This weekend, one of the most-viewed sporting events in the world kicks off in PyeongChang, South Korea. But it's not just athletes that will be strutting their stuff on the world's biggest stage.
For the brands that serve as official sponsors, the Winter Olympics provide a perfect opportunity to combine their storytelling chops with the natural drama of international competition.
Here's a look at how some of those brands are highlighting their roles as official sponsors, using everything from influencer marketing strategies to virtual reality experiences.
Alibaba Group, one of the largest companies in Asia, focused their social campaign on those Olympic moments that may seem small, but have a larger-than-life impact.
Bridgestone Tires is focusing on the athletes, the Olympics version of influencers. Telling the stories of these competitors is a great strategy, even if their connection to tires is tenuous.
— Bridgestone Tires (@Bridgestone) February 5, 2018
Coca-Cola celebrated the longevity and history of the Olympics, and the brand's long-standing tradition of supporting the games, on Facebook and other platforms.
Dow, the official chemical company of the Olympics, will stress #ScienceOnIce and #GameTimeScience on a brand Twitter account focused on sporting events.
The countdown to #PyeongChang2018 is on! Check out @DowChemical's latest infographic to discover how Dow solutions enable the science behind creating sustainable infrastructure to help athletes, fans and media travel to sporting venues. https://t.co/X98dGT8CkP #GameTimeScience
— Dow Olympic & Sports (@DowSports) January 19, 2018
— Dow Olympic & Sports (@DowSports) February 9, 2018
The Olympic Games are an opportunity to showcase not just the world's greatest athletes but also the technology that makes the games come alive. GE is focusing on how its digital solutions are keeping the games in motion and changing the way we view them.
— GE Digital (@GE_Digital) February 8, 2018
Intel is also using advances in technology to bring a new experience to the Olympics. The tech giant is touting its True VR system as a new way for audiences to become immersed in the games.
Go behind the scenes to see how the Intel True VR team built the #VR system that will allow broadcasters to show the @Olympics Winter Games #PyeongChang2018 in 360-degree and 3D stereoscopic VR. https://t.co/w2kQ82I5L9 pic.twitter.com/CDkpPxltW0
— Intel (@intel) February 7, 2018
The differences between gold, silver and bronze medals can be based on a tenth of a second. So watchmaker Omega, the official timekeeper of the Olympics, is showcasing how it's "recording dreams."
#RecordingDreams / #OMEGAOfficialTimekeeper
How would you express victory? #OMEGA, OfficialTimekeeper of the @Olympics. ????by @Harry_Styles "Sign of the Times". https://t.co/fAnrx29iNl pic.twitter.com/SGTQIrpU3b
— OMEGA Watches (@omegawatches) February 7, 2018
Procter & Gamble
Procter & Gamble and its many brands are also featuring Olympic athletes on social media, and looking at their journeys through the lens of its #LoveOverBias campaign.
— Head & Shoulders (@Headshoulders) February 9, 2018
Meet @ZharaLari - the first figure skater to compete internationally wearing a hijab. This is her story about overcoming adversity as part of @ProcterGamble’s #LoveOverBias campaign. pic.twitter.com/mTlWsJV133
— Rachel Chang (@RachelChang) February 8, 2018
Visa is partnering with athletes to focus its promotion on their personal accounts, another influencer marketing strategy to reach a broad audience in an authentic way.
— Chloe Kim (@chloekimsnow) February 6, 2018
Connect with Samantha: @samantha_c_wood