Social Olympics 2012 - Popular Campaigns of London Olympics

Social Olympics, 2012 MindShift Interactive Pvt. Ltd.

1|Page www.mindshiftinteractive.com


1. Thank You, Mom by P&G
Facebook (Global) -7, 70,183 Facebook (India) -12, 27,167
Fans Fans
Buzz Promotion before 100 Days of Opening Ceremony

@ThankYouMom @ThankYouMomIn
35,351 Followers 82 Followers

YouTube Views - 6, 101,796 YouTube Comments - 3817

Procter & Gamble honours everything that all moms do to help their children succeed by showcasing the
amazing moms behind Olympic athletes at the London 2012 Olympic Games. The hardest job in the
world is truly the best job in the world.

“At P&G we know that getting to the Olympic Games begins at childhood
and that on each of these athletes‟ journeys to London 2012, there was one person
cheering for them louder than anyone…their moms. P&G is in the business of
helping moms, not just moms of Olympians, all moms, all around the world. So
we‟re using our voice at the Olympic Games to thank moms everywhere. We wanted
to do something that would make a significant difference to moms all over the world,
So we asked moms in several countries what we could do to honor them for all they
do for their kids. They told us that there was no better way to support moms than by
supporting local youth sports organizations for kids.” - Marc Pritchard, P&G Global
Marketing and Brand Building Officer.



MindShift Insights
 A Global Concept, initiated and executed across various countries

 The Global Digital Campaign was initiated last year in April 2011, though the Buzz Creation
started 100 Days before the Opening Ceremony of Olympics

 Global Fan Page witnessed an Increase of 91,009 Fans during July 20 – August 17, 2012

 Facebook India – An Increase of 3,28,443 Fans during July 20 – August 17, 2012

 39,143 Fans Thanked Their Moms Globally via Thank You Mom Application

 FB Apps in India – Fulfil Her Wish & Thank You Mom, India

 Positive: Negative Mention = 5:1

 Highest Twitter Interactions received on July 28 and August 13, 2012

 Facebook Global – August 8, 2012 was seen as the Highest Engaging Day during the campaign
with 38.5% Engagement Ratio

 Facebook India – August 2, 2012 was seen as the Highest Engaging Day during the campaign
with 19.8% Engagement Ratio

 Facebook India – The most engaging week was seen as July 24 – 29, 2012


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2. Take the Stage by Adidas
FB Fans – 88, 90,683 Increase by 3, 10, 016

Started Promotions from April 7, 2012

@adidasUK – #TakeTheStage
Increased by was used 50,411
33,605 Followers times

7, 10, 443 Views YouTube
on Official Comments - 507
YouTube Video

Adidas revealed its biggest UK campaign ever, 100 days before the opening ceremony of the
Olympics Games. A multi-channel campaign was launched at the weekend, showcasing that there is
a stage for everyone in 2012, whether you are in to Sport, Street or Style.

“Our new take the stage campaign is designed to showcase London but also the talent
that exists within Great Britain. Adidas is providing young people across Britain once in a
lifetime opportunities that could change their lives. We feel the campaign is a great way to
celebrate London and inspire the rest of Britain.” - Adidas Marketing Director Nick Craggs



MindShift Insights
 A Campaign targeted towards Brits inviting fans and Olympic Games visitors to show
something with heart, something with passion and Take The Stage

 The Campaign cross-promoted the brands Sport, Street or Style products, its official Team GB
kit, and brand ambassadors with prize offerings

 A chance to photograph Beckham, a Music Act for Wretch 32, Travel with Sid Lee and many
other opportunities (32 Overall)

 Global Fan Page witnessed an Increase of 3,17,086 Fans during July 20 – August 17, 2012

 Highest fans increase was witnessed on August 3, 2012 – Increase of 27,911 Fans

 The most Engaging Day was August 10, 2012 with an Engagement ratio of 2.19%


 Highest Twitter Mentions were received on August 11, 2012 and July 23, 2012

 Highest RTs were seen on August 11, 2012, followed by August 6, 2012



3. Move to the Beat by Coca Cola

Coca-Cola unveiled its global campaign platform „Move to the Beats‟, which marked the “Biggest
Olympic Games Activation” in the 84 years that Coke has sponsored the games. Forming the core
of Coke’s Olympic Games sponsorship, Move to the Beat is a teen-focused initiative which aims to
engage young audiences with the brand and brings teens closer to the Olympic Games and sport in
general by harnessing their passion for music.

