The Olympic Winter Games aren’t a planned marketing moment but rather a series of unexpected stories. Winners, losers, emotions, and viral moments follow each other at high speed. For marketers, this is the ultimate real-time marketing lab. Here are ten examples of how real-time marketing creates value in practice.
1. Nike and Chloe Kim – PyeongChang 2018
When 17-year-old Chloe Kim won gold in the snowboard halfpipe, it wasn’t just a sporting highlight but a cultural moment. While the world was still rewinding her run, Nike was already active on social media. Not with an action shot, but a subdued image of Chloe, helmet still on, head slightly bowed. The caption read: “No pressure. Just greatness.” This perfectly aligned with Nike’s “Just Do It” identity. Nike shifted the focus from the performance to her mental calm, exactly the story Chloe had been telling in interviews for days.
2. Red Bull and Johan Clarey – Beijing 2022
The silver medal of Johan Clarey felt like a surprise: 41 years old and still incredibly fast. Red Bull responded almost immediately with a striking visual of Clarey mid-descent. The caption was just as sharp and fast: “41 years. Still flying.” Without further explanation, his age became the story. A perfect example of how Red Bull translates sports moments into pure energy and zest for life.
3. Samsung and Team NL – PyeongChang 2018
After Dutch medal wins, selfie videos of athletes in the mixed zone appeared almost immediately. Not filmed by a camera crew, but by the athletes themselves, visibly exhausted and euphoric. Samsung accompanied this content with the caption “Captured moments after golden moments.” The technology wasn’t pushed, but quietly integrated into the real moment, making it feel genuinely authentic.
4. NOC*NSF and Irene Schouten – Beijing 2022
Sometimes we forget, but NOC*NSF also does marketing: after her gold races, Irene Schouten was gasping for breath, trembling from the cold along the track. NOC*NSF shared no elaborate analysis or montage, but one raw image of that moment. The caption consisted of just three words: “This. Is. Gold.” The power was in the simplicity and that’s why it was shared widely.
5. TikTok and Eileen Gu – Beijing 2022
Eileen Gu won gold, grabbed her phone, and posted a video in which she was visibly overwhelmed by what had just happened. The caption: “Dreams do come true ✨”. TikTok hardly needed to add anything; the platform simply ensured this moment became visible worldwide. Within hours, Gu became the face of the Games.
6. P&G and Olympic Moms – PyeongChang 2018
While athletes were finishing their races, P&G focused the camera on the stands. Crying mothers, clenched fists, relief. The posts were accompanied by the caption “Behind every Olympian is someone who never stopped believing.” The brand showed that the real story often happens not on the ice, but beside it. This perfectly aligned with P&G’s brand identity as a producer of daily household and personal care products focused on care, support, and enabling others, especially in the moments that matter most.
7. Adidas and Ireen Wüst – Sochi 2014
After her fifth Olympic gold medal, Adidas shared a sober black-and-white photo of Ireen Wüst. No confetti, no action, just focus. The caption read: “Five times Olympic gold. Zero excuses.” The post felt timeless, just like her career. This emphasis on dedication, long-term performance, and mental strength perfectly matched Adidas’ positioning as a performance brand that believes in hard work over hype.
8. GoPro and the Snowboard Finals – PyeongChang 2018
During the snowboard finals, GoPro shared POV footage from athletes’ helmets immediately after their runs. Viewers saw exactly what the athlete saw: speed, height, tension. The caption “This is what gold looks like.” completed the experience and drew the viewer into the moment. By literally giving consumers the athletes’ perspective, GoPro created an immersive experience. It made the technology tangible, allowing people to feel that they too could capture such intense adventures with GoPro.
9. Ralph Lauren and Team USA – Beijing 2022
After the first American medals, Ralph Lauren appeared with stylish images of Team USA in their official outfits. The caption “Proud to outfit Team USA on the world’s biggest stage.” placed fashion, national pride, and sport side by side without overshadowing the sporting moment.
10. NBC and Shaun White – PyeongChang 2018
After his iconic comeback, NBC shared a montage of Shaun White through the years almost immediately. Old footage, new emotions, one last run. The caption: “One last ride. One legendary finish.” It felt less like news and more like the closing scene of a film. This approach reinforced NBC’s role as the ultimate sports storyteller, creating a deep emotional connection with the audience and strengthening trust in the channel as the go-to destination for the Games, keeping viewers engaged longer.