Marketing around the Olympics used to be like a 100-meter cakewalk. You’d pay a gazillion dollars to the International Olympic Committee, then pay a gazillion more to brag like heck about it on TV and in print ads. That was then. This is now: Add on a multi-pronged digital ad strategy that feeds on megabuzz. It must touch all the hot buttons from the hippest social-networking sites to the coolest blogs to the cell phones of those most coveted by marketers — trendsetters ages 18 to 26.
