The Paralympics are continuing the momentum from this year’s Olympics in Paris, which were a truly worldwide spectacle. Over 10,000 athletes from 196 nations participated in the event, which marked the return to major international competition without the limitations that determined Tokyo 2020.
The Paris Games produced remarkable moments, from the stunning opening ceremony and Celine Dion’s spectacular comeback to Snoop Dogg’s everywhere-you-look presence, viral chocolate muffins, an electrifying basketball conclusion, and the symbolic transfer to Los Angeles.
Brands threw themselves into creative marketing tactics for the Games in a post-pandemic era when audiences around the world are reconnected and artificial intelligence is changing digital landscapes.
Let’s examine how the marketing industry was enthralled with the Paris Olympics, emphasizing the ads and trends that really fueled the fire.
- Inclusive and emotive storytelling took the gold
- The influence of AI in this year’s Olympics
- A playing field for brand ambassadors
- The best memes and characters from the Paris Olympics
Inclusive and emotive storytelling took the gold
Major businesses and sponsors, such as Coca-Cola, Omega, and the BBC, lifted the bar by creating purpose-driven campaigns that went beyond catchy slogans or fast sales victories, with sustainability, social justice, and gender equality taking center stage.
Nike’s video commercial, which was bold, powerful, and emotionally stirring, went right to the core of the experience of refugee athletes by highlighting the stigma, obstacles, and tenacity that characterize their path.
By showcasing the talent and perseverance of athletes like fighter Cindy Ngamba, the brand sent a message of optimism and resiliency that struck a deep chord with viewers around the world, rather than merely recounting a tale of hardship.
Being the first Olympics to offer complete gender equity in every event, Paris 2024 also represented a significant milestone. In order to capitalize on the growing popularity and record-breaking viewership of women’s sports in both Europe and the United States, brands seized the opportunity and partnered with more female athletes than ever before.
In order to reach younger viewers, companies such as YouTube, Snapchat, and TikTok established formal collaborations with broadcasters and National Olympic Committees. After taking notice, sponsors started focusing on athlete-led, socially conscious Olympic ads that would meet fans where they are and give the games a more intimate feel than before.
By providing uniforms for the Refugee Olympic Team and providing assistance to the larger refugee community in Paris, Nike distinguished themselves through a strong cooperation with the Olympic Refugee Foundation. Watch Where We’re Going, their campaign video, brought new, genuine viewpoints to the international scene by providing an engrossing look at the journey and tenacity of refugee athletes.
The influence of AI in this year’s Olympics
Alibaba made waves with its AI-powered cloud computing system, which produced dynamic, machine learning-enhanced multi-angle replays. The outcome? In addition to being more captivating and thrilling, the footage was also a treasure trove for marketers trying to produce unique social media content.
With its AI-powered technology, Intel also created incredible experiences for athletes and spectators at the Olympic and Paralympic Games.
Throughout the competition, Intel, the official Olympic Partner for the AI Platform, included autonomous technologies. Intel’s AI advancements improved the games both on and off the field, from performance analytic tools to creative ways for athletes to communicate.
With unique replays and highlight reels available on several platforms, fans had a more individualized viewing experience than ever before, making the Olympics feel more welcoming and approachable for all viewers.
On the ground, attendees took use of a variety of digital and interactive experiences, including as AI-powered touchpoints and immersive activations. These developments were particularly crucial in improving accessibility, allowing supporters who are blind or visually impaired to move around the Olympic Village more freely and easily.
A playing field for brand ambassadors
Brands can effectively harness the spirit of the games and establish a more intimate connection with spectators by partnering with Olympic competitors.
With prominent athletes like French rugby player Antoine Dupont (supported by LVMH) and India’s Neeraj Chopra (supporting Omega) reaching enormous audiences through social media and international marketing, this year’s Olympics featured an impressive roster of athlete ambassadors.
