Olympic Games Do’s and Don’ts for Community Managers & Social Communities April

Communities
April 10, 2012

the best partner the Olympic Movement has ever had” –

M. Pritchard

P&G requires approvals for Olympic activations; we can influence approvals better through our relationship with the Olympic parties than through debate or interpretation of rules

The track record we build today will influence speed and flexibility of approvals for Sochi and beyond

Background

brands. Most P&G brands may participate (Fine fragrance brands are

a notable exception).

P&G brands must be approved by the IOC and the USOC.

Brands may only exercise the rights under this sponsorship in connection with goods or services in the categories specifically enumerated in Exhibit A. (e.g. Swiffer may not associate Olympic marks with Swiffer-branded vacuums, as vacuums are an excluded category and Braun may not use Olympic rights in connection with blenders – also an excluded category).

rights) typically have limitations on scope of rights – either

in terms of (a) geography (b) media type, or (c) brands or product categories in which we can exercise these rights.  When we do contract for athlete rights we also do so on the basis of brand name and/or product type categories.  Examples include:
 
By Brand:  We may have rights to an athlete for a single brand, but not for use on other brands (e.g. an athlete for Gillette for razors and AP/DO but not Old Spice AP/DO)
By Category: We may have a deal with an athlete for any “hair care” products regardless of brand
By Scale Category: Some athletes provide rights to P&G for a category as a whole, but not an individual brands (e.g. we can use Alicia Sacramone with beauty scale, but not with Cover Girl in isolation).
By Corporate Campaign:  Some athletes provide rights to P&G for the company as a whole but not scale categories or individual brands in isolation
Any combination of the foregoing

These rights do expire and must be monitored (e.g. Timeline)

Many athletes have a right to approve all copy we create with their name or likeness – in context. We will observe these requirements.

Athlete Rights

use athlete names or likenesses on any brand or brand

category (e.g. beauty) pages or social media elements for which we did not specifically contract for athlete rights.  For example, we will not mention Head & Shoulders athlete Michael Phelps on the Gillette twitter feed.  This rule also applies to “group shots” of athletes.

BRAND CAMPAIGN – BRAND CAMPAIGN. YES. We can have individual brands or brand categories refer to the campaigns of other brands – provided they do not use the names or likenesses of the athletes associated with those other brands.  For example, the Pampers brand can post to its Facebook page: “Your baby is fearless.  Our friends at SECRET deodorant know a lot about fearlessness.  Visit them to learn more about their support of some fearless Olympic athletes.”  Pampers cannot identify Secret athlete, Alicia Sacramone.

CORPORATE PROPERTY – BRAND ATHLETE. YES – WITH RESTRICTION. We will allow use of athlete names and images associated with single brands or categories on P&G corporate pages (such as the home page, the corporate Facebook page, or our Olympic hubs), provided that we conspicuously identify the brand that has the sponsorship relationship with the athlete.  For example, on the P&G home page, we could have a post that “P&G’s Pampers brand is proud to be working with athlete Kerri Walsh.”

Agreed risk levels for cross pollination

multiple athletes, calling out their own athlete

athlete

conspicuous identification of “ sponsor” brand

of both the IOC (and accredited broadcasters) and athletes and

other individuals. 

In short, all media integrations must be designed such that the consumer immediately knows the source of each element on a digital page; there must be a clear visual demarcation between P&G content and platform content. 

P&G also will not provide our content (sublicense) to our platform partners.   P&G will simply secure space on platforms where we will present our content. 

are referenced, the full title must be used:
London 2012

Olympic Games
London 2012 Paralympic Games
London 2012 Olympic and Paralympic Games
Olympic Games
Sochi 2014 Olympic Winter Games
Olympic Winter Games

Thereafter it can be shortened to:
London 2012 Games
The 2012 Games
London 2012
2014 Olympic Winter Games
The Olympics or The Winter Olympics
Use these terms as a block, and not “Olympics” or “Winter Olympics” alone
Use “The” (with a capital T) rather than “the” (with a lower case t)

used as an adjective to describe TOP products, services, programs,

or any ancillary materials

Incorrect terminology: Correct Terminology:
Olympic program - Olympic Games program
Olympic experience - Olympic Games experience
Olympic campaign - Olympic Games campaign
Olympic packaging - Olympic Games packaging
Olympic t-shirt - Olympic Games t-shirt
Olympic Mom - Mom of an Olympian

