decided to extend this to raise 25 million dollars over the next four Olympic Games. This extension means that the London 2012 Thank you Mum campaign will continue past the London 2012 games leave a legacy well beyond the games. This was a great public relations campaign, by the company raising this sort of money they should that they care about future athletes and want to courage the youths to take their passion of sport future by the company supporting their local athletics club. 18 | P a g e
  20. 20. 3.0.1.8 Samsung- More than just a phone 3.0.1.8.1 Wireless Communications Equipment Samsung provided for London 2012 17,000 mobile handsets and 4,600 mobile accessories to staff and athletes in the games. The smartphones were preloaded with Samsung Wireless Olympic Works (WOW) application with real time game updates and weather reports. The idea of providing smartphones to staff and athletes was a brilliant by the marketing team as it got staff and athletes to test the company’s product while the company made sure they had everything they could want on the phone as to be able to get the staff and athletes to buy the smartphones. 3.0.1.8.2 Samsung Hope Relay (Olympic.org, 2012)This campaign was launched at a public relations event hosted by David Beckham and Jamie Oliver. The campaign spread to 17 countries worldwide resulting in 1.75 million downloads for app that they created for smartphones. This allowed the phone to record the statistics of anyone that had run a mile to be sent to Samsung. Every time a person ran a while using the app Samsung had to donate money to charitable causes around the world. The public relations campaign from Samsung was very well planned and created great awareness of the company worldwide. 3.0.1.8.3 Samsung Global Blogger (Olympic.org, 2012)The company sent 76 bloggers from 20 countries to the Olympics games to report on the moments not to be missed. The bloggers reported these moments through the use of Samsung smartphones and technologies. The company gained much publicity through this as well as free advertising of smartphones and technologies that the bloggers were using to report on the event. 3.0.1.8.4 Samsung-Opening Ceremony The company’s products were used during the opening ceremony of London 2012. It was part of the dance routine that celebrated global communications and was broadcasted through television to more than four billion people in the world. There was also a behind the scenes 19 | P a g e
  21. 21. interview posted on YouTube that took place before the ceremony that displayed Samsung products again which was viewed by more than 700,000 people. This campaign was very well arranged and from being in the opening ceremony they had hot a large amount of people through one medium which was the media, which is what I believe they set out to do. 4.0 Conclusion: Public Relations and Advertising in the Olympics, the future To tie this chapter together I believe that from the last two Olympic Games companies have begun to become much more specialised when it comes to advertising and PR. If we go back to the first chapter when I explained the history of the Olympics we can see that there was very little of Public relation used until the Beijing Olympics that took place in 2008. During the Beijing Olympics we saw advertising and public relations change for the better with companies homing in on a large factor of public relations that was never used before which was the community relations aspect of the games. Companies wanted to show that they cared a lot about athletes and the staff that were involved, we would of heard this been stated a lot through the word legacy. Legacy has huge potential to gain a company an immense amount of publicity very quickly and I believe this can and will be used in the future by companies. The next Olympics that will take place is the Rio games 2016 in Brazil. Through these I believe we will see public relations been used a lot more mixed with advertising. The reason why I believe this is that Rio in Brazil is a very poverty stricken area and companies will use to gain publicity by donating to local charities there and carrying it on throughout the games which again will create another Legacy which will be one of many that we will see through the future of the Olympic Games. 20 | P a g e
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