It Brings Out The Competitive Spirit in All of Us
As a brand, how do you increase your reach online? You can pay the social media giants to push your content out to more and more people. You can spend time creating really engaging content that gets shared throughout networks and promotes word of mouth. Or . . . as most brands are doing for the next two weeks . . . you can piggy-back on an even bigger brand picking up some of their followers along the way!
The Olympics has arrived. After four years of speculation over whether Rio would get their stadiums built in time for this international competition, we have finally reached the starting mark as countries from all over the world compete for prestigious medals. But with all this attention from around the world, it means that brands want to get in on the action too because extra eyeballs generally means extra revenue and an association with this top-of-its-field competition means that brands also get the perception of being top-of-their-field.
But some brands do it better than other.
Take Telstra, for instance, who has been in the business headlines for breaching highly-sought Olympic brand rights. After being an official sponsor for many years, it has found a way to still align its brand next to the Olympics logo without actually paying for any rights. Although they have got around it, this kind of publicity isn’t great for brands – especially when they are trying to appear wholesome, accessible and family-oriented. Google on the other hand have taken a much more resonant approach.
Who has more engaged customers? Google or the Olympics? That is a difficult question (and I have a feeling it would go to Google). Nevertheless, Google cannot miss this opportunity to reassert its position as a tech market leader with a healthy association to the Olympics. And they have done it better than most other brands.
In order for a brand partnership to be resonant, there needs to be some obvious form of connection between the two brands. While you might think that a leading search engine and a world-class sports competition would struggle to find this connection, the answer lies in their Google Doodle. Until August 21st, Google will be promoting its new engaging Google Doodle app based around a piece of fruit competing through a number of different Olympic sports.
And to make it even more resonant, audiences need to get involved by downloading the app and actually physically controlling the fruit through these levels. By participating on this physical level (rather than simply watching a forgettable Google Doodle), it is much more likely that this experience with both Google and the Olympics will be burnt into customers’ minds reaffirming Google’s position at the top of the food chain.
The Olympics only comes around every four years, and brands certainly don’t want to miss out on any entertainment-oriented strategies to capture Olympic fans. Keep an eye out, and we’ll check back in with some clever (or illegal) strategies brands are using over the next two weeks!