The International Olympic Committee (IOC) threw in a game changer this year for advertisers allowing non-sponsor brands to launch marketing campaigns related to the games. However, even these advertisers have to play by the Olympic rules, Rule 40, and had to submit waivers and marketing plans to the IOC by certain dates. The new rule let several advertisers take advantage of the games and use it as a marketing opportunity. Although, we are unsure of which brands submitted packets to the IOC, here are the advertisers that stood out to us while not being able to mention the Olympics specifically:<\/p>\n
Under Armour, who is not an official sponsor of the Olympics, launched their “Rule Yourself” campaign featuring gold medalist Michael Phelps as he trains for the games. This advertisement uses only video and music to convey the emotion Phelps goes through as he endures practices, weight training and muscle relaxers while training for his last games.<\/p>\n
https:\/\/www.youtube.com\/watch?v=Xh9jAD1ofm4#action=share<\/a><\/p>\n Homage, a clothing company, used pictures of their products to promote the Olympics by forming their clothing to look like the Olympic rings. This creative advertisement incorporated the games without breaking any of the IOC’s rules.<\/p>\n <\/p>\n https:\/\/www.instagram.com\/p\/BIv1phvAuOp\/<\/a><\/p>\n <\/p>\n Amazon used a tournament bracket with the hashtag #TheYoungerGames to use Olympic references and grab the attention of their younger audience.<\/p>\n <\/p>\n It's #TheYoungerGames<\/a> finals. Which game will take the title? pic.twitter.com\/ZLckoJAClO<\/a><\/p>\n — Amazon (@amazon) August 5, 2016<\/a><\/p><\/blockquote>\n\n