Overnight Success Stories: Marketing Insights Gleaned from Popular Olympic Internet Sensations
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The upcoming Paralympics, starting on August 28, presents an exciting opportunity for brands to demonstrate their affinity with those living with disabilities and join in with big social media trends. However, to effectively capitalize on viral moments during the Paralympics, brands must approach their marketing strategies with authenticity and value in mind.
First and foremost, brands must adhere strictly to Olympic and Paralympic marketing rules, especially Rule 40, which restricts the use of official Olympic IP, real-time results, congratulatory ads during the Games, and claims about product enhancement of athlete performance. Brands can still run generic campaigns featuring athletes and share balanced, factual athlete recognition or thank-you posts.
Brands should focus on long-term brand building rather than short-term viral hype. Integrating the excitement of the Paralympics within broader narratives that celebrate athlete stories, para sport progress, and inclusive high performance can prevent viral moments from burning out quickly and help build lasting positive associations. Sustained anticipation and value delivery, as exemplified by brands like Nike and Apple in other contexts, can be a powerful tool for brands.
Genuinely supporting para sport athletes and wider inclusion efforts is crucial. Highlighting the high performance and competitive nature of para sports beyond just ticking a diversity box can deepen the relevance of the response and align with authentic values. Showcasing tangible shifts in the sports ecosystem, such as increased integration in professional tennis tours, can further enrich the conversation.
Leveraging social media and digital platforms for non-intrusive engagement is also key. Engaging audiences with inspiring narratives and educational content around para sports can enrich the conversation authentically. Thank-you posts and storytelling can be effective ways to do this while avoiding restricted promotional content.
Preparation is essential. Marketing efforts should be planned well ahead of the Games to respect campaign deadlines and restrictions and to maximize impact through approved channels.
Brands that have successfully capitalized on viral moments include Corona, MAC Cosmetics, and Greggs. Corona, a beer brand, featured their athlete Gabriel Medina in an OOH campaign that hit 58 locations in under two days. Greggs, a steak bake purveyor, posted a social media post titled 'The Department of Tortured Pastry' hours after Taylor Swift's new album dropped, which was enjoyed by thousands of people.
MAC Cosmetics was the first brand to work with the viral sensation 'Tube Girl' and incorporated her into their Face Show runway at Fashion Week. Coors Light executed a successful long-term partnership with a viral moment through their 'Lights Out' campaign, which involved adding black squares to ads and special edition packaging.
The Paralympics is set to produce another wave of meme-worthy stars. Brands should empower their social and marketing teams to make quick decisions and act on emerging trends. By following these guidelines, brands can amplify Paralympic moments thoughtfully, join ongoing conversations with integrity, and foster deeper connections with diverse audiences while supporting the growth and recognition of para sport globally.
