The negative publicity before the Beijing Olympics hyped the summer games
Implications - The concept that all publicity is good publicity may have been the notion behind some of Beijing’s Olympic campaigns. Viral headlines before the games pertained to religious protest, smog attacks, nudity and other scandals. These shock stories added up to Beijing being the most publicized Olympics of all time.
Trend Themes
1. Controversial Viral Campaigns - Polarising advertising strategies can be leveraged to promote an event or product, especially in highly publicised events such as the Olympics
2. Marketing Stunts at the Olympics Athletes' Village - Marketing teams can gain visibility by capitalising on the Olympic reputation as a festival of after-hours indulgence, as was evident in the case of free condoms distribution
3. Leaked Exclusive Content - Leaked multimedia coverage generates excitement around an event; its impact is amplified in the digital age where anyone can gain access to forbidden information
Industry Implications
1. Advertising - Marketing teams can be more daring in their advertising strategies, which can generate more buzz and visibility to desired audiences
2. Event Planning - Incorporating marketing stunts in highly publicised events such as the Olympics athletes' village can be an innovative way to hyper-target audiences and gain valuable publicity
3. Digital Media - Digital platforms allow content that is leaked or banned to reach a wider audience, and this can be a potential market block that bold companies can take advantage of to create innovative PR campaigns
