Make the most out of the Olympics buzz, with great marketing, CRM and PR but without breaking the pernickety Olympics marketing laws. Top tips, do’s and don’ts
CIM marketing report says that 35% of marketeers feel they are likely to undertake some marketing activities linked to the 2012 Olympic games
London will welcome the arrival of 10,500 athletes, 21,000 media folk and a staggering 8.8 million ticket-holders
In 2006 the London Olympic Games and Paralympic Games Act was adopted to restrict the use of terms and phrases associated with the Olympics including
- The Olympic Symbol
- The Paralympic Symbol
- The London 2012 Olympic and Paralympic Emblems
- The London 2012 mascots
- The words ‘London 2012′
- The words ‘Olympic’, ‘Olympiad’, ‘Olympian’ (and their plurals and words very similar to them – eg ‘Olympix’
- The words ‘Paralympic’, ‘Paralympiad’, ‘Paralympian’ and their plurals and words very similar to them – eg ‘Paralympix’
- The words ‘games’, ‘two thousand and twelve’, ‘2012’ and ‘twenty twelve’ which may not be used in combination with each other or with ‘gold’, ‘silver’, ‘bronze’, ‘London’, ‘medals’, ‘sponsor’ or ‘summer’.
- The olympic Motto: ‘Citius Altius Fortius’ / ‘Faster Higher Stronger’
- The Paralympic Motto: ‘Spirit in Motion’
- The Team GB logo
- The ParalympicsGB logo
- The British olympic Association logo
- The British Paralympic Association logo
- london2012.com (and various derivatives)
- The London 2012 sports pictograms
Having fun with the law
Canadian athletic chain Lululemon emblazoned across its clothing during the 2010 Vancouver Winter Olympics “Cool Sporting Event That Takes Place in British Columbia Between 2009 and 2011 Edition” – completely poking fun at the restrictions imposed on wording for the Olympics!
Marketing : DOs
Be creative: think outside the box but beware of trademark infringement (so called ambush marketing)
Get in touch with values: the Games have certain values that you could tie in to your brand such as fair play, excellence or greenness.
Understand the law : see above
Create offers and incentives : client No1 Bootcamp are running a 20.12% discount during the Olympics period
Use time references : talking about Summer, sporting chances etc will reference the Olympics well enough
Use puns and fun phrases : hurdles, swimming running, on target – all good sporting phrases!
Celebrate being British – or any other nationality : find a story anchoring you to your team, be proud, be relevant, link to charity or local sport team. Get involved.
Change your name or product : launch special edition, change product to show flag, have fun through PR and social media
Involve PR : let people know what you’re up to and make sure your SEO content reflects your changes
Engage with interesting news stories : set up Google alerts to find news pieces you can comment on, use polls, fun questions, surveys, get people to post photos to you – be engaging and interesting
Find ways to do hospitality and get together : celebrate together with your clients, prospects and suppliers. Have lunch, do an “open office” screening
Forget to check wording: interpretations of the Olympics Act vary but try not to run foul of them
Be too literal: you’re probably going to be fine using the words “gold” and “games”