A qualifier must precede the item in order to draw an association between the product and the TOP and/or brand (see examples below):
P&G Olympic Games program
Gillette London 2012 Olympic Games Limited Edition razor
Tide Olympic Games packaging

Olympic Games 2012 Olympics
Innsbruck 2012 Winter Youth Olympic Games Innsbruck Youth Olympics
1st

Winter Youth Olympic Games 1st Winter Youth Olympics
Sochi 2014 Olympic Winter Games Sochi 2014 Winter Olympics
2014 Olympic Winter Games 2014 Winter Games
Nanjing 2014 Summer Youth Olympic Games Nanjing 2014 Youth Olympics
2nd Summer Youth Olympic Games 2nd Youth Summer Olympics
The Opening Ceremony The Opening Ceremonies
Opening and Closing Ceremonies

Official Terminology
Current Applicable References

Olympic marks must not confer an Olympic association upon a

Third Party that is not a sponsor
The Third-Party marks must be no bigger than 70% the size of the P&G composite logo (i.e. Inside of the medallion – see below)
P&G must deliver maximum separation between the P&G logo with the Olympic mark (i.e. P&G medallion) and the Third-Party mark (i.e. top left vs. bottom right)
Appropriate qualifier (i.e. “Available at…”)
Only one (1) Third-Party reference (logo or text) is permitted on all items







No third party should disseminate any P&G Olympic Games content
Third party platforms can “repost” or “retweet” but should not be creating and distributing Olympic Games content

10, 2012

submitted for approval before making it available to the public

As

social media is a platform that relies on timeliness and immediacy, it is important to submit in advance as much as possible
Why wait until later to get what you can approved now?

These guidelines will continue to evolve through the Olympic Games as new information is released by the IOC and P&G’s activation plans are further developed
Ensure you have the most up to date version of this document available by checking timestamp in top right hand corner of coverpage

Games partnership, NOC partnerships, athlete relationships or Olympic Games verbiage/imagery

must be approved by the IOC before it can be made public
Includes all written language, audio, videos, photos, social media posts, advertising, and all other activities

Any content that is to be posted to PG.com, all P&G owned or managed sites (i.e. Facebook, YouTube, Twitter pages) and individual brand sites must follow all IOC guidelines
Content that will stay on page during the Games time period (July 18 - August 15) is subject to Rule 40

competing Olympic athletes and their entourages (Mom, family members, etc)

in any commercial messages during Rule 40 period (July 18 – August 15) is subject to Rule 40 of IOC’s Olympic Charter

Rule 40 waivers are required for any communication that P&G “pushes” out connecting P&G products/benefits to the athlete.
Includes but is not limited to P&G above and below the line advertising, P&G owned websites, brand Facebook pages, thanksmom Facebook tab, brand Twitter accounts, etc.

For any additional questions, please refer to the Rule 40 Guidelines which can be accessed via P&G Global Sports Marketing or your GMR Brand Manager

AUTHORIZED COMMUNICATIONS

Supporting messages expressing encouragement to an athlete or NOC

Olympic Team
i.e. P&G is proud to support Team USA at the London 2012 Olympic Games

Congratulatory messages praising the athlete or NOC Olympic Team for achievement/accomplishment in an event

NON AUTHORIZED COMMUNICATIONS

Communications cannot make textural or visual reference to

direct use of any product or service that enhances performance
Cannot make reference to a product being the “Official Product” of a certain athlete or team

Cannot be in relation to athlete’s performance except in the case of congratulatory messages

CHECKLIST

**Compliant wardrobe includes:
National Olympic team uniform
Past Olympic Games National team

uniform provided that NOC apparel sponsor in unchanged
Generic, unbranded clothing or
Clothing branded in accordance with IOC Rule 50

Protocol & Process

IOC approval of messaging points prior to the

Rule 40 Period does not constitute approval for use during the Rule 40 Period

Rule 40 Waivers are NOT required for Moms when speaking about themselves but are required if their content references their son/daughter athlete
ALLOWED: Mom Post – “I feel amazing after my trip to Wella Salon. Thanks P&G!”
NOT ALLOWED: Mom Post – “[Athlete] and I just had our hair done at Wella Salon and it will definitely help her in her gymnastics routine!” (connection to performance)

In order to request a Rule 40 waiver, the request will need to be written in the ‘comments’ section of the submission form in the IOC Extranet
This is very important, DO NOT FORGET!

