Firstly, the International Olympic Committee are pretty strict on licensing. Unsurprisingly they only want their paying sponsors to make profit off the biggest sporting event in the world.
As happens every four years, the International Olympic Council are threatening legal action to anyone infringing on their trademarks on social media.
This includes but is not limited to using the phrase “the Olympics” or any version of the word: Olympic, Olympiads, Olympiad, or even “the Games”. You can’t use more general but relevant words in the context of the Olympic Games, like: 2020, Tokyo, Gold, Silver, Bronze, Medal. Use or reference any trademarked designs like the: Rings, Logo, Mascot, or Torch, and lastly use any images taken at the Olympics.
So where does that leave you? Time to give up trying to make that donut shaped Olympic rings artwork for Instagram? There’s still ways to join the conversation…
“The International Olympic Council are threatening legal action to anyone infringing on their trademarks on social media.”
Facebook have shared insight from their ‘How Sports Fans Engage on Facebook and Instagram’ research showing that over 15 million users added an Olympic themed profile sticker to their accounts during the Summer 2016 games, and also that the most-shared content was from athlete accounts directly – not brands. From the opening ceremony to specific sports… there’s something for nearly everyone.
It’s time to think outside the box… Consider celebrating sport, people coming together. Country-themed content, or even just getting inspired. Utilise your social tone of voice, keep on-brand but make it culturally relevant in a clever way.
For Gen Z’ers they’re expected to first consume content from TikTok (53 percent), YouTube (52 percent) and Instagram (51 percent) before they tune in to a traditional broadcaster. How can you grab eyeballs on these more youth-skewed channels?
Your audience will also want to see how your content is relevant to them – the Olympics more than ever revolve around human stories. Can you highlight sporting achievements of your own team, or set them a mini sports day? There needs to be an authentic relevant fit that feels suitable and not totally out of the blue.
“Your audience will also want to see how your content is relevant to them.”
So, warm up, stretch those finger tips and go make some great sport-themed-award-country-related content! Want to know more about how we work with brands to create relevant on-brand content? Get in touch today.