Marketing News
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by The Newshoundon May 22 |
Olympic sponsorship war begins
The Olympic Games have already kicked off as the war between sponsors to capture audience attention has begun. Aussie brand experience agency ABT has established a Beijing office to handle Olympic projects and just recently staged the massive 'Street Olympics' for Snickers, with urban street events featuring hybrid sports like 'Basoccer' (a mix of basketball and soccer), 'Streetminton' (a combination of badminton and breakdancing), and 'Jump Satisfaction' (participants jumped over as many Snickers bars as possible to win them). Tickets to the real Olympic Games were up for grabs as prizes.
With 10,000 visitors, this brand experience event was so huge and inspiring, that a Beijing Youth TV show staged some of the Games on their show in subsequent days. This is like an opening marketing salvo as Olympic sponsors battle for audience supremacy.
ABT Beijing won the contract from Effem Foods/Mars Corporation in China to develop a creative campaign to raise Snickers awareness and maximise returns from the Snickers sponsorship status at the Beijing Olympics.
From his offices in Beijing, ABT CEO Peter Grose said: “With this event, Snickers has kicked off the competitive brand Olympics. By taking traditional Olympic sports and giving them an urban twist, we’ve grabbed the attention and participation of tens of thousands of 15-25 Beijing males – the key target group for the Snickers brand.”
Handling the strategy, creative and logistics, ABT staged the 4,000 square metre, brand experience event within a university precinct of Beijing. The Snickers Street Olympics also featured appearances by local TV, music and sports stars. They drew a vast media presence with over 150 representatives from newspaper and television stations in attendance. All of ABT’s concepts from the street games were also featured on the popular local youth TV program ‘Beijing Boy’.
Sounds seriously satisfying, Snickers. This seems like some of the only positive PR out there at the moment regarding the Beijing Olympics.
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