Published on March 6, 2014
2014 WINTER GAMES LOOK BOOK
The 2014 Winter Olympic Games will be remembered for many things. Despite the controversy and the negative press that surrounded the games, marketers in earnest created some medal-worthy campaigns worth noting. Brands played off of the fun, the emotions, and even the contentious issues of the Olympics. But through it all, marketers came out in force with some unforgettable marketing. So here you have it. Email Institute presents the gold medal winners of the 2014 Winter Olympics Look Book.
“Made of More” Campaign WHAT OUR JUDGES SAY: Guinness “While this campaign only ran for one day, Guinness used a unique strategy to keep people talking about its work for days. The brand tapped into the emotional side of the Olympics, building a memorable TV, print, and online ad campaign. And the brand played by the rules. By understanding the U.S. Olympic Committee’s mandates on non-sponsors, Guinness pulled the promotion before the month-long blackout period took effect. This is a stellar example of ambush marketing as its very best!” 4
Email Subject Line: Olympic-Size Savings Up To 70% Off WHAT OUR JUDGES SAY: EMS “What’s one way to encourage email clicks? Craft a great subject line. Building off the excitement of the Olympics, EMS crafted this eye-catching email, cleverly using the carbineers as part of its creative. The result? EMS received a 20.63% open rate. While the image is large, a retail brand like this can easily use this strategy and still produce good results.” 5
“The Most Interesting Man in the World” Campaign WHAT OUR JUDGES SAY: dos equis “Dos Equis offers a unique play on ambush marketing. The non-Olympic sponsor treads lightly featuring Olympics sports, but never mentions the word “Olympics” in the 30-second spot. The ad nicely stays true to the brand’s sense of humor while tying to a global event. Dos Equis extended its reach on Twitter showing its spokesman, the “Most Interesting Man” reacting to key Olympic moments using short videos displaying his facial expressions.” 6
#howdoyouKFC Campaign WHAT OUR JUDGES SAY: kfc “We’ve seen a lot of Olympic-themed ads, but very few that show a ski jumper eating chicken in mid-air! KFC, a non-Olympic sponsor, offered a unique spin tying to Winter Games with one of its new products. This is definitely a win for KFC! The fun spot ends with KFC’s “#howdoyouKFC?” Twitter hashtag to extend the conversion through a social channel. It’s simple and quite effective.” 7
Email Subject Line: Winter Warmth: Portobello & Persimmon picks and furniture inspired by the Winter Olympics WHAT OUR JUDGES SAY: JOSS & MAIN “Sometimes the road less traveled is a better option. Joss & Main came up with a clever way to tie to a global event – presenting a collection of products around the Winter Games. While the email could be smaller, and placing the call-to-action on the left rail would make this email friendlier to the mobile audience, Joss & Main takes a top award for its ingenuity.” 8
Email Subject Line: Watch with the World! Send a Winter Games Invitation WHAT OUR JUDGES SAY: EVITE “Leveraging the popularity of a big event like the Winter Olympics to engage customers isn’t easy. The key is to be relevant, and Evite strikes the right chord. Without spending millions of dollars, the email gives people a way to connect to others and host their own Olympic celebrations with a clear call-to action. While the email lacks mobile-first thinking and the design could be improved, this message nicely accomplishes its task of bringing a world-class event to a local level.” 10
Email Subject Line: Say “Go USA” in a snap WHAT OUR JUDGES SAY: U.S. OLYMPIC COMMITTEE “The U.S. Olympic Committee struck gold with this message. The email isn’t only visually interesting, but it features a great call-to-action. What would make this email even more engaging is if the space above the fold included details about the app, what it does, and why consumers want it on their phones. But curiosity often wins out, and likely prompted enough consumers to find out on their own.” 11
#Everywhere Campaign WHAT OUR JUDGES SAY: VISA “It should come as no surprise that Visa made our list. The brand showed a great use of creative that’s action-oriented and focused on individual athletes. What more could you want? For Visa, the key to success was its consistency across message so recipients knew immediately that the campaign was, in fact, from Visa. We’d be remised not to mention timing. Visa was fast on the share, promoting things as they happened, keeping consumers up to date. Timing is indeed everything.” 13
