Event Marketing Analysis: The Rio 2016 Olympic Games Report

This report provides an analysis of the event marketing strategies employed during the Rio 2016 Olympic Games. It begins by examining the 6 Ps of marketing, illustrating their application through examples from the event, such as the role of people, the impact of technological innovations, and pricing strategies. The report then delves into the marketing efforts of key sponsors like Coca-Cola, Atos, Bridgestone, Panasonic, Omega, and McDonald's, highlighting their campaigns and contributions to the games' success. Furthermore, it explores digital and social media activations, including the #OlympicPeace campaign and Coca-Cola's engagement with younger audiences. The report concludes with an assessment of the overall fan experience and the lasting impact of the Rio Olympics, supported by references to relevant academic sources. This document is a valuable resource for students studying marketing and event management, offering insights into the practical application of marketing principles in a major global event.

Event Marketing
Student’s Name:
Student’s ID:
Subject:

1
Table of Contents
Answer1...........................................................................................................................................2
Answer 2..........................................................................................................................................2
Answer 3..........................................................................................................................................3
Answer 4..........................................................................................................................................3
References........................................................................................................................................4

2
Answer1
The 6 P’s of marketing are namely
People- The people of Brazil helped in creating an atmosphere of Carnival all over the city. The
recent developments in technology allowed more people to follow the Olympic Games.
Product- Rio 2016 paved the way for innovation by the introduction of Virtual Reality which
took the production of 8K super hi-vision to a new level.
Price- For people with disability, students and senior citizens some tickets were available at low
cost. The online services ensured the availability of the unsold tickets to only the genuine fans at
a reasonable price (Marketing Report Rio 2016, 2019).
Place- A traveling museum helped in spreading the spirit of the Olympics in five places of
Brazil.
Promotion- A global promotional campaign was launched by IOC in April 2016 for promoting
the values of the Olympic brand. Fans were given a chance to celebrate the spirit of the Olympics
by the Rio 2016 pin promotion by Samsung.
Performance- Olympic will be remembered for long because of the performances given by the
athletes. The efforts of the Olympic partners made it easy to share the performances of the
inspirational athletes.
Answer 2
Coco-Cola: Various campaigns namely #ThatsGold, were organized by coca cola to spread the
success of sports.
Atos: The digital coverage developed by Atos by providing IT systems are complex and the
solutions was important for the success of the game.
Bridgestone: The global manifesto of Bridgestone for Olympics named ‘Chase your dream’ was
for guiding the efforts of the company around the partnership across the world.
Panasonic: State of the visual art equipment was supplied by Panasonic to the closing and
opening ceremonies and broadcasting locations of the Rio Olympics.

3
Omega: Three unique equipment for timekeeping was created by Omega in Rio named as
Speedmaster Mark II, Speedmaster Bullhead and Semester diver 300M (Smart,2018).
McDonald’s: The Olympic restaurants and crew of McDonald's and the Olympic kid's program
of McDonald's brought together children, athletes, and coaches in a spirit of friendship.
Answer 3
Digital and social media activation- The campaign featured social media and digital activations
for the promotion of #OlympicPeace. A series of stories were shared by this element of the
campaign which revealed the importance of sports in fostering hope and peace throughout the
world. Ten thousand participants validated their support to the specific cause by sharing
messages of peace on social media platforms, which was in a picture of a dove (Girginova,
2016).
Targeting the teens by Coca-Cola- A multiplatform named #That'sGold was launched by
Coca-Cola for engaging children of 13 to 20 years old with a content which was filled with
athletes, musicians, and influencers.
Answer 4
The Rio Olympics proved its mission as the fans enjoyed an atmosphere of the party as they
gathered to the venues, the Olympic Boulevard, live sites, and Olympic parks to join in the
unique festival. Reports suggested that the experience of the spectator was much better than
expected by them and they enjoyed a lot (James & Osborn, 2016). Moreover, it can be concluded
that the fans gathered an experience which can utilized throughout the life.

4
References
Girginova, K. (2016). New media, creativity, and the Olympics: A case study into the use of#
NBCFail during the Sochi winter games. Communication & Sport, 4(3), 243-260.
James, M., & Osborn, G. (2016). The Olympics, transnational law and legal transplants: the
International Olympic Committee, ambush marketing, and ticket touting. Legal
Studies, 36(1), 93-110.
Marketing Report Rio 2016. (2019). Retrieved from
https://stillmed.olympic.org/media/Document Library/OlympicOrg/Games/Summer-
Games/Games-Rio-2016-Olympic-Games/Media-Guide-for-Rio-2016/IOC-Marketing-
Report-Rio-2016.pdf
Smart, B. (2018). Consuming Olympism: Consumer culture, sports star sponsorship and the
commercialization of the Olympics. Journal of Consumer Culture, 18(2), 241-260.