VIDEO: COC takes Olympic marketing success towards Sochi

What to expect when Canada's athletes tackle Russia's 2014 Games

With a successful Olympic marketing campaign behind it, the Canadian Olympic Committee has already turned its focus ahead to the next Winter Olympics.

The COC said its 2012 “Give Your Everything” campaign for the London Summer Games (see video below), created by Proximity Toronto, struck gold in several key metrics, including:

• over 600 million media impressions
• more than 10 million people exposed to Facebook content
• over 31 million people viewing Twitter content, with a 350% increase in Twitter followers

The bilingual campaign used digital, social and traditional media to introduce Canadians to their Olympians by letting the athletes tell their own stories.

For the 2014 Winter Olympics in Sochi, Russia, COC chief marketing officer Derek Kent, said he is taking an if-it-ain’t-broke-don’t-fix-it approach to future marketing strategies.

“There will definitely be Olympics-related advertising between now and 2014. Part of our goal is to ensure that we do storytelling around the athletes 24/7,” he told Marketing.

“We’ve already had some great discussions with the winter National Sports Federation about sharing content to create a great storytelling platform. We expect the ‘Give Your Everything’ call to action to continue.”

Related
Mobile viewing skyrockets during London Games
CBC wins back Olympics, could sub-license to Rogers, Bell
• Sponsors present Olympian stories with broadcast consortium
Derek Kent on COC’s new Olympic campaign (video)

However, as Proximity Toronto president David Lafond points out, “These were the most socially activated games in history.”

As the digital realm continues to grow in importance, Kent does foresee some operational changes in Sochi.

“We’ll concentrate on building up our content team,” he said. “A year ago, we had a volunteer intern doing our social media. Now we have a few people and we’ll continue to bolster the team. As a not for profit, we have a number of volunteers.”

Kent’s outlook, however, is decidedly upbeat. “We’re just getting started. Sochi will be the next chapter in the story of the brand.”

Brands Articles

Metro keeps it all white for Diner en Blanc in Ontario

Grocer uses social, influencer tactics and video to amplify sponsorship

Starcom hires Mike Rumble to oversee new integrated team

New unit expected to oversee the agency's recently defended TD Bank Group account

TD goes on another ‘thank you’ mission

New video captures heartfelt moments customers are surprised with gifts

Buy groceries online? Never in Canada! (Column)

Is the grocery industry ready for digital disruption? Maureen Atkinson explains

Square One gets sultry for fall campaign

Flirtatious video features newlywed celebs Sean Avery and Hilary Rhoda

Which Olympic ads won with women?

Harbinger study examines what it takes for ads to be memorable

IKEA Canada president takes global role

Stefan Sjöstrand promoted to commercial manager, IKEA Group in Sweden

Public Mobile encourages you to swap junk for SIM cards

Self-serve mobile brand shows customers how it's different from the big guys

Toronto Men’s Fashion Week to launch women’s showcase

New event to borrow from Toronto Men's Fashion Week's successful formula