Facebook has rolled out a new ‘Give Your Game Everything’ campaign ahead of the Tokyo 2020 Olympics which seeks to support brands looking to prepare for their marketing activation during the Games.
The new campaign hopes to benefit brands looking to promote their offerings during the sports event, but may be constrained as a result of “Rule 40” in the IOC Charter, which prevents those participating in the Games from taking part in advertising or allowing their name or image to be used for advertising purposes.
Brands may therefore be forced to deploy more creative marketing strategies, with Facebook hoping to capitalise on the opportunity.
“When people seek connection, commiseration and community during international sporting events, they turn to Facebook’s family of apps and services. With the hype and anticipation surrounding the events, people will be expressing their fandom in ways that are newly possible,” said Sandra Marichal, the marketing insights manager for APAC at Facebook IQ.
“This presents a new world of opportunities for marketers, media planners and creative teams and we are excited to partner with them to build campaigns with impact.”
The campaign follows on from a YouGov-commissioned report carried out by Facebook IQ which quizzed 9,173 people aged 18-64 in Australia, Brazil, France, Germany, Japan, Korea, Russia, United States and the United Kingdom in April 2019.
The report highlighted the different ways in which sports fans engage with different sports across different platforms, emphasising the different content formats that attract the highest engagement.
As fans shift towards social media platforms, advertisers may use the campaign to access analytics via a microsite, which creates articles on how the brands may utilise Facebook and other social media during global and sporting events like the Olympics.
