Dow’s first foray into Olympic activations earned kind reviews from the experiential marketing industry’s leading voice, Event Marketer Magazine. In their 2012 Field Report of the London Games, EM gave the Dow activation two big thumbs up, stating:
“History has shown that first-time sponsors either go overboard or hedge their activations in year one. Dow went with the latter via a strategy that wasn’t too much and wasn’t too little. And they get credit for the decision, as smart sponsors learn what works and what doesn’t each and every year.”
Not too much, not too little; Dow was juuuuust right. Like Goldilocks, or something.
You can download the full report here: https://eventmarketing.wufoo.com/forms/m7z1k7/