An Evaluation of Event Marketing Strategies: Rio Olympics 2016

This report provides an in-depth analysis of the event marketing strategies employed during the 2016 Rio Olympics. It examines the application of the 6Ps marketing model, focusing on product, price, place, promotion, people, and performance. The report highlights sponsorship assets, including audience loyalty, impression, and digital media, with examples like Omega and McDonald's. It explores experiential activation tactics and the role of live streaming and broadcasting. Furthermore, the report assesses the economic impact of the event, emphasizing the significance of spectator experience and revenue generation for local tourism. The analysis draws on references from industry experts to provide a comprehensive understanding of successful event marketing practices.

Running Head: EVENT MARKETING
EVENT MARKETING
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Answer 1
It can be stated that the 6P’s marketing is associated with 6 elements in terms of product,
price, place, promotion, people and performance (Preston, 2012). As far as the product are
concerned, there are 28 sports were placed with 306 events. Furthermore, it can be stated that the
ticketing price in Rio Olympic is concerned, it can be argued that half of the tickets were
available at a price of R$70 or about USD 22 or less. The cheapest ticket price was R$40 or
about USD 13. The lower ticket price were available for the senior citizens, students and
disabled visitors. Moreover, the Rio Olympic 2016 organised a robust sports event in 37 venues
in total across the country. In this regard, the organisers segregated the region into 4
geographical parts in terms of Barra, Copacabana, Deodoro and Maracana. The largest venue
was the Maracana stadium with a capacity of 74,738 visitors. In fact the event organisers had
chosen 584 TV channels along with 270 digital platforms and hundreds of official broadcaster
pages on social media for broadcasting the 2016 Rio Olympic. In addition to this, Olympic
partners helped with product, technology and expertise to the International Olympic Committee.
Therefore, they were identified as the most important promotional tools. In this regard, the
worldwide Olympic partners are responsible to provide the global promotional campaigns. In
case of the people associated with the 2016 Rio Olympic were based on both the visitors and the
event organisers. As per the report there were total 6.2 million tickets sod. As a matter of fact,
more than 11,000 athletes from 205 nations were participated in the biggest sports event across
the globe. The number of volunteers was also more than 50,000 that proved the magnanimity of
the event. The performance of the event organisers was also effective in terms of attracting huge
number of customers. For the aged and disabled people also the Olympic committee tried to
make better facilities like reducing ticket prices.

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Answer 2
Audience loyalty, impression, reach, property awareness and digital media are considered
to be the most important elements of sponsorship assets (Barootes & Gadeski, 2014). Audience
loyalty is considered to be the most important factor as sponsorship asset. Therefore, the 2016
Rio Olympic gets the sponsorship of Omega. The brand has become a cult for the Olympic
Games to provide the time keeping technology within the event. In fact, popular athletes like
Michael Phelps and Sergio Garcia were the brand ambassador of Omega. Impression is
identified another significant sponsorship asset of the Rio Olympic where Dow Chemicals
intended to work for carbon mitigation technologies through implementing advanced chemical
and biological sciences. In addition to this, to reach maximum number of customers and visitors
the role of McDonald’s was highly effective. The 2016 Rio Olympic was the 11th consecutive
official restaurant tag for the company and it will enhance the spirit of the games effectively. As
far as the Property awareness is concerned, it can be stated that Correios or the Brazilian Post
Office was responsible to deliver more than 30 million items for the event and furniture. In the
Digital media segment, Atos Group was assigned with the responsibility to prepare the digital
coverage of every shows in the event. One of the fascinating event was the use of cloud
computing at any Olympic was successfully launched in Rio.
Answer 3
As far as the experiential activation tactics is concerned, it can be asserted that
McDonald’s played a significant role in Rio Olympic 2016 where the company was not only
maximised the fan base but also incorporated different approaches to engage fans and visitors
with the Olympic Games profoundly.

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On the other hand, live streaming and broadcasting are identified as important market
activation tactics where the event can reach larger audience through online sharing and virtual
platforms. In this context, Panasonic Corporation had supplied audio and visual equipment with
the cutting edge technology for the opening and the closing ceremonies.
Answer 4
The global popularity of the Olympic Games attracts a number of sponsors and giant
business organisations to invest in the host countries. Similarly, in case of the 2016 Rio
Olympics, the economic boom was an evident phenomenon. In this context, the spectators
experience is also contributed a lot to understand the development within the country as well. As
a matter of fact, it can be stated that visiting a number of spectators or the spectators experience
is also accounted significantly in terms of revenue earning and the development of local tourism
industry. Therefore, it can be asserted that the both the factors have a great deal of impact on the
economic boom of the country. In case of the Rio Olympic 2016, over 6 million visitors with
more than USD3 million revenue collection was helpful for rejuvenating the economy of Brazil.

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Reference
Barootes, B., & Gadeski, J. (2014). Reality Check: Straight Talk about Sponsorship Marketing.
Amazon Digital Services LLC.
Preston, C. (2012). Event Marketing: How to Successfully Promote Events, Festivals,
Conventions, and Expositions (2nd ed.). Wiley.