5 Things Marketers Could Learn from the 2024 Paris Olympics

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Sep 20, 2024 / by
5 Things Marketers Could Learn from the 2024 Paris Olympics

The 2024 Paris Olympics provided not only a spectacular display of athleticism and one of the most genuinely bizarre opening ceremonies in recent memory but also a masterclass in marketing.

As one of the world’s most-watched events, the Olympics offered a unique opportunity for brands to connect with a global audience and there is a lot to be learned from the games now that they’ve signed off for another four long years.

1. The Power of Cultural Relevance

Brands that successfully tapped into the cultural significance of the Olympics were able to create campaigns that resonated deeply with audiences. For instance, Nike launched its largest global advertising campaign to date, leveraging the star power of athletes like LeBron James and Simone Biles. The brand also blended sport with culture through initiatives like the art exhibit at Paris’s Centre Pompidou, which showcased Nike’s iconic Air Max sneakers. This approach not only boosted Nike’s brand visibility but also connected with the cultural heartbeat of the Olympics​.

Actionable Tip: Marketers should seek to understand the cultural context of the events they are engaging with and find ways to authentically connect their brand’s story to these larger narratives.

2. Embracing New Media and Technology

The 2024 Olympics saw a significant shift towards streaming and digital media, with NBCUniversal introducing a variety of new viewing options, including the Olympic-specific “Gold Zone” channel and programmatic advertising opportunities. This allowed brands of all sizes to participate in Olympic advertising, marking a departure from the traditional high-budget TV spots​.

Actionable Tip: Marketers should diversify their media strategies, incorporating streaming platforms and digital channels to reach audiences where they are most engaged. Leveraging programmatic advertising can also allow for more targeted and cost-effective campaigns.

3. Leveraging Influencer Marketing

The Paris Olympics highlighted the growing importance of influencer marketing. Brands that partnered with athletes and influencers were able to create content that not only reached vast audiences but also drove engagement through authenticity and personal connections. For example, Ralph Lauren’s Olympic collection became a viral sensation, partly due to Olympians and celebrities sharing their unboxing experiences on platforms like TikTok.

Actionable Tip: Brands should consider collaborating with influencers who align with their values and audience. This can amplify brand messages and create more meaningful connections with consumers.

4. Focusing on Brand Experiences

Samsung’s “Open Always Wins” campaign exemplified how brands can go beyond traditional advertising to create immersive brand experiences. By distributing limited-edition Galaxy Z Flip 6 phones to athletes and leveraging high-visibility placements in Paris, Samsung not only showcased its products but also aligned itself with the innovative spirit of the Olympics​.

Actionable Tip: Marketers should think beyond the ad and consider how to create memorable experiences that resonate with consumers, whether through product placements, experiential marketing, or exclusive content.

5. Capitalising on Real-Time Engagement

The Olympics provided a prime opportunity for brands to engage with audiences in real time. With live events, programmatic ad buying, and social media interactions, brands could capitalise on the momentum of the games to stay relevant and top-of-mind. This was particularly effective for smaller brands, which could use programmatic inventory to bid on advertising space without the need for massive budgets​.

Actionable Tip: Marketers should be prepared to engage with their audiences in real time, leveraging live events and trending topics to enhance visibility and relevance.

Final Thoughts

While you might assume there’s little to be learned from a major sporting event for us humble digital marketers, we think the above proves otherwise. By learning from the successes of brands like Nike, Ralph Lauren, and Samsung, marketers can apply these strategies to their own campaigns, regardless of the industry or scale.

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