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WHAT HAPPENED DURING THE GAMES?

Moments after his historic win in the men’s 200m, Bolt snatched a Nikon D4 from pro snapper Jimmy Wixtrom.

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What’s this document ?

This document aims at highlighting some of the finest initiatives taken during the 2012 Olympic craze.

Carefully selected by the MediaCom insight team, the following examples won’t catalogue everything but curate only the best cases in order to take out a clear understanding of this marketing climax and inspire our everyday idea storm.

NB : click the image to access content.

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What’s the story told here?

In order to provide you with the clearest wrap-up possible, we decided to write this synthesis following a chronology.

The metaphor used here is the party. Olympics were a party, brands were attendees. As in every social gathering, some brands sent invitations, some

were invited, some crashed in. Here is a quick timeline of the event.

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The Olympics timeline

Before the party During the party After the party

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Key takeout

As shown in the coming slides : An event as the Games isn’t a single blitz but the acme of a running comms

strategies. You don’t have to be a leader to splash out Creativity often comes from constraints : the most delightful initiatives hijacked

LOCOG rules

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BEFORE THE PARTY

People taking pictures and live streaming with their mobile phones the great Olympics Torch Relay.

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Every party has rules

From the announcement of LOGOC (London Organizing Committee of the Olympic and Paralympic Games) rules, brands guidelines were crystal clear : legal restrictions are drastic and official sponsors will benefit from special privileges. Ambush marketers will be severely punished.

In fact, each sponsor has special following its statuts : worldwide partner, official partner, official supporter or official supplier and provider.

Since official sponsors helped the Games leveraging £2Bn, they asked for counterparts :

“No, you probably would not be walking in with a Pepsi T-shirt because Coca-Cola are our sponsors“ said Lord Coe - LOCOG CEO – as a good avatar of the sponsoring vision of this Games.

Before the party

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The official kick-off

From the engagement of official sponsors a couple of years ago, brands quickly endorsed the Olympics movement.

Procter, Visa, Samsung or Coke kicked-off their campaigns months before the blazing of the Olympics flame.

P&G Visa

Samsung Coke

Before the party

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The unofficial brand kick-off (1/2)

Several brands anticipated LOCOG restrictions by sponsoring athletes or national teams.

Among thousands of other cases : Nissan started a partnership with Usain Bolt in June, Allianz sponsored the French Team, Puma extended its Jamaican support (notably by launching a pop up apparel

collection in London) Wet-Bix came along with the Kiwi team.

Nissan x Usain Puma pop-up collection

Wet-box x NZ team

Allianz

Before the party

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The unofficial brand kick-off (2/2)

In France, among a lot of not-so-interesting content, we managed to spot a nice low latency print/interactive OOH campaign by Eurostar displaying messages related to daily competitions.

A print visual Digital billboards

Before the party

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DURING THE GAMES

A swimming amateur recording a race with his iPad.

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Every ceremony starts with an opening

Before we tell you how the party went, this document couldn’t forget to mention the main brand promoted during the Games : Great Britain.

Both the opening and the closing ceremonies were a great tribute to Brit features : the industrial revolution, the culture, the innovation… and the sense of humor of course.

Here is a sneak peak at one of the greatest moment of the DanyBoyle’s OC :

During the party

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How official sponsors behaved (1/2)

Among a bunch of conventional copies (hosting a party doesn’t prevent you from being shy), some brands grabbed our attention : Adidas customized 41 pairs of shoes (as the number of Olympics/Paralympics days

of Games). EDF created the world's “first social media driven lightshow” : the London Eye lit up

following the positive/negative nature of status posted during the day. Coke created a web TV featuring athletes interviews, live performances at the Beat

Bus (a mobile pop-up studio) and user generated tracks by the Beatmaker, a digital tool where people mixed musical track with the help of Mark Ronson samples.

Adidas EDF Coke

During the party

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How official sponsors behaved (2/2)

We also noticed smart product integrations from BMW Group : One Mini appeared during the Opening Ceremony as an iconic symbol of UK, One “Mini Mini” was dedicated to pick up javelins during the competition, A Rolls-Royce featuring a special badge appeared during the closing Ceremony.

