The Olympic Games Bring Big Opportunities for Brands.
Athletes aren’t the only ones who competed in the Winter Olympic games. The Sochi stage is a big one for brands too. And in this digital and social age brands have more than one event to compete in. So who took home gold?
Molson killed it for Canada with their ad montage—including the now infamous locked fridge full of beer that opens ONLY with a Canadian passport. The story stole headlines in many publications including the Washington Post. The beer fridge is brilliant social media marketing—making an awesome photo op for Instagramers worldwide and achieving consumer respect on Twitter.
Procter and Gamble’s gold winning strategy was more traditional, using the classic Olympic tug-at-the-heart-strings approach with their “Thank you Mom, pick them back up” commercial. Also very successful effort—viewed over 18 million times on YouTube.
It was interesting to see how some of the non-official sponsors took creative routes to circumvent the increasingly strict advertising rules for the games. It’s was reported that even photos of athletes are being blurred or restricted if they are wearing the wrong, non-sponsored swag.
Dos Equis wins in the inaugural “pushing the line” category this year. Ad Age said that they are “Crashing the Olympics” this winter with their “Most Interesting Man in the World” campaign— complete with gold medal athletes, bobsled races and hockey games. All fabricated by the brand, of course, to look and feel like an official Olympic sponsored ad. Well played, Dos. Dos Equis has also put in a lot of energy into Twitter, using the trending #sochiproblems hashtag and making solid use of Vine to keep their star character associated with the games.