Let the Winter Olympic Games Begin!

By Karen Menez, Director, MATTER, Austin

The United States Olympic Committee (USOC) will be sending its largest contingent of Winter Olympic athletes ever to Sochi this week. In fact, the 230-member team marks the biggest delegation for any nation in the history of the Winter Games. These names and faces, which outside of the Olympic window are largely unknown to most of us, will soon become household names as all eyes turn to Sochi for the 17 days of competition.

Long before the Team USA roster was set marketers have been aligning with these athletes and teams, helping tell their story and ultimately connect them to their brands. As commercials debut, social campaigns take shape and custom content rolls out, the competition for brands is intense as each looks to break through the crowded Olympic arena.

The Olympic landscape is like no other and every Games-time environment is unique. In Sochi, there will be three media centers spread out across three regions with media from around the world looking to interview athletes, follow the competitions, quickly file stories, and Tweet and post (all in real time).  

MATTER, Edelman’s sports and entertainment arm, has deep experience in the space. We have been collaborating with Olympic sponsors for decades to help get the most out of their Olympic programs. Based on that expertise, here are some keys to success for navigating your brand through the Olympic Games: 

• Lay the foundation with a strong platform - Everything stems from a strong platform. The most successful programs are those that find the authentic connection with the Olympic Games and the brand. This is where brands WIN and realize the true value of their sponsorship. MATTER works closely with its clients to help develop winning programs understanding what it takes to cut through the clutter.

• Set your team up for success both home and away - With a Winter Games in a hard to reach location and some members of the media not able to make the journey, it is important to have a strong team both on the ground and stateside. This creates a team working cohesively 24/7 to book interviews for athletes and executives and keep on top of the needs of the media.   

• The SMT is key - Satellite media tours (SMT) work wonders when dealing with international time zones and outlets starved for content, particularly in an age when travel has been cut back. Facing a nine-hour time difference from Sochi and the East coast, SMTs will be kicking off in the early evening (Sochi time) just as Americans are getting their morning coffee and looking for their Olympic updates.

• Social chatter - It’s hard to believe that less than two years ago London was billed the first ‘truly digital’ Olympics and it goes without saying in the digital world that we are living in that brands must join the conversation in real time. With digital being at the core of many programs, MATTER helps clients facilitate authentic connections and conversations that resonate with brands’ constituents and consumers.

The months of preparation for brands and years of preparation our athletes will be on full display in the upcoming weeks. We can’t wait to see the winners on and off the field of play!