Go for the Gold
6/27/2012 12:15 PM
Word is that when it comes to using Olympic related logos etc., branding laws will be enforced more tightly this year at the summer Olympics in London than perhaps ever before.
So if you’re not an official Olympic sponsor I guess that means you just sit on the sidelines while the big money players get to use the event to promote their brands?
Hogwash. Or should I say Hogwarts? See what I did there? I crack me up. But I digress.
Point is the rules that govern use of Olympic signage are so tight, companies not officially sanctioned stay away out of fear. I say that’s poppycock. (I’m really getting this England thing down!)
In fact, through the use of proper Social Media strategy I don’t think there’s ever been a better time to join in the crowd - as long as you remember the social mantra; Social Media is not about broadcasting, it’s about engaging.
Okay, let me hear you say it out loud – social media is not about broadcasting, it’s about engaging.
It’s not about ramming your brand down somebody’s throat or plastering your logo in so many places it just can’t be avoided. Want proof? You’ll see the same big names sponsoring the Olympics as you usually do, but take a look at how much they’ll be investing in Social Media as a part of their over all marketing strategy. See if you don’t find their Facebook and Twitter links everywhere you see their brand.
The trick is to be creative. No, legally you can’t use the five Olympic rings in your advertising, but the point is, you don’t have to. For anybody with a dollar to spend the Olympics are going to be top of mind anyway. Find a way to associate your name with the Olympics on any level and you get a shot to trigger the connection.
People in Social Media LOVE causes. What bigger cause than rooting your team on to win in the Olympics. So find a way to put it to your advantage. Remember, less is often more.
The Bottom Line
1) Subtly wins. You can’t use the Olympic rings in your branding, but that doesn’t stop you from using the five colors. Remember, you don’t have to scream Olympics, you just have to trigger the association. Strategic use of the five Olympic colors during these times can go a long way.
2) Make your country proud. Use your country flag liberally. Again, people will know what you’re saying
3) Use your Facebook page and your Twitter account to engage your social streams. Participate in Twitter conversations that have nothing to do with your business and everything to do with the Olympics and see how many new followers you get.
4) The Olympics are about community; create one for you friends, customers and social community members. Use your Facebook page to post updates, videos, questions and quizzes. Become your own social sports network and give people a reason to join and participate in your community.
5) Be tangible. When at all possible, share your support conventionally. Do you have any Olympic athletes that hail from you local community or your state? Find out what you can do to support their efforts. You might just find people supporting you as well.