"We are thrilled that Move to the Beat™ will give millions of young people in Great Britain the
opportunity to get closer to the magic of London 2012 through the fusion of music and sport. We hope
that Move to the Beat™ will inspire young people to move to the beat of London and join us in the
biggest celebration of the Olympic Games in our 84-year partnership." - Sanjay Guha, Marketing and
Olympics director of Coca-Cola Northwest Europe and Nordics



MindShift Insights
 The campaign was launched way before other brands. They introduced it on 16th February 2012 through
a press release and launched a commercial premiered during 2012 Brit Awards on 21st February, 2012

 The Coca-Cola song for Olympics 2012 Anywhere in the world is an effort to bring teens closer to the
Olympic Games considering their passion for music.

 The Move to the beat Facebook App allows people across the globe to connect and interact with the
campaign. Users can collect the different beats of Coca-Cola‟s song for London 2012 and share with
friends, as well as access exclusive, behind-the-scenes clips of Mark Ronson‟s travels.

 Twitter Followers Increased by 56,013 during the tracking period, leading to 5,97,547
Followers

 Twitter Conversations tracked – Approx 1104


 Highest fans increase was witnessed on August 10, 2012 – Increase of 1,84,967 Fans



 Highest Twitter Mentions were received on 26th July (136) followed by August 12 (108)

 Highest RTs were seen on 26th July, 2012 (64), followed by August 10, 2012 (55)



4. We All Make The Games by McDonald‟s

Campaign started on June User- Hashtag #McDOlympics was
25, 2012 Generated used 1499 Times
Activities

299563 32,562
Fans Fans
Increased

20,000+ Entries on 9184 YouTube Views
FB App on Official Video

McDonald's is the official restaurant provider to the London 2012 Olympic Games and the ad ends
with the strapline: "We're all making the Games". The campaign aimed at showing how British
consumers are celebrating the Games at home.

The Campaign was split into three Phases –

We all Make the Games – We are all Making the Games – We all Made the Games

“The We All Make the Games campaign will capture people‟s emotions, humour and
experiences in real-time, and we hope to become a barometer for the mood of the nation during the
Games, as well as celebrating our customers, it will enable us to thank some of the 17,500 British
and Irish farmers who supply our menu and have provided ingredients for London 2012, our 2,000
employees who have won the chance to work at the Games, and the 70,000 Games Makers” -
Alistair Macrow, McDonald's UK VP of marketing


MindShift Insights

 The campaign was launched on 25th June, 2012

 McDonalds has launched this campaign celebrating the 70,000 volunteers who work behind the
scenes, the fans, McDonald‟s Olympic campaign crew and Game Makers teams at the London
2012 Olympics and Paralympics.

 The McDonald‟s Facebook App, which allowed members of the British Public and visitors to
the Games upload photos, witnessed over 20,000 Active Users, as of July 30, 2012

 Twitter Followers Increased by 1,80,731 during the tracking period, leading to 6,49, 117
Followers

 Twitter Conversations tracked – Approx 1499

 Global Fan Page (McDonald‟s UK)witnessed an Increase of 32,562 Fans during July 20 –
August 20, 2012

 Highest fans increase was witnessed on July 31, 2012 – Increase of 5,410 Fans


 Positive: Negative Mention = 6:1 (Was in News due to Health Concerns due to High
Calorie Products)

 Highest Twitter Mentions were received on 12th August (199) followed by 27th July (122)

 Highest RTs were seen on 12th August, 2012 (153), followed by July 27, 2012 (83)



McDonald’s UK Gallery – We All Made the Games!

