There is no doubt that we live in a more connected world than ever, and it seems brands are increasingly looking to deliver one campaign across multiple markets in response.
“Brand experiences and the content they deliver can sit very comfortably at the heart of through-the-line campaigns now. There has been an increase in development of global experiential platforms, and of campaigns that drive consistency and scale at a global level,” says Paul Saville, SVP joint head of experience at Wasserman.
“This trend is set to continue as the use of brand experiences across the globe is becoming more common place and valuable. It’s not just advanced markets delivering great work.”
Opportunities in Rio
Sharon Richey, CEO at Because believes the Games will prove lucrative mostly for sponsor brands.
“It’s often seen that big events such as the Olympics offer a big opportunity. However sponsorship is still so tightly controlled, there are many restrictions.
“To do guerilla activity would leave a brand very exposed, so unless the brand is a headline sponsor, or a guerilla brand happy to deal with the consequences, I don’t see it as a huge opportunity,” she explains.
Saville agrees that the event’s 35 plus sponsor brands will benefit most. “Capitalising if you are not a sponsor is tough due to global restrictions,” he says.
“Brands that are successful at connecting with consumers will be those that bring fans closer to events, who are not in Rio. This could be in the form of fan parks or live screenings, or offering added value to the viewing experience through the second screen, or behind the scenes content.”
Adams adds: “I think there is an opportunity for activity around Rio, but this is always restricted by rules and regulations.”
However Baker believes there is room for non-sponsor brands, to a certain degree. “It depends on who is sponsoring the Games and what brands can do off the back of things. I like the way Paddy Power does some of its marketing around events without breaking any laws or regulations.
“Brands can be part of something without having to make large investment in an event’s main sponsorship,” she explains.