Tag Archives: Olympics

Guerrilla Marketing Olympics 2012: Beats by Dre

When Marketing historians (is there such a thing?) talk about marketing Olympics 2012, they may talk about the P&G ‘Mom’ campaign, the Nike ‘Find your Greatness’ campaign or even Visa. But when the Marketing Economists (the guy with the calculator) talk about Olympics 2012, I’m sure they would talk about the guerrilla marketing by ‘Beats by Dre’.

Personally I love this brand. I hope to own a pair someday to listen to their quality and pull off the coolness factor that they bring along with them. Seriously, why is it that everyone who wears Beats headphones on subways and streets is the most hip person you can see? Is it the pride that comes with owning one of the most expensive headphones or is it the fact that they don’t care about it?

Beats by Dre

Beats by Dre

Anyway, the point was trying to make is that they have a high brand awareness factor. One look at the ‘b’ on the side is enough for people to know that somebody’s serious about their music.

How does one use this at the Olympics? Simple – Flaunt it.

Marketing isn’t all about how crafty the message is or how cleverly you send out the message, sometimes the simplest campaigns show brilliance.

Instead of spending millions of dollars on being the official partner and get a small 2×4 poster in the stadium, the marketing brains at beats (Or was it HTC’s idea?) decided to send gear to athletes directly. Its like giving out HD TV sets at comic con, you could see an entire army of athletes flaunting the ‘b’ and giving priceless exposure. Something you couldn’t buy.

That would’ve been great right there, but beats went a step ahead and customized the headphones for athletes to match their country colors making them proud to wear the headphones.

Why does the marketing economist care? Pocket-lint reported that the sales for beats headphones have increased by 116%. (source)
I cant remember the last time a guerrilla campaign brought on 116% increase of sales. That’s SOMETHING.


Customized Beats by Dre

Customized Beats by Dre


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Guerrilla Marketing Olympics 2012: Nike

Every brand manager dreams to have pulled off the best guerrilla marketing campaign of the season with finesse and profitability. Very few actually do.

Guerrilla Marketing Olympics 2012: Nike VOLT Shoe

Nike tried to pull off the best campaign using its ‘Volt-Shoe’ – the bright green abominations that made it look like every athlete dipped their feet in toxic waste to gain supernatural powers that enabled them to float, fly and therefore win. And it worked. Nike dominated the athletic footwear brands. In fact what Nike did to Adidas, who by the way paid $60 million to become an official sponsor; is illegal even in the most hardcore, enemy crushing video games of this generation. I wonder how much the Brand Directors at Nike are paid to do their job. Blogs around the globe claim Nike has pulled off brilliant ambush marketing in the Olympics (source) and I agree.

The simplicity of the campaign was in the color of its shoe. The Volt did everything it was supposed to do – garishly attract attention to the super feet, to show that no matter which country you’re from; there’s Nike, but more importantly it went on to show that Nike is good enough to be used by the world’s best athletes at the make-or-break moment of their lives.

Nike has always been a rebel when it came down to commitment with the Olympic sponsorship. Back in 1984, Nike ran ads of athletes with the “I Love LA” soundtrack totally crushing Converse in terms of awareness. (source link)

All said and done, I LOVE brands that defy any rule that stifles innovation in the name of Olympic Delivery Authority. Someone asked me what I think creates an environment conducive to innovation – I believe its when you have the urge to defy rules that you start innovating.

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