WITH MAY being one of the most critical months for Olympics’ sponsors in the lead up to the London 2012 Games here is a quick review of sponsorship activation this month.
A slightly exhaustive list, but this is just some of the activity in one month. The volume of above the line support each will receive gives a real picture of the volume of activity in the battle to win hearts and minds.
Samsung has rolled out an Olympics Facebook app to allow users to get closer to the Olympics, by serving them personalised content, based on their profile interests. At the same time a total of 18 Olympians, including nine-time Olympic gold medallist Mark Spitz, are suing the Korean electronics giant, claiming the company's London 2012 Facebook app uses their names and images without permission.
Coca-Cola has launched an outdoor campaign celebrating its sponsorship activity of the Olympic Torch Relay, featuring young torch bearers and pop stars Dizzee Rascal, Eliza Doolittle and pop band The Wanted.
BMW has revealed the full details of its London 2012 fleet, consisting of low-emission, diesel, hybrid and electric cars, motorcycles and bicycles.
BT unveiled the headline acts for the BT London Live Opening Ceremony Celebration concert in Hyde Park, kicking off a citywide programme of events and entertainments during London 2012.
British Airways unveiled Park Live for London 2012 allowing thousands of spectators to cheer on live sporting action, hear from medal winning athletes and enjoy a picnic in acres of newly created parklands in the Olympic Park.
Sainsbury’s, sponsor of the Paralympic Games, named Prince Harry as the President of the Sainsbury's School Games for the competition that saw the Britain's best school-age athletes compete at the Olympic Stadium, the Aquatics Centre and the Velodrome.
Heathrow Airport launched a campaign to reassure passengers of untroubled service during the Games.
EDF celebrated British Paralympic Association (BPA) fundraising milestone at the House of Commons.
And official London 2012 licensee Garnier Ambre Solaire announced Hannah England, Britain's world 1500metres silver medallist, as Team GB sun care products ambassador.
Meanwhile LOCOG’s comms machine has been very busy…
• The full programme for the London 2012 Festival was announced
• Jay-Z, Hollywood actor Jude Law and animated characters Wallace and Gromit have been unveiled as some of the headline acts this summer
• Seb Coe and London 2012 chief executive Paul Deighton launched the Uniform Distribution and Accreditation Centre
• Final London 2012 test events got underway at the Olympic Park
• London 2012 Paralympic Opening Ceremony theme was unveiled
• Olympic Park sustainability commitments were launched
• Olympic Stadium officially opened
• New ticket sales were announced and went on sale
• Olympic revenues smashed through the $7 billion (£4 billion/€5 billion) barrier
• Torch relay kicked off, dominating he national news daily ever since
• Paralympic Games tickets went on sale
• BBC announced its London 2012 coverage
And the non-sponsors launched new campaigns…
Sky extended its partnerships with British Cycling until 2016 and Subway and FedEx unveiled multimillion-pound campaigns featuring athletes. This is in addition to other ongoing high profile campaigns from the likes of BUPA and Aviva among others.