With the Olympic Torch passing through Eastbourne next month, we thought we would share our top ten tips on how businesses can and cannot incorporate the Olympics into their everyday marketing. London Olympics Association Right (LOAR) has been set up to keep an eye on the intellectual property of the 2012 Olympics and has imposed several strict restrictions.
Any brand that isnt an official sponsor of the Olympic Games must be careful and monitor what content they are posting surrounding the events; even re-tweeting something relating to the games could prove difficult. Follow the tips below and you should stay out of trouble:
DONT associate your business or brand with the Olympics. This is the first rule set out by the London Olympics Association Right (LOAR). Any content you create or use to advertise your business must not lead people into believing you have any kind of official association with the Games
LIMIT the type of content you post and keep an eye on the permitted topics set by the LOAR. Most businesses and brands are keen to harness the marketing potential of the Olympics but there are strict guidelines on what is permitted
DONT fill your social media page with posts that constantly mention the Olympics. One mention amongst your regular posts should be fine
DO provide relevant and factual information to clients and customers about the Olympics in a way which doesnt promote your business in association with the games
AVOID discussing participants in the Olympic events as this may be seen as trying to associate your business with the Games
DONT use any images surrounding the events such as crowds or landmarks. Even a silhouette of a runner with a landmark outline behind would be seen as infringement
DONT use the Olympic symbol anywhere in your marketing material
DONT run a competition for Olympic tickets. It may seem like a great prize to offer your customers but the action taken against you wouldnt be worth it
DO use sport as a marketing tool. As long as the campaign makes no reference to the Olympics directly in words or pictures then it will be fine. Words like excellence, winning and running are not prohibited by LOAR
DONT give specific expressions of support linked to the brand, for example Go Team GB in London 2012 or Everyone here at Cobb PR cant wait for the Olympics
Now you know how to safely incorporate the Olympics into your business, lets all join together and cheer the Olympic torch on as it passes though the town.