I realized the Internet, digital marketing and social media channels were going to play a big part in the Olympics this year, but I didn’t realize just how big. And what a fundamental shift from Athens 2004 to Beijing 2008!
A great article in USA TODAY covers the arena and the players well:
McDonald’s spent zero on digital marketing at the 04 Games, this year 10% of its Olympic budget went to new media. Kleenex: 30%. Coke: 50%. And Speedo: 100% of its budget went to online social media channels this Olympics.
Nike, Lenovo, GE, Bank of America and Johnson & Johnson are all on board with their initiatives as well. Incredible.
Get this: Millions of Americans will watch the Olympics but never turn on a TV set. The Beijing Games is the first Olympics ever where up to 5% of the viewers will watch their Olympic coverage via personal computers or mobile phones.
I think probably even more…
We can see the advertising game plan is changing. Budgets have shifted tremendously from traditional advertising media to digital online outreach that impacts and engages the hip, trendsetting and very important 18-26 age group. From Facebook, MySpace, YouTube, blogging to mobile phones, all the “social networking” avenues are being covered. Millions of people are being touched and drawn in with online games, videos, blogging and mobile pushes. And getting the Olympic players involved has been key to making it so much more touchy and feely, giving this the adrenaline rush it needs to make it spiral and viral.
This is exciting. And its the tip of the iceberg for advertising to come…
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