The Power Shift To Consumers: Putting Olympic Fans In Control
With an estimated worldwide audience of 3.6 billion according to Global Web Index, the 31st Olympiad is now half way through, and in this guest post, Tuned Global managing director Con Raso deciphers just what it means to be an Olympic fan, and what the power shift to consumers looks like for Olympic fans.
These Olympic Games are expected to be the most watched ever and for this very reason, brands (official sponsors and otherwise) have been on the lookout for opportunities to be associated with the biggest sporting event in the world and to capture the attention of Olympic fans as a means to drive business impact.
The Australian Olympic team has had a great first week with a medal tally of 22, including six gold, seven silver and nine bronze Olympic medals across swimming, shooting, sailing, steeplechase, marathon, rowing, archery, rugby sevens and diving. The team’s hashtag #OneTeam has been trending since the first medals were won on the first weekend of the tournament.
Team and brand sponsorships and broadcasting rights are negotiated at the country level and the Australian advertisers that have signed on with the official broadcaster for the next decade, Seven Network, including McDonald’s, Qantas, Harvey Norman, Samsung, Australian Defence Force, Woolworths and Toyota are hoping that their Olympics sponsorship has paid off.
Brand building campaigns associated with Olympics have always been plagued with controversies, and this year is not an exception. After Telstra severed ties with the Australian Olympic Committee (AOC) last year, the organisation called out the telco’s “I go to Rio” campaign as a means to deceive Australians into thinking it is the sponsor of the Australian Olympic team; AOC, however lost this federal court case against Telstra.
With the technology available today, the battle cries of marketers have shifted from telling consumers “what they want” to giving them the opportunity to “determine what they want when they want it”. What does this power shift to consumers look like for the Olympic fans?
The Mobile Games
Out of global viewers that are expected to watch the Olympic Games on television, 3.06 billion will do so while holding a mobile device in their hands.
The use of mobile devices, which include smartphones and tablets, provides one essential benefit for marketers: an extra dose of impressions, probably into the billions. There’s a huge potential for mobile engagement with audiences across the globe.
In partnership with Seven Network, Telstra customers get free premium access to the “Olympics on 7” app, so they don’t have to miss a thing wherever they are. Moreover, whenever anyone searches using the keyword “Olympics” on Google, Seven is at the top of the list.
Seven Network has also partnered with Samsung to deliver 100 hours of virtual reality content as well as 360-degree video of the Games, which will also be available via Seven’s Olympics Facebook. The live and on-demand content will be available on selected Samsung Galaxy smartphones compatible with Samsung’s VR headset Gear using its “7Rio VR 2016 app”.
For all coverage and content, producers need to ensure everything has an optimised and memorable mobile experience for demanding fans.
Mobile Means Social
Social media has enabled direct connections between fans, sponsoring brands and the athletes. Fans have a louder voice to support their teams on social media, using this channel before, during and after the sports events.
According to a report published by Stanford Graduate School of Business, “30 per cent of fans who use social media to connect with a sponsor later make a purchase because of the brand’s association with their team. However, if the association does not feel authentic, it can easily be a turnoff for fans”.
Tapping into genuine patriotism, Olympics sponsor Optus launched a crowd-sourcing campaign “#FanUpAus” to encourage fans to send messages of support to Australian athletes in Rio.
Seven, who owns the social media rights to the Rio Games, has also partnered with Twitter Amplify in Australia, a service that lets publishers monetise video through the social network. Viewers can choose to watch short, high impact video excerpts of Seven’s Rio content with pre-roll ads of up to six seconds.
Moreover, with Instagram rolling out a new feature called Instagram Stories, fans have 24 hours to share instantaneous sentiments using multiple photos or videos about their team’s performance. This can be another engaging social channel to narrate the Olympics from a fans’ perspective.
Never Underestimate the Power of Music
The Olympics awakens the patriotic spirit of fans worldwide and there’s no better way to express that strong wave of emotions than to use iconic music that will be associated with the event.
Music icons that have performed at opening ceremonies in the past have successfully used the Olympics to release tracks that dominated music streaming charts, including Shakira’s ‘Waka Waka’ song.
Official Rio Olympics theme music “Alma e Coração – Thiaguinho and Projota” already has over 1.6 million views on YouTube. Katy Perry has released a new Olympics song, and it will be no surprise if American fans vote for this song to top the billboard charts. No doubt, music is an emotive brand building tool to connect with Olympic fans.
Location-based Technology and Targeted Promotions
For the lucky few who are witnessing the spectacle of the Olympics in Rio, brands have pushed geo-fenced offers to better serve their customers. Westpac, for instance, used push SMS notifications to remind its customers about travel insurance and adjustment of credit card limits upon arrival at airports prior to traveling.
The key to winning the hearts and minds of Olympics fans in Australia will be to offer relevant and targeted promos, which in return results to higher sales conversion. To do this, brands need to invest in data-mining tools to understand consumers’ unique preferences and behaviour.
Learnings for Tokyo 2020
The Olympics is seen as one of the most -celebrated events in the marketing calendar. Because of its enormous global reach into the multi-billions, capturing a fragmented audience worldwide can be a nightmare for any brand. But with the rise of mobile technology and social media, brands have given Olympic fans the opportunity to experience deeper fan engagement and take control of the content they want to consume whenever they want it.