Principle: “Push vs. Pull”

Push: Items and information that is pushed

to the media by P&G are to be considered a part of P&G’s overall Olympic Games campaign and must adhere to IOC Guidelines
Program messaging points, media kits, athlete bios, etc.

Pull: Items and information that the media retrieves [pulls] on their own accord are NOT subject to IOC guidelines
i.e. Media covers P&G event and writes feature/takes photos

Push: Rule 40 waivers ARE required for scripts or key messages that P&G provides to the athlete and/or athlete moms
P&G must not provide any messages to the athlete or athlete parent that could potentially put them in a Rule 40 violation

Pull: Rule 40 waivers are NOT required for general media coverage at the Family Home

are allowed to blog, tweet, post, etc. (with Rule 40

waiver in place) and are subject to IOC Social Media, Internet and Blogging Guidelines (must be factual, individual, diary type)
ALLOWED: “I spent the afternoon hanging out at the P&G Family Home, what a great place for the families of Team USA!”
NOT ALLOWED: “I put on my Secret Clinical Strength this morning because it keeps me dry on the track, and that means I can go faster than the other runners and get to the podium!”

If blogging/tweeting/posting will be handled by extension of the athlete (i.e. spouse, Mom, agent), all messaging must link sponsor to that person, not the athlete
ALLOWED: Hadley has on her Team USA Pampers Dry Max and is getting ready to cheer on Daddy.”
NOT ALLOWED: “Chad just got Hadley ready to go in her Team USA Diapers.”

position themselves as journalists. Every post must derive from personal

experience and be written in the 1st person.
EXAMPLE: If a blogger wants to write a story on one of P&G’s athletes, it must be written as a first person account versus an account that would appear to be an interview or journalistic piece

Blogs and posts cannot provide “insider information” by referencing the condition of an athlete

No video content from inside the venues can be posted. If you would like to feature in-venue content, you must link to content on www.London2012.org or local broadcaster sites

Cannot post still photographs or video taken within Olympic Venues
for commercial purposes
P&G Wella Salon in Olympic Village is currently considered to be an Olympic
Venue

Approved content cannot be repurposed to another site or outlet if changes are made to original approved content

athletes in the P&G Family Home and around London (not

including Olympic venues and all ticketed areas) are permitted but must adhere to the below:
Clean of all competing, non-sponsor marks, logos and signage
Approved for use by the IOC
Rights to the photo purchased from the appropriate rights holder
Cannot have been captured inside a London 2012 Olympic Games venue

P&G does have the right to use the P&G medallion in social media but P&G contracted athletes cannot use Olympic marks in their personal social media

As a sponsor of the Olympic Movement, P&G has rights to use Olympic marks on approved websites and are subject to IOC 3rd party guidelines
ALLOWED: PG.com, EDS, brand pages, etc.
NOT ALLOWED: Mommy Blogger pages, guest beauty blogger pages

P&G websites (PG.com, etc.) should be P&G or other IOC

TOP Partners

Advertising on blogger sites cannot feature competing brands to P&G or the other TOPs

All advertising is subject to the IOC 3rd Party Guidelines

Personal blogs aren’t subject to the above rules as these blogs CAN have their own sponsors as long as no references are made that give these sponsors an unfair association with the Olympic Movement

Posts/Tweets
ALLOWED: “Just found out my mom will get the chance

to see me compete in London. Thanks P&G!”
No Rule 40 waiver required if posted during non-Rule 40 Period

ALLOWED: “So excited to be representing Team USA in London…excited my mom will be there too. #thankyoumom”
Would be permitted in both periods

ALLOWED: “I am so excited to be going to London 2012 and bringing my Head & Shoulders products with me!”

NOT ALLOWED: “So excited to be representing Team USA in London and I’m saving precious time every day courtesy of Gillette!”
Not permitted at any time due to performance enhancing claim

or Brand Posts/Tweets
ALLOWED: “Today we’ve unveiled our London 2012 athletes

including [athlete] as the face of [brand].”

ALLOWED: “[Brand] is excited to announce today that we’ll be supporting the moms of Team [Country] at London 2012.”

