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OLYMPICS
Catch any of the Olympics this summer?
Miss the commentary on the coverage?
Scan the social media platforms for trends and insights?
The team at MBLM didn’t attend the Olympics, but we did track, watch, read and
study the multitude of broadcasts, streams, posts and tweets with intrigue and
interest. This document outlines MBLM’s“FLTR”of the Olympics, and why we believe
the Games of the XXX Olympiad contain a treasure trove of marketing insights on
which brands in many categories can capitalize.
FLTR Olympics is the first of our monthly FLTR reports, which will represent our filter,
or take, on what’s important, particularly as it relates to how brands and technology
connect with people.
“Faster, Higher, Stronger”—the Olympic motto—could very well encapsulate the insights
we gained from what became the largest brand and technology spectacle to date.
2
THE
SOCIAL
GAMES
4
THE
INTIMATE
GAMES
12
THE
MOBILE
GAMES
6
THE
ENABLED
GAMES
10
THE
FEMALE
GAMES
8
THE SOCIAL GAMES
While the Games were more inclusive than
ever, the International Olympic Committee
(IOC) became increasingly restrictive,
policing the usage of their trademarks
throughout the UK.2
Restricting brands that were not official
sponsors soured the athletes and resulted
in their protesting through social channels
to their followers.3
Angry fans protested the delay of games
and lack of live content by NBC by
complaining through social media. However,
the protests did not impact NBC’s ratings,
which were their highest ever.4
Michael Phelps, one of the most prominent
athletes of the Games, generated the most
online traffic and shares at 3 million items
per day.5
306
BILLION
Pieces of Information SHARED
OVER THE 17 days OF THE OLYMPICS
=208,333 SHARES
PER SECOND
EQUIVALENT TO EVERY PERSON
IN THE WORLD SHARING 45 times
OTHERFACTS
1
4
Undoubtedly the most dramatic change in how the London Olympics
were experienced was due to social media. The immediacy of the channel
provided a direct and intimate connection to the athletes and created
a forum for fans around the world to engage with the Games in massive
and profound ways.
5
The Olympics demonstrated—
at a scale never seen before—
the volume, importance and
value generated by social media
for brands, athletes, events and
sponsors.
Limiting or restricting access
to brands that were not offical
sponsors runs counter to
the wave of social innovation
witnessed during the Games,
yet brands that were not official
sponsors managed to find smart
ways to make their mark.6
Balancing increasing access to
content with managing more
restrictive trademark rights and
permissions will emerge as a
key ongoing challenge for future
Olympics.
Conclusions
THE SOCIAL GAMES
5
THE MOBILE GAMES
Google searches
Olympics website visits
NBC and BBC streams
Second-screen viewing didn’t diminish but rather enhanced
viewers’ interest in watching the Games on TV.8
Overall, nearly 56 percent of people who followed the
Games on TV and at least one other screen did so
simultaneously. These viewers also watched TV for 67
percent longer than those who only watched TV.9
Almost half a billion viewers followed the Olympic coverage
of Chinese state broadcaster CNTV via PCs, mobile and
connected devices.10
OTHERFACTS
7
6
Fans followed the Games with their mobile devices and computers.
Nearly half of the audience (44 percent) used these“second screens”
to customize a more personalized viewing experience with constant,
real-time updates.11
Content followed
people not locations.
Audiences tailored
content to their
personal and not
familial or group needs.
Viewers reacted in real
time with others during
events, enhancing
“their”Games through
opinions and feedback.
Mobility impacted
efficiency, as 2 in
5 British workers
watched the Olympics
at work on desktops or
on their smart phones.
This multi-platform
viewership resulted
in an estimated USD
$144 Million loss of
productivity.12
THE MOBILE GAMES
Conclusions
7
THE FEMALE GAMES
The five athletes with the greatest percentage increase in
mentions were women, most of whom didn’t have a large fan
base prior to the Games.14
Gabby Douglas won the title of “Most-Clicked Athlete” on
NBCOlympics.com, crushing Michael Phelps by more than
11 million views. Her Facebook following increased by a
whopping 3,944 percent during the Games.15
The USA’s women’s soccer team has won gold in four
of the last five Olympics (and a silver in 2000 after a
disputed overtime goal in the final). The quality of play
did not prevent the U.S. women’s professional league
from disbanding in 2012.16
United States
China
Great Britain
38
29
46
GOLD MEDALS Women/TOTAL
10
29
20
OTHERFACTS
13
8
Women athletes were a prominent theme during the Olympics. In the
1984 Los Angeles Games, only 24 percent of the athletes were women.
In the London Games, women represented 44.4 percent of the athletes,
with every country sending at least one woman. None symbolized
achievement more than the first female athlete from Saudi Arabia
to participate in the Games.17
Can the masses get as excited
and be as supportive of women
athletes in professional leagues
as they are when those athletes
are representing their countries?
The IOC organization needs
to reflect the balance of its
constituents—its athletes.
