Moving on to the 2nd last TOP on the list of the TOP Olympics marketing efforts, we have GE!!
GE is the exclusive provider of a wide range of innovative products and services that are integral to a successful Games. From providing power, lighting, security and modular space solutions at Olympic venues to supplying ultrasound and MRI equipment to help doctors treat athletes, GE works closely with the Organising Committees, local municipalities and other Olympic Partners to understand their needs and then deliver solutions that only GE can. NBC Universal, a division of GE, is the exclusive US media partner of the Games. The GE and NBC Universal partnerships extend through 2012.
Now what kind of marketing efforts would a company like GE have?
1)They have a green theme of “Ecomagination” for a marketing campaign. Basically showcasing all their green initiatives to reduce the carbon emission of various places. By using their technology on the Bird’s nest and the water cube, GE has solidified its position in China through these examples and earned a neat 600 Million dollar revenue. They plan to further push their green initiatives during the Shanghai world expo and the Guangzhou Asian games.
2) They launched various commercials to be part of the “green Olympics” initiative set by Beijing. Here’s the link for the ads.
3) They’ve also chosen an interesting medium to market their message. They have interactive ads on 1000 taxis in Beijing being displayed on a small screen in the cab for passengers. You can read more about it here.
4) As mentioned earlier, NBC, part of the GE umbrella are the exclusive US media partner. This Olympics marks the transition of NBC shifting their video coverage to online. Whats more, there’re showcasing thousands of hours of film previously not shown in games. This is to cater to the niche groups who are more interested in certain sports. There’s the long tail theory working for u!
That seems to be about GE’s efforts for the Olympics. You can check out their homepage for more details.
Now, since they’ve committed themselves to reducing the carbon emission and going on a green theme (Certainly not a case of green washing), wouldn’t it be great if they could involve the ppl as well?
I’m thinking Facebook groups to encourage greener initiatives. Wikis to generate more green solutions.They have a healthcare blog, but what about one for the “ecomagination”? I’m guessing social media here might not be a huge consideraton cause its gonna be a lot of B2B marcomms going on. However, if their intiative can spur ppl on to make the change, then it might make demnad greater!
So while i admire their green intiative, interesting ads and mediums to push these ads, it would have been nice to invovle the ppl who ultimately use their service.