Companies like Bridgestone made a big commitment, using their own carefully selected teams of sports ambassadors to promote both Olympians and Paralympians. 40 athletes representing 20 different sports and nine different nations made up Team Bridgestone, which embodied the brand’s ideals of innovation, accessibility, and inclusivity.
In addition to marketing, Bridgestone made useful contributions to the games by providing high-performance items including prosthetic blades, gloves, and wheelchair hand rims.
More than merely rivals, athletes became the public face of international companies, elevating representation and personal narratives. These three ambassadors from the Paris Games are particularly noteworthy.
Team USA’s Paralympic swimmer and Instagram influencer Haven Shepherd collaborated with Team Reese’s to help promote their limited-edition “Medals” chocolate bar, leveraging her platform to establish a deeper relationship with her followers and admirers.
Noah Lyles for Celcius
Energy drink company Celsius teamed up with exceptional track and field athlete Noah Lyles to increase its visibility among sports fans and create buzz about its goods, even though it isn’t an official sponsor of this year’s games.
Additionally, the partnership helped Celsius’s brand recognition and reputation, since Lyles won both gold and bronze on the track.
Toyota and Marissa Papaconstantinou
The “Start Your Impossible” campaign, which highlights the tenacity, commitment, and drive of Paralympians both individually and collectively, was fronted by a Canadian Paralympic athlete in collaboration with Toyota. The outcome? A strong message combined with an exceptional brand partnership.
The best memes and characters from the Paris Olympics
In addition to introducing us to some surprising fan favorites, the 2024 Summer Olympics in Paris provided a wealth of memorable events that swiftly went popular on social media as memes.
Here are some exceptional choices that we adored.
1. Pommel Horse Guy
During his pommel horse routine, American gymnast Stephen Nedoroscik’s intense facial expressions took the internet by storm. Fans couldn’t get enough of the memes and GIFs that sprang from his laser-like focus and straightforward manner.
2. The Chocolate Muffins
Norwegian athlete Henrik Christiansen unexpectedly made the Olympic Village’s chocolate muffins famous. They swiftly became a viral hit due to their undeniable appeal, and both athletes and fans were praising them. The excitement even led to parallels to the classic “Cronut,” solidifying their position as the Games’ unofficial snack star.
3. Leon Marchand's Double Gold
Within two hours, French swimmer Leon Marchand won gold in two distinct events, making history and igniting the meme circuit. Social media was ablaze with his astounding double win, as both fans and creators celebrated the historic accomplishment in typical online fashion.
4. Kim Yeji's Shooting Stance
Kim Yeji, a South Korean shooter, enthralled the internet with her unique, fashionable attitude while competing. Her ferocious confidence and calm demeanor swiftly gained popularity, generating a flurry of memes and amusing parallels to pop culture icons.
5. Breaker Raygun's Zero Score
After receiving a zero in her Olympic debut, Australian breakdancer Dr. Rachael Gunn, often known as Raygun, went viral. Despite the surprising score, she became an unanticipated fan favorite thanks to her fearless performance and positive outlook, which won hearts all over the world.
6. The Team Uniforms
It is understandable why the opening and closing ceremonies of the Paris Olympics felt more like haute couture catwalk presentations, with luxury behemoth LVMH at the top of the sponsorship roster, accompanied by companies like Ralph Lauren, Lululemon, Puma, Nike, and Berluti outfitting athletes.
One particular look that was the talk of the town? The national uniform of Mongolia. The outfit, created by Michel & Amazonka, a fashion firm based in Ulaanbaatar, was a true masterpiece. Tradition, symbolism, and elegance were all combined in a stunning way in each costume, which took 20 hours to create and included exquisite elements like the Olympic flame, the Eiffel Tower, and the famous Soyombo emblem from the Mongolian flag.
The final stretch
The Olympics and Paralympics in Paris served as a showcase for independent creativity, astute commercial partnerships, and memorable social media experiences.
In order to cut through the digital congestion and seize their moment in the spotlight this year, brands adopted cutting-edge technology, gripping stories, and strategic alliances. There’s no denying that the entire performance was worthy of a gold medal.
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