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| Photo Credit: Reuters/ Lewis Whyld/Pool |
I recently facilitated a tactical ideation workshop in which
we applied “Olympic” thinking to the client’s media planning.
Digital media spending by London 2012 Olympics sponsors
amounted to as much as 20% of budgets.
Digital outlets attracted funds that might have gone to
television in prior years.
And while ad agency and brand representatives don’t provide budgets
or spending estimates for their Olympic campaigns, it’s believed that a
comprehensive multimedia Olympic campaign cost between $30 million to $50
million.
The pricetag was worth it, most brand executives said,
because they believe they were able to weave tighter connections between their
brands and target customers during the Olympics compared to other events.
Here are some of the media ideas inspired by our
Olympic-size thinking:
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