#CheerstoSochi Campaign WHAT OUR JUDGES SAY: MCDONALD’S “McDonald’s is one example of how social media can really influence a campaign. Unfortunately for McDonald’s, its hashtag #CheersToSochi was hijacked by the LGBT community within a few days of its launch to shame the company for its sponsorship of the Winter Games. The campaign was admirable, but it illustrated an important lesson that marketers must have a plan in advance to respond to negative feedback from customers.” 14
SOCIAL COMMENTARY Email Subject Lines: • Life is Good - United in Love: New USA Limited Editions • Lush - We believe in love WHAT OUR JUDGES SAY: social commentary “With the controversy that surrounded the 2014 Winter Olympics, some brands still found a way to express their thoughts around a sensitive topic. While people have their own opinions about gay rights, these brands stay true to their own corporate beliefs, and they didn’t shy away from supporting the issue. These brand examples exemplify an awareness and timely representation of the sheer power of social media and the speed at which a voice—a brand or individual — can be heard across the world.” 15
TV & YOUTUBE
“Pick Them Back Up” Campaign WHAT OUR JUDGES SAY: P&G “P&G takes home the gold for its brilliant strategy to support the 2014 Olympics. It took a soft approach and tugs on the heartstrings of your emotions to tell a wonderful story about moms. As the ‘sponsor of Moms,’ it created a video, which garnered more than 12 million views. Its story was emotional and made people cry. Marketing that causes people to cry “happy tears” is a good thing – it shows that the campaign struck a home run and will long be remembered.” 17
“Go Ligety” Campaign WHAT OUR JUDGES SAY: JCPENNEY “JCPenney shows its playful side with this pre-Olympic Games campaign. The retailer remade Blackstreet’s 1996 hip-hop classic “No Diggity,” showcasing alpine skier and 2006 gold medal winner Ted Ligety. The brand displayed its creativity by changing the song’s lyrics to be more family friendly and included a nice cause-marketing overlay that asked consumers to round purchases to the nearest dollar and support Team USA.” 18
P&G Everday campaign WHAT OUR JUDGES SAY: P&G “P&G really gets it. The global company found a way to make the Olympic athletes shine in its multichannel campaign. Not only was the company active in TV and social, P&G coordinated its email campaigns to supplement the rest of its advertising. This seamless campaign resonated with consumers across channels. The company beautifully integrated its products in its campaigns, but maintained the focus on the true winners the Olympic athletes.” 20
“Tough Love” Campaign WHAT OUR JUDGES SAY: P&G “P&G found a way to win consumers’ hearts by using emotion. In one of the finest examples of marketing around the Olympics, P&G followed up it’s ‘Thank You Mom’ campaign with this tribute to tough moms and the tough kids they raised.On the heels of the Winter Games, P&G is preparing for the upcoming Paralympic Games and the outstanding athletes (and Moms) who will be there to support them. This is a winning combination.” 21
“#ItsOurTime” Campaign and app WHAT OUR JUDGES SAY: AT&T “AT&T is another fine example of a company that demonstrated great coordination across channels as part of its Olympics campaign. By leveraging social, AT&T also launched a mobile app so consumers could cheer on their favorite athletes and receive up to date Olympic information. The accompanying website allowed fans to cheer on Team USA and make their voices heard across the globe.” 22
#RISE campaign WHAT OUR JUDGES SAY: liberty mutual “You may not conjure up images of insurance when you think of the Winter Olympics. But Liberty Mutual made sure you thought of its brand differently after executing its campaign. Similar in theme to P&G’s focus on determination, Liberty Mutual’s #RISE campaign showcased athletes, their struggles, and how they overcame obstacles. Like AT&T, the company also offered a mobile app to help consumers keep tabs on their favorites competitors.” 23
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