Hershey's is doubling down on social media for Summer Olympics
"In comparing the contrast on these campaign tactics, both campaigns are designed to engage consumers with the brand in an emotional way, in that way the goals are the same," said Marci Troutman, CEO of SiteMinis. "However, there is a difference in the approach to get that emotional tie.
"Hershey's chocolate bars are designed to bring out the emotional bond through the trials and efforts of RIO summer olympians, tear jerker engagements- expanding on the HELLO HAPPY campaign to add HELLO FROM HOME to the olympic experience," she said. "Reese's is all about FUN tying WINTER olympians to the summer games showing that the winter olympians can relate a bit and have FUN this summer because its not WINTER olympics."
Reese?s is focusing on the athletes who are not competing but are attending this year?s Summer Olympics in Brazil. The chocolate peanut butter brand is sharing videos of Winter Olympic athlete Lindsey Vonn while she focuses on having fun at the Olympics.
The videos show Ms. Vonn attempting various summer events that will be featured in Brazil this in a comedic way. The video captures her funny and borderline goofy personality while she completes stunts such as ribbon twirling, pole vaulting, archery, equestrian riding and fencing, in a comedic way.
Users on social media will be able to view the video while also interacting with the campaign. Fans can follow along with Ms. Vonn?s Olympic coverage on Reese?s social media channels on Twitter and Facebook.
For instance, she will be sharing news of athletic commentary on trending topics and share polls that users can respond to through the hashtag #LikeAWinterOlympian.
Each athlete receives a Hershey?s branded keepsake box that shows letters from friends and family, along with Hershey?s chocolate bars. A mobilized platform and the hashtag #hellofromhome will allow fans to send their own messages to athletes, that may be sent to the respective athletes and featured in future videos.
Social media strategies
The city of Las Vegas similarly chose eight influencers from a variety of international markets ? including Mexico, Britain and Brazil ? to create relevant content showcasing their favorite Las Vegas experiences and reach highly engaged mobile users (see more).
Heineken and Major League Soccer also brewed a recipe of social media and fans to drum up awareness for their annual Rivalry Week festivities by rolling out a custom emoji that will appear in any Tweet containing the #RivalryWeek hashtag (see more).
"Both campaigns will lean heavily on interactive social engagements to highlight what is happening with the olympics," Ms. Troutman said. "However, the Hershey campaign will add tools that allow consumers to offer the olympians their own #hellofromhome hashtag on social media to send virtual messages to Team USA during the games."