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!