News in the Ads #30

The big 30th news-related post amidst the euphoric “20-12/Geeebee-ness” of the London Olymics and admittedly my ability to concentrate on anything other than sport has taken a parallel bars-esque tumble. As such, in an effort to keep my brain apace with my awed eyes, here are the big advertising stories of the last week (although don’t blame me if they have a 5-ringed tinge to them..).

1) How are London 2012 sponsors performing in social media
Brand Republic has teamed up with G2 Joshua to provide a daily snapshot of social media buzz around brands sponsoring London 2012 during the next 17 days.

-> And today’s gold goes to McDonalds… Utilising social media data provided by SDL SM2, the G2 & media duo have created a table designed to generate insight into social conversations relating to the sponsors. Twitter and Facebook data is monitored daily alongside the sentiment shown for the omnipotent few brands. This all leads to added competition – which household name will lose out?

2) Adidas scraps planned Phillips Idowu ad
Adidas has changed the the strapline it was to use for tomorrow’s (8 August) Metro cover wrap featuring Team GB athelete Phillips Idowu to read Take the Pain’ instead of ‘Take the Gold’ after the triple jumper failed to claim a place in the Olympic final.

-> With the miss of a place in the final, Idowu now has to face not seeing his face (geddit) splashed around the capital – #takethestage probably not being the most apt of words to apply to ex Silver medalist. Likewise, the new Metro cover wrap strapline “take the pain” seems ill though-out in reference to the sportswear’s shoes…

3) Dr Dre Beats Olympic brand police
Headphone range Beats by Dr Dre has outsmarted Olympic chiefs and succeeded with an ambush marketing stunt at the London 2012 Games by getting Team GB athletes to endorse the brand.

Dr Dre Olympic ambushing - see the headphones!

-> The headphone manufacturer is probably singing to the sweet sound of success after successfully delivering a set of headphones sporting Union Flag colours to British athletes including tennis player Laura Robson and footballer Jack Butland yesterday (30 July); and achieving celeb-style endorsement in the form of thank you tweets. Notably ‘naughty’ Butland broke LOCOG’s strict branding policy to post on Twitter “Loving my new GB Beats by Dre #TeamGB #Beats.” Tut tut..

4) Team GB success fuels fitness frenzy
Gyms and sports specialists retailers are looking to exploit the interest the success of Team GB Olympians has caused by kicking off dedicated Games-related marketing.

-> While winning a gold medal is likely to be an unfulfilled ambition, cycling to work or going for it on the treadmill are not. Subsequently, online bike retailers and fitness chains have seen interest rocket following British Olympic gold. For example, health and fitness chain David Lloyd are capitalising on the spirit of the Games by running an ad with the tagline ‘Inspired? Now it’s up to you’. Meanwhile, competitor Virgin Active has experienced a 15% year-on-year rise in new members since the Olympics Games started on July 27, with a further 5% lift in visits from current members.


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