Six brand activations from Rio 2016

Event rounds up six of the best brand experiences that have been created around the 2016 Olympic and Paralympic Games in Rio.

Six of the best Olympic-themed brand activations in 2016 include Coca-Cola, Samsung and Visa
Six of the best Olympic-themed brand activations in 2016 include Coca-Cola, Samsung and Visa


Olympic sponsor Coca-Cola has created two fan zones in Rio to raise awareness of its range, which is part of its wider marketing #ThatsGold campaign. The activation will offer fans the chance to experience #ThatsGold in a number of ways, from innovative tech activities to music events. Inside the Olympic Park, Coca-Cola will be served in commemorative gold aluminum bottles as a celebration of the Olympic Torch Relay. 


The electronic brand Samsung will construct several of its pop-up Galaxy Studio experiences across Brazil this summer to coincide with the Games. Guests will be able to play with Samsung’s latest technology and try out various Olympic sports through a range of enhanced virtual reality (VR) experiences. A new 4D VR offering will be available at select studios where fans can experience the high-speed thrill of kayaking.


As the exclusive payment provider of the Games, Visa has created five VIP Lounges in five locations in the US and Brazil. Guests can expect appearances from Olympic athletes and Olympic-themed giveaways, plus Brazilian-themed food and drinks. For four days, Visa Chase United card members can enjoy a complimentary retreat at Copacabana Beach in Rio.


The 100,00 sq ft Holland Heineken House will return for this year’s Olympic Games, having launched 24 years ago at the 1992 Games in Barcelona. It is the official national house of the Netherlands and is hosted by the NOC*NSF (Netherlands Olympic Committee). This year the house will boast a swimming pool, beach volleyball court, restaurants and food vendors, boot camps with Dutch Olympians, parties and competitions.


Earlier this year, Airbnb listed a room inside the Rio Olympic Arena, offering sporting fans the chance to stay within the space. The gold medal-inspired room was designed to include a range of apparatus typically used in the sport, such as rubberised floors, a hanging rope ladder and lamp rings. One winner and a guest were flown to Rio in April to stay in the room and were given tickets to a range of pre-qualifying events for the Olympic Games.


'Stadium of Wonders' is the title of Panasonic's corporate pavilion in Rio, where guests can enjoy interactive exhibits, large screens displaying footage of the brand's 25-year association with the Games and video games. The activation will showcase Panasonic’s cutting-edge AV technologies.

More: Food with a Brazilian twist

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