Posted by Mark J. Miller on July 31, 2012 05:31 PM
Today's Brandlympics round-up kicks off with Google's homepage salute to the artistic gymnastics men's rings.
Olympians Take On Brand Police
Plenty of brands that haven’t signed on to sponsor the Olympics are plenty annoyed with the heavy-handed methods of the London Organizing Committee to seemingly keep anyone from saying the word Olympics or doodling the famous five rings on their notebooks without heavy fines and public embarrassment coming their way. But it’s not just corporations and brands that are annoyed. It’s also the Olympians themselves. Olympic athletes are forbidden from mentioning any brand names in the lead up to the Games and then during the Olympics themselves. Now a few of them are speaking out, particularly on the Olympics' favored platform of Twitter. A few tweeted protest messages Sunday against the regulation that keeps them from mentioning the brand name whose dimes and dollars have helped them get to the Games. According to the New York Times, American high jumper Jamie Nieto was probably the most brash, tweeting, “I am honored 2 be an Olympian, but #WeDemandChange #rule40 @NBCOlympics It’s time for Olympians 2 be compensated! I am a PRO Track & Field Ath!”Continue reading...
Posted by Mark J. Miller on July 31, 2012 12:55 PM
Coca-Cola ♥ the Olympic Games. After all, the soda maker has been lapping up the Olympics for every bit of marketing goodwill it can get for more than 80 years.
Now this year’s Olympics are in full swing and Coca-Cola can see the light at the end of the tunnel of its Move to the Beat campaign with singer Katy B and producer Mark Ronson that kicked off ahead of its sponsorship of the 8,000-mile Olympic torch relay. It's been a busy year with a variety of London 2012 marketing tie-ins.
And now Coca-Cola is extending its musical chops in a just-announced partnership with will.i.am to launch a sustainability-collaboration platform for brands dubbed EKOCYCLE, which is partnering to produce greener Beats by Dr Dre headphones — a brand that isn't music to the London Olympics organizers' ears.Continue reading...
Posted by Dale Buss on July 30, 2012 07:07 PM
BMW may be a German car company, but it's also the best-selling luxury brand in America. And that's ample reason for the brand to have signed on as a major sponsor of the U.S. Olympic Committee and Team USA athletes participating in the London Olympics.
Certainly any American watching the pre-Olympics news leading up to Friday's opening of the games, and now watching telecasts on NBC and its sister networks, is by now well familiar with BMW ads that extrapolate the "performance" requirements of elite athletes and the supreme "performance" characteristics of BMW's "ultimate driving machine."Continue reading...
Posted by Shirley Brady on July 30, 2012 05:42 PM
We've noted how McDonald's, as one of the TOP sponsors of the London 2012 Olympics, is promoting its new lower-calorie menu and Team USA contest in the US, and encouraging kids (and adults) in the UK to get active and check out its revamped Happy Meal, among other local marketing efforts ahead of the games.
The company brought its top executives to London for the Games opening last week, where the big message was "McDonald's Takes Olympic Stage to Announce Advances in Children's Well-Being, Menu Innovation and Access to Nutrition Information."
Now the Summer Games have started, the fast-food giant is rolling out digital and social content that aims to "match the fun, competitive spirit of the Olympics," according to a spokesperson.Continue reading...
Posted by Sheila Shayon on July 30, 2012 04:29 PM
Olympics sponsor GE is using data visualization to engage the public in the gargantuan logistical underpinning involved in mounting and hosting the Olympic Games.
"What (g)oes into building an Olympic city? GE's chief marketing officer Beth Comstock tweeted from a panel discussion Monday on the future of cities at the London Olympics. "Lots of technology and big machines hidden in plain sight." Her tweet linked to GE's Building the Games interactive map, which (powered by Bing search) features GE's infrastructure work behind the scenes of London 2012.Continue reading...
Posted by Mark J. Miller on July 30, 2012 03:03 PM
The outsourcing of jobs to foreign countries has been a constant presence for U.S. politicians, pundits, and the H.R. departments as they lay off Americans in recent years. The perception among consumers is that pretty much nothing is made in America anymore. And anything that is, isn’t totally high-quality.
This, of course, is completely bogus. While plenty of jobs have been shipped out of the country, there many companies that do all they can to make quality products and proudly hoist the "Made in America" banner. Those companies now have a major cheerleader in the American Brand Project, a patriotic social startup that rates just how American different companies are in order to help consumers make informed decisions on what to buy.Continue reading...
Posted by Sheila Shayon on July 30, 2012 02:19 PM
Volkswagen may not be the official auto sponsor of the London 2012 Olympic Games — that title goes to BMW, which has been providing a sustainable fleet to VIPs and athletes — VW is sponsoring the Dutch Olympics team. Getting in the spirit of the games, VW's marketing team and agency in the Netherlands came up with a cheer-based campaign in the lead-up to the Games that got Dutch fans literally cheering.
As TrendHunter notes, "Up! Holland Up!" gave Dutch fans "the opportunity to win tickets to the London Olympic Games by making a Volkswagen car go as fast as possible—only, instead of driving it the normal way, the participants had to scream and cheer as loud as possible to get the car to move."Continue reading...
brand vs. brand
Posted by Mark J. Miller on July 30, 2012 01:16 PM
It’s becoming much more difficult for Apple to maintain any element of surprise with its new products, although the brand's new "Genius" commercials running during NBC's Olympics coverage in the U.S. have been drawing attention — although not as much as the speculation around the new iPhone reveal as soon as Sept. 12th, with video and images leaking all over the web.
Until then, Apple fans are enjoying the spectator sport that is Apple and Samsung squaring off in a patent dispute that kicks off in court today and has been making public key design prototypes and secrets they'd rather not reveal. Now the pair's IP spat has dragged Sony into the fray.
In order to plead its side in the federal court getting underway in San Francisco today, Samsung had "charged Apple with copying Sony smartphone and Walkman designs with its iPhone," according to CNET. Apple, however, has fought back with iPhone concept images from 2005 called "Purple," while the Sony design in question came out in 2006, according to Apple.Continue reading...