Panasonic to Launch New Games-time Website Content
TOP sponsor Panasonic will put interactive content at the heart of a Beijing Olympic website, a company marketing executive tells ATR.
From April 11, when the website is launched, Panasonic will invite submission of videos of "waves" to fill an Olympic stadium, according to the spokesman.
Panasonic will upload in-house video content as well, including a one-minute promotional video and "Beijing diary" videos of the company's preparations for the Games.
The diary videos will also run on CNN outside of the U.S.
Gag Order? Olympic champion Joey Cheek suggests that his political activism – as part of Team Darfur – makes him a better brand. (Getty Images)
Two major Olympic sponsors tell Around the Rings that the Beijing Games are not causing a change in policy toward freedom of speech during the Games.
Earlier this week, some PR executives speculated in the New York Times that some Olympic sponsors may try to bar their athlete endorsers from expressing political views about Tibet, Darfur or any other sensitive topic.
But Johnson and Johnson, for one, says its standard contract for athlete engagement has not changed.
"We would never restrict an athlete's right to speech," says a spokesperson for another major sponsor of Olympic athletes.
"A sponsor's role is to help an athlete achieve," he continues, not to regulate an athlete's personal views.
McDonald's Mysteries
McDonald's – and the IOC – turn out to be the organizers behind The Lost Ring, a so-called alternative reality game that was launched last month. The front page of The Lost Ring game.
A handful of active ARG players received a mysterious package with a facsimile poster from the 1928 Games and some cryptic clues leading to a website.
"The Olympics in Beijing are a very big event for us, and we have a lot of different types of activation, with The Lost Ring being the most creative. Our goal is really about strengthening our bond with the global youth culture," McDonalds global CMO Mary Dillon tells the New York Times.
McDonald's also reports higher traffic to a revamped website that addresses food quality concerns. Some 100,000 people visited the McDonalds USA website subsectionin March 2008 -- more than twice the 2007 monthly average, according to a report in Ad Age. The site’s FAQs are designed to dispel any misconceptions consumers may have about McDonalds ingredients or food preparations. The site explains clarifications such as McDonald’s sausage does not contain any addictive ingredients, nor does its ice cream contain lard.
Sponsor Briefs…
Team USA athletes are under medical scrutiny in a pair of programs sponsored by worldwide Olympic partner GE. Researchers are using GE ultrasound machines to learn about physical changes in the heart during rowers and weightlifters' high-intensity training. They hope to find ways to help regular patients train their hearts for better function. In another study, doctors will collect musculoskeletal ultrasound scans from a range of athletes before competition to see how the scans help diagnose any injuries in the field. GE plans to run similar tests with athletes in other countries, according to a company statement.
Sixteen British athletes will get some high-tech performance analysis tools, courtesy of a joint program between TOP sponsors Atos Origin and Panasonic. The video cameras and specialist software will help the athletes and their coaches immediately analyze and improve performance, according to the companies.
"At the Torino 2006 Olympic Winter Games, we provided [skeleton athlete] Shelley Rudman with a video camera, which was used at last minute training sessions. Through analysis of this footage, Shelley’s coach was able to give her feedback and correct faults which enabled her to shave seconds off her time and receive a silver medal," says Panasonic U.K. advertising and sponsorship manager David Bonney. Panasonic has a similar camera deal with U.K. cycling, rowing and sailing. The 16 new British recipients come from the Atos Origin Olympic Champion and Challengers Bursary Scheme – which helps subsidize elite athletes from a range of Olympic and Paralympic sports.
The logo of the Austrian Olympic Committee will appear on the F1 racing circuit after the NOC signs a partnership with a prominent motorsport sponsor. The AOC and Jetalliance, an Austria-based small jet airline, announced the five-year deal on April 2. The NOC logo will appear on Jetalliance Racing team vehicles, which include two Aston Martins and a Porsche, this season. The AOC believes the deal to mark the first time a NOC has been promoted on an F1 vehicle, according to a statement. Adidas revealed the design of the UEFA Champion League finals ball in Moscow this week; the city's Luzhniki Stadium will host the May 21 game. (Adidas)
The Haier Group, a Chinese electronics manufacturer, is bringing on an army of PR help for its Beijing Games sponsorship in mainland China. Marketers DDB and Initiative Media will work on creative, planning and media work. PR firm Burson-Marsteller, hospitality specialists Sportsworld and China-based Star Group exhibitions will help with hospitality and events. "We needed the whole nine yards – PR, advertising, hospitality, an exhibition center, brand strategy…all of that," Haier chief global brand officer Larry Rinaldi tells Ad Age. The ad campaign is expected to kick off in six weeks, in time to capitalize on the Games.
LG Electronics will replace Nokia as title sponsor for the next International Ski Federation snowboard world cup season. "LG is sponsoring the FIS Snowboard World Cup because it fits well with our image as a company that takes on new challenges to create electronics that are stylish, innovative and in tune with our customers' needs," says Sung-Hun Han, VP of global brand marketing at LG. The Korea-based company aims to reach a young demographic through the sport, Han adds. Snowboard is the first major winter sport sponsorship for LG. So far the company's stable includes several pro and national soccer teams and tournaments, cricket in Asia and golf in North America. However, its Canadian partner *, sponsors several of the country's winter sport bodies.
Emirates Airline has renewed sponsorship of International Rugby Board referees for another four years, according to the federation. Under the deal, rugby officials will continue to be kitted in Emirates clothes at international tournaments. The Dubai-based airline will also continue to support the annual IRB Awards and the IRB World Rugby Yearbook. In separate deals, Emirates sponsored the 2007 IRB World Cup and Sevens World Series tournaments.
U.S. Figure Skating has enlisted Van Wanger Sports, a sponsorship and media sales agency, to help sell its TV coverage, signage at events and space on icenetwork.com. Van Wanger's Olympic properties include the U.S. national governing bodies for gymnastics and ski and snowboard.
Written by Maggie LeeFor general comments or questions, click hereThe Golden 25 special edition magazine is now available in PDF. Click here to see who will be most influential in the Olympic Movement in 2008.
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