Sochi-eesy!! Gay Mountain | Channel 4

I saw this on Friday night watching T.V. and had to rewind three times!!! 



Channel 4 has an extremely varied offering of television series and documentaries on any night of the week: from Alan Carr to Jamie Oliver, from Stephen Hawkins to "Hollyoaks", channel 4 has somethings entertaining on for everyone. The Channel is renowned for pushing the boundaries with their broadcasting choices like "My Big Fat Gypsy Wedding" and pseudo-documentary " Benefits street" where the viewer is bombarded with images of "characters" making poor choices, sometimes engaging in illegal activity  and living off the English Social Welfare system. Surely there are more uplifting and positive messages out in the world to place in the allocated programme slots for Channel 4.



So when "Gay Mountain" aired on friday evening, the Channel 4 viewers were introduced to a Russian stereotyped Gentleman singing patriotically about a fictional " Gay mountain" and rainbow. I had to laugh at the initial images I saw, and the tag line " Good luck to everyone OUT in Sochi" . Channel 4 do not have any rights to show Olympic sporting coverage, and like many brands before have attempted,  it is seizing the opportunity to advertise around  topic of the Olympic Games. To illustrate how serious the IOC is about protecting the Olympic Brand, here is a quote about the brand's licensing: 



"the official licensing programme is pivotal in helping to build excitement in the host country, and around the world, by releasing merchandise and souvenirs that feature the Olympic marks and the Games emblem, which project the host city's message onto the world stage and promote the Olympic brand."



During the Vancouver 2010 Olympics, only 48 licenses were handed out ( meaning 48 companies were allowed to use the iconic and colourful olympic rings or the 'Vancouver 2010' name as part of their branding. It is estimated that the royalties generated from these brands accounted for over US$57 million, a staggering figure to say that the games are supposed to be all about AMATEUR participants! 



According to the IOC website, this year makrs the 100th year of Marketing the Olympics.Does the IOC have a vrial video that can beat "Gay Mountain"? As a marketing student, I will be watchign closely to see the "spin" for Sochi, especially because of the Russian Foreign policy and their governments views on Human rights. In 2015,  will more people recall the Channel 4 viral video? Have the Guerilla MArketers won?



Tune in to BBC2, to hear all about TEAM GB and nothing else! 

Scarlett for ya

This is the ad that SodaStream aired during the Super Bowl in February 2014. I know that we outside the Excited States of America were not privy to the advertising platform surrounding the Super Bowl events, so I wanted to highlight just a few of my favourite ads that have caused a stir in the recent week. As I'm currently studying Digital Marketing and strategic Marketing campaigns, this example of celebrity endorsement has resonated with me. 





Having used a SodaStream system, I think it is a convenient and environmental sound method for bottled beverages. Simply fill the bottle with tap water, pop it in the carbonating machine and press for extra bubbles. There are now flavours and different syrups as part of the product range, which appeal to a wider range of beverage enthusiasts. Jamie Oliver famously used a SodaStream machine to carbonate flat average table wine to create "home made" Prosecco! 



Scarlett Johansson became the spokesperson for the company and as brand ambassador has come under scrutiny for political and social reasons. As with many high profile celebrity endorsements, the brand SodaStream has landed at the centre of a heated global political debate about ethics and good business practises.



The facts: 

• SodaStream’s largest factory is in a Jewish settlement in the Israeli-occupied westbank an area that many Palestinians envision as part of a future independent state.
• Scarlett Johansson  has been a spokesperson for Oxfam International, the confederation of aid groups, for the past 8 years. 
• There is a conflict of interest for the NGO Oxfam which represents the people and groups who have endured years of conflict and civil unrest in this political landscape, as an antipoverty group that opposes trade with Israeli settlements. 

Ms. Johansson has released a statement to say she remains  "a supporter of economic cooperation and social interaction between a democratic Israel and Palestine.” (http://www.nytimes.com/2014/01/31/world/middleeast/scarlett-johansson-and-oxfam-torn-apart-by-israeli-company-deal.html?_r=0). The actress and now political pawn has opted to end her charitable work with Oxfam International and continue as a paid spokesperson for the SodaStream company.