Being the first Olympics in Russia since the breakup of the Soviet Union in 1991, the world’s eyes were on the Sochi organizers and how they would do in terms of telecommunications and infrastructures of the region.
Sochi eventually impressed the world with their marketing campaigns and creative efforts.
Let’s see if there is a thing (or three!) that we could learn from their success:
1. Incorporating The Website Into The Logo
The minimalistic and futuristic logo consisted only of typefaces with no drawn elements at all.
The design of the type made “Sochi” and “2014” mirror each other vertically. The logo, which appeared on every stadium, ticket, live stream and merchandise, stands out, because it is strikingly different from its predecessors. The only type used was entirely in lowercase and the only graphic was the Olympic logo.
What stood out the most, however, was the Web address embedded in the logo, finishing the ‘future-oriented’ style. Indeed, when the Sochi 2014 Organizing Committee unveiled the logo, it described it as “the first digital brand in the history of the Olympic Movement.
They know that this generation lives on the Internet, hence when someone sees the logo on a tablet or a smartphone, they can go on thehomepage to see up-to-date results of the games. Also “.ru” clearly indicates that nationally, this Olympic Games is held in Russia.
2. Twitter Map of Tweets about the Sochi Olympics
Before the Sochi Olympics even began, journalists stationed in Russia sent out thousands of tweets with pictures of the poor conditions in their hotels. The hashtag #SochiProblems was birthed and it has spawned more than 26,000 tweets.
However, this hashtag subsided when the Games actually began and the whole world soon started tweeting about it, but not necessarily negatively. Twitter’s interactive map of the tweets in different countries about the Sochi Olympics allows for Twitter-users to check which country has been tweeting the most every day.
If there were one thing we learned from this, it is that even bad press can be good press if it drives people to talk about you on a social platform.
3. Create Humour to Promote Sharing
This is the first time in Olympic history that a public vote was held to decide the mascots for the 2014 Winter Olympics. The polar bear, snow hare and snow leopard won.
However, it was later revealed that a satirical mascot named Zoich (an interpretation of “2014”), a fuzzy blue frog with hypnotic Olympic rings on his eyeballs that was popular and became a local meme in Russia was planted by organizers to help virally promote the online mascot vote.