But customer preferences take the bronze
These four brands start the new year off right with bold marketing initiatives.
For marketers associated with sponsoring brands, the Olympic Games present tremendous challenges—and opportunities—as they launch global multichannel campaigns.
Behind every successful athlete is a dedicated coach—a point the U.K. arm of Gillette aimed to emphasize with its "Great Start" Olympics campaign.
Just as aspiring Olympians begin their training years in advance, the marketing departments of global Olympic partners are already planning campaigns for next year's games.
Tourism Ireland encouraged Londoners to pack a bag this summer and head over to Ireland to "Escape the Madness" wrought on the city by the Olympics.
During the Olympic Games, the London Eye was a huge mood ring, changing color based on what people were tweeting about the Olympics.
Team U.S.A Olympic swimmer Michael Phelps serves as the new model for the Louis Vuitton's Core Values campaign.
As the 2012 Summer Olympics ramp up in London, so do the efforts of marketers and advertisers.
Pampers Canada used Facebook to create the first-ever version of "O Canada" performed entirely by babies.
Olympics fans take to social media to complain about delayed air-time by NBC.
If you're headed to the Olympic Games this summer, you might want to keep an eye out for the nearly 300 enforcement officers whose sole job will be to make sure no "ambush" marketing will take place.
Tony Pace, Subway's SVP and global CMO, mixes traditional and digital marketing to drive customer affinity.
Cadbury and agency Hypernaked launched a campaign that calls on Brits to motivate top UK athletes through song.
Media services companies ZenithOptimedia and GroupM softened their independent global ad spending predictions for 2012 in forecasts released in early December. MagnaGlobal, a unit of advertising giant Interpublic, also cut its global advertising forecasts for 2011 and 2012, citing a "worsening economic outlook." But with positive effect of quadrennial events, such as the Summer Olympics, European soccer championship and U.S. presidential elections, will there still be some winning channels?
The 2010 Vancouver Olympic Winter Games are in full swing, and NBC is keeping fans up to date with an e-mail alert program. E-mail service provider Lyris is running the initiative, which was first used for the 2008 Beijing Summer Olympic Games.
Crest and Visa aim to score points with consumers' Olympic spirit by using direct tactics such as CRM and e-mail marketing during this month's Winter Games.
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It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.
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