How To Link Olympic Events To Mobile Moments
Brands have their own torch to carry — the one consumers pass from seeing a search ad to making a purchase. What are people searching for on their mobile devices when it comes to Olympic-related questions on sports, athletes and events?
As the 2016 Rio Olympic Games got underway, Google identified that viewing parties were searched more than 700% during this year’s Olympic Game opener compared with the past. And Samba lessons surpassed ballet lessons in search by almost 500% during the Rio Opening Ceremonies.
Interestingly, many of the questions asked in searches yielded hints to the types of audience that marketers should target.
The top questions asked about gymnastics were more general. Searchers were more focused on how to do the sport rather than linking the event to any type of food or entertainment. The searches included how to do gymnastics, what is gymnastics, is gymnastics a sport, who invented gymnastics, and how do you make a gymnastics bar?
Those searching for information about the Olympic sport of rowing seemed more physically active and eager to integrate their sport into their daily exercise routine. Searchers wanted to know how many calories rowing burns, what is rowing, is rowing a sport, what is a rowing team called, and whether rowing is better than running.
Rice cakes seemed to go hand-in-hand with cycling. Searchers looking for information on cycling were also searching for rice cakes. Perhaps because they’re an easy-to-pack fuel food.
Equestrian events spurred searches for “horse riding near me,” and the mere mention of Alpine beach and volleyball seemed to trigger more searches for beach volleyball by those in Switzerland than any other country.
One report suggests that after Team USA’s beach volleyball players Kerri Walsh Jennings and April Ross wore long-sleeved shirts the night of the games instead of their usual bikini uniforms, Google searches spiked 4,700% for “temperature in Rio.”