Known to many as the world’s most prominent sporting competition, The Olympic Games, which originated in ancient Greece as many as 3,000 years ago, will officially kick off this Friday. This year’s Games are being held in Rio de Janeiro, Brazil, a location choice that has stirred up some controversy already. But, with such a large global event like this, no matter the location, comes an opportunity for PR agencies to integrate their clients’ names into the conversation before, during and after the Games.
One of the biggest media advantages surrounding the Olympics is that it goes way beyond just sports. Media channels like fashion, lifestyle, marketing, music and even technology are all fair game when it comes to who will be covering the different aspects of the Games. The Olympics are broadcast to a global audience and, with this year’s games expected to receive over 3.6 billion global viewers, the international PR and media opportunities are countless.
Hershey’s is one of the proud sponsors of the 2016 Olympic Games. In order to promote their support of the event, they developed a campaign called “Hellos from Home,” which was all about “sending love” to the US gymnasts that were travelling to Rio. They also named 19-year-old U.S. Gymnast, Simone Biles, as their spokesperson for the campaign. Hershey’s (along with their savvy PR agency) pinpointed a media hook that would resonate with viewers leading up to the event, and utilized a rising star in the Olympic Games, leading to a wildly successful PR campaign that has provided other PR pros with a perfect example of how to integrate clients’ names into the conversation before the event.
Why Won’t My Tweet Go Through?!
Last summer it was reported that none of Brazil’s Big Four operators were able to maintain a 4G connection more than 50 percent of the time, proving they had much work to do before the network could handle the influx of Olympic data traffic. And, with mobile data traffic at this year’s Olympics expected to be 50 percent higher than at the 2012 Games, we are bound to see more news come out during the event surrounding slow-moving networks for end users.
As any marketing and PR professional knows, news hijacking can be an essential piece to getting your clients’ name out into the media. For example, for a technology company that focuses on improving network capabilities, their tech PR agency can latch onto the news of Rio experiencing network outages. From there, tech media can use the insights from your client when reporting on how these network outages could’ve been prevented. Identifying relevant news stories that relate to your client’s expertise during a major event, like the Olympics, ensures that your PR strategy will win you a gold medal.
Go for Gold
Don’t forget, just because the event is over doesn’t mean the conversation should stop. There will be plenty of talk about the winners, the losers, the advertisements and sponsorships, the drama surrounding the host country and so on.
A contributed content strategy is a perfect way to finish strong after an Olympic year. Let’s say you are a digital marketing agency looking to discuss social media strategy around the Olympics. You could offer up a byline to the media that lays out the top social media posts in Rio – the media loves a recap because they are easily digestible for readers. Not only does it get your client’s name out there, but it also establishes specific spokespeople at the company as thought leaders.
Finally, keep in mind that large-scale events like the Olympics aren’t a one-time thing. By harnessing the power of media and technology, PR pros can generate a cohesive mega event strategy that ensures journalists and, more importantly, global audiences will keep your client at top of mind for the next big event.