B-to-C Events

In what may be the fastest turnaround of an Olympic sponsorship deal ever, Procter & Gamble signed, sealed and then delivered its first-ever P&G Family Home in about 60 days.

When the Olympic flame on Feb. 12 lit the cauldron at BC Place Stadium, site of the 2010 Winter Olympics in Vancouver, it symbolized peace, hope, inclusiveness, equality, joy and fraternity to viewers around the world. To Coca-Cola and RBC, presenting sponsors of the 2010 Olympic Torch Relay, the flame represented all that and more: the challenge of carrying it safely 45,000 kilometers across Canada for 106 days to more than 1,000 communities and touching more than 90 percent of the Canadian population along the way.

There’s nothing like a long line to pique the public’s interest. And that’s exactly what Panasonic has done with its sponsor pavilion at the 2010 Winter Olympics—twice! Outside the brand’s two-story, glass-front structure, fans wait in line to get their tickets and assigned showtimes for a seat in one of two 3D theater experiences hidden at the back of the pavilion. Inside the spacious lobby, fans line up again behind velvet ropes to wait their turn for a seat at the show.

They say you shouldn’t judge a book by its cover. Well, maybe you should. With a slick exterior design more reminiscent of a museum than a temporary brand experience, Samsung’s branded center at the Olympic Live City gets an A for its exterior curb appeal (Design: Imagination, New York City). Consumers first access an HD theater for a short movie about Samsung’s connection to the Games, then gain entry into the main space: a combination product demo center, interactive game room and entertainment venue. There is live music, phones to test (and text) and more.

It is the largest sponsor at the 2010 Winter Olympics, using the Games as a platform for brand growth, b-to-b hospitality, technology showcases and yes, sales generation. For Bell Canada, the Vancouver Games is an opportunity that couldn’t be passed up. Those on the ground at the Games find the Bell Canada brand, literally, everywhere. As an example, we point you to the Bell Canada Ice Cube, a custom-built fan experience located steps from BC Place and positioned as a fan destination for the world.