Event Marketing Case Study: 6 Ps, Sponsorship and Activation

This case study analyzes the event marketing strategies employed during the Rio 2016 Olympics, examining the application of the 6 Ps of marketing: Product, Price, Place, Promotion, People, and Performance, with specific examples from the event. It identifies and provides examples of six key sponsorship assets, and details two activation tactics used to enhance the Olympic experience. The analysis also explores how the Olympics and the spectator experience contribute to the experience economy. The study references the International Olympic Committee Marketing Report Rio 2016, as well as relevant marketing and sponsorship texts, to provide a comprehensive overview of the event's marketing successes.

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Specific examples from the marketing report to justify each of the 6 P’s
Product
Rio 2016 has paved the way for introducing innovation on a greater scale. For
example, Virtual Reality (VR) technologies. The VR technologies made the Olympic content
available for the first time, providing live VR coverage for over 85 hours and also contains
the feature of 360-degree video, that creates an immense favourable effect of viewing
experience. The product successfully places the viewers closer to the action that has never
happened before.
Price
The IOC and OCOGs introduces ticket prices which acknowledges the broader
spectrum of economic conditions of the public and the also the ones with the domestic prices
for main sporting events. However, it is to mention that Rio 2016 rises up to $13.2. As per the
Globo reports it is said that the infrastructure projects of Rio 2016 rose up to 26.7 billion reais
while in the operating system it cost up around 9.2 billion reais.
Place
The immense popularity of the region elevates the sporting event Rio 2016 along
with the products that licensed and was marked by the innumerable fans flocking to
megastores and various other stores that is functionally profitable especially the ones located
at the Barra Olympic Park. Other major places like Copacabana Beach that remains engaged
in the marketing program throughout the Games (IOC, 2017). It is to mention that according
to the Olympic report; about 3.5 million fans were witnessed and recorded to visit these
Megastores. The marketing strategy aims to initiate such programs in prime place or at the
heart of the city, where it is easy to reach up such nearby the location of airports, tourism
hotels and resorts, shopping centres. The influence of the Rio 2016 has successfully hit the

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global support towards the youth athletic games and sports of the region and the magnitude is
visible from the popularity of the place.
Promotion
The promotion directs towards the financial resources that is valuable for the
facilitation of the product and its features to the Olympian organization and committees. The
products and its technological features and expertise are provided by the Olympic partners to
the IOC, National Olympic Committees (NOCs) and the Organising Committees of the
Olympic Games (OCOGs). They simultaneously promotes the Games globally through
certain marketing strategies that includes many sponsorship activations and marketing
campaigns (IOC, 2017). These strategies help the Olympic Movement to meet the broader
spectrum of the spectator across the world.
People
The flocking of audience across the world through the marketing of recent
technological developments have been marked in record as these developments have been
helping people in Africa, improve their sports infrastructure. The marketing strategy allowed
to encourage and inspire more people than ever before in the Olympian Games (IOC, 2017).
As per the reports, the record reached about 300 million people at the regions of sub-Saharan
Africa. These people were provided the sporting events by watching coverage of the events
straight from Rio. This initiation accounted to the 75% rise in comparison with London 2012.
Performance
The performance was enormously observed through events and activities of the event
marketing of Bridgestone. USA and Brazil comes forward to initiate the marketing
programme tagged as, “Built to Perform” that marked the encouragement towards the
sporting events between the performance of elite athlets and innovations by the Bridgetone.

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The marketing plan includes social media campaigns and eperiences provided by the branded
digital media, BridgestonePerformance. Com (IOC, 2017). The marketing strategy through
its performing and action plan elaborated the idea that Bridgestone tyres and athletic
performance are not gifted they are rather built efficiently and effectively. It is to mention
that Bridgestone provides supports to the additional sporting events that is, they encouraged
Paralympic athletes and also six more US Olympic (IOC, 2017).
6 sponsorship assets.0
 Coca-Cola (Non-Alcoholic Beverages
 Atos (Information Technology)
 Bridgestone Company
 Dow (Chemistry Company and Carbon Partner)
 GE
 Intel (Technology Development)
Two examples of activation tactics
At the Olympic Games Rio 2016, Bridgestone produced its debut as a global Olympic
partner. The company puts forward its activation rights with licensed authoritativeness in
Japan, South Korea, Brazil and the United States for Rio 2016; after signing contract with the
IOC in 2014, (IOC, 2017).
The other example of activation tactics is The Coca-Cola company offered a
remarkable activation, that includes Coca-Cola cold drinks served in well designed gold-
aluminium bottles. Other activation tactics were includes the events of Olympic Torch Relay
provided with the opportunities of saving memories through photographs with the torch, that
shows the sustainable partnership and its commitments between the Olympic Games and the
world’s largest company Coca-Cola (IOC, 2017).

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How does the Olympics, and the spectator experience, contribute to an
experience economy?
The economic contribution were favourable that approached certain activities like,
cleaned-up canals, and needful infrastructure improvements. There has been criticism of the
strategic model regarding the private sector and richer Brazilians who got too much of the
economic benefit.

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References:
Baade, R. A., & Matheson, V. A. (2016). Going for the gold: The economics of the
Olympics. Journal of Economic Perspectives, 30(2), 201-18.
Darnell, S. C. (2012). Olympism in action, Olympic hosting and the politics of ‘Sport for
Development and Peace’: Investigating the development discourses of Rio
2016. Sport in Society, 15(6), 869-887.
Ferrand, A., Chappelet, J. L., & Benoit, S. (2012). Olympic marketing. Routledge.
IOC. (2017). Marketing Report: Rio 2016.