• by Laurie Sullivan , August 1, 2008

Coca-Cola, General Motors, Kodak, Lenovo, Johnson & Johnson and Samsung have spent millions of dollars on 2008 Beijing Olympics advertising campaigns. But ads and signs that bombard the general public are not as welcome in Olympic sporting venues as they are on television and city streets, regardless of the sponsor. So, brands have designed creative messages in vying for consumer attention.

 

 

Panasonic, which has sponsored the Olympic Games for years, quietly introduced a viral marketing campaign in Japan several months ago, relying on word of mouth marketing to spread Olympic Games fever. Word didn't get far. Only 843 people have uploaded photos to the virtual stadium, but there is room for plenty more, according to a Panasonic spokesman.

So the company's public relation's agency, which designed the site, has began pushing the concept in the U.S.

The interactive site allows people to share footage of themselves doing the wave. Created by Tokyo-based Nowonmedia, it offers custom features such as decorative graphics, background images, effects and sounds that "wavers" can add to their images. It superimposes photos or videos onto a backdrop designed to look like seats in spectator stands after uploading the media to wave.panasonic.net.

Inside the virtual stadium, viewing modes simulate human waves in patterns such as circles, stars, hearts, or the number of days left until the opening of the Beijing Olympic Games. A "Me Wave" mode makes the entire stadium look like it is populated by only one waver. Those without cameras can "search by seat number" to find friends or "Passion Wavers." The site also highlights specific wavers with original expressions or outfits.

While the site offers advanced features to show off Panasonic's technology, word of mouth might not be enough to get an innovative campaign off the ground. Brands that connect to the Olympic Games need to market in a big way, says Laura Ries, president at marketing and branding firm Ries & Ries, who recently spent time speaking to companies in Beijing and Shanghai about advertising and marketing strategies.

Although companies overpay for recognition, it's important for brands like Coca-Cola and McDonald's to participate in the games. "For smaller companies not able to spend enough, it's not worth it because no one will remember you," Ries says. "The problem is there are so many companies tying their brands to the Olympics. Those not perceived as a global player almost get lost."

As China takes the spotlight alongside the Games of the XXIX Olympiad, Lenovo began advertising on billboards, in buses, bus stations and other out-of-home venues throughout Beijing. Advertising leads with the "IdeaPad" PC line highlighting the ability of Lenovo PCs to support and originate ideas everywhere and includes a yellow light bulb recognized worldwide as a symbol for ideas. Product images are presented on a blue or white background and sometimes incorporate athletes such as Chinese 110-meter hurdler Liu Xiang.

Thousands of miles away at 185 Simon Malls across the U.S., consumers can get a taste of the Olympic Games by purchasing limited-edition Visa Olympic Games-themed gift cards. One dollar from each card sold goes to support the U.S. Olympic Committee, which helps American athletes train to compete in Olympic Games.

Each of the 100,000 Visa Olympic Games-themed gift card purchased at Simon Malls comes with a Coca-Cola Amazing Moments interactive CD. The CDPlus ConnectCard product being piloted by Simon contains custom content and exclusive links to popular summer music, free ring tones, coupons from Olympic partner Coca-Cola and Panasonic, as well as a variety of Sega Games.