As the world turns its attention to the Paris 2024 Olympics, brands have a unique opportunity to shine on a global stage. From leveraging social media buzz to creating captivating campaigns, we’re taking a look at the successful strategies we’ve seen ahead of the opening ceremony, plus how brands are activating on the ground during the games.
OMEGA
As stated in Lefty and Karla Otto’s report on ‘The Influence of Sports’, “strategic presence at key events is essential for success.” The Olympics offer a range of exposure opportunities, whether that’s stateside or on the ground in Paris.
Stateside
OMEGA is transforming Jungle Plaza in the Miami Design District into a playground to celebrate their role as the Official Timekeeper of the Olympic Games for the 31st year. The activation will feature a variety of engaging attractions, including an interactive running track complete with bleachers, professional starting blocks, and a photo finish camera. Visitors can also enjoy five pop-up table tennis tables and a dedicated playground for young aspiring Olympians. Additionally, there will be a French café and bakery offering refreshments and sweet treats, along with a photographic mural of OMEGA Ambassador Bebe Vio, a four-time Paralympic medalist in fencing. The pop-up will be open from July 26th through August 11th, giving the brand plenty of time to attract and engage guests both local to Miami and visiting.
Global reach
Over the past two-plus decades, FINN’s Consumer Lifestyle & Sports team has worked with some of the biggest Olympians of our time including Shaun White, Bode Miller, and Carissa Moore and organizations like US Ski and Snowboard. The team just welcomed USA Fencing as a new client, and is shifting their approach as they aim to bring this historic sport to new, younger audiences. Success to-date has included tapping those lifestyle stories that resonate with a broad audience - like having Olympian Miles Chamley-Watson sit down with Gayle King on CBS Mornings, having married Olympians Lee Kiefer and Gerek Meinhardt teach Kelly and Mark from LIVE with Kelly and Mark and Tony and Nate from CBS Mornings to fence on-air.
On the ground
Ralph Lauren is responsible for designing this year’s Team USA's uniforms for both the Opening and Closing Ceremonies. These uniforms reflect the brand’s modern-yet-classic aesthetic – making this moment something consumers can also attain without wearing the official uniform.
The Paris 2024 Olympics present a golden opportunity for brands to make a significant impact. By creating engaging pop-ups, forming strategic partnerships, and leveraging the excitement surrounding the games, brands can connect with a global audience in memorable ways. Stay tuned as we continue to explore more innovative brand strategies throughout the Olympic Games.
In the realm of events and experiential marketing, creativity reigns supreme. If you’re looking for fresh ideas to ignite your next campaign, you’re in the right place. Check out these standout activations that push boundaries and spark engagement. Get inspired and see how you can elevate your own events with these recent examples.
MINUTY Brings the French Riviera to the Rosewood London | New Moon
New Moon worked with Moët Hennessy Hennessy and brought the Rosewood Hotel Group London Terrace to life for MINUTY SAS.
This summer, much loved rosé wine estate Minuty will bring the French Riviera lifestyle and its uniquely Provençal Art de Vivre to luxury hotel, Rosewood London, transforming the terrace into VILLA MINUTY - a coastal restaurant inspired by the house’s iconic location on the Côte d’Azur.
Set within the hotel’s iconic Edwardian courtyard, this immersive summer long experience will create a perfect sun-trap to spend long lunches and warm evenings like those enjoyed in the South of France. In a nod to nearby old town Saint-Tropez, beautiful ceramics, wicker lamps, rattan furniture and earthy linens will adorn the space creating a rustic-chic atmosphere.
H&M Summer Collection Launch | Moriarty Events
Moriarty Events organised a multi-day event for H&M, celebrating the launch of their new summer collection.
Influencers received bespoke baskets upon check in with custom gifts and a hand-designed welcome note and itinerary. The styled the first night with an intimate branded dinner by candlelight. The next day a boat whisked the group along the coast to a private beach lunch. Poolside relaxation at the hotel followed before a beautiful array of local delicacies was served for supper.
Founder Georgina Griffith-Jones says, “With events like these, it’s important to keep the pace high, and maintain a cadence of content capture opportunities. This is how we achieve authentic, high-quality results with influencer engagement.”
Tiktok Celebrates the Opening of their Austin Office & Kicks Off Summer! | JBD Events
The JBD Events team was on the ground in Austin, Texas on Thursday, June 20 for an afternoon celebration to kick off Summer and engage employees in their new and existing Austin offices. The celebration included delicious popsicles and cookies branded with their 'Always Day 1" campaign and fun summer swag that included beach kits with sunscreen and sunglasses and branded tote bags.
Nicole Halton, Founder & Chief Creative Officer, JBD Events worked with the Organizational Culture Team to make sure the branding and experience would be exciting for the employees and give them a quick afternoon break.
Dove Celebrates their new Serum Body Wash Collection | Dera Lee Productions
Indulge with Dove at the ultimate slumber party soirée! DLP created an overnight staycation with Dove at the chic Warren Street Hotel in New York City. To celebrate their new Serum Shower Collection the brand invited guests to a relaxing pamper party, where they sampled the product and learned about its unique benefits. This experience embodied the essence of the collection with vibrant florals, branded shower and mirror decals and embroidered silk robes. Bringing beauty sleep to a whole new level, this event gave guests the opportunity to unwind and reset with Dove’s new serums.
From fun photo moments to silky embroidered robes and mini spa treatments, this experience gave guests the slumber party of their dreams. This staycation not only introduced guests to the product, but led them on a sensory journey to discover the special care they’ve been missing out on.