ALLOWED: “[Athlete] has used Pantene for years since it keeps her hair strong in and out of the pool!”

ALLOWED: “Congratulations to [athlete] for getting to London 2012 from all @(brand) #thankyoumom

“Spent day with friends @P&G Family Home. Makeovers, fabulous food

and even laundry #awesome
Permitted with Rule 40 Waiver secured as long as there are no direct product mentions that tie to performance

ALLOWED: Spent day with friends @P&G Family Home. Makeovers courtesy of COVERGIRL and laundry courtesy of Tide Laundry Center!”

ALLOWED: “Got my legs massaged at the P&G Beauty Salon Today!”

ALLOWED: “It’s my last day in London. With my events finished, I’m getting my hair and nails done at the P&G Beauty Salon #thanksP&G

Brand Congratulatory Posts/Tweets
ALLOWED: “Congratulations to @athlete on your silver medal!

Good luck the rest of the way, we’ll be cheering for you and all of Team (Country)”

ALLOWED: “Well done to @athlete who won 3 gold medals! It’s been a pleasure working with you, we know you will continue to inspire others.”

ALLOWED: “Well done to @athlete who has just won another gold! Thank you for being the face of (brand)”

NOT ALLOWED: “Congratulations to (athlete) on breaking the World Record! Gold Medal Skin = Gold Medal Performance. Your friends at Olay are proud of you!”
Performance enhancement claim

during key moments through social media
4/17 campaign launch –

“Best Job” focus
Mother’s Day/May – Thank You, Mom app
July – “Kids” focus
During the Olympic Games
Aug – legacy commitment
Create robust communication plans and conversation calendars that:
Reinforce their brand’s Olympic Games program
Follow and support their sponsored athlete
Cross promote other brand campaigns
Are IOC approved

Expectations for Brands

that builds friends and fans who will stay with us

through the Olympic Games and beyond
Activating every single influencer group
Leveraging our key assets
Engaging consumers at every digital touchpoint
Maximize media coverage globally, regionally and locally
Leverage the combined power of P&G and brands to build ongoing conversation
Ensure that digital launch leads seamlessly into the Mother’s Day executions

to YouTube
Best Job posted to all digital assets/hubs

 
 
7 AM
9

AM

Noon

Digital banner ads active
Press release distributed
Facebook and Twitter messages posted
Yahoo hub story goes live
All other communications live
PG.com News & Views
Retiree
PGITI
Alumni
Partners

 

Bob McDonald email goes out to all global employees
** If the Today Show decides to run video earlier than 9am, we will back up the timing of the email
Purpose.pg.com posting live
Country postings live
Regional leader email goes out following Bob’s email (after McDonald email, but by 10am)



 
 

6:45 AM

New York Times exclusive runs
 

Job
IOC-approved messages will be coming

Between Noon EDT and April 18:
All

brand assets push out messaging driving to Best Job – at the time when their friends/fans are most receptive
IOC-approved messages for the top global brands will be coming
All other brands can use ‘general’ IOC-approved messages – coming soon

What You Must Do

(varies by country)
All countries and brands post messages in social

media driving to the Thank You, Mom app
Message = “We don’t say thank you enough”
IOC-approved messaging is coming for top global brands and general messages

Timing – Mid-May through Games time
All countries and brands follow and support own athletes and drive their campaign messages
Link back to other brand campaigns as appropriate, following guidelines discussed today

use global hashtag in all posts related to Olympics (i.e.

#PGOlympics – to be approved)
All countries and brands use #thankyoumom in local language for Corporate messages
Brands can use hashtags specific to their brand – campaign related hashtags must be IOC approved

content in social media must disclose their relationship to the

Company, in keeping with P&G’s social media policy (http://socialmediapolicy.pg.com/).

For Microblogs like Twitter, where characters are restricted, please use approved hashtags:

Employees: #PGemployee or #Pgemp #BrandEmployee or #BrandEmp
#Employee or #Emp

Agencies: #PGclient or #BrandClient

Spokesperson: #sponsored or #paid or #paidad

For sites like Facebook and Google+ where characters are not restricted, please use::

Employees: “I work at P&G”

Agencies: “My agency works for P&G” or “I am a vendor of P&G”

Spokesperson: “I am a spokesperson of P&G or Brand”