While the world was busy watching the Rio Olympic games, adobservers were busy on the watch savouring content strategies of Brands and we honestly feel Samsung was the best with its perfectly timed ads and message for the Samsung Galaxy S7 and Ear buds.Samsung not only smashed pre-hype to the Olympics with their video that cut together the national teams’ anthems. It also grabbed huge attention by partnering with the Huffington Post virtual reality studio and equipping journalists, artists and filmmakers with 360 cameras to capture small windows of Rio culture.
It was very smart for Samsung, already one of the key players in VR, both to connect with the multi-cultural spirit of the Olympics while simultaneously flexing its design and technology muscle with 360 and VR stories.
Take a look at The Samsung Galaxy S7 ear buds TVC for Rio 2016 Olympics:
Watch Samsung official Rio 2016 Olympics TVC ‘The Anthem’ below:
Over 29-22million views on their official YouTube page here as at the time of this publication.
You probably remember Samsung’s previous advert that featured Lil Wayne and the recent that featured Danny Glover (a popular actor in Lethal Weapon) playing the role of a Metropolitan police officer, who found an activated time bomb in an air vent. The bomb was showing 12 minutes count down but ironically to Danny the bomb was to go off in 12 hours. That gave him plenty of time to relax, watch some videos and play some games on his Galaxy S7. As part of the fun, the movie star also took a nap in the advert. the whole brand story centered around the S7’s battery life?
Our second best goes to Nissan UK.
Nissan hit a brilliant one with their #DoItForUs campaign that used hidden cameras to ask athletes if they could prominently feature Nissan and it’s “N for Nissan” sign and mimick driving a bend in a Nissan while they negotiated race track bends during their events.
Watch hilarious Nissan #Doitforus Ad here:
Coca-Cola was by far one of the biggest sponsor winners, cleverly targeting 18- to 30-year-olds with a heavy and steady mix of influencers, athletes and generally cool people. They created stories, discussed the Games, performed and instantly shared moments at Coke’s Olympics station on real-time platforms like Facebook Live, Instagram Stories and 360 imagery.
The lead campaign film was Twitter’s “First View” film and appeared on the feeds of all channel users for 24 hours. Ok, so it wasn’t immediately live and interactive, but it was a refreshingly self-aware view about how brands get their piece of the Olympic conversation.
McDonald’s proved to be a big winner in Rio too, despite not having a very strong campaign and content strategy. Surprisingly, it was the restaurant in Rio’s Olympic village that proved to be the most useful for the brand on social. There was a McFlurry of pictures and posts showing queues of athletes lining up for their free McD’s and several prominent athletes shared photos of their post-game binges of nuggets, burgers fries and shakes.
Watch official McDonald’s Rio 2016 Olympics TV ad here:
The biggest loser on social media was the International Olympic Committee itself and its stiff restrictions on using trademarks, hashtags and imagery of the Games for all brands that weren’t sponsors. Clearly the value of Olympic sponsorship is important to the movement but in the future we are hoping it realises how all the shares and tiny glimpses into the amazing experience of the Olympics can only help drive the conversation.
Additional credits: Matt Chokshi
Compiled and edited by: Jimmy Adesanya
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