Event Marketing of the Rio 2016 Olympics: A Comprehensive Case Study

This case study examines the marketing strategies employed during the Rio 2016 Olympics. It analyzes the event through the lens of the 6 Ps of marketing, providing examples from the event to illustrate each element. The study identifies and explains various sponsorship assets utilized to promote the games, such as the Olympic Partners Programme and specific brand activations like Coca-Cola's global television commercials and the role of Atos as the IT partner. Furthermore, the case study details several activation tactics, including the use of television and digital platforms to engage audiences, social media strategies to provide access to the events, and the engagement by the Broadcast Partners. The analysis highlights how the Olympics created memorable experiences for fans through live sites, big screens, and the popular Olympic Boulevard, illustrating how businesses orchestrate these events and create lasting memories for customers. This comprehensive analysis provides a deep dive into the marketing success of the Rio 2016 Olympics, offering valuable insights into event marketing strategies.

Running head: EVENT MARKETING OF RIO 2016 OLYMPICS
Event Marketing of Rio 2016 Olympics
Name of the student
Name of the University
Author note

1EVENT MARKETING OF RIO 2016 OLYMPICS
Answer 1)
The product that was offered with the help of the Rio 2016 Olympics was the
spectacular opening ceremony that was a mixture of bossa nova beats along with samba
sounds that helped in drawing a large number of audience. The multi-sport event helped in
drawing people from across the world with the help of the unique events of the Olympics.
The price of the tickets of Rio 2016 Olympics was $ 20 to that of $ 1400 that was suitable for
all kinds of people (Stillmed.olympic.org, 2019). The place chosen for the event was in four
different Olympic cluster: Copacabana, Maracana, Deodoro along with Engenho de Dentro
that proved to be convenient for the people. The promotion of the event was done with the
help of special space called Casa Brasil that was held in London that helped in showcasing
the cultural along with the art of Brazil. The performance of the event was spectacular and
there were many memorable events that made it popular around the world.
Answer 2)
The sponsorship assets of 2016 Rio Olympics were that of Olympic Partners
Programme that helped in granting the marketing rights to that of the Olympics. The
sponsorship was facilitated with the help of Coca Cola global television commercial that
helped in featuring golden moments from that of previous Olympic Games (Preston, 2012).
An example of sponsorship asset was Atos that acted as the IT partner of Rio 2016 Olympics
that helped in supporting the digital journey of the 2016 Olympics. Bridge stone acted as a
part of the Olympic movement and it helped in setting a strong foundation of the Rio
Olympics held in the year 2016.
Answer 3)
There were activation tactics that were employed in the 2016 Rio Olympics that
helped in increasing the popularity of the event. The coverage of the event was done with the

2EVENT MARKETING OF RIO 2016 OLYMPICS
help of television along with the digital platforms that helped in drawing the attention of a
large number of people (Barootes, 2014). It acted as the activation tactic of that of Rio 2016
Olympics. The people were also engaged by taking recourse to social media that helped in
giving the viewers the access to the events of the Olympic Games. Another example of
activation tactic were the Broadcast Partners of the Olympics helped in engaging the viewers
in various kinds of territories. Olympic Broadcasting Services served as host broadcast
organization in relation to the Olympic Games.
Answer 4)
The business are instrumental in orchestrating the memorable events for the
customers and the memory becomes a product in the case of events. The fans of the 2016 Rio
Olympics enjoyed the party atmosphere of the event that made them flock to the venues. The
arrangement was made for the live sites in the area of Deodoro Olympic Parks and in the Rio
City that helped in watching the live coverage of that of Olympic events on that of big
screens (Tang & Cooper, 2018). The audience was able to follow the events on that of the
big screens that helped in creating a memorable experience for the visitors of the event.
Olympic Boulevard at the site of Porto Maravilha acted as popular destination that helped in
drawing the people.

3EVENT MARKETING OF RIO 2016 OLYMPICS
References
Barootes, B (2014). Reality Check: Straight Talk about Sponsorship Marketing.
Preston, CA (2012). Event Marketing (2nd ed.).
Stillmed.olympic.org. (2019). Retrieved from https://stillmed.olympic.org/media/Document
%20Library/OlympicOrg/Games/Summer-Games/Games-Rio-2016-Olympic-
Games/Media-Guide-for-Rio-2016/IOC-Marketing-Report-Rio-2016.pdf
Tang, T., & Cooper, R. (2018). The most social games: Predictors of social media uses
during the 2016 Rio Olympics. Communication & Sport, 6(3), 308-330.