Olympic Campaigns

Making the Most of the Cultural Moment, Mfa Goes to Work on Its Seventh Olympics

The US Ski and Snowboard Association (USSA) leans on a deep set of Olympic experiences to deliver media focus and awareness amongst the masses.

photo courtesy of Sarah Brunson

Challenge

Looking to capitalize on the debut of three new ski and snowboard disciplines, USSA tapped Mfa’s expertise of introducing what’s new with the Olympics to the global audience, just as had been done with Snowboarding Halfpipe and BMX at previous Games. With the media conversation leading into the Games being dominated by the political issues and safety concerns around Sochi, the organization looked for a plan that would make its program and athletes shine.

photo courtesy of Sarah Brunson

The Mfa Way

As always, an ever-in-flux Olympic media landscape drove the need for a thoughtful and fluid campaign that would capitalize on pre, during and post opportunities to highlight the US athletes and the organization’s unique stories of support. A pre-Games plan leveraged unique story angles and assets – the team chef, for example – to pique interest in the ‘must watch’ events and position athletes as inevitable stand-outs. Securing the coveted NBC exclusive slots dovetailed into post Olympic media tours that would cement the athletes and USSA’s deserved time in the spotlight.

Impact

Upon sweeping the inaugural Ski Slopestyle podium, US athletes Joss Christensen, Gus Kenworthy and Nick Goepper were positioned as faces of the Games with appearances on NBC TODAY and ESPN. Mfa further amplified the heroic puppy rescue that quickly won front page placements and TV coverage. Aggressive victory tours successfully launched USSA’s other gold medalists Ted Ligety and Sage Kotsenburg to the mainstream with appearances on the Late Show with David Letterman, CNN New Day and Live! With Kelly and Michael.

* Mfa has been active and successful in promoting brands and athletes during every Olympics since the 2002 Salt Lake City Games.

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