According to Fast Company, social media is 100 times bigger than it was during the 2008 Olympics. Consumers are sharing more online then ever before, giving brands a massive opportunity to tie in consumer participation through social media during the Summer Olympics. NBC, for example, has promoted the #olympics twitter feed with powerful commercials letting watchers know that they are missing behind-the-scene moments and in-the-athlete’s-head moments if they don’t follow the feed. On the other hand, there were some missed marketing opportunities to really tie in consumer participation:
- Nike’s ‘Find Your Greatness’ commercials have been incredibly inspiring, but they missed an opportunity for a Nike Olympics app/campaign that allows users to share their own stories of greatness. Nike could have taken its presence during the Olympics to the next level by incorporating consumer participation through social media.
- The Olympics missed the opportunity to have an ad-meter campaign that let’s users vote on the best Olympics commercials, and then share and post their votes across the social web. Those commercials could have gone extremely viral, extending their lifetime and awareness.
In an increasingly social world where consumers are sharing more and more, and across multiple screens, brands have a huge opportunity to harness the power of consumer participation during events with a passionate following, like the Olympics. By giving consumers the ability to participate and be a part of the social dialogue across any device, marketers can exponentially amplify advocacy and awareness.
Check out AdWeek’s take on why No Brand Deserves Gold Digital Olympics.