Olympic immersions

Airbnb: Under the dome

In the run-up to the Olympics, Airbnb ran a contest promoting a truly one-of-a-kind experience: a night inside the Olympic Arena. For the first time this year, the company was an official partner of the Olympic Games, providing “alternative accommodation” for travelers seeking authentic experiences.

“At Airbnb, we are in the business of offering unique spaces that inspire you long after your stay, and oftentimes we find that inspiration transcends the walls of your listing and lives on in the people you meet and incredible experiences you have,” said Airbnb’s Brazil manager Leonardo Tristão told Gizmodo. “Having the opportunity to live like an Olympic athlete in Rio, train alongside them and witness first-hand the thrill of competing for a gold medal on a global stage is just one example of the incredible experiences you find on Airbnb.”

Two winners received a stay inside the custom-built listing, which included gymnastics-themed features like a hanging rope ladder, a “safety-net” hammock, and a gold-plated bed. Floor-to-ceiling windows overlooked the arena. The winners were welcomed by Brazilian gymnasts Diego and Daniele Hypolito, who provided a tour of the venue and live commentary on gymnastics matches. A complimentary VIP package and spa treatment were also part of the deal.

Airbnb projected as early as July that hosts stood to make $25 million during the Olympic Games. The one-of-a-kind listing certainly played to the company’s strengths—and to its latest repositioning as an experience curator.

Coca-Cola: Teen Hangout

Coca-Cola targeted the coveted Generation Z demographic for its Olympic Stadium live site. The brand’s “Parada Coca-Cola” was a hangout space designed exclusively for teens and featured immersive sound and light installations, interactive experiences like a dance competition, and selfie stations with Olympic medals.

“Everything inside this space is designed for sharing instantly,” said Collin Brum, the space manager, in a promotional video. “So once they take the photo, they’re going to share it instantly online and hashtag ‘#ThatsGold.’”

Teens were also treated to a series of concerts inside the space that were broadcast on Facebook Live and on MTV Brazil, expanding the brand’s outreach to teenagers through the media most native to them: video. According to Campaign, Coca-Cola reached 21 million teens (77% of Brazil’s teen population) primarily through mobile, showing the effectiveness and potential of marketing to Generation Z with authentic content, unique experiences and video integration.

Nike: Unlimited

Nike’s “Unlimited” campaign gathered significant buzz as the brand pulled out the stops for its first official Olympics sponsorship in 16 years. The brand held global event in major worldwide cities over 17 days, inviting athletes to join Nike in pushing their limits.

One video ad in particular stood out: “Unlimited Courage,” featuring the brand’s first openly transgender athlete Chris Mosier. Mosier, a triathlete, is also the first openly transgender athlete to compete on a US men’s national team. Although he did not compete at the Olympics, he remains an advocate for LGBT athletes. Mosier played an important role in shaping a 2016 Olympics policy that no longer makes reassignment surgery a prerequisite for trans athletes to compete.

“How’d you know that the team would accept you?” a narrator asks Mosier in the upbeat ad. “Or that you’d even be allowed to compete?” He replies: “I didn’t.” “Didn’t you ever want to give up?” asks the narrator. “Yeah,” says Mosier. “But I didn’t.”

The groundbreaking spot not only tapped into an important national conversation surrounding trans representation, but helped to push it forward. A recent study from The Innovation Group and OPAM (Out Professionals in Advertising and Media) found that just 23% of Americans sometimes saw ads featuring transgendered individuals. At the same time, 75% of respondents agreed that showing transgendered people in ads was an accurate reflection of society and that brands should try to represent the American populace.

Nike serves to get significant mileage out of its bold editorial choices: According to Google research, the campaign was the most-remembered among TV viewers, showing that tackling controversial topics can resonate strongly with audiences when done effectively. .