The Paris 2024 Olympics have wrapped up, but the buzz around some of the most iconic marketing moves is just beginning. From athletes doubling as influencers to brands leveraging global visibility, this year’s games were a masterclass in social media marketing. Here’s what stood out:
Athletes as the Ultimate Influencers
In the age of social media, athletes like Simone Biles, Katie Ledecky, and LeBron James weren’t just competing—they were the biggest brand ambassadors. Simone Biles, for instance, saw her follower count skyrocket by over 100,000 during the games, reaching 7.3 million. Her posts had a staggering 4.35% engagement rate, showing that athletes aren’t just sports stars—they’re social media powerhouses.
Steph Curry’s viral “nite nite” pose also became a sensation, proving that the right moment can create a lasting impression far beyond the stadium.
Leveraging Global Events for Brand Visibility Using Hashtags
Nike made a big splash at Paris 2024 with a bold campaign that featured the hashtag #WinningIsntForEveryone. By spotlighting stars like Serena Williams, LeBron James, and Sha’Carri Richardson, who shared this powerful reel, Nike demonstrated how to use a global event to boost brand visibility. Our takeaway? A well-timed, impactful campaign during a major event can secure a brand’s place in the public eye and create lasting connections with audiences.
Sustainability as a Marketing Strategy
Paris 2024 made headlines as the most sustainable Olympics ever, with initiatives like the now-famous cardboard beds. Brands that aligned themselves with these eco-friendly efforts, such as Coca-Cola, found a way to connect with environmentally-conscious consumers reinforcing that sustainability isn’t just a buzzword—it’s a powerful marketing tool.
Samsung’s Openness Medal Campaign: A Winning Formula
With the campaign message “Open always wins,” Samsung celebrates those who embrace new possibilities by overcoming challenges. Partnering with Olympic athletes like Australian surfer Jack Robinson, and French break dancer Sarah Bee, Samsung successfully leveraged ambassador marketing to drive their campaign’s message.
AI and CGI Content: The Future of Olympic Marketing
Artificial Intelligence (AI) and Computer-Generated Imagery (CGI) are revolutionizing how brands engage with audiences, and the Paris 2024 Olympics were no exception. A striking example is this Instagram reel where CGI and AI-driven content captivated viewers, creating an immersive and futuristic brand experience. These approaches not only enhance visual storytelling but also set new standards for digital engagement in sports marketing.
The Power of Storytelling in Olympic Marketing
Coca-Cola’s “It’s Magic When The World Comes Together” campaign was all about fostering unity and togetherness. Their Paris 2024 social media efforts resonated deeply, reminding us that at the heart of every great marketing campaign is a compelling story. The Olympics are the perfect stage for brands to tell stories that inspire and unite people worldwide.
Influencer Marketing: Celebrities, Humor, and Memes at the Olympics
Celebrity partnerships and humor played a big role in Olympic marketing this year. One of the standout moments was when Tom Cruise handed off the Olympic torch to LA 2028, creating a “Hollywood” brand moment that highlighted the power of celebrity influence.
Humor also made its mark, with personalities like Kevin Hart Snoop Dogg adding a fun twist to the Games. Memes and relevant hashtags further amplified engagement, such as the viral buzz around diver Tom Daley’s knitting, which became an unexpected Olympic highlight. The bottom line: leveraging celebrities, humor, and memes can create powerful and relatable marketing moments during global events.
Why Olympic Marketing Matters
The Olympics offer unmatched global reach, making them an huge opportunity for brands to connect with diverse audiences. By aligning with the values of excellence, unity, and perseverance, brands can not only enhance their reputation but also build lasting loyalty. A well-executed Olympic marketing campaign has the potential to resonate for years, creating a legacy that extends far beyond the games.