Celebrating Tokyo 2020 with video -- keeping the torch burning digitally
Louise Greaves Jul 8, 2021 9:49:29 PM
For the first time in olympic history the games had to be postponed from 2020 until 2021 due to the pandemic. This caused a major headache for the organizers, broadcasters and sponsors alike; how can they keep interest and momentum going amidst all the uncertainty and delay? With the long-awaiting games just around the corner, we take a look at how the major sponsors and broadcasters are using video to overcome the hurdles of a global pandemic.
BBC: transporting us virtually to Tokyo
With anime, arcades and J-POP the BBC celebrates the host city with their “let’s go there” ad. Using video to transport viewers from their sofas to Tokyo in a world where travel is largely off limits.
AirBnB: pivoting from in-person to virtual
One brand that had to have a major rethink of their sponsorship strategy was AirBnB. The travel and accommodation brand had to scrap their planned experience marketing activations and move all activity online. Instead they gave viewers the chance to take part in unique digital events. For instance, a scenic bike ride alongside British triathlete Jonny Brownlee or learning life lessons from US sprinter, Allyson Felix. Consumers could purchase tickets to virtually attend the events in real-time. But of course the video content lives on for AirBnb.
SK-II: showcasing the human stories behind female athletes
P&G owned SK-II’s olympic marketing campaign was hardly affected by the pandemic. All they had to do was delay it a year. They released a video series focusing on the human stories that have made some of the most successful female athletes who they are today, titled the “VS series”. The videos include gymnast Simone Biles VS internet trolls and Olympic medalist and table tennis player Ishikawa Kasumi VS pressure.
P&G: supporting parents
Procter and Gamble has used its olympic sponsorship to promote the role that parents provide in supporting their family and encouraging their children to do good, whether they’re average Joe’s or olympians. The “Lead with Love” campaign features proud parents and athletes achieving their sporting goals and also performing acts for the good of their communities.
Create your own: VideoScribe Tokyo 2020 animation kit
We’ve created a Tokyo 2020 animation kit to be used within our drag and drop video creator tool, VideoScribe. The kit includes video templates and sport-themed images to help you make world-class videos almost as fast as Usain Bolt. Check out the Tokyo 2020 animation kit here.