Monday, August 05, 2013

Olympic-size tactical thinking

Photo Credit: Reuters/ Lewis Whyld/Pool
I recently facilitated a tactical ideation workshop in which we applied “Olympic” thinking to the client’s media planning.

Digital media spending by London 2012 Olympics sponsors amounted to as much as 20% of budgets.

Digital outlets attracted funds that might have gone to television in prior years.

And while ad agency and brand representatives don’t provide budgets or spending estimates for their Olympic campaigns, it’s believed that a comprehensive multimedia Olympic campaign cost between $30 million to $50 million.

The pricetag was worth it, most brand executives said, because they believe they were able to weave tighter connections between their brands and target customers during the Olympics compared to other events.

Here are some of the media ideas inspired by our Olympic-size thinking:

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