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#ThatsGold: Sponsorship activation in the 2016 Rio Summer Olympics
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Abstract
The purpose of this case study was to examine sponsorship activation techniques implemented by three sponsors of the 2016 Summer Olympic Games, namely Coca-Cola, Procter & Gamble and Samsung. Following a review of sponsorship-related literature, various secondary sources were examined to identify the most commonly used sponsorship activation techniques within the context of the Rio Games. The findings of this case study point to the increased use of digital media in the design and delivery of the activation campaigns of these three Olympic sponsors. More traditional methods of sponsorship activation, such as advertising, thematic packaging and on-site programmes, were also identified. Executives in charge of designing and executing sponsorship agreements should capitalise on the new opportunities created by digital media in order to engage consumers on various platforms and to build stronger relationships between their target markets and their brands.
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Cite it as
@article{apostolopoulou2017thatsgold,
title = {\#ThatsGold: Sponsorship activation in the 2016 Rio Summer Olympics},
author = {Artemisia Apostolopoulou and Scott E. Branvold and Jacob J. Pearson and David P. Synowka},
year = {2017},
journal = {Journal of brand strategy},
volume = {6},
number = {3},
pages = {263},
doi = {10.69554/vyrn2807},
}