Brands Should Take a People-Centric Approach to Covering the Olympics

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Twitter's Caitlin Rush gives advice for staying on top of the upcoming Tokyo Olympic Games coverage. Below, in her own words, she cautions against the common media pitfalls of the past year. Every two years, the summer and winter Olympics give the world a unique opportunity to come together—inspiring and exciting us, showcasing the best of the human spirit, breaking down borders, barriers and differences—all while celebrating the triumphs of people around the world. Understandably, this motivating and positive event that draws the attention of billions of people globally creates an incredible opportunity for brands. The Games provide a unique moment for marketers to connect with what’s happening and to become agents of positivity by supporting athletes, inspiring hope and reminding people of the best of what’s in each of us. There’s no question the Games will be unique this year. However, while many events may look and feel different in presentation, fans worldwide will still be presented with stories of inspiration, hope and perseverance. We might even see enhanced levels of all three, given the challenges we’ve all faced over the past 16 months. While these circumstances certainly make things different, they also present opportunities for advertisers. Time and time again, we have seen that people want to hear from brands during the pandemic. According to research from Twitter Insiders, more than two-thirds (69%) of audiences on the platform feel it is important for brands to communicate with them throughout Covid-19. If brands plan in advance with some important considerations, they can find ways to connect with the Games through a thoughtful and people-centric approach. Plan for various scenarios While no one ever knows who will take home the gold, additional layers of uncertainty make this year’s Olympics even harder to predict. We don’t know how exactly the Games will unfold, but there are scenarios marketers must consider. With precautions and protocols in place, the Olympics will follow the lead of other sports and may play out safely in controlled environments for athletes, officials and the host country. Brands can, and should, plan for countless moments of triumph and positivity but should also be ready to change course as realities at the Games evolve. In these scenarios, brands will need to consider adjusting their tone, creative messaging and media strategies. The key will be to spend time preparing for various scenarios and have an action plan in place. Utilize real-time information and remain nimble After thinking about potential scenarios, marketers should prepare to listen and remain agile as events unfold, as things may change quickly. Staying informed of the latest status of Olympic events, Covid-19 case rates and public sentiment will ensure advertisers aren’t caught flat-footed, and that messages and media reflect the latest realities. It’s also important to remember there may be instances when conditions move between several of the potential outcomes multiple times. Keeping a finger on the pulse from opening to closing ceremonies will reduce the risk of missed opportunities or tone-deaf missteps. Be mindful of your message As the Olympics unfold and scenario-planning is put into action, it’s critical to ensure creative messages and tone remain conscious and self-aware of the current and ongoing pandemic conditions—both globally and locally. Showing respect for the host country and offering information, support and positivity will go a long way in mitigating potential risks associated with the unknown. Though the Olympics may look different this summer, the opportunity for brands to inspire and motivate is stronger than ever. With a thoughtful strategy, plan of action and empathetic messaging, marketers can be conduits for positivity when we all need it most.

Columnist Network

Brands Should Take a People-Centric Approach to Covering the Olympics

Insights from Twitter on how best to stay ahead of (and follow) the event

UNLOCK FULL ACCESS

Caitlin Rush

Brand Marketing

Vaseline's NYC Lotion Swap Bets on Quality Over Skincare Trends

Levi’s Rings in Sweater Season With Help From Gus, a Cute Claymation Yeti

How Brands Like Wendy's and Planet Fitness Wove Into the Fabric of Bravo Fan Fest

13 Recent Marketer Moves to Know: Liquid I.V., MrBeast, NYT, and More

The Cheesecake Factory Is the Real Winner in Obama-Trump Food Fight

Jonathan Halvorson Named Kimberly-Clark CMO After $40B Kenvue Merger

The Four Down and Dirtiest Political Ads of the 2026 Midterms

Your Marketing Playbook Expired Last Week ft. Erin Oles of Salesforce

Avoiding The Ick Factor: Anthony Po and Lauren Probyn Aouad on Getting Authenticity Right