10 | P a g e www.mindshiftinteractive.com


5. Go World by Visa

The Campaign witnessed an Increase of 7, 16, 353 Fans, leading to 26, 17, 396 Fans

13,972 Tweets with the hash tag #VisaGoWorld

YouTube Views – 14, 18, 776 Views

992577+ App Plays on Visa Cheer

As the exclusive payment services sponsor and the only card accepted at the Olympic Games for the
past 25 years, Visa launched an Olympic Games-themed integrated marketing campaign for the
London 2012 Olympics. It was executed in more than 70 countries around the world. Visa Cheers –
Your cheers are the difference between memorable and unforgettable, impressive and amazing,
athlete and legend.

“Social media has transformed how our consumers engage with the Visa brand and our
Team Visa athletes, because Go World is social at its core, we are bringing consumers together
in conversation to inspire Olympic athletes and are extremely pleased by the campaign‟s early
results. In addition, our Team Visa athletes have told us they‟re thrilled and humbled by
outpouring of support they‟ve received from fans everywhere.” - Kevin Burke, CMO of Core
Products, Visa Inc.



MindShift Insights
 The campaign was announced through their Blog and press release on 7th May, 2012

 The Visa Facebook Page enables its fans to “Cheer” through the Go world Facebook App
where fans can create, view & share their cheers and they would automatically enter a chance
to win a free trip to Cheer in person for the Olympic games using Visa card

 The Visa Cheer App, witnessed over 9 Lac App Plays

 Globally, 60,051,283 people Cheered for an Athlete/ Sports or a Country

 Twitter Followers Increased by 3564 during the tracking period, leading to 7785 Followers

 Twitter Conversations tracked – Approx 13,972

 Fan Page witnessed an Increase of 7,17353 Fans during July 20 – August 20, 2012

 Highest fans increase was witnessed on August 3rd, 2012 – Increase of 62,615 Fans



 Highest Twitter Mentions were received on 31st July with 1165 Tweets

 Highest RTs were seen on 31st July, 2012 (566), followed by 12th August, 2012 (553)



6. HealthyShare by GE
YouTube FB Fan Increase
Views 1, 08, 800
2, 27,130+
(Four Videos)

21,400 Followers
Increase
@GeneralElectric
993
Tweets on
#HealthyShare

GE launched “HealthyShare”, a Facebook app encouraging 2012 Olympics viewers to focus on
their own fitness achievements. The campaign encouraged fans to get healthy and get your own
standing ovation, from the people you care about most.

When an Olympic athlete sets a world record, millions of people stand and cheer. And the brand
replicated this concept of cheering online, in sync with the Olympics spirit. The App allowed fans to
share their health and fitness goals online and each time a goal is reached, your Facebook friends
will be there to cheer for you.

By supporting each other, we increase people‟s motivation, helping them meet their
goals of feeling better, and being healthier and happier. This new tool by GE is the first step in a
vision to help people be healthier by interacting with their friends. – Paul Adams, Global Head
of Brand Design, Facebook.



MindShift Insights
 HealthyShare allowed users to log their Progress in Challenges, Awarded Points for each day
and sharing the same with friends

 The mission remained to motivate fans to achieve their health and fitness goals

 Twitter Followers Increased by 24,100 during the tracking period, leading to 1, 05, 343
Followers (@GeneralElectric)

 Twitter Conversations tracked – 993 Tweets


 Highest fans increase was witnessed on August 15, 2012 – Increase of 9843 Fans

 The most Engaging Day was July 27, 2012 with an Engagement ratio of 8.35%


 Highest Twitter Mentions were received on 27th July (90) followed by 9th August (74)

 Highest RTs were seen on 9th August, 2012 with 44 RTs



7. #HomeAdvantage by British
Airways
Campaign started on 19th June, YouTube views for Playlist:
2012 10,10,220

Increased 38,245 Increased 5787
fans on Facebook followers
@British_Airways

British Airways, the official airline partner for TeamGB and ParalympicsGB, launched the
campaign through Facebook app where they will allow nationals to add and customize the
commercial to include their local addresses. British Airways encourages the entire UK nation to
join the conversation to actually see the plane pass by their homes. The app is divided into 3 parts:

