Xamara Binet’s Post

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Business Strategist | International Relations

The 2024 #Olympics inauguration was nothing short of bizarre for most people—at least those not familiar with metal scene. Incorporating #Gojira was a bold move from the organizers. Particularly due to the fact that it was decided to broadcast a headless Marie Antoinette and an outstanding allusion to the decapitation of the bourgeois. I liked it. Wait, let me take that back. I LOVED it. And it's not only because I am a HUGE Gojira fan, my praise also comes from a #marketing standpoint. One of the R.E.D. Marketing principles, term coined by Greg Creed and Ken Muench in their book with the same title, is that, in order to be memorable, you've got to be DISTINCT. Playing it safe gets brands nowhere. It's no secret that the Olympics had a declining viewership during the last games, therefore, in order to obtain more ratings it's safe to say that they decided to add individuals with diverse interests into the mix. Also, Gojira represents France's finest talent. This year's inauguration, along with the other controversial display of the bacchanal, was undoubtedly planned with younger, more secular, audiences in mind. Not only does this resonate with the cultural literacy of Ancient Greek traditions predominant in #millenials and #genz, it also reflects the more nonreligious societal shift that is happening. It's #sociallistening. Regardless of your stance of this year's Olympics inauguration, we can't deny that it's a marketing lesson for the books: dare to be disliked.

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