Our favorite P&G initiative came from Gillette which launched its new razor with a funny in-store activation (a bit sexist though).

McDonald’s built the biggest restaurant in the world. Allianz sponsored french radio shows covering the event.

RR The “Mini Mini” Gillette

During the party

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How attendees behaved

Without properly ambushing the Games, several attendees bypassed conventions and caught the light. Huggies did a funny viral video as well as Vitamin Water, Kalari (DVD renting service) or Old Spice.

We also loved this live prints from Getty, telling the brand capacity to sell hot baked photo shots.

Huggies VW

KalariOld Spice Getty

During the party

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Here comes the ambushers…

A great party can’t avoid crashers, especially in the country of streakers (you know, those fools running naked on sport fields)…As expected, ideas blazed. Booky Paddy Power told stories avoiding the forbidden words, Wine merchant Oddbins offered 30£ coupons to people wearing non-sponsors

goods (Nike trainers, Vauxhall car keys, RBS MasterCard…). It goes without speaking of this brilliant Tourette charity fund billboard stunt.

Paddy Oddbins Tourettes

During the party

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Ambusher old medal : Nike

Nike was the perfect example of a party crasher : great media pressure and amazing ideas raised the brand on the top. The “Find Your Greatness” campaign talked to every sport amateurs, smartly

insinuating official sponsors were elitists (as Windows did with its “I’m a PC” campaign when bullied by Apple).

Nike also offered a yellow pair of shoes “designed for TV”, a “style guide” to its team explaining them how to get the most of their outfits and announced race results though sponsored tweets.

Find your greatness Find your greatness

Style guide

The fluo Nike Volt

During the party

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Ambusher silver medal : Beats

The second greatest ambusher was the trendy Beats by Dr Dreheadphones.

Prior to the games, they sent flag colored products to athletes (then a golden one to US gold medalists).

The magic happened, athletes wearing Beats were hundreds…

During the party

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Ambusher silver medal : Beats

The Beats success summarized by Marketoonist Tom Fishburne :

During the party

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How people reacted ?

Talking about brands without alluding to people reactions would be vain.

As for every big event, millions of memes emerged : The funny diving faces Unimpressed Queen Elizabeth McKayla Maroney is not impressed

During the party

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AFTER THE GAMES

Celebrities instagramming themselves during the closing ceremony (here is the Spice Girls and the rapper Tinie Tempah).

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After the games

As with every parties, host and guest are welcome to send a thank you note : Gatorade and Usain Bolt congratulated themselves, Channel 4 and Samsung announced Paralympics, Visa hailed Phelps speed Vuitton gathered Phelps and the former record women of Olympics medals : Larissa

Latynina, 77.

Vuitton x Phelps

Visa x PhelpsGatorade x Usain

Channel 4 Samsung Paralympics

After the party

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FACTS AND FIGURES

Usain bolts winning gold in the 100 meters.

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TV overview in France

Following GroupM media analysis, Olympics were an audience blast for France Televisions.

During Olympics weeks, France 2 and France 3 observed respectively +6.7% and +5.8% in their SOV, at the expense of both national and DTT channels.

Source : Médiamétrie (traitement MMW)

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Men at their finest

Audience splitting by age reveals a great increase among men (+11.1% on 15+ all channels included), especially compared to France 2/France 3 average audience : +13.7% on 15+.

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8,4 6,512

22,116,2

34,1

18,7 20 19,9

28,8

49,155,1

44,9

7,6 8,913,3

21,715,2

32,125,0

15,724,9 25,3

45,7

Hom 15+ Fem 15+ 4-14 15-24 25-34 35-49 50-59 60 + Hom 15-49 Mén 15-49 CSP+ CSP- Inactifs

1S 2012 - TTV 1S 2012 - Moy F2 F3

27-07 au 12/08 - JO (F2/F3)2012 Olympics audience profile % / Consolidated audience

Source : Médiamétrie (traitement MMW)

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Despite the audience burst, FTV lost money

For a total cost of 55M€, Olympics earned 14,6M€ gross (see split below), an usual balance facing this kind of event.

