Summer Olympics 2012: big brands on Facebook

Thu 19 April 2012 14:30, Tamara Yadvichuk

Summer Olympics 2012: big brands on Facebook

Giants such as Samsung, Coca-Cola and Proctor&Gamble have high hopes for their Facebook campaigns built around the upcoming summer Olympics. Using the huge buzz around the event which will take place in London in July and August, big advertisers hope to drive millions of fans, likes and shares to their Facebook pages.

Samsung Electornics created a Facebook app called Samsung U.S. Olympic Genome Project. The app (pic below) finds the things you have in common with U.S. Olympic athletes using the info on your page (schools you studied at, places you visited, movies you like, etc. ) and allows you to get points, win Samsung prizes, take quizzes, share your successes with friends, and more. For example, the fact that Cody Mattern from the U.S. fencing team also likes South Park on Facebook just gave me 100 points. Yoo-hoo!  


Coke’s Olympic marketing effort is built around their ongoing Move to the Beat campaign which features a song by Mark Ronson and Katy B and has five Olympic athletes from different countries as ambassadors. On Facebook, Move to the Beat fans can see and download all kinds of fun things related to the athletes and musicians, and soon will be able to create their own versions of the song to post on their pages, share with friends, and, of course, bring more likes to Coca-Cola pages. 


Proctor&Gamble have recently launched their Olympic campaign called Thank you, Mom – it’s based on the idea of showing gratitude to the moms of Olympic athletes (along with all other moms) for bringing up future champions, while driving visitors and likes to the pages of P&G products such as Tide and Pampers

Reuters reports that each Olympic campaign is estimated to cost around $30-50 million, but it may be well worth the spending. P&G, for example, say that the new campaign could bring as much as 10% more fans to their branded pages, which is around than 5 million people.  And if the content on those pages is interesting enough, fans will share, like and comment, making it visible to all of their friends, creating even more exposure, awareness and, eventually, profit.  


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