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Olympic sponsorship: winners and losers of the London 2012 Olympics
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Olympic sponsorship: winners and losers of the London 2012 Olympics

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4 lessons for current and future Olympic sponsors from the very heart of London where we spoke to over 30 people - Brits and visitors of the greatest show on Earth!

4 lessons for current and future Olympic sponsors from the very heart of London where we spoke to over 30 people - Brits and visitors of the greatest show on Earth!

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  • 1. OLYMPIC SPONSORSHIP:WINNERS AND LOSERS OFTHE LONDON 2012 OLYMPICSRESEARCH FINDINGS FROM THINKTANK INTERNATIONALAUGUST 2012 konstantinpinaev@thinktank.uk.com sionpayne@thinktank.uk.com 1
  • 2. About this presentation • The London Olympics 2012 became the biggest sponsorship show on Earth with brands spending hundreds of millions of dollars • At Thinktank International Research we were at the very heart of this event and could not miss this opportunity to find out more about: – what people associate with the Olympics – which sponsors people remember – and most importantly - what lessons sponsors can learn from London 2012.2
  • 3. So we followed the news paying particular attention to brand and sponsor stories3
  • 4. But most importantly – hit the streets to talk to over 30 locals and visitors Londoners Tourists4 Office workers Full time mums
  • 5. Surprise! • We found that a majority of people in the streets struggled to name any sponsor apart from Coca-Cola (and they were probably guessing!) • In fact, a recent study showed that 24% of Britons could not name a single Olympic sponsor with further 33% saying they could hazard a guess, but would be unsure if they were correct • Here are our 4 key lessons on what works and what doesn’t for the sponsors of the London 2012 Olympics5
  • 6. Lesson 1. Be Generous – Not Restrictive!6
  • 7. Be Generous – Not Restrictive! • We live in an age where people expect brands to give rather than take • Sponsors need to protect their Olympic territory (and London 2012 is certainly the most territorial Games we’ve seen so far!) but they need to do it in a way that doesn’t leave regular people excluded • Visa kindly taught other brands this lesson, restricting all tickets purchases to Visa and taking only Visa or cash at the Olympic venues. All ended with a system crash at Wembley stadium where people couldn’t buy any food or drinks unless they had cash • If you become an Olympic sponsor, make sure you give!7 Restricting is antithetical to the spirit of the Olympics
  • 8. Be Generous - What People Say The only sponsor I can The Olympic Games are remember is Coke about being together! because they were You can’t put up a giving cans of Coca- screen in the middle of Cola at the Torch Relay. the street and charge That was nice! £20 to watch it. And then sell Heineken to people – this is just nonsense.8
  • 9. Lesson 2. Be ready for Sponsor Bashing – Olympic spectator sport of the 21stCentury9
  • 10. Be ready for Sponsor Bashing –Olympic spectator sport of the 21st Century • There is a growing anti-sponsor and anti-corporate sentiment – both in social and traditional media • But when we spoke to people in the streets we realised that sponsor bashing isn’t necessarily a bad thing for the brand - as long as you can hold your own • A lot of people we spoke to remembered McDonald’s as a sponsor because of the controversy that surrounded it • Interestingly, most people didn’t really mind a fast food sponsor as much as you would expect if you read the newspapers10
  • 11. Controversial sponsors - what people say I think McDonald’s are one of the sponsors. Newspapers moaned about it, but I don’t It’s a bit controversial, really mind. At least they but beer brands always invest in sport. sponsor football – everyone got used to that.11
  • 12. Lesson 3. Create Stories and Celebrate the Atmosphere!12
  • 13. Create Stories and Celebrate the Atmosphere! • Don’t forget that the Olympics special! • The Games is one of the few truly global events with lots of positive connotations: achievement, energy, vitality, fair play, excitement and aspirations – and community • Brands are well placed to add to thebuzz, celebrate the Games and share the excitement with the general public! • Adidas managed to catch the mood in their Beckham viralwhere regular shoppers who popped into the photo booth to support Team GB were greeted by David13
  • 14. What people say It is exciting! There’s a real buzz in the city and I absolutely love it. Everyone is positive, cheering for the athletes from different nations and enjoying the Games! It was good seeing Beckham taking pictures with people in that shopping centre!14
  • 15. Lesson 4 Don’t Forget The Link to Your Brand!15
  • 16. Don’t forgetTheLink to Your Brand • So the Olympics have a host of connotations that brands want to tie into: global, festive, the best, exciting, exclusive, big, proud etc. • The real creative challenge is to come up with the right angle for your comms to make sure that… – the link between your brand and the Olympics exists not only in marketing departments – people remember your brand and its communications – rather than the fact that this was an Olympic ad – the effect stays after the Olympics. • P&G ‘Thank you mom’ ad stood out creatively and has been in the ‘top 10 most shared Youtube ads’ in June and July16
  • 17. What people say P&G had an Olympic ad… something about moms – that’s right! There’s a mom behind every Olympic champion. Can’t remember any other ads though…17
  • 18. A Few Words About Us • Thinktank is an international qualitative research consultancy based in London • We pride ourselves on marketing thinking inspired by real people • For more see our website, blog or follow us on Twitter www.thinktank.uk.com www.thinktank-international.blogspot.com https://twitter.com/thinktank_int18
  • 19. THANK YOU!Should you have any questions,please do not hesitate to contactKonstantin Pinaevkonstantin@thinktank.uk.com

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