“In a noisy ecosystem where consumer attention is constantly being pulled in different directions, it’s crucial that brands who invested substantially in their partnership with the Olympics extend their messaging beyond the Olympics to ensure it sticks and their investment isn’t wasted,” Dahan mentioned.
Methods to the World Cup
Whereas System1’s Chin famous that Olympic sponsors’ forward-looking technique can maintain viewers and followers locked in over an extended interval, Olympic manufacturers don’t essentially have to align campaigns completely to look forward.
International Olympic associate Anheuser-Busch InBev targeted on Workforce USA in its U.S. Michelob Extremely campaigns however teased the 2026 World Cup within the model’s Tremendous Bowl spot with Lionel Messi and Jason Sudeikis earlier this 12 months. Chin mentioned there’s an opportunity that theme continues because the 2026 occasion attracts nearer.
Simply utilizing acquainted faces and a constant story can assist tie disparate occasions collectively. Frito-Lay manufacturers Lay’s and Walkers introduced in world soccer legends Thierry Henry and David Beckham for an advert throughout a UEFA Champions League match between Paris Saint-Germain and AC Milan in February that includes the gamers looking for extra chips.
The “No Lay’s, no game” theme carried into subsequent advertisements for Walkers, the place the continued use of Beckham and Henry made the marketing campaign extra memorable.
“With athletes, teams, and nations coming together on the world’s largest stages, ads that show human interactions (such as spoken and unspoken communications, knowing glances, and so on) through characters and devices develop emotions from viewers,” Chin mentioned.
“This strategy of using one event to set up future promotions not only leverages the initial event’s excitement but also builds a cohesive brand narrative that can engage audiences over time.”
