Make 2012 count

2012 is a big year in the UK and as the hosts of this year’s Olympics, we have a grandstand seat for the inevitable battle of brands associating themselves, officially or otherwise, with the sporting excellence, the excitement and the atmosphere of the greatest show on earth.

The usual battle between Adidas and Nike has started earlier than usual. Famed for one of the original large scale ambush marketing strategies at the 96 Atlanta games, Nike kicked off this year’s campaign in the very first week of the year and it’s already looking ominous for adidas.

‘Make it count’ is highly relevant because it builds on Nike+ themes of training and preparation rather than just focusing on the moment of truth, the victory. It uses strong GB medal candidates but focuses on their personal pledges, enabling Nike to then invite consumers to ‘make it count’ – a real strength when the ‘black out’ on competing Olympians in advertising starts in July. And crucially, it’s simple, the type of phrase that’s instantly understandable, embodies the brand ethos and could enter the national vernacular.

 

While London 2012 is being dubbed the first social media games, brands have to recognise that one crucial factor hasn’t changed – a good idea that engages an audience. The difference now of course is that engagement stretches far beyond watching an ad and talking to friends about it at work or school. Social media provides the tools for consumers to share, to comment, to interact and to contribute. A campaign can offer all of this opportunity but without one of four motivating factors, it’s unlikely to trigger engagement online…

1. Make me look good - asserting personal identity through association with the brand or idea such as charitable campaigns like Lance Armstrong’s ‘Livestrong’. In 2012 the energy company EDF and even Coke are pushing sustainability agendas, whether these will succeed remains to be seen.

2. Entertain me - be it games or exclusive content such as behind the scenes access to athletes is extremely valuable, especially in the build-up to the games. Nike, BMW and BA appear to be heading in this direction.

3. Inform me - Practical Knowledge that informs and educates will be a tough area for brands to compete in over 2012 given the might of the BBC, especially when you consider that the media centre in Stratford is the second largest building on the Olympic site.

4. Reward me - on the most basic level, consumers engage with a brand that gives them discounts and rewards. Usually the domain of FMCG sponsors, such as Coke and P&G, there is a danger that such ticket giveaways become highly transactional and don’t tend to drive deeper on-going relationship with the brand

BA young Britons press campaign

It ought to be a lot easier for a sports brand to inspire the nation around an engaging message than say a chocolate bar brand, but you only have to try and remember previous adidas campaigns to realise that it takes more than an official association to make your mark.

P&G cross brand promotion offering tickets to purchasers

Condemning adidas at this stage would be premature, as an official sponsor, they are more likely to focus their activity around the games themselves but this carries some risks. Nike has effectively got a 7 month head start to build momentum and on the strength of January, it’s not good news for adidas. If the campaign continues to evolve and amateur sportsmen and women take it on board, the notion of ‘making it count’ may cease to be an ad strapline and turn into something bigger, a mind-set, a point of view, a sound bite that becomes the property of the people rather than the brand, and unfortunately that’s something adidas won’t be able to rely on as part of their £50m sponsorship package.