Visa took home gold when it came to advertising during the Sochi Olympics. Visa became the first sponsor to use paid search to drive visitors to its Tumblr account. The ads have appeared on both Google and the Yahoo Bing Network. According to YouGov BrandIndex. Visa was consistently included in Twitter’s daily “most-shared Olympic images.” Visa had 15 images featured, which accounted for more than 50,000 retweets and 75,000 favorites. It’s no wonder Visa took gold when it came to advertising.
Visa has been a sponsor of the Olympic Movement for more than 27 years, according to Kevin Burke, Visa Chief Marketing Officer. According to Burke “For the Sochi Olympic Winter Games, we used that platform to launch and showcase our new brand repositioning, ‘Everywhere You Want to Be,'” he says. “(The Campaign) ties together our proud history with the Olympic Games to the endless possibilities our brand brings for consumers, merchants, financial institutions, governments and others — all over the world.”
Visa created Team Visa Mosaic that allowed fans to participate in congratulating Meryl Davis and Charlie White on their gold medal win. Fans could find their avatar within the image of the congratulatory message for the Olympic stars. Visa sent out tweets to those whose avatars were selected. The ones selected also received digital autographs from Meryl Davis and Charlie White.
Sarah Hendrickson received a lot of attention from Visa. Hendrickson was the featured star of the Olympic debut of the Women’s Ski Jump. The YouTube commercial for Visa shows Hendrickson getting ready for action to the background speech of Amelia Earhart. The YouTube commerical gave me chills as I was watching history being made right in front of my eyes.
Visa worked well in advertising during the two week Olympic Games at Sochi. They tried to connect people to Olympic athletes and make people feel like they were part of the Olympic experience. They tried connecting those who had no interest in the Olympics, to follow based on eye catching pictures and ads. I feel they knocked it out of the park and really left us with images that will last a lifetime. Did Visa take you everywhere you wanted to be during the Olympic games?