With an additional 1.6 million users expected to join the UK’s busy mobile network during the Olympics, the Games present the perfect opportunity for brands to launch digital strategies to capitalise on the excitement of London 2012.
Companies have introduced branded digital and social media campaigns and content including interactive mobile and social media applications.
• General Electric: The GE London Challenge is an interactive map of the Olympic grounds featuring blog posts, photos and social feeds. It also invites users to complete online challenges to win a goody bag.
• Coca-Cola: The Move to the Beat Olympic anthem campaign is a mobile app that allows users to create ‘beats’ using a smartphone, while a Facebook app encourages teenagers to ‘collect beats’ to gain access to music and prizes.
• Samsung: The Best of Britain app, created in collaboration with Visit Britain, features Samsung ambassador David Beckham discussing his favourite places in Britain as well as detailed information and maps of the Olympic Torch relay. The app also features live blogs and tweets from 60 ‘Super Bloggers’ from key locations throughout the relay.
• Adidas: The Tom Daley Dive game invites users virtually to refine their diving technique using the touchscreen to create tucks, rolls and pikes. Users can also enter their scores online to compete with other players.
For more on social media and the connected consumer, explore our Macroview: Chain Reactions.