Have you tuned in to catch the Paris 2024 Olympics? Well, you’re not alone.
The 2024 Paris Olympics are set to be the most watched and digitally interactive Games in history, breaking new ground in digital engagement and connectivity. With 200 million unique users expected on the Olympic website and app, alongside 7.3 billion engagements across social media, these statistics underscore the monumental shift towards digital experiences.
Taking it back to Tokyo
After a delay due to the COVID-19 pandemic, the Tokyo 2020 Olympics finally got underway in 2021, proving to be record-breaking in more than one way. That year, the Olympic Games were watched by more than 3 billion people, and changed the media landscape by becoming the most watched Olympic Games ever on digital platforms. Using new innovative technology allowed more fans to interact with the games than ever before, making Tokyo 2020 the most engaged Olympic games ever.
Four years later, the Paris 2024 Olympics are taking the digital centre stage.
Paris 2024: A Digital Revolution
Learning from the success of the Tokyo 2024 Olympics, the Paris Olympic Games are fully leaning into the digital age. The Games are leveraging advanced technologies like augmented reality (AR) and virtual reality (VR) to enhance fan experiences, allowing viewers to immerse themselves in the action like never before. This includes interactive fan zones, live chats, and virtual meet-and-greets with athletes, making the Games accessible to a global audience in unprecedented ways.
The Games will feature an unprecedented 5,000 hours of live-streaming content. This digital revolution offers brands unparalleled opportunities to connect with audiences worldwide.
Brands that are that are striking gold
Brands are fully engaging in the hype and excitement around the Olympics. Here are some of our favourites:
Samsung Galaxy Z Flip6 Smartphone
You’ve surely seen the foldable flip phone athletes are using when snapping selfies with their medals. It’s not a coincidence that you’re seeing these all over the Games – each of the 17,000 athletes got this phone in their welcome pack at the games. This is part of a partnership Samsung has with the Paris Olympics and Paralympics to promote their new flip phone – and it’s working. The company is saying that the Galaxy Z Fold6 has jumped in popularity by 15% and that they are seeing a continued drive for foldables, with Samsung UK taking the top spot for Galaxy Z Series sales in Europe.
Samsung is capturing viewers’ curiosity and capitalising on the reach and exposure of local heroes using their tech.
Fenty Beauty
The make-up and beauty brand created by singer and businesswoman Rhianna has announced its partnership with the Olympics and Paralympics. And while athletes and influencers have saturated the branding market in Paris, Rhianna has found an area of the Olympics that hasn’t yet been capitalised on – the volunteers.
Six hundred volunteers, ranging in ages from 18 to 21, who are giving out medals, have received Fenty Beauty kits, with which they will be creating their unique, “designated” look. There are also make-up artists on hand to help the lucky volunteers get a flawless look.
Fenty Beauty is using everyday men and women who have a big role at the games to share their products, relating to their audience and getting mega exposure.
Snapchat – AR Partnership
Snapchat has announced its partnership with the Paris 2024 Olympics and Paralympics, and they are making a splash using AR filters. Snap’s AR Camera Kit technology is available on the official Paris 2024 Olympic app, as well as Snapchat. Features highlight the 100-year anniversary of the last time that the Olympics were held in Paris, as well as including filters that users can snap and share.
Snapchat is capturing and keeping users’ attention near and far by utilising content creators and UGC across various social media platforms to keep the content coming.
Nike – Winning Isn’t for Everyone
Nike’s new advertisement is making headlines, but not everyone is on board. The controversial ad pushes boundaries by showcasing Olympic athletes and other sports superstars while asking, ‘Am I a bad person for never being satisfied? For having no remorse and wanting to end others’ dreams?’” According to Nike, the mission of the ad is to remind the world that there is nothing wrong with wanting to win, and doing whatever it takes to do so. However, many are not happy with the direct and seemingly un-empathetic nature of the ad.
Regardless of whether viewers agree or disagree with the message of the ad, it has helped the ad go viral, bringing to mind the old phrase ‘any publicity is good publicity’.
How Brands Can Get Involved and To Get the Gold
Given this digital landscape, brands have a plethora of opportunities to engage with the Olympic audience. Here’s how they can “get the gold” in terms of marketing success:
Leverage Social Media Influencers and Athletes
The success of the Paris Olympics 2024 digital engagement is said to be rooted in the athletes and influencers – they add the human aspect that keeps the viewers engaged. Brands can collaborate with these personalities to create authentic and engaging content. For instance, partnering with athletes for “day-in-the-life” videos or sponsored posts can significantly increase a brand’s visibility.
Lean into the Olympics hype
But not everyone has the ability to get a partnership with a mega athlete. We get it. With billions of viewers tuning in online, digital advertising during the Olympics offers a prime opportunity for exposure, so utilise Olympic themes to create and curate your digital ads. By using targeted ads on social media and streaming platforms to reach specific demographics. Dynamic ad placements that adapt in real-time based on the event’s progress can also capture viewers’ attention more effectively.
Embrace moment-based marketing
Athletes can be serious characters, and when record-breaking results are being created, there’s always something to talk about. Stay in the loop with the latest results, memes, and reactions, as these will become trending topics. Curate your ads using these moments that are seen by millions of people. It will help you with reach and engagement while showing your audience that you’re in the loop with the latest.
Explore stories beyond the podium
Some of the most compelling sides of the Olympics are the human stories behind the events, and this extends beyond the winners. Look for opportunities to share stories of people less recognised in the Olympics, similar to what Fenty Beauty did. Does your brand resonate more with the families behind the athletes or those on the ground helping the Olympics run day-to-day? Put them into the spotlight.
Engage in Social Responsibility Campaigns
The Paris Olympics has a strong emphasis on sustainability and social responsibility. Align your messaging with these values can participate in eco-friendly initiatives or social campaigns. For example, sponsor a zero-waste initiative or support local communities during the Games to show your brand’s efforts. These efforts can enhance brand image and appeal to socially-conscious consumers.
Final thoughts
The 2024 Paris Olympics are not just a global sporting event; they are a digital phenomenon. With unprecedented access and engagement opportunities, they offer a unique platform for brands to connect with a worldwide audience. By leveraging digital tools and platforms, embracing innovative technologies, and aligning with the values of the Games, your brand can achieve significant marketing success.
As we continue to navigate this digital age, the Paris Olympics provide a blueprint for how brands can effectively engage in large-scale global events and resonate with diverse audiences. The race for digital gold is on—are you ready?
