In the ongoing series, we highlight some of the many stories that catch our attention and imagination.
It’s Cecilie’s turn.
More than half of the UK population cannot confidently name even one Olympic 2012 sponsor.
This is nerve racking if you think about all the hundreds of millions spent on these sponsorships (Ed. Sponsorship rights and then activation budgets).
Even worse, one in three would like to make a guess, but would not be confident about their answer.
The participants in central London did do a little better;
Four out of five could name around 2 brands from the total sponsor group but no more than that.
“Advertising that offers no promise, support or reason-to-believe looks like wallpaper. Unfortunately, too many Olympic sponsorships fall into this category.” says Mark Lowe, founding partner at Third City.
My view? I think that the sponsors of The 2012 Olympics will think twice about sponsoring or maybe how to use the sponsorship in a more conducted and productive way.
Olympic sponsor of the USA team, BMW has pronounced that after spending 50 million pounds they are unlikely to sponsor The Olympics 2016 in Rio.
“No. It’s a one-off, but it is a long term commitment to sport.
BMW has been supporting sport for many years, motor sport but also golf and we’ve just announced our sponsorship of the RFU rugby from September.
Sport’s very important to us.” Says, Graham Biggs, corporate communications director at BMW
We can only hope that they are getting a return on their investment for this one off event!
The next two things I’ve read have come from adidas stable.
I think they are doing a really good job, pushing themselves to do better and do more.
They are always building upon their brand and are trying to do projects in different directions.
During the Olympics in London, adidas are hosting the ‘adidas underground’ – Rollapaluza competition in the Shoreditch area of London with 2 weeks of festivities.
Rollapaluza is two stationary cyclists, in a head-to-head race to see who is the fastest. With a great venue away from all the chaos of the Olympic site, and within the new cultural centre of London, adidas has created an event for the locals
who want something a little more urban and festive.
With plenty of drinks, DJs and six HD projectors, they have set the tone and feel for an alternative Olympic experience.
Day 2 of the festivities had something new to bring - they hosted a viewing of filmmaker Sam Blair’s celebrated, “Personal Best”.
The film is centered on the training and story of some of Britain’s Olympic participators.
The film captures an element that is maybe to often understated in context with the Olympics – the tonnes of hard work that the athletes put into it.
The film is following the athletes through the various emotion rollercoasters and daily training, “Personal Best” – shows the reality of the life of Olympic sprinters in the years leading up to the 10 seconds of fame.
In line with the “all in” campaign, Adidas has now launched a new competition. It’s a great example on co-creation – a way of incorporating the consumer in the process of making the product and then actually getting some information on what they are doing and feeling.
The concept of this new competition is that you as a consumer have to go to the adidas Facebook site and tell them about your most “all in moment” of 2012 and they will customize a shoe from that exact moment. And then you get the chance to win the shoe.
These waves of brand experiences, events and competitions are good moves by the Dassler collective, cementing their place as a modern culture force.