How Social Media Has Changed the 2018 Winter Olympic Games for Marketers

Opinion: Not taking advantage of advertising opportunities will put your brand in last place

Don’t miss Commerceweek, February 28–29 in NYC, to explore the technology and trends fueling commerce. Get strategic insights from leaders at The New York Times Advertising, Turo, TikTok and more. Register.

In the decades before the internet, smartphones and social networks, the Olympic Games were only available through television screens, and this meant that the conversation ended at the edge of the swimming pool.

The evolution of social media has since opened up previously inaccessible topics—behind-the-scenes politics, Olympic Village conditions and other topics of interest that play out off-camera.

At the 2014 Winter Olympics in Sochi, Russia, athletes and journalists took to social media to expose the city’s subpar facilities, starting the trending hashtag #SochiProblems.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in