Listen to the messages – Win Tickets – See BA plane pass by your home

“We‟re rallying the country to get behind Team GB and ParalympicsGB. That includes “delaying your
summer holiday.” We are encouraging every clap, cheer and whoop we can get,” - Frank Van Der
Post, BA managing director of brands and customer experience



MindShift Insights
 There were around 5,06,920 messages(cheers) registered on the FB app

 The first time BA used the hashtag #HomeAdvantage on twitter was on 6th June, 2012

 The hashtag trended on 12th August, 2012

 Twitter Followers Increased by 5787 during the tracking period, leading to 1,89,241 Followers
(@British_Airways)

 Twitter Conversations tracked – 46,164 Tweets

 Global Fan Page witnessed an Increase of 38,245 Fans during July 21 – August 21, 2012

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8.
Highest fans increase was witnessed on August 13, 2012 – Increase of 5197 Fans

The most Engaging Day was August 16, 2012 with an Engagement ratio of 10.52%

Positive: Negative Mention = 162:1

 Highest Twitter Mentions were received on 12th August (13391) followed by 4th August (3049)


9.
Highest RTs were seen on 12th August, 2012 with 12,305 RTs

10.



8. “Take Part 2012” By Samsung
Increased
9,13,405 fans on
Facebook in a
month

Increased 3, 30,805
followers on Twitter
in a month

Samsung has been associated with the Olympic Games for almost 25 years and has been the
Official Wireless Telecommunications Partner since 1998. They launched this multi-platform
campaign, this year which debuted on Yahoo on 23rd May, 2012 and the actual advertisement
aired from 16th July, 2012
Samsung designed
Augmented Reality
Olympic games app
& made it available
on Andriod &
Samsung app market

The game was
promoted through
Facebook app

On twitter
#Takepart2012
was used to
promote it which
trended on 2nd
August, 2012
“Through the GALAXY S III, people all around the world are sharing, experiencing, and taking a part in their own
Olympic Games, which corresponds well with the phone‟s concept, „designed for humans‟. Samsung is delighted to be a
part of such a special occasion, and through our innovative products we hope to unite people across the globe in their
anticipation and celebration of the London 2012 Olympic Games,” - Younghee Lee, Senior Vice President at
17Samsung mobile marketing.
|Page www.mindshiftinteractive.com


MindShift Insights
 The Mobile Game received 500,000+ downloads till date

 Twitter Followers Increased by 3,30,805 during the tracking period, leading to 24,87,910
Followers (@SamsungMobile)


 Global Fan Page witnessed an Increase of 9, 13,405 Fans during July 21 – August 21, 2012,
leading to 1, 14, 24,833 fans.

 Highest fans increase was witnessed on July 29, 2012 – Increase of 48,565 Fans

 The most Engaging Day was July 27, 2012 with an Engagement ratio of 4.85%


 Highest Twitter Mentions were received on May 3 (25404) followed by August 14 (5162)

 Highest RTs were seen on August 2, 2012 with 2855 RTs

 Samsung India had different campaigns to cheer Indian Athletes in Olympics. The contests
„Wish the team contest‟ & „Cheer your star‟ were promoted through the app on FB page.

 Samsung India also saw an increase of 6,21,961 fans in a month on Facebook



9. #StartMeUp by Omega
Increased 16,665 Facebook fans in a
Month

Gained 1049 Twitter Followers

The company is Official Timekeeper for the past 80 years for Olympics starting 1932. The
commercial featuring Rolling stones 1981 hit song Start me up! is the soundtrack was provided by
the them, who in this Olympic year are celebrating fifty years as London’s most iconic music
makers.

The commercial features several Olympic athletes like sprinter Tyson and swimmer Natalie
Coughlin prepping in the moments before the starting gun sounds.

On Twitter, they promoted their hashtag #Omegahouse and #Startmeup with various photos and
event updates.

“The shooting schedule and locations for the spot were quite ambitious, but the result is
powerful and emotional and we are very happy with the result. The Rolling Stones are the
definitive London band and we are thrilled with this mix that breathes new life into a great song
that the world has loved of thirty years.”

