The Paris 2024 Olympics drew to a close last week with a dramatic finale, featuring live music from the likes of Red Hot Chilli Peppers and Snoop Dogg, breathtaking visuals, and a death-defying stunt performed by Tom Cruise.
With highs and lows, jubilation and heartbreak, celebration and controversy, this year’s Olympics has certainly been an unforgettable one! However, it wasn’t just the sport that caught Adfield’s eye – we have also been paying close attention to the marketing strategies and techniques employed by the International Olympic Committee and brands closely involved with the proceedings.
Our digital marketing team work diligently to keep up to date with the latest trends and developments that are shaping the modern marketing space. We aim to ensure that campaigns we deliver for our clients are as innovative as possible – and what better place to seek inspiration than the high-profile companies at the forefront of Olympic marketing?
In this blog, we will explore the cutting-edge marketing trends that have defined marketing during this year’s Olympics.
- Authentic Storytelling
Authentic storytelling is an effective strategy brands often use to emotionally connect with audiences. Whether it is sharing a powerful personal story or advocating for a particular cause, businesses that prioritise storytelling have a greater chance of building trust and credibility and differentiating themselves from rival brands.
The Paris Olympics 2024 has given us plenty of examples of this, from Deloitte’s ‘First Effect’ campaign that highlighted the transformative impact of the Olympic games to Nike’s efforts to showcase athletes who have overcome adversity to achieve greatness. As a long-standing Worldwide Olympic Partner, Samsung launched a highly successful campaign that exemplifies the effectiveness of brand storytelling – their ‘Open Always Wins’ campaign.
In alignment with the Olympics’ core values, this campaign was designed to promote the importance of openness and inclusivity. The focal point was a video that featured stories of athletes from diverse backgrounds, including paralympic sprinter Johannes Floors and breakdancer Sarah Bee.
- Immersive Experiences
One of the most fascinating aspects of the Olympic games is that it gives us an opportunity to see how technology has advanced over the previous four years. Tech-driven innovations and immersive experiences have become a mainstay of Olympic marketing in recent years. Back at the Tokyo Olympics in 2021, fans could use augmented reality applications to interact with athletes in real-time and enjoy virtual venue tours.
The most recent Olympics saw many brands leveraging augmented reality, virtual reality and AI to facilitate immersive experiences, a technique that fosters higher rates of user engagement and participation. The official Olympic and Paralympic 2024 application is a prime example, offering fans from all over the world to get involved in the event via immersive digital experiences.
The app boasted a variety of augmented reality features that enabled global users to enjoy the games through interactive lenses. Users could show their support for national teams with flag lenses, and even play with the official Paris 2024 mascot. For the first time in Olympic history, the official poster also featured augmented reality technology courtesy of Snap AR Studio.
- Emphasis on Social Responsibility
Social responsibility has become a vital concern for brands across all sectors, and the world of marketing is certainly no exception. As scientists continue to sound the climate change alarm, companies are increasingly investing in marketing campaigns that emphasise their commitment to sustainability and contributing to a carbon-free future.
The Olympics has a long-standing tradition of championing important, era-defining causes, from the anti-racism movement at Mexico City in 1968 to gender equality in Tokyo in 2021. This year, sustainability and net-zero were key themes for marketing campaigns, with brands aiming to highlight their eco-friendly initiatives.
As a part of their official campaign, the Olympic organising committee promoted their initiatives using the hashtag #GreenGames2024, emphasising their dedication to reducing carbon emissions by 50% and using 100% renewable energy. American outdoor clothing brand Patagonia have also placed environmental activism front and centre of their marketing campaigns.
- Moments-Based Marketing
Another forward-thinking strategy many brands have implemented is moments-based marketing. It allows marketers to take advantage of hot-button events to create engaging, relevant campaigns, and what better time to embrace this technique than during the Olympics? With millions of people worldwide watching, the Olympic games provide a perfect opportunity for companies to seize the moment and engage with their audiences.
Aldi is a brand that has made the most of moments-based marketing. As the official supermarket partner of Team GB, they have strived to link current events to their company. A core component of their campaign has been to utilise social media to comment on the current hot topics. They have posted behind-the-scenes videos, lighthearted memes and congratulatory messages to medal-winning athletes, all under the hashtag #AldiXTeamGB.
By producing relevant, interactive and often funny content regarding popular Olympic talking points, Aldi has succeeded in boosting audience engagement and raising their profile to a wider pool of potential customers.
- Influencer Collaborations
Influencer marketing has become a widely used strategy in recent years. Given that the technique is associated with high ROI and impressive engagement rates, it is unsurprising that an increasing number of brands are incorporating it into their marketing strategies. Throughout the 2024 Olympics, numerous companies used influencer collaborations to improve their campaigns.
There are many examples of this, including TikTok’s partnership with Team GB, Powerade and gymnast Simone Biles and Intel’s collaboration with pole vaulter Molly Caudery. An especially notable example of influencer marketing was Nike’s partnership with Ilona Maher, a professional rugby player turned Olympian.
Maher used her social media presence to share training routines, journeys and live updates. This allowed her followers to connect with the Olympic excitement, all while promoting Nike’s state-of-the-art sportswear and support for athletes.
Our Final Thoughts on The Winning Trends Defining Olympic Marketing
The Paris 2024 Olympics showcased not just athletic excellence but also cutting-edge marketing strategies that captured global attention.
From authentic storytelling and immersive experiences to a strong emphasis on social responsibility, moments-based marketing, and influencer collaborations, brands leveraged the Olympics to connect with audiences in innovative ways.
As we look to the future, these trends will likely continue to shape marketing campaigns, offering valuable lessons for businesses aiming to engage and inspire new and existing target audiences.
Adfield: The Agency You Can Grow With
The Adfield Group has a proven track record delivering exceptional marketing campaigns for our clients. Focused on overseeing targeted campaigns that offer a clear return on investment, we go the extra mile to support businesses in achieving their goals. By choosing Adfield for your marketing needs, you can rest assured that we will produce real, quantifiable results that help you enhance your engagement, revenue and reputation.
Our highly experienced team have the means to handle all aspects of marketing, from arranging events and exhibitions to presiding over traditional and digital marketing communications. Whether you require market-leading support for a one-off project or you are looking for ongoing marketing and event management guidance, we are here to help.
Want to make your next marketing campaign a success? Get in touch with our sales manager Emily Davies to discuss your requirements:
Telephone: 07341493662
Email: Emily@adfield.co.uk