Rio Olympics 2016: Top Brand Activations from The Biggest Sporting Extravaganza
by Shantanu Jain Marketing | August 11, 2016 | Feature
Coca-Cola Visa Heineken sports marketing
It goes without saying that the currently ongoing Rio Olympics 2016 is the biggest global sporting extravaganza to take place in the recent times. The games have witnessed participation from 205 countries and will feature over 11,000 athletes who will compete in 306 different events across 42 sports disciplines, consequently leading to worldwide media coverage and undivided attention of sports enthusiasts across the world.
Rio Olympics 2016 is a master opportunity for any brand to reach out to their audiences across geographical borders and demographics. As a result of which, the games this year have been bombarded with brand associations and engagement campaigns at National Olympics Committee level, Country level and the overall games itself. In this exclusive feature, EVENTFAQS lists down top activations by brands from the biggest sporting extravaganza.
If there was an award to be given to the most innovative brand activation at the games, then it would certainly go to Airbnb that is giving its customers a chance to stay in the Olympics Arena. The hospitality brand has listed a room inside the Rio Olympic Arena, which is offering sporting fans the chance to stay in a gold medal inspired room.
Coca-Cola is one of the main sponsors of the Rio Olympics 2016 and has extended their most recent #ThatsGold Campaign by creating two fan zones at the event. These fan zones are offering fans a chance to participate in unique activities such as VR/AR games to exclusive music gigs and events to further propagate their brand proposition. Additionally, the brand has also launched a celebratory gold aluminum bottle for the beverage inside the Olympic park as a celebration of the Olympic Torch Relay.
After debuting first at the 1992 Olympic games in Barcelona, The Holland Heineken House Concept has been re-staged by Heineken at the Summer Olympic Games in Rio. The house offers a range of hospitality and entertainment options to the fans searching for a festive environment to enjoy and celebrate the spirit of the games, by the brand.
The finance brand Visa has come onboard as the Payment Provider Partner at the Rio Olympics 2016. To engage with its target audience, the brand has created five VIP Lounges in five locations in the US and Brazil that host appearances by athletes and will serve Brazilian-themed food and drinks. Additionally, the brand is also offering it's Visa Chase United card members a complimentary retreat at Copacabana Beach in Rio.
Rio Olympics 2016 is a master opportunity for any brand to reach out to their audiences across geographical borders and demographics.