Olympic Innovation 2.0
The Olympic Games are upon us yet again, this time with Rio setting the scene for not only for the athletes of the world, but also for the brands. With the Games expected to reach an audience of over three billion people this year, marketers can hope to capitalise on a truly global audience through sponsorship and advertising deals. However one brand that has quietly capitalised from Rio 2016, whilst not being a sponsor, is Uber. In late 2015, the popular taxi-hailing app launched Uber English, which will allow international guests in Rio to order a cab with an English-speaking driver.
Whilst I could get embarrassed about the poor reputation us Anglophones have abroad, especially when it comes to learning the language, I simply want to praise Uber for spotting a market opportunity and capitalising, in time for Rio’s turn on the world stage. Not only that, without any direct affiliation to the Games. In this instance Uber shows yet again the hacker attitude that brought it to the market in 2012 to disrupt the taxi industry.