Olympic Tracker: London 2012 comes to life with the Torch Relay

A BIG MILESTONE this week with the London 2012 Olympic Torch Relay setting off on its tour of the country. This is where we really see London 2012 and the Olympics come to life.

 

The Torch Relay is a national and regional consumer touch point with all that either watch it, see it, or in some cases, carry it, highly engaged. This week has seen back-to-back broadcast coverage as well as in the national and regional press, not to mention online and social media.

 

The Torch Relay is a coveted sponsorship asset with only a few enjoying the privilege to pay to be involved; a big investment to rise above the clutter. So one week in, which brands are doing well out of this exclusive sponsorship asset?

 

Firstly the Torch Relay is a marathon not a sprint. Pre-promotion to win a chance to carry the Torch is key. In this respect, Lloyds TSB and Samsung have both promoted their Torch Relay rights above the line with Samsung relying heavily on their David Beckham and Zara Phillips led advertising.

 

The actual event itself, however, is quite hard to brand and leverage via the media. Promotional sponsor caravans follow the relay everywhere, giving each individual sponsor a chance to engage with all the spectators (which by the end will be a considerable footfall).

 

BMW have done particularly well. A car sponsor is the most natural fit, and there are three Golden BMWs showing up in places ahead of the Torch Bearer. Although this is more subliminal, you can see how much product placement BMW is going to enjoy throughout all the events.

 

BMW has also harnessed social media well with an opportunity to win tickets if you tweet a picture of the car. That’s clever – getting the public to do your leverage for you. BMW will also be using the events to engage their regional dealer networks to promote their involvement, as will Lloyds TSB, which will be engaging with their branches and local customers.

 

But it’s early days in the sponsorship stakes – and no sponsor has stood out from the crowd as the proud owner of this prized asset.

 

For me, the real winner is Great Britain and the Olympics. From the relaxed and quiet confidence of the policing and security to the opportunity to unite the entire country and showcase itself; region by region, tourist landmark by landmark and street by street. That’s real product placement.

 

 

By Rupert Pratt

Follow Rupert on Twitter: @RupertPratt