Marketing

Digital marketing is not for the faint-hearted. It’s a long and hard grind to the top and no one understands that better than an Olympic athlete.

A high-profile sportsperson is no different to a brand. They have a personality, an image to keep and a loyal fan base to maintain. Depending on their own brand equity, athletes can strike up partnership deals with sponsors worth millions of dollars. While on the other side of the coin, there’s athletes working full-time jobs just so they can afford a living. But these days, digital media has allowed athletes to level the playing field for public recognition. Digital campaigns and buzz enables them to tell their stories directly to their fans and generate the publicity needed to support their Olympic dreams.

The Celebrities – Usain Bolt

In case you’ve forgotten (though we’re doubtful you have), Bolt is Jamaica’s – and one of the world’s most highly sponsored – athletics heroes. Bolt keeps himself relevant during the off-season by championing his social media presence. With 4 million Twitter followers and 17 million Facebook fans, he has a larger social media following than his sponsors. Whether he’s racing turtles or just being epic with his own emoji for the Rio 2016 Olympics, he keeps his audience excited and engaged.

The Viral sensations – Michelle Jenneke

Michelle came into the spotlight with her distinctive pre-race warm-up dance. With video captures of her dance going viral online, she became a recognisable figure around the world. Only making her first official Olympic debut at the Rio 2016 Olympics, she’s kept herself relevant by appearing in online videos and collaborations. Now a face of Coca-Cola in their #ThatsGold campaign for the Rio 2016 Olympics, she’s solidifying her popularity with international crowds at the games.

The Underdogs – Matthew Chau and Sawan Serasinghe

Matthew and Sawan are Australian Olympic representatives in Badminton (bad- what?) for the Rio 2016 Olympic games. For a sport with little publicity in Australia, sponsorship opportunities are not that common. That’s where the crowdfunding website, MakeAChamp.com, helped Sawan and other athletes gather donations and sponsorships for their sporting goals. Complemented with Sawan’s social media activities, the pair’s other publicity efforts such as appearances at events, and broadcast media were rewarded with public popularity. In fact, Matthew and Sawan were recently shortlisted by Hamish and Andy as one of the Australian Olympic Team’s lesser-known heroes – thanks to loyal fan nominations on social media.

It takes an Olympic effort to drive digital campaigns that maintain and grow public interest – especially when you are just starting out. Whether your business is a seasoned pro, an accidental success story, or a new kid on the block, digital campaigns and management is a useful function to grow brand popularity. Ask us about integrating social and digital media into your marketing campaigns today and see wins for your business! Drop by the office some time – or fill out the form below.

UPDATE 12th August 2016: Sawan has now joined the ranks of viral sensations like Michelle Jenneke! This photo of him doing a massive post-match Maccas run has made headlines around the world. We’ll be catching up with Sawan this week to make sure those abs are still in good shape– so check back later this week!

Wow what a week it has been in Rio! Have to say I am disappointed about the match today. We definitely had a good chance to stretch the match to three sets toward the end of the second set but couldn’t close it out. We would have loved to end our first Olympic campaign with a win against a much higher ranked pair. Although having said that, there are lots of good things to learn from the matches in the last three days playing against more experienced pairs. Can’t wait to go back home to start training and keep on improving! Just want to say thanks again to everyone back home for the on going support. Definitely motivated me to fight hard on court everyday! ❤️ Now it’s time to eat some junk food after months of eating clean! 😀

A photo posted by Sawan Serasinghe (@sawansera) on