Now that the Olympic stars of the future have arrived, how can they improve marketers’ understanding of the next generation?
The Olympic Games are a unique event in human history, for they bring the world together through the pursuit of excellence and celebration of the human spirit.
These athletes have unprecedented reach and been used for decades in marketing campaigns to represent brands.
However, the Winter Games have been taken over by a new wave of young superstars like Chloe Kim, Red Gerard, Maame Biney, Vincent Zhou, and Nathan Chen. Not surprisingly, the successes of these athletes have almost been overshadowed by their personalities.
Here are two major lessons that these new Olympians can teach celebrity marketers.
The Myth of “Digital Obsession”
We have all heard the critics of Millennials and Gen Z lamenting that the social fabric is being ruined by rampant use of technology. These cliches have become rather toxic.
If there is anything that these athletes are proving, it is that this myth needs to die quickly. Celebrity marketers must meet Gen Z on their level, creating experiences and content that appeal to them.
Chloe Kim dominated the half pipe on her way to a near perfect score, gold medal, and national headlines. But many outlets reported instead that the tweeted her cravings while waiting for her next run.
That is unheard of in Olympic sport. Instead of folding under pressure, she tweeted and showed her composure, then went out and became the youngest gold medal winner in the history of the event.
It would be naive to suggest there was no danger associated with rampant obsession with technology, but celebrity marketers who understand that technology usage by younger generations is not to be feared will be in position to reap the rewards as it becomes embraced as the new normal.
Influencer Personality Doesn’t Have an Age Requirement
A common perception held by some marketing professionals is partnerships with younger influencers are much more volatile and not worth the risk. Young Olympians have already begun to buck this trend.
Generation Z should not be defined by traditional standards of maturity and the need to reach a certain threshold to be an effective influencer. These athletes are still teenagers by any measure.
However, it reinforces the emerging doctrine that influencers should be recruited for the experience they give consumers rather than relying on old endorsement standards.
A 17-year-old who wins a gold medal in a sport they live for, who willing tweets they are hungry for ice cream or chips to calm nerves can be just as impactful with consumers as a more expensive A-lister with less connection to the product.
Partnering with an Olympic athlete can be tricky since they aren’t in the public eye for long periods of time, but young athletes like those mentioned above are the future. Smart marketers and brand agents recognize, even if you do not partner directly with them, that the way these stars interact with the market should be adopted to succeed.
photo credit: Elena Vasileva via (flickr)