Viewership for the Summer Olympics has been blowing past the 2021 Tokyo Games. Whether you watch the amazing sporting events of the Olympics or not, this year it’s hard to miss all of the talk of Snoop Dogg’s memorable moments in the Paris Olympics. While Snoop Dogg’s breakout role as an NBC Olympic correspondent was in the Tokyo games, this year he’s taken it a step further and brought his own style to the Olympics – from being one of the torch bearers and Crip Walking with the torch to creating his own pins to trade with the athletes. He’s become a sort of Olympic mascot for team USA and not to mention a viral sensation.
Taking this into a branding direction first, we are a marketing firm after all, each Olympics creates a specific emblem for that year. If you haven’t seen this year’s logo, let’s catch you up to speed.
The Paris 2024 Emblem
This emblem combines three separate symbols – the gold medal, the flame and Marianne.
The Gold Medal
This element symbolizes achievement. It’s the example that the athletes set. They continue to improve their personal best and demonstrate that everyone has the chance of winning.
The Flame
This element signifies the energy. The flame itself continues to be associated with the Olympics. It evokes different feelings and messages from other people but all in all it aims to encourage us to be bold and forge a way forward.
Marianna
The personification of the French Republic, in turn symbolizing France, as this is the Paris olympics after all. The Paris Olympics stated that “Marianna’s French spirit reveals ambition to be egalitarian, sharing and generous. She is a face that places humans at the heart of the games.”
This emblem is also unique because it is the first time in history that the same emblem is used for BOTH the Olympic and Paralympic Games. But the Olympics are way more than just the emblem and the athletes – it’s the inspiration and powerful storytelling that drive it forward and continue to push people to drive to be their very best.
How you can use the Olympics to your business’s advantage
While the big brand names are able to partner with the Olympics, there are still lessons you can take and even ways that you can use the Olympics for your own business’s advantage.
Highlight human stories
It’s no secret that consumers love and connect to storytelling. It can be seen throughout the pieces that people remember the most from the Olympics.
This year, the air pistol got a lot of the spotlight due to South Korea’s Ye-ji Kim and Turkey’s Yusuf Dikec. Ye-ji Kim stole the hearts of everyone by looking like she was pulled straight out of an action movie along with a little stuffed animal on her hip from her daughter. On the other end of this was Yusuf Dikec, the man who looked like he wandered into the competition from the crowd, with just regular glasses and a white t-shirt.
The Olympics even showed us what fuels the Olympians. Zhiying Zeng’s Olympic debut at the age of 57, while she didn’t win the preliminary rounds of ping pong, she was able to share the moment with her 92-year-old father who stayed up to watch his daughter achieve her dream. She showed everyone that being an Olympian is what drives all athletes. And of course, we cannot talk about the Paris Olympics without mentioning Simone Biles’ comeback story. Simone Biles took time off for her mental health and came back stronger than ever. Not only is this an inspiring story within itself but Powerade even partnered with Simone Biles to emphasize mental health in their Olympics campaign encouraging athletes to “press pause”.
Just like the unforgettable stories from the Olympics that resonate long after the games, your business can benefit from the power of storytelling. Craft a compelling narrative that forges an emotional connection with your audience.
Embrace moments-based marketing
The Olympics offer countless real-time stories and moments. You can leverage inspiring victories, surprising upsets, and viral events (like those sparked by Snoop Dogg) to create compelling subject lines, social media posts, ads, or blog content that aligns with these powerful moments.
Remember to engage with your audience by tapping into trending conversations, whether that’s by creating memes or other content – keep in mind that it must fit with your brand personality! Above all else, remember to remain authentic and true to your brand. When your messaging is authentic, you build stronger connections, earning the trust and loyalty of your customers and positioning your brand as a leader in embracing modern values.