The Vancouver Games are beginning to wind down, and there will no doubt be quite a few highlights that will rise above and be remembered, recanted and debated for years to come. You’ll have to head over to ESPN, Deadspin or whatever your favorite sports blog to read parse every detail about those athletic achievements; we’re going to talk about the advertising stories.
WSJ.com noted earlier this week that Red Bull and Verizon were reprimanded by the US Olympic committee for sharing Olympic-related messages to their followers.
“When people partake in this kind of ambush behavior, it hurts American athletes,” said Lisa Baird, chief marketing officer of the U.S. Olympic Committee (neat title!).
Ambush behavior! Doesn’t that just bring to mind the “exclusive” offers that arrive in your inbox and on your Facebook wall. Or having three new product pushers add you to their Twitter stream within seconds of you posted a related keyword? the “ambush behavior” these brands participated in was not to reach out to an athlete with a product offer or promotional tie-in, but rather spirited support of the US team and perhaps some individual athletes.
Perhaps a few of these athletes even have a Verizon cell phone plan, and we’ve certainly heard at least one of them mention he swills the Red Bull. But because these two brands didn’t shell out the big bucks to become Official Olympic Sponsors, they are restricted from, and could be penalized for, including mentions in their advertising efforts. And as we know, Facebook and Twitter are legitimate advertising media.
The Superbowl has similar restrictions, which just make most brands sound silly in their advertising. “Get your 52-inch flat-screen TV just in time for The Big Game!” and “Watch The Big Game live and get beer and food specials!” At least Verizon and Red Bull had the good sense not to offer a family share plan or a 6pack to medalwinners at Those Events in Vancouver.
Of course, if you pay for the rights, “ambush behavior” is quite alright during the Games. Because you only have to watch one event to know which is the only card accepted in Vancouver, and how many of us have wondered how many Olympic athletes order a value meal.
