During the 2012 Olympics in London, between online streams of Gabby Douglas’ brilliant gymnastics performances, Kayla Harrison winning the US first-ever gold medal in Judo, and Usain Bolt’s blisteringly-fast 100m and 200m wins, web audiences were also wowed by clever marketing campaigns from Nike, Pepsi, Burger King, and Google. Consumers voted the four companies among their top 15 favorite Olympic brands, sharply illustrating the success of traditional event sponsorship.
Or does it?
Besides these four companies not actually being Olympic sponsors, there was one other thing they all had in common:
They all used social media or online video heavily, and often both.