Marketing Minute — August 2024
Not sure about you, but as we recover from the Olympics and get ready for the NFL season (Go Pack Go), it’s a reminder of one indisputable marketing principle: when it comes to engagement and reach, there’s nothing like sports entertainment. Drama and excitement mixed with passion and loyalty – and you have a captive audience.
While the Olympics dominated much of August, here’s a look at what else caught our eye.
Personality Takes Over the Olympics
The 2024 Summer Olympics were a success, and not just for the athletes who competed. The ratings for the Paris Olympics soared 82% over the Tokyo Games — some may say as high as Simone Biles. This is a stark contrast to the 2020 Summer Olympics, which saw record-low interest from the public. The success, in part, can be attributed to NBC’s bet on the “alt-cast” format. In some ways similar to the ManningCast and Unobstructed Views (For transparency, NESN is a client), different audiences are looking for different voices when watching the sports they love. Today’s digital and non-digital environments allow for that and smart brands are exploring how to embrace these personalities. Adding new voices, like Snoop (with a little bit of Martha sprinkled in), extended viewership to new audiences and enhanced engagement.
AI Updates
Two major headlines of note in August. 1) Former President Donald Trump posted several fake, AI-generated images that falsely depict Taylor Swift’s endorsement of his campaign. Back in May, we discussed the potential for increased legal issues over the use of AI. This is a prime example, and under Tennessee law Swift seems to have the grounds to sue Trump. 2) James Cuda, CEO of Procreate, a popular iPad design app, came out against generative AI. In a statement, Cuda vowed that Procreate would never use generative-AI technology in its products, writing that, “creativity is made, not generated,” and generative AI is “built on the foundation of theft.” Strong words that garnered major support from artists.
Athletes Turn Creators
In addition to the official voices of the games, Olympic athletes seized upon opportunities to become content creators, giving fans a behind the scenes look of the life of an Olympian. The U.S. gymnasts discussed TikTok ideas after winning gold. The Muffin Man fueled a worldwide obsession with chocolate muffins. Ilona Maher preached body positivity. This content generated an entirely separate way to engage with the Olympics and soundly reinforces why U.S. influencer marketing spend is expected to exceed $8 billion this year.
Increased Utility of Social Media
Back in June, we discussed the evolution of social media and its transformation from an entertainment form to a source of news and utility. This slow transition can be seen in the new features being introduced to TikTok. One example is its pilot program in partnership with NCMEC that will show Amber Alerts displayed directly within the For You feed. With 14% of Americans using TikTok as a news source, expanding the reach of bulletins like an Amber Alert could definitely be helpful but looking at the bigger picture, we are cautious about getting all our news from social media.
The Best Love Island Relationship
Like so many reality-tv fans, our office was obsessed with Love Island USA this summer (PPG on top). While some couples are still going strong, the most successful relationship that’s come from the show is that between Kordell Beckham and Cheez-It. After expressing to a fellow islander that one of his long-term goals was to be sponsored by Cheez-It, Beckham has landed the partnership of his dreams. Talk about manifestation. The takeaway? It’s important for brands to have their ear to the ground, listening to consumer conversation and moving quickly when an opportunity presents itself. Tools today allow brands to leverage pop culture moments, but they need to have the frameworks in place to do it and be successful at it.
See you next month!
