The Pin Is Mightier Than the Gold

Medals. Torches. Podiums. Spectators. Sponsors. Viewers. Stories. Heroes.

These summer Olympics in Paris have provided thousands of articles around these topics. So allow me to add one more to the list: pins.

Yes, pins. Olympic pins. The metal and lacquer artefacts that each team, country and sponsor bring to the games. A tradition that began at the 1896 Games in Athens as a way for spectators to identify athletes, trainers and media, pins and pin exchange is a Games-only phenomenon that deserves attention.

The transition from functional badges to collectible items began around the 1924 Winter Olympics in Chamonix, France, and the 1924 Summer Olympics in Paris. But the pin-trading culture of the Olympics really took off at the 1980 Winter Olympics in Lake Placid, where hundreds of teams and countries brought their various pins to the games.

Olympic officials and sponsors took notice after the sponsor-rich 1984 Summer games in Los Angeles. The 1992 Summer Olympics in Barcelona and the 1994 Winter Olympics in Lillehammer both established official pin trading centers -- social spaces where fans, athletes, and officials mingled and traded pins.

Olympics Pin Boon

Not only did pins become a form of social and cultural currency at each Olympics, they allowed sponsors to engage and reward their audiences with brand artifacts specifically connected to moments in time and place. The variety of designs, from mascots to flags to corporate logos to host cities, make pins an effective medium for brand activation during the Games.

Limited editions and unique designs make some pins more valuable than others. Pins made for the 1940 Olympics – which were cancelled for the most obvious of reasons – are extremely valued. Pin lore also mentions the “Coca-Cola Cowboy,” a one-of-50 pin minted by the beverage giant for their top execs and dignitaries at the 1984 Summer Games. Coca-Cola has a long history of creating collectible pins for each Olympic Games and this consistency has established the brand as a staple in the pin trading culture.

In Paris this year, the two most valuable and desired pins were Snoop Dogg’s and Simone Biles’s, giving testament to the growing power of celebrities and influencers in shaping culture – in this case, Olympics pin culture.

Unique In Sports Culture

And yet Olympics pins are generally very affordable to acquire, making them accessible to a wide range of people, from average fans to athletes themselves. This contrasts with other forms of memorabilia that might be cost prohibitive for many. The inclusivity of pin trading allows a broader swath of attendees to participate, creating a democratized form of engagement that is quintessentially Olympic.

Other events like Super Bowls or World Cups do not usually see such a deep integration of pins into marketing efforts or social-centric culture, which limits their cultural penetration and globality. Nor do these events have the communality and exchange that the Games provide. Trading pins becomes a form of interaction that transcends language barriers, fostering a sense of community among participants and attendees. This spontaneous and inclusive culture of pin trading is unique to the Olympics and is not duplicated on the same scale at other sports events.

The Power of Memory

All of this is true, but the real power of pins at the Olympics lies with memory-making. Pins serve as miniature souvenirs that carry vivid memories of the Games themselves. They don't just commemorate a moment; they encapsulate the entire experience of attending or participating in the Olympics.

At GMR, our approach is centered on the deep connection between experiences and memory-making. SOLE Science, or the String of Lights Effect, explores how memorable experiences -- much like the bright bulbs on a string of lights -- illuminate our personal timelines. For the Olympics, pin-induced memories stand out vividly and can be recalled with incredible clarity, years or even decades later. By understanding the drivers behind these memory-making moments, we can better capture the essence of why Olympic pin trading resonates so deeply with fans, athletes and brands.

At the heart of SOLE Science is the concept that experiences that engage multiple senses are more memorable. Olympic pins are colorful, tactile, and often feature intricate designs inviting close examination. The art is often unique, the design interesting. Importantly, the physical act of trading - a handshake, a smile, a shared story - adds a sensory dimension that digital interactions can rarely replicate (sorry, NFT maximalists). Put simply, multi-sensory engagements enhance emotional resonance. And emotional resonance is the key to unlocking memorability.

Memories are also made with others. Social connectivity is quite important in memory formation, something that always occurs when talking about pin design or past sports moments. SOLE Science also points to the act of marking achievements – both personal and collective – in creating bright and enduring memories. Associating pins with significant record-breaking events or personal milestones with the power of storytelling is a potent mix for memory creation and memorable experiences. Pins create a common vernacular for shared and personal memories that are powerful anchors for fans, athletes and brands alike.

Little Things Are Big Things

What began as a piece of colored cardboard on a lapel pin in Athens, each pin traded at the Olympics has the power to become a miniature beacon of shared human experience, illuminating the unforgettable journey that is the Olympic Games. Pins may be small, but their ability to connect, engage and resonate on a global stage is massive.

I’m always fascinated by the little things that matter -- mini-actions that foretell a bigger movement or subtext that turns into context or memoires that turn into worldviews. Astute marketers, brand leaders and business strategists understand the compound effect of little actions turning into movements. In fact and in essence, that’s the job. Throw in culture and subculture into the mix, the ability to predict and leverage little things into big results is both harder and more necessary than ever before.

What else is out there that we should be looking at? What little things and actions – the memory-driving, emotionally resonant things and actions – that a relatively few people are doing at special events like the Olympics which can become big things that resonate on a global level? Where do you think I should go next to find them? I hope they have pins there.