Called ‘Give Your Game Everything’, the campaign aims to help advertisers prepare for their marketing activation during the Games in Japan.
It is based on the insights uncovered by Facebook IQ, the digital insights and market research arm of Facebook, which commissioned YouGov to survey 9,173 people aged 18-64 in Australia, Brazil, France, Germany, Japan, Korea, Russia, United States and the United Kingdom in April 2019.
According to Facebook, the survey’s results highlights the way that sports fans consume their favourite sports, and the multiple apps and content formats they engage with during the Olympics.
This is especially important for advertisers who not official sponsors, as they have to find creative ways to captialise on the buzz around the game because of “Rule 40” of the IOC Charter.
The rule imposes restrictions on those participating in the Games from taking part in advertising or allowing their name or image to be used for advertising purposes, during the Games, unless the advertising is for an official sponsor.
“When people seek connection, commiseration and community during international sporting events, they turn to Facebook’s family of apps and services. With the hype and anticipation surrounding the events, people will be expressing their fandom in ways that are newly possible,” said Sandra Marichal, the marketing insights manager for APAC at Facebook IQ.
“This presents a new world of opportunities for marketers, media planners and creative teams and we are excited to partner with them to build campaigns with impact.”
Advertisers can access these insights through a microsite, which publishes articles on how they can use Facebook family of apps and other social media during global and sporting events like the Olympics.
The idea for the campaign was born in Asia Pacific and led by Facebook IQ, together with APAC business marketing and creative teams at Facebook. It was produced by RD Content, a video content agency and Jack Weatherley, a British director who directed the campaign’s film.