24 June 2011

Going for gold with Olympic campaigns

With just under 400 days to go until the London Olympics Games kick-off, marketing activity by the official sponsors have stepped up a gear. Though the majority of us will have to watch the games from the sofa having failed to secure tickets, this hasn’t stopped the marketing machine ramping things up with numerous events and announcements hitting the press in the last few weeks. Here are some campaigns that caught my eye:

Boasting that this will be the most ‘content rich’, and ‘connected’ Olympic games in history, Samsung  has set its sights on making 2012 the ‘Smart Games’. The tech firm is on the hunt for 60 Samsung Mobile Explorers. Each will be given  smartphones and tasked with sharing their own experiences of the Olympics through social media as online ambassadors for the brand.

Similarly, Coca-Cola  is in search of young and inspiring torchbearers for their Future Flames competition. If you have a burning passion and a life-changing story, the judging panel – which includes rapper Dizzee Rascal – can get you on the torch relay.  BA on the other hand are after not one, but three great Britons. Create a pieces of art, film or a menu using the games as inspiration and you can get mentored by Tracey Emin, Heston Blumenthal or Richard E Grant. Not bad.

Given the lead time, it’s understandable that the majority of activity to date has been competition-based.  As we near the opening ceremony,  I can’t wait to see what else the cunning PRs have up their sleeves. Assuming we don’t experience a fiasco on par with the ticket allocations, I’m sure there’ll be more to come.