If there's an occasion or event coming down the pipeline, you can bet your bottom dollar that the onslaught of thematic advertising is soon bound to follow. Nowadays, we've all grown pretty accustomed to the topical communications that sprout up from marketers during these key time frames. Whether it's for a traditional holiday (Valentine's Day, Father's Day) or the lesser-known yet socially revered National X Day (National Siblings Day, National Puppy Day), many brands have become experts at leveraging these moments as an opportunity to spark a conversation.
The underlying hope is that these marketing strategies create some top-of-mind awareness, an authentic connection, and that they ultimately lead to purchase. Most of the time, this can be a really effective tool. But what happens when we're all shouting the same thing at the same time? Will the communal and authentic spirit of the Olympic Games be able to shine through? Or does it come across as nothing more than a series of carefully premeditated machinations? This year, new policies put in place by the Olympic Committee could severely curb the oversharing frenzy of brands.