New Olympic sport for Digital PR – we introduce to you: LOCOG Dodgeball

New Olympic sport for Digital PR – we introduce to you: LOCOG Dodgeball

John Craske

John Craske

As previously written about on the Firefly blog, we have been particularly interested in the branding guidelines for the summer Games.

Well, as the games are now underway we thought we would have a look at how brands have been reacting. It seems that a lot of people want to show their support for Team GB and the Games but, like a middle-aged mother looking after some over-excited toddlers at a birthday party, LOCOG are trying to control the fun; well it’s their party and if your name’s not down, you’re not allowed to display the rings.

However, it seems that as hard as they try, these regulations are backfiring. Data from Experian shows that following the ban of Pepsi clothing at the games, saw a traffic increase of 53% to their site, while official sponsor Coca-Cola’s corporate site traffic fell by 69%. Official sponsor also saw a 20% drop in visitor numbers this Sunday, while non-sponsor Nike saw a 16% increase in traffic.

We have collected below some of our favourite competitors of the new Olympic sport we are calling LOCOG Dodgeball. If you find any more, please do take a pic and tweet them to us @firefly_comms. has produced this window display featuring some strategic typos and square rings.

Cheeky older brother, Paddy Power has sponsored an egg-and-spoon race in the city of ‘London’ in France reports The Drum, which means that there is nothing the LOCOG police can do about their billboard below. We particularly like the official Olympic venues sign post below this shot. Bravo Paddy Power, bravo.

 Everybody’s favourite offy, Oddbins also wants to play ball. Slightly passive aggressively yet hugely amusing, we think we are more tempted to buy this bottle of sparkling rosé than the Official Olympic toothbrush.

Original Penguin UK have also been participating over email, thanks to @dangrech for sending over this email alert featuring their trademark penguin in some active shots decorated with some beautifully placed punctuation.

And as the Games are taking place in Britain, it’s only right that we have a royal entry. Representing the Royals in LOCOG Dodgeball are The Middletons. The family business, Party Pieces is advertising on their website a range of ‘party pieces’ under the tab of ‘Celebrate the Games;’ one ‘party piece’ is an Olympic ring coloured ring toss game. Cheeky - and a step too far? - which according to The Mail Online could result in a £20,000 fine.

The brand police are also active inside the Olympic Park. We heard this week that LOCOG has asked volunteers to empty any non-Olympic sponsor snacks in to a clear plastic bag, which does bring a nice image to mind: people packed in to tents in the Olympic village, carefully decanting their Wotsits into zip lock bags.

Let’s see who the real winners are after the Games.




Paddy Power


Middletons The Mail Online

Share this story:

Read more from the blog


A changing landscape: Building reputations amid shrinking media pools 

Amid shrinking media pools, PR professionals need to begin thinking broader and deeper than simply media relations. ...Read more

Claire Walker
Claire Walker

Step forward with year-round inclusive PR campaigns this Pride Month

How can organisations do better this Pride Month and beyond? We discuss the dos and don'ts for inclusive PR campaigns. ...Read more

Megan Hogg
Megan Hogg
Tech News

Summer is here, and so are our top tech news stories of the month

Whilst June flew by in a flash of picnics in the park, it didn’t fall short on delivering yet more weird and wonderful tech news stories. ...Read more

Georgia Dallas
Georgia Dallas

Add a comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Is it time to shape your reputation?

We operate in London, Paris and Munich, and have a network of like-minded partners across the globe.

Get in touch

Sign up to Spark, our newsletter

Receive thought pieces from our leadership team, views on the news, tool of the month and light relief for comms folk

You can unsubscribe at any time, please read our privacy policy for more information