Oly Mktg Notes

Olympic Marketing Notes: AT&T Working Current Results In Olympic Ads

Published August 3, 2012

FAST COMPANY’s Rae Ann Fera examined AT&T’s Olympic ad effort and reports as “part of its Olympic sponsorship, AT&T is bringing some innovation into its advertising." The company is integrating "record-breaking and award-winning performances of Team USA athletes into a series of spots created by BBDO New York that are scheduled to air the day after the event.” What makes the campaign interesting is "how it so quickly integrates the actual award-winning performances into the ad, versus pre-recorded or historical footage.” Detailing how the agency is completing the ads, Fera wrote three sports were selected as the campaign’s focus, and BBDO created six versions of each spot and worked with NBC “to arrange for access to the footage within unusually quick turnaround times” (FASTCOMPANY.com, 7/31).

DROPPING THEM BEATS: The AP's Jill Lawless notes the IOC has "clamped down on a bit of guerrilla marketing" that saw several athletes "sporting stylish -- but non sponsor-brand -- headphones at the games," including the Beats by Dr. Dre brand. British Olympic Association Dir of Communications & Olympic Media Strategy Darryl Seibel Thursday said that officials "have reminded team leaders of 'the importance of protecting our corporate partners' and of rules against endorsing commercial products on Twitter." He added that "no one had received any formal warnings or sanctions over the matter" (AP, 8/3).

SOME CHEESE WITH THAT WHINE? BRAND REPUBLIC's John Reynolds reports U.K.-based wine and alcohol retailer Oddbins has "escaped legal action from London 2012 organisers over its controversial Olympic marketing stunt, which highlighted how the chain has been prevented from referring to the Games in its marketing while pushing its discounts on wine." One Window display at Oddbins read, "We're not allowed to tell you which team we're supporting...so we'll tell you about this Aussie champion instead. Jansz Brut NV £15." Another display read, "We can't mention the event. We can’t mention the city. We can’t even mention the year. At least they can't stop us telling you about this: Rococco Rose £17" (BRANDREPUBLIC.com, 8/3).