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The Paris 2024 Olympics have set a new benchmark for digital engagement, surpassing the achievements of the Tokyo 2020 and Rio 2016 Games. This success can be attributed to several factors, including the strategic use of emerging technologies, a focus on sustainability, and the relaxation of pandemic-related restrictions. This article explores the reasons behind the digital success of the Paris Olympics, compares it with previous editions, and highlights the brands that emerged as the biggest winners through innovative sponsorship activations.
The International Olympic Committee (IOC) reported record-breaking levels of digital engagement, with digital platforms playing a crucial role in connecting fans with the Games. The widespread adoption of artificial intelligence (AI), augmented reality (AR), and virtual reality (VR) allowed brands to create immersive experiences that resonated with audiences worldwide.
Key Innovations
Augmented Reality (AR) Experience: The Paris Olympics partnered with Snapchat to offer engaging AR filters accessible through the official app, posters, and venues. This initiative allowed fans to superimpose virtual images on physical environments, connecting them with the legacy of the 1924 Paris Olympics.
Social Media Integration: Social media platforms like TikTok, Instagram, and YouTube were instrumental in driving engagement. The introduction of the Olympic Creator Programme allowed content creators to share their experiences, significantly expanding the Games' reach.
Interactive Digital Platforms: The official Olympics app, featuring game schedules, results, and interactive maps, was downloaded over 21 million times, highlighting the demand for digital content.
Comparing Paris with Tokyo and Rio
The Tokyo 2020 Olympics, held during the COVID-19 pandemic, faced significant challenges, including restrictions on in-person attendance and a reliance on digital platforms to engage audiences. Despite these hurdles, Tokyo recorded a 139% increase in digital video views compared to Rio 2016, showcasing the growing importance of digital engagement. However, the Paris Olympics took this a step further by embracing a fully open, post-pandemic world and integrating advanced technologies to enhance the viewing experience.
Key Differences
In-Person Attendance: Paris welcomed over 15 million sports enthusiasts and tourists, the highest number of in-person attendees compared to Tokyo's 43,000 and Rio's one million.
Technological Advancements: Paris leveraged AI, AR, and VR to create a more immersive experience, whereas Tokyo primarily focused on digital streaming and social media.
Sustainability Initiatives: Paris aimed to be the greenest Games in history, with initiatives like plant-based menus and cardboard beds, which resonated with environmentally conscious audiences.
Sponsorship Success Stories
Several brands stood out during the Paris Olympics, capitalizing on the event's global reach and digital focus to enhance their visibility and engagement.
Airbnb's involvement in the Paris 2024 Olympics went beyond providing accommodations. The company strategically positioned itself to enhance the Olympic experience through various initiatives:
"Become a Host" Program: This initiative allowed Paris residents to rent out their homes, providing them with an opportunity to earn extra income during the Games. This was particularly significant given the high demand for accommodations in Paris during the Olympics.
Airbnb Athlete Travel Grant: In collaboration with the International Olympic Committee (IOC) and the International Paralympic Committee (IPC), Airbnb offered financial aid to athletes through the Athlete Travel Grant. This grant helped cover accommodation expenses for 1,000 athletes, supporting them during their training and competition.
Olympic Experiences: Airbnb introduced unique experiences hosted by Olympians, allowing guests to interact with athletes and learn about their training routines. This not only provided athletes with additional income but also fostered connections between them and the public, enhancing the overall Olympic experience.
Airbnb's focus on inclusivity and sustainability resonated with the themes of the Paris Olympics, positioning the brand as a key player in the hospitality sector during the event.
Samsung's sponsorship of the Paris 2024 Olympics was marked by its commitment to technological innovation and enhancing fan experiences:
Opening Ceremony Innovation: Samsung installed over 200 Galaxy S24 Ultra smartphones on athlete boats during the opening ceremony, providing fans with a unique perspective of the event. This was made possible through a private 5G network, showcasing Samsung's cutting-edge technology.
Victory Selfies and Sailing Competitions: Samsung enabled athletes to capture their emotions with Victory Selfies using Galaxy Z Flip6 Olympic Edition smartphones. The brand also installed smartphones on boats and athletes' shoulders during the sailing competition in Marseille, offering fans a new view of the events.
Samsung's campaign, "Open always wins," emphasized openness and inclusivity, aligning with the Olympic spirit and enhancing the viewing experience for fans worldwide.
Nike's approach to the Paris 2024 Olympics focused on storytelling and social responsibility, aiming to reinvigorate its brand and connect with audiences:
Collaboration with the Olympic Refuge Foundation: Nike partnered with the foundation to provide uniforms for the Refugee Olympic Team, highlighting the challenges and triumphs of refugee athletes. This initiative was part of Nike's broader campaign to support the refugee community and promote inclusivity.
"Watch Where We’re Going" Campaign: This campaign featured a video that offered fresh perspectives on refugee athletes, showcasing their grit and determination. Nike's narrative of hope and success in the face of adversity resonated with audiences, reinforcing the brand's commitment to social issues.
Immersive Experiences: Nike opened an immersive experience at the Centre Pompidou in Paris, celebrating sport and culture. This activation was part of Nike's effort to reconnect with its audience and showcase its legacy of innovation.
Nike's strategic focus on storytelling and social responsibility helped the brand stand out during the Olympics, despite facing challenges in the market.
Uber's involvement in the Paris 2024 Olympics centered on addressing transportation challenges and enhancing the visitor experience:
Increased Driver Mobilization: Uber planned to mobilize 40,000 drivers to meet the high demand during the Olympics, ensuring efficient transportation for the 15 million expected visitors. The company obtained rights to operate in restricted areas, previously reserved for taxis, to better serve its customers.
Unique Experiences: Uber introduced two new experiences: "Uber Bubbles," an excursion to the Champagne region, and "Uber Cruise," a river cruise on the Seine. These offerings provided visitors with memorable experiences and showcased Uber's commitment to enhancing the Olympic experience.
Uber's efforts to address transportation needs and offer unique experiences helped the brand maintain its presence in Paris during the Olympics, despite challenges such as restricted access to Olympic lanes.In conclusion, the Paris 2024 Olympics provided a platform for sponsors to engage with global audiences through innovative and impactful activations.
These brands emerged as winners by effectively connecting with consumers and reinforcing their commitment to social and environmental issues.
"The Paris 2024 Olympics provided a platform for sponsors to engage with global audiences through innovative and impactful activations. Airbnb, Samsung, Nike, and Uber each leveraged their strengths to enhance the Olympic experience, aligning their campaigns with the themes of inclusivity, sustainability, and technological innovation. These brands emerged as winners by effectively connecting with consumers and reinforcing their commitment to social and environmental issues." - Greg Markant, Director Consulting & Insights, Talisman
Talisman is an award-winning global agency redefining sports, entertainment, gaming & Web3 partnerships across key industries and regions. With offices in Dubai & New York City, Talisman thrives on unparalleled storytelling, reflecting the great brands and creative minds they have the pleasure of working with. With global resources and connectivity in key markets, Talisman has won prominent industry awards for executing groundbreaking partnerships & activations across sports & gaming.
