The Olympic Games are much more than a sports competition; they serve as a global platform where some of the world’s biggest brands compete for the attention of millions. Paris 2024 was no exception. During this event, brands implemented innovative marketing strategies to connect with audiences and strengthen their image. Let’s explore how the Paris 2024 Olympics revolutionized marketing by combining experiential strategies, sustainability, and the power of influencers.
Experiential Marketing: How Brands Connected with Fans at Paris 2024
Brands aimed to create unique experiences for consumers through both virtual and physical activations, allowing fans to feel part of the action. A prime example was Airbnb, which hosted an experiential stay at the Musée d’Orsay, offering spectacular views of Paris and the Seine River. For one night, the museum’s terrace transformed into an exclusive venue where guests enjoyed the Olympic opening ceremony.
Another highlight was Korea House, located in Paris’s 7th arrondissement, which offered an immersive experience based on the video game “Black Desert: Land of the Morning Light”. Giant LED screens displayed videos and trailers from “Land of the Morning Light” and “Land of the Morning Light: Seoul”, taking visitors on a virtual journey through stunning locations in Korea, such as Gyeongbokgung Palace and Yukjo Street.
Sustainability at Paris 2024: Eco-Friendly Initiatives
Sustainability emerged as a central theme at Paris 2024, with many brands highlighting their eco-friendly initiatives. The International Olympic Committee (IOC) led by example, aiming to reduce the carbon footprint by half compared to previous editions. They implemented renewable energy solutions, reused existing infrastructure, and focused on plant-based diets. The goal was to create the event with the least climate impact by halving the carbon footprint from the last three Olympic Games. Additionally, 100% of the energy used at competition venues came from renewable sources.
- 95% of the events took place in existing or temporary structures.
- 100% of the energy used at competition venues was from renewable sources.
Corona’s campaign for the Paris Olympics, titled “For Every Golden Moment,” emphasizes the relationship between athletes and environmental protection, particularly focusing on marine conservation. Featuring Olympic athletes Tatiana Weston Webb and Martin Dolenc and directed by Ian Perry, the campaign aligns with Corona’s longstanding commitment to promoting outdoor experiences and environmental stewardship.
The Power of Partnerships: Influencer Strategy at Paris 2024
Collaborations with influencers, athletes, and other brands amplified the reach and relevance of campaigns. Powerade assembled an unprecedented group of elite athletes from around the world, including Mathilde Gros, Alberto Abarza, and Simone Biles, spanning 30 different markets. This campaign featured athletes who had made significant comebacks in their careers, such as Biles, who took a break after Tokyo, reinforcing the message that “Pause is Power.”
What Will Marketing Strategy Look Like at the 2028 Olympics?
The Olympic Games provide an unparalleled platform for brands to connect with audiences on an emotional level. Successful brand strategies blend creativity, relevance, and authenticity. As we approach the Los Angeles 2028 Olympics, it will be fascinating to see how brand strategies evolve to adapt to new cultural and technological contexts. At Mijo Brands, we are excited to witness this transformation and to be at the forefront of marketing innovations that will define the 2028 Olympic Games. We look forward to exploring new opportunities to connect brands with audiences in impactful and memorable ways
