1. Demonstrate your support.
Before and during the event, we encourage brands to elevate positivity by prioritizing any opportunity to amplify unique, uplifting, and inspiring stories through campaign messaging and creativity. These may include athletes’ backstories, exhilarating competition outcomes, moments of cultural unity, and more.
2. Practice self-awareness.
Consider whether your planned sponsorship and association with the Games relates in any way to the day-to-day conditions of the pandemic through the eyes of the people who use your products. Consider how your Marketing and Communications teams are aligned on what your brand has been doing in recent months to support its community, industry, employees, and customers throughout the pandemic, and assess what role this plays in your overall creative messaging and tone.
3. Keep up with the conversation.
Staying up-to-date on how your brand is being talked about will enable your teams to capitalize on positive trending moments, as well as authentically react to and address any happenings related to your brand presence in real time. We have a variety of tools, product features, and insights capabilities that can help your Brand, Communications, and Agency teams stay current with the latest events and circumstances and help to navigate your responses to them.
4. Plan for flexibility.
In the event that the Games don’t go as planned, it’s important to proactively prepare for how your brand will acknowledge and respond to these changes, as well as adjust your tone, creative messaging, and media strategies. Assess each of your sponsorship components from teams to countries, athletes, and more when conducting these scenario plans, and consider how they might be questioned or viewed in light of unplanned circumstances.
5. Consider what people need to know and how you can help.
As part of your scenario planning, consider what utility or support your brand can offer to fans and consumers in the event of changing conditions during the Games. This could include keeping the following constituents top-of-mind: frontline staff and healthcare workers, local customers and employees in Japan, and athletes your brand is associated with and their countries of origin.