How personalized moment marketing found scale in Rio
Summary
The rise of data driven marketing has allowed brands to take a scalpel-fine approach to reaching individual consumers with targeted messages based on the trending Olympic stories that interest them. The Ryan Lochte scandal generated a ton of online social media buzz over a sustained period. Being able to track fans’ reactions over time provides ongoing insights for brands to adjust their digital messaging on a dime. Reportedly, spikes in Italian language conversations occurred when a swimmer from Italy in the aquatic marathon moved up from a Bronze medal to a Silver due to a disqualification. If you think back on all of the iconic moments from past Olympiads–from the 1980 “Miracle on Ice” U.S. hockey team to the sustained dominance by performers like Michael Phelps and Usain Bolt–imagine how much greater the brand ROI could have been if marketers had access to real-time advertising tools.
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