How do you capitalise on the Olympic Games taking place without breaking the rules of the London Organising Committee of the Olympic Games (LOCOG)? You’ve probably heard of companies being banned from using the words London 2012 or Olympics in marketing materials, of the Olympic Cafe in London who had to fight to keep their name, even though they had been called that for years. Little Chef is allowed to serve its Olympic Breakfast because it’s been doing that for years too.
For everyone else hoping to put an Olympics spin on their marketing, there’s not a lot of wiggle room. Or is there? I spotted the home page of my Firefox browser today had been given a distinctly Olympic theme, but then I realised that it isn’t actually branded in any way and neither does it say it has anything to do with the Olympics.
With an animated flame image centre of the screen, the page invites you to choose your national flag to personalise the page, and to “celebrate the global spirit of community”. Clever.