Your SlideShare is downloading. ×
Epsilon 2014 Olympics Marketing Campaigns
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Epsilon 2014 Olympics Marketing Campaigns

1,395
views

Published on

Epsilon's Email Institute is taking a break from our usual preoccupation with digital messaging to track and report back on marketing campaigns across all channels that were inspired by the events in …

Epsilon's Email Institute is taking a break from our usual preoccupation with digital messaging to track and report back on marketing campaigns across all channels that were inspired by the events in Sochi, Russia.

Published in: Marketing, Business, Technology

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,395
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
11
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. WINTER GAMES 2014
  • 2. Welcome In February, Email Institute is taking a break from our usual preoccupation with digital messaging to track and report back on marketing campaigns across all channels that were inspired by the events in Sochi, Russia. This deck includes some noteworthy campaigns we saw leading up to the Opening Ceremony. In the coming weeks, we'll look at: • • What unofficial advertisers and ambush marketers are doing to capitalize on the event How brands using cross-channel strategies like emocial (email, mobile, and social) are having a bigger impact than ever After the Closing Ceremony, we’ll release our 2014 Olympic Games Lookbook—a review of the top campaigns and tactics as rated by our judges. Do any of these early campaigns look like medal contenders to you? Have you seen a great Winter Games marketing campaign that you think we overlooked? Email us at info@email institute.com with your comments and suggestions, and we'll run them by our judging panel. Spasibo!
  • 3. Email Campaigns
  • 4. Joss & Main Email Subject Line: Winter Warmth: Portobello & Persimmon picks and furniture inspired by the Winter Olympics What our judges say: “It’s a very creative concept to present a collection of products around the Winter Games. The images in this email could be a little smaller, but mentioning the Olympics in the subject line should drive opens.”
  • 5. Evite Email Subject Line: Watch with the World! Send a Winter Games Invitation What our judges say: “This is a great example of how to use the popularity of an event like the Olympics to engage with your customers—even when you don’t have millions of dollars to spend. Remember that you have only three to four seconds to grab the subscriber’s attention, so make it very clear what you want the recipient to do.”
  • 6. U.S. Olympic Committee U.S. Olympic Committee Subject Line: Say "Go USA" in a snap What our judges say: “This email is visually interesting and it has a great call-to-action. It would have even more impact if the space above the fold included information about what the app does and why I want it on my phone.”
  • 7. Social Campaigns
  • 8. VISA #Everywhere Campaign What our judges say: “This is a great use of images that are action-oriented and focus on the individual athletes. Visa stays consistently on message. I knew immediately that this was Visa.”
  • 9. Citi #EveryStep #progressmakers Campaign What our judges say: “This early campaign is people-oriented and focused on the athletes. It’s nice to see paralympians side-byside with their peers, as equals. It’s a positive message.”
  • 10. McDonalds #CheerstoSochi Campaign What our judges say: “We mention this campaign because it really shows the power and speed of social media. This hashtag was hijacked within just a few days, so marketers need to have a plan in advance for responding to negative feedback from their customers.”
  • 11. Online Campaigns
  • 12. USG Home Page What our judges say: “There’s a little confusion for what I’m supposed to click on first, but otherwise USG is doing everything right with great calls-toaction. The design could be adapted to a variety of channels.”
  • 13. TV & YouTube
  • 14. Procter & Gamble Procter & Gamble “Pick Them Back Up” Campaign What our judges say: “P&G’s strategy is brilliant when it proudly declares it self the ‘sponsor of Moms’. This viral video has over 12 million view, which really drives home that emotion is a great way to connect with your customer. It’s a softer approach, but it can reap long-term rewards.
  • 15. Key Takeaways • Advertisers are focused on individual athletes, finding ways to communicate with them through various channels and tactics. • Even with the controversial issues surrounding Sochi, brands are finding ways to connect with customers using emotion and inspiration. • Marketers don’t have to have a seven-figure ad budget to leverage events like the Olympics to promote a brand. • Rely on best practices to increase response and engagement.