Event Marketer September 2021 - 21

TOKYO ADRIFT
With no spectators allowed, the Summer Olympics
presented yet another pandemic challenge for marketers.
How brands changed their game plans
BRANDS SEEKING TO ACTIVATE AT
the Summer Olympics seemed to encounter
more hurdles than a 100-meter race.
First, organizers delayed the games by a
year in deference to the COVID-19 pandemic
(yet kept the name Tokyo 2020).
Then they announced a ban on nearly all
spectators. The result was a literal buzz
kill. Longstanding international Olympics
sponsors such as Visa and P&G scaled
back or eliminated on-the-ground activations.
Television ratings dropped as well.
Other brands maintained an Olympic
presence but altered their playbooks by
championing the athletes, creating virtual
experiences, or activating in the U.S.
Here's a look at four Olympic campaigns
that stood out.
eventmarketer.com
SAMSUNG
Without fans, Samsung decided to focus on
connecting with the athletes themselves.
Located within the Tokyo 2020 Olympic
and Paralympic Village, Samsung's Galaxy
Athlete Lounge invited Olympians to
collect a special-edition Samsung Galaxy
S21 5G phone with the Olympic rings and
Paralympic agitos inscribed on the back.
The space-designed in keeping with
Samsung's overall aesthetic and brand
guidelines-allowed them to interact with
Samsung devices, encouraged them to create
and share content, and offered realtime
phone support.
While Samsung had a smaller on-theground
footprint than at previous Olympics,
it expanded its digital reach. New
SEPTEMBER 2021 EVENT MARKETER 21
FRONT ROW SEAT: Immersive
technology company Cosm gave fans a
180-degree, 8K view of the action.

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Event Marketer September 2021

Table of Contents for the Digital Edition of Event Marketer September 2021

Event Marketer September 2021 - 1
Event Marketer September 2021 - 2
Event Marketer September 2021 - 3
Event Marketer September 2021 - 4
Event Marketer September 2021 - 5
Event Marketer September 2021 - 6
Event Marketer September 2021 - 7
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