Integrated Marketing / Marketing

Integrated Marketing: Summer 2012 Olympics & The Growth of Social Media

The 2012 Summer Olympics will take place from July 27th to August 12th in London, England.  Olympic sponsorship provides visibility for brands on a global scale as millions of people from around the world watch their countries compete for the gold medal.  In 2008, 4.7 billion viewers — or 70% of the world’s population — tuned in to watch the Games, according to Nielsen.

Image Source: blog.nielsen.com

Millions of marketing dollars are spent on this worldwide event.  Big corporate supporters for the 2012 Summer Olympics include McDonald’s, Coca-Cola, P&G, Visa to name a few (click on this link for complete list: www.london2012.com).  For companies like Coca-Cola and Visa, Olympic support is a long-term strategy.  The Coca-Cola Company has been a sponsor of the Olympic Games since 1928 and has a historic partnership with the International Olympic Committee (IOC) through 2020 (www.thecoca-colacompany.com).  Visa has also embraced the Olympic platform for long-term global visibility, they have been a partner since 1986 and a commitment with the IOC through 2020 (corporate.visa.com).

Since the 2008 Summer Olympics in Beijing, China there has been significant growth in social media and marketing.  The Infographic, The Growth of Social Media by Search Engine Journal, demonstrates the significant change in social media since 2008.  There has been a surge in engagement on Twitter, Facebook and other social networking sites in the last four years.

– Social media engagement across all age groups has grown.

– Companies have embraced social media and content marketing as a new form of reaching target audiences.

– Social media has grown globally.

The 2012 Summer Olympics is a perfect event for brands to experiment with fully integrated marketing platforms where social media plays a large and central role.  This means that all marketing efforts have a consistent message and all content is linked.  Whether it is a website, in-store display, television commercial, there is one unified message.

A good example of an integrated marketing campaign is Coca-Cola’s London 2012 Olympic campaign.  The Coca-Cola Company has been hard at work building a global marketing campaign that embraces social customers.  According to a press release by The Coca-Cola Company, their London 2012 Olympic campaign will be the biggest and most integrated Olympic Games program.  The core of the campaign is the theme Move to the Beat™ and the campaign will have a musical anthem a brand new theme song “Anywhere in the World” written by Mark Ronson and Katy B.  The campaign highlights five inspiring athletes from around the globe.  The campaign is linked to the brand message of Coca-Cola “Open Happiness.”

Coca-Cola has created a successfully integrated marketing campaign.  The company has ensured that no matter the touch point with consumers, the messaging is consistent.

***An Integrated Marketing campaign has consistent messaging across all touch points***

Television: Check out the Move to the Beat™ of London 2012 – 2 Minute Commercial

Music is the universal language of mankind – Henry Wadsworth Longfellow

The Coca-Cola Company is harnessing the power of music, a universal language to share their brand message “Open Happiness.”

Outdoor Advertisement:

Image Source: www.openthemedia.be

Young artists designed a wall in East London called the Beat Wall which serves as a visual  dramatization of the Move to the Beat™ campaign (http://www.thecoca-colacompany.com).

Facebook: Move to the Beat™ fan page on Facebook

Website:

The Move to the Beat™ website is designed to allow visitors to create their own beat and become part of the global Move to the Beat™ community.

Smartphone App: Available at the iTunes Store and Android Market.

Image source: iTunes Store

How the Coca-Cola Move to the Beat™ campaign will translate on a local level during and post London Olympics will be interesting to see.  In the meantime, The Coca-Cola Company Move to the Beat™ is a great example of a company using social media to create an integrated marketing platform for a global audience.  As social media grows, marketing practices will evolve to engage with customers in different and consistent ways.

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