When you see these rings, what do you think of? The Olympics, of course. The five interlocking rings design is one of the most iconic marketing symbols in the world. Every four years (two if we include the winter Olympics) this symbol brings out our patriotism as we enjoy watching sports that we don’t think about any other time of the year – hello synchronized swimming.
As you immerse yourself in the events in Paris, you can use the excitement surrounding the Games to create timely and engaging marketing efforts for your company. Below are three ideas on how to tie into the big event and one BIG caution.
Three Medal Winning Marketing Ideas
- Offer an Olympic discount. You can offer an Opening Ceremony coupon, valid only the day of the ceremony. Or you could offer 10% off services (up to a certain amount) if an American athlete wins a gold medal.
- Create themed social media posts. Shoutout athletes that are participating in a sport you love or someone from your hometown. Have a team-building day and make good luck signs to share on your platforms. Create a unique hashtag for your business that is Olympic related to use each time you share.
- Host your own Olympic games. Since video is always engaging, have team members compete in office games and share the results. If you want to step-up your game, challenge other businesses to have their employees compete for bragging rights or a prize. Tagging each other in posts helps everyone (and could lead to a great viral back and forth trash talking session on social media). Invite customers to participate as well.
One BIG Warning
The Olympic Committee is very protective of its brand. And sponsors pay a lot of money to use the logo and promotional verbiage. The Ted Stevens Olympic and Amateur Sports Act allows the USOC to give its sponsors exclusive permission to use certain words and symbols and to take legal action to stop anyone from using these words and symbols without permission. Reuters lists several areas that are likely to raise a red flag, including ambush marketing (Read a recent article from Reuters on how popping your logo in front of the tv cameras is off limits: Fair play, trademarks and sponsorships: how to navigate the Olympics season | Reuters).
While you’re unlikely to get in hot water for one social media post using Olympic terms, to ensure you’re complying with trademark laws, it’s best to avoid certain uses.
- Be sure that you do not include the actual rings on your posts.
- Do not create an image that has five interlocking items.
- When choosing hashtags, avoid using ones promoted by the Olympics. For instance #RoadtoParis, #TeamUSA and #TheOlympicGames, when used in images particularly, can get you flagged.
- Using photos or clips from the Olympics coverage is a no-go.
A good rule of thumb: Be careful to avoid anything that might suggest that you, your company, or your brand has an official connection or sponsorship arrangement with the Olympics.
The Summer Olympics only happens once every four years. Have fun with it. #GoUSA and #Go[EnterYourBiz]!
This blog is courtesy of MMC Account Manager Melissa Holder.