As many of us saw during the opening ceremonies in Sochi, Russia, this past Friday, an error occurred involving the iconic five-ring symbol of the Olympics. Unfortunately, the last of the five rings was unable to open like the rest, leaving only four suspended in the stadium. The car company Audi has a four-ring logo: inspiring an enthusiastic fan to monopolize this opportunity and create an ad for the brand out of the Olympic fail.
Although not created by the brand itself, this ad got quite a bit of publicity for its ingenuity. This was a great, perhaps coincidental, form of advertising for Audi. The ad is obviously embarrassing for Russia, but since the company did not create it themselves they cannot receive any backlash. Fan-created ads, although unofficial, can be very beneficial to any products or brands. It’s important that a company shows it is likeable enough to garner support from their consumers.
Despite Audi not creating that ad officially, another company took advantage of the opportunity. Planet Fitness, whose logo is a gear, tweeted this image:
They used their logo to represent the Olympic ring that didn’t open and looked quite similar. By using twitter and tweeting this ad in real-time as the accident happened it gathered more attention and publicity than it would have if they had taken longer to put the ad together. Companies need to stay on their toes in order to compete well with others, and those that use social media during such a giant world event such as the Olympics will be the ones who succeed.
Nudd, T. (2014, February 10). Here’s an Audi Ad That Should (but Won’t) Be Running During the Sochi Olympics | Adweek. Retrieved from http://www.adweek.com/adfreak/heres-audi-ad-should-wont-be-running-during-sochi-olympics-155631
Twitter / PlanetFitness: That’s ok, Sochi. #Sochi2014 ... (2014, February 10). Retrieved from https://twitter.com/PlanetFitness/status/431874519620272128
Wilstein, M. (2014, February 10). Brilliant Audi Ad Mocking Sochi Olympic Rings Fail Is Probably Fake | Mediaite. Retrieved from http://www.mediaite.com/online/brilliant-audi-ad-mocking-sochi-olympic-rings-fail-is-probably-fake/