Tag: Rio 2016

Despite the worries and bad press surrounding these Olympic Games, thus far, the spirit of the Olympics is alive and well in Rio. The Americans are putting on quite the show, winning 75 medals, followed by China with 46 and Great Britain winning 41 so far, with more to come.

Once again marketers are rising to the occasion and creating ads worthy of Olympic gold, delivering some of the most impactful creative and sharable content we’ve seen. VIBE is our multi-channel storytelling engine for the Olympic which mines audience behavioral insights around specific topics, producing and deploying content based on these insights.

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Learnings from week one…

As the games progress, topics discussed have switched to sports and culture. Much of the conversations focused on Rio as a whole inclusive of the games, issues, and culture – while sports specifically only took off once the games started.

Although the IOC (The International Olympic Committee) and the USOC (United States Olympic Committee) have warned both athletes and non-sponsoring businesses against using Olympic trademarks on social media and in their content marketing campaigns, making it harder for brands to cash in on the Olympic theme, there are many brands who are doing it right and earning gold. Brands can benefit from their Olympic heritage, such as P&G with another Thank You, Mom commercial for the Rio 2016 Olympics which has over 21M YouTube views to date.

Sponsored or featured athletes can boost a brand’s image as well as shareability. The legend of Michael Phelps continued to grow in Rio as did his Under Armour, Rule Yourself creative, which has over 10M YouTube views. It is the most shared Olympic spot ever.

Sports themed brands like Nike, Adidas, Under Armour and Puma benefit from positive Olympic sentiment even if they’re not official sponsors. From designing uniforms to sponsoring athletes, sports brands are winning hearts all over the internet. Great creative, compelling stories and gold medal athletes help to build a brand.

We will be comparing pre-Olympic to during-Olympic consumer sentiment in our next update, so stay tuned. In the meantime, you can check out our daily infographics at vibesays.com or send us an email at [email protected].

Just in time for this summer’s Olympics in Rio, Facebook has launched its very own Snapchat-style camera. It comes at a time where, despite strong business success, Zuckerberg’s social platform has recently seen a 21% decline in the amount of posts shared per user and a rise in competition from rival Snapchat. According to the company, “people are increasingly sharing via videos and photos”, so this measure has been taken with the aim of boosting the number of posts uploaded daily. So now, when someone wants to share what’s on their mind, they will now be given the option of an open camera. After all, video is definitely on the rise. Please do share anything interesting you spot on Twitter with #OMDFWD

HEADLINES

• Rio special: Facebook has launched filters, as of course has Snapchat
• Instagram launched Stories, a Snapchat-esque feature and uses a Facebook like algorithm to order content priority
• Twitter adds ‘Instant Unlock’ feature, offering users to option to Tweet to unlock content
• LinkedIn uses its 500 ‘influencers’ to launch 30 second in feed video

INSIGHTS

• The Economist dissects WeChat and ponders what social channels can learn
• Six big bets for Digital Transformation for CIOs
• How The Guardian is using data to inform creative decisions

COOL

• The Financial Times partners with Google to explore hidden Rio
• The world’s first website went online just over 25 years ago
• Most shared Olympics ads, and how its playing out on Snapchat and Instagram  

DEEP READS

• ‘Complementarity’ and the audacity of copying well
• The ten types of corporate innovation programme
• Digital detox goes mainstream