- OMEGA president Stephen Urquhart.



MindShift Insights
 This was a video heavy campaign where fans who liked the Facebook landing page
were shown various videos from Omega‟s Youtube Channel for the Olympics

 Their YouTube Playlist for the London Games amassed 495565 views across its 29
videos with their official “Start Me Up” TV Commercial getting the highest views at
364662 views

 Twitter Followers Increased by 1049 during the tracking period, leading to 9681
Followers @omegawatches


 Global Facebook Fan Page witnessed an Increase of 16,665 Fans during 23rd July,
2012 to 21st August 2012




 Highest Twitter Mentions were received on 5th August (264) followed by 4th August
(240)




10. Share the Passion by
Panasonic UK

Increase of 15760 Facebook Fans Increase of 3532 Twitter Followers

69585 YouTube Views

In what is a media first, Panasonic is using dynamic copy change to feature iconic action images
from the sports spectacular on the Two Towers East in London.

The Two Towers is displaying photographs capturing key moments from London 2012, provided by
Official Olympic Photographer Getty Images using Panasonic’s LUMIX G cameras. In between,
Panasonic features portraits from its Flag Tags Facebook and mobile app campaign which invites
people to show support for their country by virtually painting their faces in their national team
colours.

The campaign promotes Panasonic’s LUMIX G, Official Cameras of London 2012, and Smart
VIERA, Official Television of London 2012. Booked through Posterscope, planned by Vizeum with
creative by Brave, this innovative campaign runs for a four week period.

“Using a premium digital outdoor canvas to reproduce the content we are
creating online and via mobile, interspersed with memorable images taken during the
Games, is an innovative way for us to be able to showcase what our combined smart
technologies can deliver.” - Panasonic UK Advertising and Sponsorship Manager David
21Bonney
|Page www.mindshiftinteractive.com


MindShift Insights
 This was a visual campaign where fans could convert their photo with a virtual
flag of their home country and the best entries were displayed at the venue.

 During the Olympics, they displayed the “Olympic Photo of the Day” as their
Cover Page. As their Lumix G camera was the official camera of the Games, it
gave a strong brand connect with their audience.

 Their 2 YouTube Playlists for the London Games amassed views across 69585 its
22 videos with Paul Goodison‟s Video Diary getting the highest views at 12272
views.

 Twitter Followers Increased by 3532 during the tracking period, leading to 10929
Followers (@PanasonicUK)


 Global Fan Page witnessed an Increase of 15760 Fans during 23rd July, 2012 to
21st August 2012


 The most Engaging Day was August 11, 2012 with an Engagement ratio of
12.46%


 Highest Twitter Mentions were received on 20th August (129) followed by 8th
August (122)




11. Energise The Olympian by
Amul

Amul India has officially sponsored the Indian contingent for the London Olympics, 2012. On April
16th, Amul launched its Olympic-themed 3D commercial and an app named Energise the Olympian
to support the Olympic Athletes on Facebook.



“Amul is committed to strengthening the Olympic movement in India and encourage young
generation from all corners of the country to take up Olympic sports. I take great pleasure and pride in
announcing our sponsorship of the Indian contingent to the London 2012 Olympic Games as „Olympic
Partner‟. This association and activities around it will help in engaging the youth so that they can enjoy
a healthy life and strive to become swifter, higher and stronger in their endeavours.” - Mr. R S Sodhi,
Managing Director, Gujarat Cooperative Milk Marketing Federation (Amul)

MindShift Insights
 The Facebook app to „Energise the Olympian‟ was used by 2687 people

 Their Olympic integrated commercial video on Facebook received 5522 likes & 4551 shares.

 Fan Page witnessed an Increase of 1,19,671 Fans during July 21 – August 21, 2012, leading to
624,912 fans.

 Highest fans increase was witnessed on August 2, 2012 – Increase of 20,016 Fans

 The most Engaging Day was August 5, 2012 with an Engagement ratio of 19%


 Amul does not have an active twitter page, thus twitter conversations were rare for Amul



Thank You.


Social Olympics 2012 - Popular Campaigns of London Olympics

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