Ford's New Snapchat Ad Plays on the Spirit of the Olympic Games
Katherine Pendrill — August 4, 2016 — Marketing
References: adage
In the lead up to Rio, Ford debuted a new Snapchat ad that plays on the spirit of the Olympic Games. While the ad does not include any direct references to the Olympics, the 10-second spot cleverly taps into our love of sport to promote the 2017 Ford Escape SUV.
Ford's new Snapchat ad is one of 30 branded Snap ads created specifically for the Olympic Games. However, because Ford is not an official Olympics sponsor, the ads cannot make any direct references to the games. Instead, Ford cleverly makes thinly veiled references to Olympics events, such as a scene in which a man recreate a pommel horse routine on top of a new Ford vehicle.
The new Snapchat series demonstrates how brands that are not official sponsors can still celebrate the road to Rio by playing on the spirit of the Olympic Games.
Ford's new Snapchat ad is one of 30 branded Snap ads created specifically for the Olympic Games. However, because Ford is not an official Olympics sponsor, the ads cannot make any direct references to the games. Instead, Ford cleverly makes thinly veiled references to Olympics events, such as a scene in which a man recreate a pommel horse routine on top of a new Ford vehicle.
The new Snapchat series demonstrates how brands that are not official sponsors can still celebrate the road to Rio by playing on the spirit of the Olympic Games.
Trend Themes
1. Social Media Olympics Campaigns - Potential for social media campaigns related to the Olympic Games that play on the spirit of the event and engage consumers.
2. Non-official Sponsor Marketing - Opportunities for brands that are not official sponsors to still promote their products during major events such as the Olympics through creative and indirect means.
3. Immersive Advertisements - Trend towards using immersive advertisements, such as Snapchat ads, to connect with younger audiences and promote products in a creative and engaging way.
Industry Implications
1. Automotive - Automakers can use major events such as the Olympics to promote their vehicles by creating clever advertisements that tap into the spirit of the events.
2. Social Media Marketing - There's potential for a new wave of social media marketing that creatively utilizes major events such as the Olympics as a backdrop for personalized campaigns aimed at younger audiences.
3. Advertising - As immersive ads, such as Snapchat ads, continue to grow in popularity, there are opportunities for advertising agencies to expand their offerings to include these types of campaigns to meet client needs.
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