Redefining marketing in the post live-TV era: examples from the 2024 Olympics

As the world becomes increasingly digital, everything is available at the simple click of a button: information, shopping, entertainment – the audiences of today are used to having anything they need on-demand.

This has dramatically shifted preferences, and the rise of streaming services has caused traditional live-TV, and subsequent advertising, to become increasingly obsolete. As the way we consume digital media transforms, the marketing industry is rapidly adapting to these changes.

Events that have typically relied on people tuning into their television to watch them live have had to be creative with the way they advertise, as television audiences decline. Sporting events are a major example of this; as we are currently in the midst of the Paris 2024 olympics it is interesting to analyse the ways in which brands have adjusted their marketing activity to adapt to this new way of engaging and captivating target audiences.

Storytelling marketing

Following the rise of streaming services, the traditional ad-break has become an almost obsolete form of marketing products, services, or brands; instead the entertainment itself has had to evolve to become the advertisement. This is referred to as ‘storytelling marketing’.

Storytelling marketing weaves a brand’s message into a compelling narrative to create an emotional connection with the audience, making them more receptive to the brand’s values and offerings. Documentaries on streaming platforms are a prime example of this marketing approach. By immersing viewers in real-life stories, these documentaries can subtly build awareness for a brand, and consequently promote their products or services.

The genius behind this strategy is that viewers are so captivated by the story that they often don’t realise they’re being marketed to. This subconscious influence can be far more effective than traditional advertising.

Netflix & the IOC

With the Olympics being an event that is traditionally watched live, the event is likely to see a drop in viewings now that a multitude of programs are available to watch on-demand. Prior to the Paris 2024 Olympics, the IOC collaborated with Netflix to launch three new documentaries which follow the lives and journeys of Olympic athletes, including:

• America’s gymnastic sweetheart, Simone Biles
• Some of the fastest runners on the planet, Sha’Carri Richardson, Noah Lyles and Shericka Jackson
• The Olympic men’s basketball teams.

This is a clever way to drum up excitement for the games, and the performing athletes, encouraging audiences to tune into the events live to support their favourite competitors.

Influencer marketing

Influencer marketing has grown exponentially since the rise of social media, and has become a popular marketing method following the decline of TV advertising.

Athletes, with their massive followings and aspirational lifestyles, have become particularly influential, and many brands have formed prosperous partnerships with these sports personalities. The authenticity of athletes resonates with audiences, making product endorsements feel genuine rather than forced.

This makes athlete partnerships a strategic move for brands seeking to connect with younger audiences who are increasingly tuning out traditional advertising.

Powerade/Coca Cola & Simone Biles

For the Paris 2024 Olympics, Simone Biles has partnered with Powerade, a sub-brand of Coca Cola, which is an extension of Powerade’s “Pause is Power” platform that started in 2022.

The campaign emphasises the importance of mental health and taking breaks, inspired by Biles’s own pause during the Tokyo Olympics. The centrepiece is a short film titled “The Vault,” which recounts Biles’s courageous decision to take a break, and highlights the power and impact of that decision on her mental health. The campaign also features other comeback stories from international athletes, highlighting that taking a pause can enhance both physical and mental strength.

The overall aim of the campaign is to attract new consumers, drive sales, and nurture a connection with everyday athletes through digital, social media, TV, and on-site Olympic experiences.

Digital PR

In this digital-first world where news is available on-demand, people no longer have to wait around for the 5 O’clock news, or the following day’s paper to get the overview of all that is happening around the world. Digital PR leverages these digital-first news outlets by allowing brands to draw on newsworthy events and trends to capture audience attention.

Taking high profile sporting events as an example, PR professionals strategically align brands with these events to create newsworthy narratives that capture media attention and generate organic publicity. These events provide a platform to showcase a brand’s values, innovations, or social responsibility initiatives, ultimately driving brand awareness and credibility.

Nike’s Olympic uniform launch

Nike’s media outreach for the Paris 2024 Olympic uniform launch was a meticulously planned campaign aimed at generating maximum media coverage and public interest. They focused on targeting specific media outlets that aligned with their brand image and target audience, including major sports publications, fashion publications, and tech-focused outlets to showcase the innovative aspects of the uniforms.

