Lots of brands obviously want to promote during the 2014 Winter Olympics in Sochi. But they also want to avoid what happened to Coke and McDonald’s, which got a lot of bad press after gay-rights activists criticized their campaigns and hijacked the #CheerstoSochi hashtag in protest of Russia’s new anti-gay laws.
AT&T, on the other hand, just made news for becoming the first major company to actively speak out against those same laws and pressure other brands to do the same.
So how can brands create Olympics campaigns without running into the troubles encountered by Coke and McD’s? We talked to three PR and social media experts to get their opinions.