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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

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Home Opinion

How Nike Brilliantly Ruined Olympic Marketing Forever

Today's strict brand guidelines date back to one moment in '96

12/08/2016
in Opinion
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: Adweek

Unless you happen to be a company like GE, Coca-Cola or McDonald’s—a brand that can afford the reported $100 million to $200 million it costs to be an official Olympic sponsor—you’d better not mention the Rio games in your marketing.

As social-savvy marketers have quickly learned, the U.S. Olympic Committee has ironclad regulations, backed by U.S. trademark law, that restrain nonsponsoring brands from saying anything even vaguely evocative of the Olympics. A casual mention of Rio on Facebook? A congratulatory tweet to a gold medalist? Even tweeting the term “gold medal”? Don’t do it.

But have you ever wondered how those rules got so ridiculously tight?

The IOC has zealously guarded its trademarks for decades, of course, but if there was one tipping point, it happened 20 years ago, during the 1996 Summer Olympics in Atlanta. And on July 29, 1996, two pieces of history were made—the athletic kind and the marketing kind.

That afternoon, sprinter Michael Johnson took the gold in the 400-meter dash, with a pair of gold-colored shoes on his feet—a $30,000 pair of lightweight racing spikes given to Johnson by Nike. Not only did millions of TV viewers see those Nike shoes on their screens, millions of Americans saw those same shoes slung around Johnson’s neck a few days later on the cover of Time.

It was hard to imagine a more successful piece of marketing for any Olympic sponsor. Except for one little problem: Nike wasn’t an Olympic sponsor. Instead of paying for an official sponsorship, Nike decided it could get its brand into the 1996 games in other ways—and Johnson’s gold shoes were just the beginning.

The brand opened an outsized “Nike Centre” right beside the athletes’ village. Nike also distributed flags to fans, guaranteeing that its swoosh logo would be in full view all over the property.

Such tactics infuriated Reebok, which had ponied up a reported $50 million to become an official sponsor, and had a similar effect on Olympic officials.

What’s more, according to veteran sports marketer and Columbia University professor Joe Favorito, Nike’s marketing shenanigans were largely responsible for Olympic officials taking a hard line on nonsponsoring brands getting anywhere near the Olympics in their marketing.

What Nike did in Atlanta 20 years ago, Favorito said, “directly resulted in the much more stringent guidelines that both the IOC and the USOC have out there today. Anyone who goes over the line will be pushed back.”

But even though Nike did manage to get lots of cheap media exposure from its ambush marketing, the brand didn’t exactly come out of Atlanta a winner.

Nike’s marketing had a distinctly abrasive edge to it. For example, the brand’s magazine ads blared: “If you’re not here to win, you’re a tourist.” Nike also bought billboards space all over Atlanta to announce: “You don’t win silver, you lose gold.”

To some members of the public, such talk ran contrary to the spirit of good sportsmanship. Those people included many of the athletes and, of course, the USOC itself. Michael Payne was the marketing coordinator for the Olympics that year. As Payne recounts in his 2012 book Olympic Turnaround: “Athletes, who had devoted their life [sic] to training and just getting to the Olympics, were angry at being positioned as ‘failures.’ … We weren’t going to sit back and let Nike’s ambush marketing undermine and trash the very spirit and essence of the Olympic ideal.”

By Payne’s account, the USOC was prepared to round up a bunch of silver medalists to speak out against Nike publicly, and drew the brand into a closed-door meeting that nearly came to physical blows. Nike softened its tactics, Payne suggests, after realizing that its “campaign was backfiring” and by the time the 2000 Summer Olympics in Sydney came around, the brand “showed it was an Olympic convert” by becoming an official sponsor.

According to Po Yi, an advertising attorney with the New York firm of Venable LLP, “Nike realized that, after the IOC tightened the rules, they could no longer do ambush marketing.”

Tags: MarketingNike
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