Latest Thinking from IEG

A Good Time to Reflect: Takeaways for Sponsors from the 2012 Olympic Games
Some three months after the closing ceremonies of London’s Summer Olympic Games we are still being asked what lessons there are for sponsors. Below are my talking points; I would love to hear yours.

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Filed under: London 2012, olympics, activation

Non-Sponsors Take On The Olympics To Align Their Brands With Fair Play
The extreme approach taken by the London Organizing Committee for the Olympic Games (LOCOG) to enforcing IOC marketing rules has not only not protected official sponsors, I’d argue it has hurt them. Each time the brand police tape over the logo of a non-sponsor, or warn the public about wearing a Pepsi T-shirt to the Games, or insist policemen carry their snacks in unbranded plastic bags, they drag down the brands of the sponsors.

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Filed under: backlash, London 2012, olympics, ambush marketing

Ambush Marketing At London 2012
Non-sponsors during the Olympic Games got noticed through a variety of tactics, including making news around related topics (Nike, Specsavers, Tetley Tea), championing human-interest stories (Red Bull, Virgin Media, Beats), sponsored Tweets (Nike), and pop-up venues in London (Puma, Mizuno, Karl Lagerfeld, Opening Ceremony).

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Filed under: London 2012, olympics, ambush marketing

Visa and the Olympics: Sponsorship In Need of an Update
Visa’s first Olympic sponsorship, signed in 1986 and launched with Calgary 1988, featured the iconic campaign: “Bring your Visa card, because the Olympics don’t take American Express.” This set in motion Visa’s ascension from number three to number one in the credit card category.

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Filed under: backlash, financial services, London 2012, olympics, activation

Will The Olympic Movement Change Its Marketing Rules? (It Better)
A key issue between the end of the London 2012 Olympic Games this Sunday and the beginning of the Sochi Winter Games 18 months from now will be what, if anything, the IOC will do regarding the restrictions placed on sponsors, non-sponsors, athletes and others.

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Filed under: backlash, London 2012, olympics, ambush marketing

Fun Facts About Olympic Sponsorship
While the Olympics generates over a $1 billion in sponsorship, there’s no visibility for sponsors.

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Filed under: olympics, London 2012

The Fashion Games
Design of Olympic apparel has radically shifted from costume to fashion at the 2012 London Games.

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Filed under: international, London 2012, olympics, fashion

Olympic Sponsors’ Results to Date
P&G Winning the Social Olympics in the U.K. In the second weekly Olympics Viral Chart from New Media Age and Unruly Media—published Wednesday, P&G retained the top spot as the most shared ad online during the Olympics, but unofficial sponsor Nike had the most shares in the week between July 25 and August 1.

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Filed under: olympics, social media, London 2012

Olympic Sponsorship Winners And Losers
Procter & Gamble. After its sponsorship of the U.S. Olympic Team’s participation in Vancouver 2010 united multiple brands and drove $100 million in additional sales, P&G signed on as a global Olympic sponsor.

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Filed under: backlash, London 2012, olympics, activation

Getting Olympic Sponsorship Right: Coca-Cola’s Winning Formula
Four years ago, Coca-Cola produced Olympic themed ads and attached its logo to interesting pieces of content. For Beijing 2008, Coke had three themed ads and six posters.

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Filed under: London 2012, olympics, soft drink, activation