See What Adidas, Powerade and Other Marketers Are Doing in Rio This Week
Olympics ads are everywhere in the world right now, but for some marketers' messages, you have to be on the ground in Brazil. Here's a look, from coverage by Ad Age's editorial partner in Brazil, Meio & Mensagem, at what you would see if you were in Rio de Janeiro this week.
Coconut water is a popular beverage in Brazil, often sipped through a straw from a coconut shell on a Rio beach. Official sponsor Adidas teamed up with Rio juice brand Do Bem to produce a limited edition coconut water drink to hand out to athletes at Runbase Adidas, a space for runners at the Games; it's also on sale in 200ml and one-liter sizes in a few stores in Rio and Sao Paulo.
Another sponsor, Coca-Cola Co.'s Powerade sports drink, partnered with WPP-owned agency David and ESPN Brasil to introduce PowerStats, an analysis of the day's performances and statistics by a 20-person team based at ESPN. An 11 p.m. nightly broadcast on ESPN's SportsCenter will be complemented by a PowerStats website and social media posts.
Latam Airlines Group is linking the dream of winning an Olympic medal with the dream of travel. The airline, which operates Chile's LAN and Brazil's TAM brands, will offer discount flights to Latin American destinations when an athlete from that country wins a gold medal. If an athlete from Chile, for example, wins gold, Latam will offer a 20% discount for the next 24 hours on flights from Brazil to Chile.
The promotion is coordinated by Graphene, an agency set up for Latam by Interpublic Group of Cos. after the holding company won the airline's global pitch late last year. Graphene told Meio & Mensagem that the agency has a team of more than 15 copywriters, art directors, social media execs and client representatives working 24 hours a day to track the winners and tailor some 400 ads for the #SonheMaisLonge promotion (Portuguese for "DreamFurther) that will go out on ESPN, Twitter and Latam's social media channels.
For the Olympics attendee on the move, Bradesco Bank is partnering with Waze to supply relevant sports trivia, depending on the user's location. Outside the arena where the taekwondo and fencing competitions are taking place, for instance, the app might explain the origin of the word "taekwondo."
And for the attendee who would rather sit, Brazilian cinema chain Kinoplex built a pop-up cinema out of shipping containers in the affluent Barra da Tijuca neighborhood near the Olympic venues. Invited guests and winners of a lottery held by Kinoplex can watch the main games along with movies such as "Suicide Squad" and sports programs.
Thanks to Brazil's biggest beer brand Skol, owned by Anheuser-Busch's AmBev and the official beer for Rio 2016, sports fans attending the games can get their own medals just by drinking beer. Skol is wrapping one million beer cans in the metallic gold, silver or bronze colors of winning athletes. Hold that beer can in front of your chest, and it almost looks like you're wearing Olympic hardware around your neck. As the official beer for Rio 2016, Skol is everywhere, with the Skol Villa, the Skol Arena, Skol Live House and Skol FanZone scattered around the Olympic venues. Anyone not at the games can order online a three-pack with one medal can in each color and an Olympic Medals Pack branded case.
The Skol Delegation, as the Olympic platform created by Sao Paulo agency F/Nazca Saatchi & Saatchi is called, is even teaching Brazilians how to cheer for different Olympic sports. The agency had a choreographer create 15 different moves that blend dancing with characteristic moves of various sports, including boxing, fencing, swimming and tennis. The idea of the "How to Cheer" videos, designed to be viewed on smartphones and social networks, is to ramp up the fun at stadiums, bars and fans' own homes by getting people to learn the moves.
The Skol Delegation is also encouraging people not at the Olympics to party vicariously from afar (although it helps to speak Portuguese). Skol worked with F/Nazca, Google and director Vincent Morisset to create an interactive music video to the soundtrack of "Chariots of Fire" that plays videos of six attractive party-goers from Rio simultaneously on a cell phone. Users can click on any one, triggering different sounds and generating 36 different possible endings.