Experiential Marketing Gold: 5 Unforgettable Brand Activations from the Paris Olympics

This summer’s Olympics in Paris was one for the record books. The level of fan engagement from spectators, both at home and abroad, exceeded expectations, and brands that capitalized on this enthusiasm were richly rewarded. However, the most successful activations were the ones that not only delivered on their brand promise but also provided valuable and memorable experiences to consumers. The runners-up, on the other hand, simply showcased themselves. Below are five brand activations that deserve an experiential marketing gold medal.

5 Unforgettable Brand Activations from the Paris Olympics

1. Michelob ULTRA Kicked Off the Summer of Team USA

Michelob ULTRA delivered its brand promise – a beer brewed for those who live an active lifestyle – with its most extensive campaign and sponsorship investment to date as the exclusive beer sponsor of Team USA for the 2024 games. In addition to a multi-million-dollar media buy, the experiential activations included a presence within the Team USA house in Paris, where visitors could participate in interactive activities, enjoy live music and athlete appearances, and create personalized Mich Ultra cans. Stateside, the brand participated in the Parisian-themed takeover of Rockefeller Plaza in partnership with NBCUniversal, which featured a large footprint with cafe-esque seating, a replica of the Eiffel Tower, and a large screen for viewing parties.

2. Uber Aligned its Offer to Paris’s Natural Infrastructure

A big soundbite of the Paris Olympics media coverage was that these games would be the most sustainable partly because the city would leverage venues and infrastructure already in place rather than building new.  Inspired by this, Uber launched its first-ever water transportation service, offering free cruises and day trips on the Seine River. This initiative not only pleasantly surprised customers but also aimed to manage the anticipated 30% increase in tourist traffic during the Olympic Games, which was expected to lead to a surge in demand for Uber drivers in Paris.

3. Bumble Opened a Pop-Up Space to Meet Cute

Also capitalizing on the influx of visitors to Paris, Bumble gave its users a dedicated spot to meet up or hang out between events with its very own Parisian café in partnership with Good News. This demonstrates a few things about the brand:

• It put its customers first.
• It followed through on its brand promise.
• It activated the brand in a manner that was beneficial to both sides.

4. P&G Proves it Knows Athletes Are Customers Too

As the owner of dozens of consumer brands, Procter & Gamble activated several brand experiences, including a Beauty & Grooming salon within the Olympic Village that served the Olympic and Paralympic Games athletes. Showcasing Brands like Pantene, Gillette, Head & Shoulders, and Braun, athletes had the opportunity to look and feel their best. Another nod to P&G, was the Pampers-sponsored nursery (the first ever) provided to athletes in the Olympic Village. With all the excitement, entertainment, and inspiration the Olympic athletes showed fans, brands that showed up to support athletes are winners, too.

5. Wingstop Injects New Flavor into Paris Culture

Parisian culture and cuisine are not commonly associated with chicken wings, right? However, the American brand Wingstop set up a temporary “House of Flavor” in an old fire station, where they hosted break-dancing competitions, pick-up basketball games, offered tattoos and nail art services, and hosted a nightclub party featuring Parisian DJs and hip-hop artists. This allowed Wingstop to introduce its brand to the Parisian crowd by connecting with the culture of its target demographic. What’s more, the brand had previously tested a similar pop-up concept in the UK as part of its global expansion strategy, so tapping into the Paris market during the Olympic Games served as the ideal opportunity to test and scale their approach.

Another secret to success for these stellar brand activations is having the right brand ambassadors in place to help execute the experiential strategy and serve as the face and voice of each brand. Taking inspiration and lessons from Olympic success, ATN Event Staffing can collaborate with your brand or agency to assist you in achieving your own experiential gold.

ATN Event Staffing is your partner in planning top-tier experiential marketing events. Our expertise makes hiring event teams or brand ambassadors a seamless part of your planning process, earning you positive brand engagements and connections. Whether you’re looking for an event staffing partner for the 2026 FIFA World Cup, brand ambassadors for NCAA football tailgates, or street teams for the Super Bowl, we are here to assist you with your sports and tailgate marketing events.

Contact us to learn more about our event staffing services and how we can help you bring your vision to life!