Central to their outreach was the Air Innovation Summit; this event was a platform for them to unveil the latest advancements in their Air technology, and demonstrate how they integrated this into the Olympic uniforms. Having invited key media contacts, the event featured:

• Exclusive reveals of the uniforms
• In-depth briefings with journalists
• Product demonstrations
• Interviews with Nike designers
• Interactive displays

The event itself generated significant media coverage, and was crucial in maintaining Nike’s position as a leader in sports innovation. Using digital PR, Nike effectively amplified the launch of the Olympic uniforms and solidified their brand image as a cutting-edge athletic apparel company.

Physical Media

While digital marketing methods are prevalent in the digital world, physical media still retains a significant influence on captive audiences. Physical marketing assets such as billboards, posters, or print magazines can be highly influential when placed in ideal areas.

Air France’s “Proud to Welcome the World” campaign

Air France has launched a promotional campaign featuring a young woman with make-up in the colours of the French flag, symbolising France and Air France. This image will welcome visitors in multiple languages and will be prominently displayed at Paris-Charles de Gaulle and Paris-Orly airports, Air France lounges, billboards near competition venues, and the Air France headquarters.

The campaign aligns with Air France’s slogan “Elegance is a journey.” and highlights the company’s commitment to French hospitality, especially in the context of the Paris 2024 Olympic and Paralympic Games.

AI & Augmented Reality

AI and augmented reality are reshaping the marketing landscape. By harnessing AI’s ability to analyse vast amounts of data, brands can gain unprecedented insights into consumer behaviour and preferences. Augmented reality can use this insight and advanced technology to offer immersive experiences that blur the lines between the physical and digital worlds.

Together, these technologies create opportunities for highly personalised, interactive marketing campaigns that captivate audiences and drive engagement.

Alibaba’s “Cloud based AI” campaign

Alibaba, in collaboration with the International Olympic Committee (IOC), released a short film titled ‘To the Greatness of HER,’ which highlights the progress of gender equality in sports since the 19th century. Using Alibaba’s cloud-based AI, the film enhances and colourises vintage photographs of female athletes from past Olympic Games.

It uses a mix of narration styles, archival footage, and modern technology to evoke a sense of nostalgia and hope.

The initiative emphasises the importance of women’s contributions, both in sports and within Alibaba, where women make up 47.2% of employees. The participation of female athletes has risen from 2.2% in 1900 to 50% at the Paris 2024 Games. This project demonstrates how technology can celebrate past achievements and inspire future generations, promoting inclusivity and appreciation in society.

User Generated Content

The rise of social media has prompted the creation of new forms of marketing, a prominent one being user-generated content (UGC). Platforms like social media have given the power of content creation to the audience, allowing millions of people worldwide to create and share content at an unprecedented scale, giving brands access to a wealth of interactive and engaging material.

By leveraging UGC, businesses can nurture their target audience by building a community, developing trust, and amplifying their message in a way that traditional advertising simply cannot match. UGC also provides invaluable insights into consumer sentiment and preferences, informing product development and marketing strategies.

The Paris 2024 Olympics

@avapeepee_ this wasnt even that bad i just wanted to do this trend #olympics ♬ Star Spangled (Bass Boosted) – SNC

From videos of Olympic athletes using trending sounds, to emerging memes, and educational content – the users of social media around the entire world have been creating content associated with the Olympics, captivating audiences interest, and encouraging more people to tune into the live event.

View this post on Instagram

A post shared by Ida Hulkko (@athletehulkko)

This is arguably one of the more powerful forms of marketing, since it costs the brand nothing, and nurtures a sense of community amongst the target audience.

South Korea sent a fully-kitted out player for the Olympic shooting.

Yusuf Dikeç from Turkey sent a 51 yr old guy with no specialized lenses, eye cover or ear protection and got the silver medal

“I did not need special equipment. I'm a natural, a natural shooter” pic.twitter.com/xHDjDSzxCL

— sumit (@sumit45678901) August 1, 2024

Summary & final remarks

The shift from traditional live-TV advertising to more innovative marketing strategies marks a significant transformation in how brands connect with audiences. The 2024 Olympics exemplifies this change, demonstrating the effectiveness of methods such as storytelling marketing, influencer partnerships, digital PR, physical media, AI & AR, and UGC.

As the media landscape continues to evolve, these innovative strategies will likely become the norm, offering brands new avenues to reach and resonate with their audiences. The success seen during the Paris 2024 Olympics serves as a blueprint for future marketing efforts in a world where on-demand and digital experiences dominate.