From TikTok to Toyota: The Buzz-Worthy Influencer Activations at the 2024 Olympics

The 2024 Olympics brought together the world’s greatest athletes and introduced the world to some of the best brands through their favorite influencers and sports champions.

The Olympics were not just about showcasing athletic prowess but also about integrating influential brands into the global spectacle through creative and engaging activations. Brands seized the opportunity to connect with a global audience, blending sports with culture, storytelling, and entertainment. Here’s a look at the top five standout influencer activations that captivated viewers across the globe.

TikTok: It does Start on TikTok

The New York Times aptly described this as "We’re All Living the Olympics Through TikTok Now"

TikTok turned the Olympic experience into a global phenomenon with its campaign "It Starts on TikTok," showcasing exclusive content from athletes like Katarina Johnson-Thompson and Paralympic fencer Oliver Lam-Watson.

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Partnering with Team Great Britain and Paralympics Great Britain, TikTok not only provided athletes with workshops to enhance their storytelling but also created interactive spaces like Team GB House and Paralympics GB House. These pages allowed fans to connect with athletes, celebrate victories, and immerse themselves in the Olympic journey.

Coca-Cola’s ‘Behind the Scenes’ with YouTube Vloggers

Coca-Cola brought a fresh perspective to the Olympic Games by teaming up with popular YouTube vloggers. From exclusive athlete interviews to hidden gems around the Olympic Village, these creators provided an intimate look at what goes on beyond the stadium lights.

Viewers were treated to a mix of personal experiences, athlete interactions, and Coca-Cola’s signature Olympic moments, blending storytelling with subtle brand integration. This authentic engagement kept audiences glued to the Olympic experience and reinforced Coca-Cola's connection to global sports.

Intel: AI Platform Experience

Intel showcased how AI technology can be used to analyze athletic performance. Their activation at the Olympics provided the audience with behind-the-scenes insights into the training and technology that support Olympic athletes.

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With data-driven insights, fans could optimize their form, track their progress, and make real-time adjustments in training sessions. This not only highlighted the convergence of sports and technology but also provided a glimpse into how AI can the growing role of AI in sports.

Samsung’s ‘Capture the Moment’ with Influencer Photographers

Samsung handed out the Galaxy Z Flip 6 to all qualifying athletes at the Olympics, promoting visual storytelling through their camera lenses. They also pushed for the capture of stunning images, amazing performances of the electric Olympic atmosphere, and local culture.

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SABIA DESSA? A Samsung, patrocinadora oficial dos Jogos Olímpicos e Paralímpicos, presenteou os atletas com um modelo exclusivo de um de s... See more

By sharing these moments online, Samsung not only highlighted the impressive camera quality of the Galaxy Z Flip 6 but also fueled social media buzz, encouraging fans to join in by sharing their own Olympic-themed photos, creating a global creative conversation around the Games.

Reese’s: Legends and Newcomers with a Sweet Twist

Reese launched the "Legend v. Newcomer" campaign, featuring Olympic champions like Alex Morgan and Sophia Smith. Through social media content, the campaign highlighted, the relatable and human habits, struggles, and triumphs of athletes like Morgan and Smith, inviting audiences to connect on a personal level beyond the usual focus on athletic excellence.

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Reese’s also introduced limited-edition Olympic medal-shaped chocolates, tying in with the brand’s tradition of seasonal shapes and adding a festive touch to the Games.

Toyota: "Start Your Impossible" with Jessica Long

A powerful celebration of human potential and the spirit of teamwork. As the official sponsor of the 2024 Olympics and Paralympics, Toyota uses its platform to spotlight the incredible journeys of athletes like Gabby Thomas, Eva Moral, Milan Trajković, Jetze Plat, and Haruka Enomoto.

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The campaign emphasizes the crucial role of community and support systems in achieving extraordinary feats. A prime example is Paralympic swimming champion Jessica Tatiana Long. Despite having no legs, Long’s remarkable achievements in swimming and her collection of medals exemplify the campaign’s theme of overcoming adversity and achieving excellence.

SKIMS: Inclusivity and Comfort

SKIMS extended its partnership with Team USA for the 2024 Paris Olympics, building on the success of its previous collaborations during the Tokyo 2020 and Beijing 2022 Olympics. In their latest collection, they feature a broader range of offerings, including SKIMS Mens, Swim, and Adaptive lines, making it the first time men's styles and intimates have been included​.

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Featuring Olympians and Paralympians such as Sunisa Lee, Fred Kerley, Gabby Thomas, and Nick Mayhugh, the campaign underscores SKIMS's commitment to celebrating and empowering all body types. Collaborating with Team USA athletes, who prioritize both comfort and flexibility in their off-duty attire, aligns perfectly with the brand's mission and addresses the playful teasing they often face about their bodies.

These standout activations brought a fresh and engaging twist to the Olympic Games, blending sports with storytelling, technology, and inclusivity to captivate audiences around the world.