I have to say it: the Olympic Games are no Super Bowl.
For the most part, the commercials have been uninspiring. The exceptions to this statement are the two standouts included below:
Kellogg’s has done a nice job of integrating its brand message about getting a great start with visuals of Olympic swimmer Rebecca Soni (thankfully, the footage does not include her eating a bowl of cereal).
OMEGA is another advertiser with spot-on creative. Watch this ad and you’ll find that the music and the message stick with you.
Big dollars are being spent on advertising placements during the games— more than $1 billion, according to NBC. Companies are spending hundreds of millions of dollars more around Olympic sponsorships because they know they’ll reap more far-reaching and long-lasting brand engagement benefits.
An online survey of U.S. consumers found that in some cases, competitors may benefit as well. When asked which Olympic sponsorships made them feel more positive about a brand, survey respondents gave high marks to Nike, Burger King, and Pepsi— three companies that are not official sponsors, while Adidas, McDonald’s, and Coca-Cola are the official Olympic sponsors for the 2012 games.
Fortunately, Olympic sponsorships—and the games themselves—are about more than just the commercials.