2,791,16

Ecrans classiques Parrainage2,59

8,09

3,95

Gross channel budget - M€

5,592,49

Budget split Budget split

2,360,23

Budget split

Traditional screensSponsoring

Source : Kantar Media (Adexpress)

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Top 10 advertisers in France

Coca-Cola SOV outpaced by far other advertisers. The Soft drinks category took a 15% SOV, followed by

Hygiene/Beauty and Food with each 10%. NB : 5 advertisers of 10 this top ten were not official sponsor.

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769644 599 555 503 472 451 404

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2012 Olympics : Top 10 Advertisers (trad screens + sponsoring) Gross budget (K€)

12,7% 5,3% 4,4% 4,1% 3,8% 3,4% 3,2% 3,1% 2,8% 2,0%

Total share in %

Source : Kantar Media (Adexpress)

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A few worldwide social media figures

To close this Olympics wrap-up, here’s a few social media figures, regarding that London 2012 were the first fully digital Olympics Games (every competition was live streamed) : 116M Olympics related messages were posted on Facebook 150M Olympics related tweets were sent (10M about the Opening Ceremony ) 12M Brits watched the Olympics on their phone (1/4 of the total reach) Olympics had a total 4,7M followers (Facebook, Twitter, Foursquare, Google+) 650,000 photos were uploaded to Instagram with #Olympics Regarding official sponsors, 82% shared their Olympics campaigns on Youtube,

73% tweeted related content, 36% created a dedicated hashtag.

All in all, 4,9 billion people watched at least one hour of the Games.

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LINK INDEX

Illuminated Tower Bridge during the Games

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Link index

Procter and Gamble : http://youtu.be/NScs_qX2Okk

Visa Usain Bolt : http://youtu.be/JZcKY9dux6Q

Samsung : http://youtu.be/4X-RjxwVJiE

Coca-Cola : http://youtu.be/WFPN8k4ysqk

Allianz : http://youtu.be/9x92MEUJxws

Nissan x Usain Bolt : http://youtu.be/dJ1liVef2MI

Puma x Jamaica : http://youtu.be/w9S3sXMsAjI

Opening Ceremony : https://vimeo.com/46687821

EDF x London Eye : http://youtu.be/5LYwVs7qwZY

Adidas customization : http://youtu.be/ndbxogSTVHg

BMW « Mini Mini » : https://vimeo.com/47018996

Gillette in-store :

http://youtu.be/2zsUFMsll_U Huggies :

http://youtu.be/EybLkpmsxWs Vitamin Water :

http://youtu.be/5Sn57svAIkg Kalahari :

http://www.theinspiration.com/2012/08/kalahari-com-gold-medal-movie-olympic-broke-back-by-jwt/

Old Spice : http://youtu.be/mSsn6I1BMYg

Visa Michael Phelps : http://youtu.be/p9PZV1e9jks

GE World of Records : http://visualization.geblogs.com/visualization/records/

The Guardian 8-bit : http://www.guardian.co.uk/sport/interactive/2012/jul/23/could-you-be-a-medallist

BBC size comparison : http://www.bbc.co.uk/news/uk-19050139

Slate comparator : http://goo.gl/hpXc3

NYT Race : http://goo.gl/NKuvg

Nike find your greatness http://youtu.be/_hEzW1WRFTg + http://youtu.be/LsXRj89cWa0

McKayla is not impressed : http://mckaylaisnotimpressed.tumblr.com/

Funny diving faces : http://www.tumblr.com/tagged/diving-faces

Unimpressed Queen Elizabeth : http://goo.gl/Sf5WU

Gatorade ; http://youtu.be/DAzbSR0nP3g

Channel 4 : http://youtu.be/kKTamH__xuQ

Samsung Paralympics : http://youtu.be/y5whWXxGHUA

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Contact

MediaCom - @MediacomFR

Françoise Fassin – Head of Strategy + Insights

francoise.fassin@mediacom.com

D +33 1 73 00 22 20

Jean Allary – Strategic planner

Jean.allary@mediacom.com

D +33 1 73 00 21 87

Feel free to give a call or drop a word, we’d be delighted to give you a live presentation of this deck.