Event marketing: the 2024 Summer Olympics in retail

by Jennifer Meyer

Summer is in full swing and with it we are experiencing both great events this year – such as the European Football Championship in Germany, Christopher Street Day, and the Olympic Games in Paris – as well as the great summer feelings with the desire to escape the real world for a short time. Numerous retail companies have recognised these opportunities and are using them particularly creatively this summer to showcase their products and brands in the best light through innovative event marketing.

Event marketing is a fantastic way for retailers and brands to reach their target groups directly. Carefully planned and executed events create memorable experiences that go far beyond traditional promotional activities. Such events offer the opportunity to present products and services in an authentic context, which can strengthen customer loyalty and promote brand loyalty. Events also enable valuable first-hand feedback and genuine interaction – an invaluable advantage in our digitalised world. And let's not forget: Successful events can achieve tremendous reach and visibility through social media and press coverage. A well-organised event can go viral, skyrocket brand awareness and significantly increase positive brand perception. Here we show four companies that have already achieved this this summer:

LVMH is part of Club France, the official fan zone of the French team at the Paris 2024 Olympic and Paralympic Games. At the Parc de la Villette in Paris, LVMH offers visitors an immersive experience to celebrate France's victorious athletes. Club France will show live broadcasts of the competitions on large screens and offer a varied programme with final broadcasts, medal celebrations, concerts and DJ sets. In the LVMH area, visitors will experience sporting excellence and perfect craftsmanship. An exhibition will showcase Dior outfits for the opening ceremony and a replica of the Olympic torch. The medallists' stand offers athletes a Sephora corner to freshen up, a Moët Hennessy bar and a lounge to relax in. Photos of the Olympic participants with their medals will also be taken and exhibited here. In addition, the LVMH stand offers an interactive digital experience called "Maison of All Victories". This platform invites visitors to explore the fascinating world of LVMH Maisons.

In July, Asda hosted a special wine tasting event that took its guests to new heights. On 24 and 25 July, a lucky few had the opportunity to take part in the "Wine Flights" – a tasting in a hot air balloon floating over the British countryside. During the flights, which took off at the golden hour to offer spectacular panoramic views, participants tasted six new wines from the Wine Atlas range. An Asda wine expert accompanied the guests and gave expert tasting tips. Complimentary snacks were also served. Asda's Wine Atlas series is renowned for shining a spotlight on lesser-known grape varieties and broadening the horizons of wine lovers. This event offered a unique opportunity to experience this diversity in a special setting. Interested parties were able to register in advance and the winners were selected at random.

Hamburg Pride Week took place from 27 July to 4 August 2024, with OTTO once again playing an active role as an official partner. On 3 August, around 140 OTTO employees demonstrated for diversity and self-determination with a colourful truck at Christopher Street Day (CSD) under the motto "Komm Rechts in die Queere" (a play on words meaning “to get in the way of the right-wing radicals”). In addition to their participation in the CSD, OTTO employees also took part in panel discussions at the Pride House in St. Georg – a district of Hamburg known for its cultural diversity – where they discussed topics relating to diversity and inclusion.

OTTO supports and promotes diversity through five employee networks, including the queer network MORE*, the Fe*Male Network PLAN F and the cross-generation network #experienced. OTTO anchors its commitment to diversity in its own Diversity & Inclusion team, which is involved in important publications such as the Transidentity Guide and the Diversity & Inclusion Report. With its involvement in Hamburg Pride Week and numerous internal initiatives, OTTO sends a clear signal in favour of an open and diverse society.

From 1 July to the end of August 2024, Selfridges will be transformed into a sports centre under the motto "Sportopia". The shops in London, Manchester and Birmingham will offer a colourful programme with exciting brand collaborations and experiences on every floor. Highlights include a lively sports bar, tennis and Olympic swimming experiences and a large climbing wall. Visitors can meet sports heroes and participate in interactive activities. Well-known brands such as Lacoste, Champion, Nike, OMEGA, Lewis Hamilton, David Beckham and Ellie Simmonds will be there. Sportopia's shop windows will showcase the art and energy of different sports, from underwater rugby to parkour. Artists such as Corbin Shaw and Anna Lomax have created sport-inspired window displays, and Emily Pugh has designed special Sportopia flags for the central atrium. These creative works make Sportopia a special visual experience. Selfridges has a long tradition of sporting events. Since the 1920s, the department stores' chain has been offering special experiences for its customers.

Sources: Press release LVMH, press release Asda, press release OTTO, press release Selfridges