Oly Social Media

Oly Marketers Look To Social Media For Sponsorship Activation During London Games

Published April 19, 2012

The London Games are 99 days away and advertisers “hope that social media will do much of the heavy lifting in raising brand profiles, by getting consumers to chat about promotions online,” according to Sarah McBride of REUTERS. Samsung recently launched its U.S. Olympic Genome Project, which uses a game called "How Olympic Are You?" to “establish people's connections to the Olympics, such as finding athletes from their hometowns, or athletes who like the same music or movies they do.” Samsung CMO Ralph Santana said that consumers are “spending about 8 minutes per visit, on average,” on the new site, about “double the time they spend on ordinary Samsung sites.” Coca-Cola's Olympic campaign, "Move to the Beat," is based on a song created by DJ Mark Ronson and singer Katy B. Fans can “collect beat fragments on Facebook and edit a version of the song for their own page.” P&G this week unveiled its "Thank You, Mom" campaign, and P&G Global Brand Building Officer Marc Pritchard said, "What we want to try to do is get a 10 percent lift on our Facebook brand pages. That would be a lot quicker than we normally do." He indicated that P&G “hopes to add 5 million to its fan base of 50 million over the next few months” (REUTERS, 4/18).

YOU REALLY LIKE ME: ADWEEK’s Tim Peterson reported the IOC yesterday “launched the Olympic Athletes’ Hub, which aggregates Olympians’ Facebook and Twitter feeds into profile pages.” After users register by linking their Facebook or Twitter accounts, they “accrue points for liking or following Olympians and can put those points towards virtual rewards.” The IOC will “add a section to aggregate Olympians’ real-time status updates alongside their results.” It will also “run chats with Olympic competitors during the games” (ADWEEK.com, 4/18).