TORCHING THE COMPETITION


Coordinating communications around the sponsorship of the Olympic Games is an immense challenge in and of itself. Imagine, then, what Lenovo and its agency partner Ketchum faced when the preliminary stage of their Beijing Olympics sponsorship—the torch relay—was tainted by social and political unrest surrounding China’s relationship with neighboring Tibet. As the torch made its way around the world, stopping in cities including Tokyo, Berlin, Moscow and San Francisco, protestors came out of the woodwork, thus shifting media coverage away from the cooperative spirit of the Olympics. Thus, the team had to engage local media and consumers with positive messages. A few of their strategies: • Philanthropy: “We coordinated a philanthropy that was driven online,” says Kerry Slatkoff, VP/director of client services at Ketchum, referring to the limited-edition, torch-themed notebook PCs, signed by Olympic athletes, which were auctioned on eBay.

Subscribe Now  |  Login


Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

 big4-180x150
Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook

book-socialmedia-180x150

This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.