The 2020 Olympic Games ; advertising for one of the world's most anticipated events in the midst of a pandemic

Last year when the iconic Olympic Games  were postponed due to the pandemic, the sudden change threw event organizers for a loop, as well as many brands and sponsors that were planning to launch Olympic-themed marketing campaigns for, and during the event.

From the IOC’s (International Olympic Committee) perspective, the first mark of action was to continue referring to the games as Tokyo 2020, keeping in with the four-year traditions and retaining the brand hype into summer 2021.

Christopher Carroll, the Olympic Games' marketing boss & head of digital engagement  then decided to create marketing messages that were more people-centric to create a deep sense of connection in times of isolation throughout the pandemic.

 With this view in mind, Carroll and the Olympic marketing team  set out to develop multi-channel content that would speak directly to fans, breaking down the barriers between viewer and athlete, whilst keeping the buzz going for the games in 2021.

One such idea was the ‘giant workout’ video with Olympic athletes from around the world. Carroll’s team also focused on the theme of getting active and feeling good, together—using the hashtags #Olympicday and #stayactive to amplify the content throughout the pandemic.

This direct, personal approach to marketing for the games has cemented engagement of fans by placing them closer to the heart of the narrative, whilst also creating content with a bold international feel. And all of these things match the sheer scope of the Olympic Games.

Alongside the IOC, many big name brands have also developed content to build awareness around the games over the past 12 months, keeping the buzz of the games alive.

Airbnb

A relatively new Olympic sponsor, Airbnb who signed a  deal with the IOC in 2019, also stepped up to their marketing game with a digital-first initiative that showcased the brand’s enduring passion for the Olympic and Paralympic Games.

Based on the concept that Paralympians in particular are great innovators, overcoming many barriers, Airbnb hosted an online festival with a dedicated area of its website offering exclusive event content as well as a continual line-up of personalised virtual experiences with the games’ top athletes.

Airbnb is a  brand that has been forced to change its tactics due to the ‘stay at home’ nature of the pandemic, but teaming up with the IOC and being proactive in their marketing strategy has kept Airbnb at the forefront of public consciousness while helping keep fans investing in the Olympics.

It has also given fans the chance to learn invaluable lessons from Olympic sports stars while helping Airbnb expand into the experiential market—a move that benefits both brand and consumer.

 TikTok

Video-based social platform TikTok, launched its own platform-based workout videos with Team GB, creating content using the #teamgbgames hashtag. Not only have the official videos earned tonnes of fan engagement, but content like professional freestyle footballer Ben Nuttall’s ‘keepie uppie’ challenge has also proved wildly popular.

Nike

To give fans an intimate portrait of the games’ major athletes, Nike edited over 4,000 hours of real footage for its You Can’t Stop Us campaign. This inspirational narrative of tennis stars the Williams Sisters alone has earned over nine million YouTube views to date—and still counting. This is another clear example of the power of fan centric marketing, and the rewards reaped for brands.

BBC

More recently and closer to home, BBC Creative launched their Tokyo 2020 Olympics trailer titled Let’s Go There, ahead of the channel’s coverage, which kicks off next month. The title itself refers to the pandemic, acknowledging that whilst it’s going ahead- people won’t be able to travel to be there in real time.

Created in-house with the help of Nexus Studios and director collective Factory Fifteen, the trailer sees Tokyo taken over by the Olympics with street signs, shops, arcades, Gashapon parlours, and a J-Pop music video crammed full of references to the Olympic sports, athletes and BBC presenters.

 However, one challenge of this project was not only the delays the pandemic caused, but also the fact Factory Fifteen and the team were unable to travel to Tokyo for the shoot. They had to bring the buzz of Tokyo hosting the games to the UK without actually going there.

 But it paid off in the end and again, highlights how marketing can adapt and pull off rewarding results, even in the face of a global pandemic.