The videos are being used to target Brazilian audiences on Facebook and YouTube with two different approaches: one for the Airbnb community and fans, and the other for people aged 18-40 who are less familiar with the brand but passionate about travel.
Airbnb is also asking the Rio community to participate by sharing photos or short videos of their experiences.
What are you looking to achieve with your sponsorship?
Visa’s association with the Olympics is a long-standing one, and this year marks the 30th anniversary of this partnership. Our marketing strategies for this year’s Games aim to drive emotional engagement by focusing on our shared ideals of acceptance, partnership and innovation.
A good example of this is the Refugee Olympic Team that Visa is involved with. The International Olympic Committee has given ten refugee athletes the chance to compete in Rio, and we are sponsoring them as new additions to Team Visa to really bring to the forefront the role of acceptance at the Games.
Our Olympic sponsorship benefits Visa’s bottom line directly as well as reflects the qualities we value at Visa. Visa’s Olympic partnership and unique marketing programmes help enhance preference for our products and services.
Has the economic and political uncertainty in Brazil had an impact on your strategy?
When putting together our campaign, our focus is on the Games and athletes, not the location.
How have things changed since London 2012 and how will this be reflected in your marketing strategy?
Online, digital and, in particular, social are definitely a bigger focus for Rio compared with London 2012. Some of the biggest developments and changes are the activity we are running on these channels, which will engage and entertain Olympics fans.
Visa will be producing a series of daily live streams on Facebook during 5-22 August that reflect the main events of each day in a light-hearted and engaging manner. The idea will be activated solely on Facebook and will be the first time a brand has used its new live video platform to release real-time daily content. This will be appear in four markets – the UK, Italy, Poland and Spain – and encourage audience participation. We are collaborating with Facebook and MEC on this exciting project.
A PwC report after the Beijing Olympics said that, for every £1 sponsors spend, they need to invest £3 in activation. Is there a rule of thumb?
We don’t believe there is a rule of thumb in relation to spend on activating a sponsorship. Especially these days, we believe it’s as much about the strength of the creative idea to engage the target audience and the innovative ways a brand amplifies this as it is about the budget.
Over the past 15 summer and winter Games, Visa research proves that our Olympic programmes are an efficient way to increase brand preference among a passionate fan base, and the transaction volume that accompanies it, while extending our global reach and local relevance.
(This article first appeared on CampaignLive.co.uk)