London 2012 has been dubbed the “social media Olympics”, and rightly so given the overwhelming growth seen all things digital even since Beijing in 2008.
All the usual platforms are proving relevant, from YouTube to Instagram, and of course Twitter for real-time updates. Facebook launched a special page featuring links to athletes, teams and sports, while so too is there an official Olympic Hub from the IOC, and a partnership between LOCOG and Foursquare. There was even a dedicated hashtag to keep what happens during the opening ceremony a secret: #savethesurprise.
And then of course there are the brands. Official sponsor or not, the online space is awash with those tapping in as closely as they can to sporting fever.
It all kicks off officially from tonight, but until then here are a couple of the best campaigns we’ve seen across the digital space so far:
- adidas and David Beckham surprise fans: This one might be a real-world activation, but there’s nothing quite like a viral video to get everyone talking about it: 2.3m views and counting of adidas surprising shoppers having their pictures taken in its #takethestage photo booth with a guest appearance by David Beckham (as below) [YouTube]
- Coca Cola’s Move to the Beat campaign: In the aim of connecting younger people to the action, Coca Cola teamed up with Mark Ronson and turned to music. The Grammy Award-winning producer recorded the sounds of five different Olympic sports and used the resulting beats to create a track, as shown below. The brand is also inviting fans to have a go at remixing themselves via a dedicated app [Coca Cola]
- EDF uses Twitter to dictate colour of London Eye: London’s infamous Ferris wheel is set to become a giant mood ring as EDF Energy teams up with Sosolimited to display different colours based on the sentiment of tweets around the Games [Mashable]
- Nike’s Find Your Greatness spot pushes Olympic advertising rules: The first non-sponsor to mention is of course Nike. An expert at ambush marketing (Write the Future a case in point), the brand has launched an ad that references other places around the world also called London (as below). “Greatness is not in one special place, it is not in one special person; greatness is wherever somebody is trying to find it,” says the narrator. It is also backed by a Twitter campaign using the hashtag #findgreatness [Fast Co]
- Visa invites consumers to send in cheers: Part of Visa’s Go World campaign for the Olympics invites fans to submit a cheer to the participating athletes in the form of a click, post or video via Facebook. A lucky few will go on to feature in special-edition spots celebrating the achievements of Team Visa athletes in real-time [TheInspirationRoom]
- Nastia Liukin pushes Fantastic Gymnastics Dora doll and app: The latest doll from Dora the Explorer is a London 2012 gymnast special being promoted by Team USA five-time Olympic medallist Nastia Liukin. It also comes with an augmented reality app for kid’s to watch her come to life [BrandChannel]
- Harrods welcomes everyone to London: A very simple one here, but nonetheless noteworthy. Harrods posted a collaged picture featuring multiple icons of London associated with its own store as well as the Olympics on Facebook. The accompanying text read: “Over the coming weeks, London will play host to many visitors. We would simply like to say… Welcome to our wonderful city. #LoveLondon” [Harrods]
In case you haven’t seen them, there’s also the incredible Best Job spot from P&G (almost 5.5m views), Specsavers’ response to the Korean flag blunder, and the giant Jessica Ennis #homeadvantage image from British Airways on the Heathrow flight path (as pictured top).
Spot any more? Do add them to the comments…