Just about everyone dreams of participating in the Olympics – walking among the parade of nations being draped with a bronze, silver, or maybe even gold, medal. Most learn at an early age that we possess neither the skill nor the single-minded discipline necessary to fulfill this dream. So, we watch and vicariously live through the triumphs and heartbreaks of the dedicated athletes who have devoted their lives to reaching this point.
The desire to be a part of the Olympics is just as strong for brands and their public relations and marketing firms. The obstacles for marketers, however, mainly consist of large sacks of sponsorship cash and an available sponsor category. It leaves many searching for alternative paths to join the conversation and be part of this global event. With nearly 40 days left before the Opening Ceremonies along the Seine, brands are finalizing plans for marketing campaigns derided by organizers as “ambush.”