Facebook has launched its countdown to the Tokyo 2020 Olympics with a new campaign.
Called ‘Give Your Game Everything’, the campaign aims to help advertisers prepare for their marketing activation during the Games in Japan.
According to Shawn Lim, writing in The Drum, it is based on the insights uncovered by Facebook IQ, the digital insights and market research arm of Facebook, which commissioned YouGov to survey 9,173 people aged 18-64 in Australia, Brazil, France, Germany, Japan, Korea, Russia, United States and the United Kingdom in April 2019.
According to Facebook, the survey’s results highlights the way that sports fans consume their favorite sports, and the multiple apps and content formats they engage with during the Olympics.
This is especially important for advertisers who not official sponsors, as they have to find creative ways to capitalize on the buzz around the game because of “Rule 40” of the IOC Charter.
The rule imposes restrictions on those participating in the Games from taking part in advertising or allowing their name or image to be used for advertising purposes, during the Games, unless the advertising is for an official sponsor.
Facebook hopes the understanding of the shifts in consumer behavior will help advertisers to build ideas that connect with real people’s behaviour on the platform even if they are not official sponsors.
Advertisers can access these insights through a microsite, which publishes articles on how they can use Facebook family of apps and other social media during global and sporting events like the Olympics.