Guidelines from the International Olympic Committee (IOC) are presenting a challenge for potential advertisers and sponsors of the 2016 Olympics Games. According to the IOC’s Rule 40, from July 24 until August 24, 2016–accredited persons must not commercialize their social media. This means that Olympic athletes can use social media to share experiences and communicate with their followers, but posts about or including sponsors must not make any suggestion of an association between the Games and a third party product or service.
While Olympic athletes cannot post to social media on behalf, or as a part of sponsor campaigns from July 24 to August 24, this does not bar them from sponsored social activations prior to and following the Games.
It’s time for sponsors to begin building the brand-athlete connection with pre-event activations.
BUILD THE CONNECTION
While athletes are barred from commercial social media advertising during the Games, sponsor can get ahead by establishing their story and connection in the months leading up to Rio.
Louis Smith MBE @louissmith1989 —
“Just another morning of prepping to rep #TeamGB. Show me your #GreatStarts!”
— Louis Smith MBE (@louissmith1989) July 22, 2016
*Campaign Strategy Mock Tweet. Influencer did not actually post this message.
WHY ACTIVATE BEFORE THE GAMES?
GET STARTED WITH A PRE-OLYMPIC CAMPAIGN