With all the spectacle and controversy surrounding the Olympics, brands will need to re-focus their attention on turning brand building investments to powerful consumer insights using business intelligence tools. Data from this year’s Olympics is definitely the biggest asset any brand can own to keep refining business strategy in this ever-dynamic consumer landscape, and this will put them in good stead to prepare for Tokyo 2020.
Latest News
Allied Nabs Nicola Gold From Pico International Dubai
Allied Global Marketing (Allied), a full-service integrated marketing agency working with entertainment, consumer and lifestyle brands, has announced the appointment of seasoned executive Nicola Gold as business director APAC, brand experience, effective immediately. Gold assumes a pivotal role in building the Brand Experience offering as part of Allied’s strategy to develop a truly integrated full-service […]
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.
Anthony Ellis Promoted To CEO Of Publicis Media Exchange
Anthony Ellis takes the opportunity to thank the office fern in his press photo following recent work promotion.
Indigenous Stars 3% & Jessica Mauboy Fuel New Supercars Campaign Via WILDCARD
Jessica Mauboy brings the tunes to new Supercars campaign. Meanwhile, Shannon Noll promises a revenge best served cold.
Nine Launches New Look Olympic Experience 100 Days Out From Paris 2024
9Now rolls out Olympics push, but can it bring Aussie gold in handball?
Must-Watch Marketers At Cannes In Cairns!
Is there a better conference agenda than Cannes In Cairns, we ask? Sure, Captain Feathersword yet to put pen to paper.
Retail Media Demands A New Organisation Dynamic
There's no denying retail media's become adland's hot button topic du jour. Much like tomato being the soup du jour.
News Corp & NRMA Unite For Urgent Action To Fix Notoriously Dangerous Bruce Hwy
A top road safety initiative from News & the NRMA. If they could turn their attention to potholes next would be ideal.
Facebook And X Ordered To Remove Sydney Church Stabbing Video; Meta Swiftly Responds, X ‘Too Busy’ To Care
Tech giants ordered to stop running video of Monday's church attack. Not that it's bothered most major news sites.
Tara Ford To Serve On Titanium Jury At Cannes Lions
Monkeys seemingly ruling themselves out of back-to-back Titaniums, as agency ECD takes up Cannes red pen & clipboard.
“Be Like A Skunk At A Garden Party”: Author Patrick Radden Keefe On Investigating Pharma
Patrick Radden Keefe (pictured), author of global bestseller, Empire of Pain, talked to B&T‘s Nancy Hromin at the Samsung Jaipur Literary Festival about reputation laundering, aggressive marketing strategies and the privilege of still being able to practice pure journalism and be paid for it. Keefe’s in-depth reporting in publications such as The New Yorker and […]
Stuart Archibald Departs Half-Eponymous Agency, Archibald Williams
Stuart Archibald departs Archibald Williams after 12 years. And, no, it's not for golf & bowlo club-priced schooners.
B&T’s Campaign Of The Month Wrapped: Queensland Health’s Frightening Skin Cancer Campaign, Via CHEP
Queensland's beautiful one day, perfect the next but there's still lots that can kill you - crocs, skin cancer & XXXX.
TV Ratings (15/4/24): Amidst It All, Seven News Is The Most-Watched Program In Australia
Network 10 may have had a win in the courts yesterday but, alas, it appears viewers heard all about it on Seven.
Even More Cairns Crocodiles Awards Judges Added As Entries Go Gangbusters!
Cairns Crocodiles assembling ominous judging panel that just so happens to coincide with B&T's office sponge bake off.
“Bias Influences Who & How We Appoint”: Aimee Buchanan On Why Diversity In Leadership Matters
When Aimee speaks, B&T goes full Vanilla Ice: "Stop collaborate & listen, GroupM boss back with a brand new invention."
Dove ‘Won’t Use AI To Represent Women’ To Celebrate 20 Years Of ‘Campaign For Real Beauty’
Yet again, Dove pioneering the adland zeitgeist but ignores current clamour around AI, thank god.
Multicultural Comms Agency Ethnolink Announces AI-Enhanced Multilingual Campaigns
Here's an excellent multilingual AI initiative that will hopefully allow us all to finally comprehend drunk Irish people.
Gate 7 Bolsters Visit California & Brand USA Teams
Travel marketer boosts its team for its US destinations. Any talk of the Aussie dollar remaining strictly off limits.
Mediahub Snares Linda Fagerlund From Carat
Mediahub nabs Carat's Linda Fagerlund after reportedly dangling a large carrot or similar root crop vegetable.
BMF’s Tom Hoskins & Dave Roberts Promoted To Group Creative Directors
More evidence two brains are better than one comes these two promotions. After all, a third brain can cause tensions.
QMS Secures Toyota, Stan, Allianz and Patties Food As Paris 2024 Launch Partners
No one's looking forward to Paris like B&T. We're particularly excited about watching countries who detest one another.
Publicis Groupe APAC Strengthens Its Senior Leadership Team With Key Appointments
Publicis rings the changes with three new appointments. No wonder, given it got all that new biz money last year.
Slew Of Promotions & A New Hire At History Will Be Kind
It's promotions & new recruits at History Will Be Kind. Plus the inevitable angst for staffers who didn't get one.
Latto “Talks Snack” With Menulog Via Thinkerbell
Do Aussie agencies think ads with Americans makes us want to eat more? The food deliverers appear to think so.
ING Invests In Finance Partnership With Seven
Seven amps up its finance coverage in latest partnership. Sadly, it's not bringing Kochie out of the cryogenic freeze.