The 2024 Paris Olympics are in full swing and while I’m a big fan of bearing witness to the world’s greatest athletes, there’s something else about the games that keeps me glued to my screens every four (or two!) years.
It’s because the Olympics are where storytelling, production, and branding artfully come together like the Chinese synchronized swim team. And it’s a shining example of what we strive to create in our projects at Posture.
Today, let’s high-dive into why the Olympics are the gold standard in marketing and production magic.
A global stage for storytelling
First off, the Olympics provide a worldwide stage that showcases not only the most talented athletes in the world but also the art of storytelling. The Olympics offer a multi-week narrative journey. It’s about connecting audiences to competitors from around the globe, humanizing them, and building emotional connections through these meticulously crafted stories.
NBC has mastered this art. They blend personal stories with live events, creating an immersive experience that keeps audiences glued to their screens. Think about the way they tell the story of an athlete like French swimmer and breakout star representing his home country, Leon Marchand. Even if you didn’t know him before, you find yourself rooting for him thanks to the rich storytelling and the emotional connections they’ve built.
The Olympics: A complete experience, down to the smallest detail
From the beautifully produced opening ceremonies to the expertly branded events, everything at the Olympics is orchestrated to create a cohesive experience. It’s advertising as it should be – a well-rounded approach where every touchpoint is thoughtfully integrated. At Posture, we’re all about creating a seamless blend of branding, content, and design into a full experience.
Imagine the logistical challenge of branding not just the stadiums but even the very equipment used – right down to the special edition balls and pucks. The level of detail and precision required is staggering, and it’s the sort of Herculean effort we strive to achieve in our own projects.
Advertising techniques worth their weight in gold
Toyota’s approach during the Olympics is a perfect example of innovative ad techniques that are truly worthy of a laurel wreath. They integrate short, impactful commercials directly into the event broadcast, almost seamlessly transitioning back to the live action. It’s like someone accidentally hit the play button, making viewers pay attention as if it were part of the content itself. This is grabbing attention when viewers least expect it and leaping into the spotlight with perfect timing.
The power of strategic partnerships
The Olympics also teach us the power of strategic partnerships and sponsorships. Imagine being a brand wanting to associate with a powerhouse athlete like Simone Biles. It’s not just about slapping your logo on a banner – it’s about creating meaningful content and crafting a narrative that aligns with your brand values.
For NBC, this extends to their production operations, like taking over an entire restaurant with a stunning view of the Eiffel Tower to serve as their broadcast hub. The behind-the-scenes magic of not only location scouting to find the most accessible location AND the perfect backdrop, but also transforming a space into a full-fledged TV studio is a testament to the importance of location and environment in storytelling.
Bringing home the Olympic gold
We should draw inspiration from the Olympics in what we do every day. They remind us that great storytelling and brand integration require careful planning and execution. We strive to embody these principles, by paying meticulous attention to detail and injecting those feels and humanness into every project we touch.
Whether it’s the Olympics or your next project, great storytelling is at the heart of it all.
