A Good Time to Reflect: Takeaways for Sponsors from the 2012 Olympic Games
Posted: 11/20/2012 9:14:09 AM by
Lesa Ukman | with 0 comments
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:
- Draconian ambush laws work against the event and the sponsors
- Activation (not the level of sponsorship) drives ROI
- Sponsors must earn fan attention and credit, it is not automatic
- The most effective approach for earning fan attention and credit is one of shared value—giving back to the fans, the sport and the community. This is accomplished by:
- Addressing social issues (Coca-Cola’s StreetGames partnership and sustainability overlay; Lloyds’ National School Sport Week)
- Enhancing experiences/ access (BA Live Sites; Holland Heineken House; Visa’s Cheer for the Team; GE’s HealthyShare app; Samsung’s genome app)
- Supporting the ecosystem (P&G Family House; Lloyds’ Local Heroes; Powerade Sports Academy; GE Legacy program)
- Enabling and rewarding participation (P&G’s “Submit Your Thank You Mom Video and Win a Trip to the Games”; Visa’s Cheer for the Team; BA’s Tweets-into-Tunes; Coca-Cola’s My Beat Maker)
- Creating content, not just badging it (Coca-Cola Presents Beat TV; EDF Energy of the Nation; Adidas video with Snoop Dogg and the GB basketball team)
- Sponsors say as much about the rightsholder as the rightsholder says about its sponsors (Partners such as BP opened up the Olympics to widespread criticism)
- Invest in your next generation of fans; youth outreach/relevance is critical
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Filed under: London 2012, olympics, activation