On the 5th of August 2016, the Rio Olympics begin, with all the excitement and suspense that comes with the gathering of the world’s top athletes. While they are no doubt deep in their preparations for the upcoming games, is your business? Have you planned your Olympics based topical content, to take advantage in the surge of interest and national pride?
In the United Kingdom, after London hosted the games in 2012, there began a sustained presence of national pride throughout UK media platforms. Probably spurred by the GB team actually doing rather well. This was supported by events such as the Royal Wedding, the Prince’s birth and more recently the Queen’s 90th birthday celebrations. As such one approach to take with your topical content could be to pick up the theme of patriotism and the notion of “Great” Britain. With the Brexit vote imminent, it could also be a way to align your brand with the continued notion of the United Kingdom, regardless of the way the vote turns out.
Another approach to topical content would be to match it to the games directly. The Virgin Media fibre optic broadband adverts featuring Usian Bolt, are a great example of this. They equate the speed of their broadband services to his. Or the addition of Jessica Ennis and Jenson Button (ok, not an Olympian but a firm fave here) to the roster of clean cut stars promoting the banking services of Santander, aligning their brand with working hard and getting results. Depending on your niche and client base, how blatant you want to be in the connection will vary. In some instances, following the Virgin example of direct comparison could work well. Perhaps for delivery companies or other time sensitive services. This often works well combined with humour rather than a literal comparison.
A less direct approach could be to write about how your products/ services could be useful in relation to the games. So if you sell toys, picnic items or food produce you could write about creating your own mini games for your family. Or a content provider, could pitch that with their fixed price content packages, they could take the hassle out of creating topical content in relation to the upcoming Olympic games. Just an idea.