While 44% of the athletes in the
London Olympics were women,
only 20 percent of the IOC’s
members are women.18
There may be significant
opportunities to use women
athletes as advertising
spokespeople given their
success and visibility in the
Olympics. However, studies
show that women athletes are
generally paid less and used
less effectively than their male
counterparts.19
THE FEMALE GAMES
Conclusions
9
THE ENABLED GAMES
During the 1932 Olympic Games in Los Angeles, OMEGA
used only 30 stopwatches. For the 2012 Games, the
company used more than 40 tons of equipment, 450
professional timekeepers and 800 trained volunteers to
keep time. OMEGA also used 320 sport-specific scoreboards
and 180 kilometers of cable and optical fiber. 24
The Twinscam camera from Japanese broadcasting
company NHK combines images from its two lenses—
one above and one below the water—to create a single shot.
The result is an unbroken, undistorted view of swimmers.25
NBC reported that viewers of the London Olympics
streamed a total of 20.4 million hours of video,
and 30 percent of the total streams were viewed
via mobile applications.26
OTHERFACTS
Nike Pro TurboSpeed uniforms are
0.023 seconds
faster over 100 meters than are
previous track uniforms.
21
OLYMPIC HD SCREEN
33.1 MILLION PIXELS23
STANDARD HD SCREEN
1.3 MILLION PIXELS
Race timers now accurate to
0.00001 sec.20
634,000 LEDs
transform the Olympic venue into the
World’s Largest TV
Screen
22
BIGGER
BIG
FAST
FASTER
10
For those watching the Olympics, technology facilitated the delivery of a
completely heightened experience. Broadcasters simultaneously streamed
events across multiple devices through multiple platforms, enabling
multiscreen viewing and more program customization than ever before.
Today, technology is an essential force in every athlete’s life. Both before
and during the Olympics it is a required ingredient in fueling, shaping
and evaluating performance. Technology plays a pivotal role in how
athletes are trained, the gear they use, how they are measured and
everything they consume.
THE ENABLED GAMES
The combination of science
and technology enhanced
performances to an
unprecedented degree,
which could widen the
performance gap between
athletes in first and third-
world countries.
Technology enabled Oscar
Pistorius to capture our
hearts and minds and to
serve as an inspiration.
Oscar embraced technology
to help him overcome the
seemingly impossible to
achieve the unimaginable.
With ever more accurate
results, there is less potential
for human error.
Conclusions
11
THE INTIMATE GAMES
The Queen’s surprising appearance was among the most
tweeted comments about the opening ceremony.25
Missy Franklin’s and Michael Phelps’ congratulatory tweets
from President Obama and Justin Bieber 26
, and the virality
of Mckayla Maroney’s smirk/frown 27
showed both sides of
the power of reach and immediacy.
The U.S. Men’s Basketball team tweeted pictures of
behind-the-scenes moments, including team lunches
and teammates sleeping on the bus. 28
OTHERFACTS
24
THE INTIMATE GAMES
The Queen’s surprising appearance was among the most
tweeted comments about the opening ceremony.27
Missy Franklin’s and Michael Phelps’ congratulatory tweets
from President Obama and Justin Bieber 28
, and the virality
of Mckayla Maroney’s smirk/frown 29
showed both sides of
the power of reach and immediacy.
The U.S. Men’s Basketball team tweeted pictures of
behind-the-scenes moments, including team lunches
and teammates sleeping on the bus. 30
OTHERFACTS
Congrats to Michael Phelps for breaking the all-time Olympic
medal record.You’ve made your country proud. -bo
@BarackObama
Thank you Mr. President!! It’s an honor representing the #USA!!
The best country in the world!! RT @BarackObama: ... tmi.me/ux7k2
@MichaelPhelps
Thanks bro!!! RTALilTunechi: High praises to my good friend
Michael Phelps for becoming the Olympian of all time. USA!!
@MichaelPhelps
NBA STARS LIKE
NEVER SEEN BEFORE
MISSY MAKES A MUSIC VIDEO
SMIRK GOES VIRAL
THE POSE
THE POSE
ROYAL FANATICS
THE QUEEN DROPS IN
JOHN LENNON AT THE CLOSING
“@justinbieber: heard @FranklinMissy is a fan of mine. now im a fan of hers
too. CONGRATS on winning GOLD! #muchlove”I just died! Thankyou!
@FranklinMissy
Athlete SPECTATOR
High praises to my good friend Michael Phelps for
becoming the greatest Olympian of all time.USA!!
Lil Wayne WEEZY F ‫@‏‬LilTunechi
12
An array of very human, very intimate and very moving moments
brought us closer to the Games than ever before. From the Queen
dropping from a helicopter into the opening ceremonies to the image
and voice of John Lennon virtually serenading a billion viewers in the
closing ceremonies, sacred icons, idols and heroes were staged in
engaging and entertaining ways.
THE INTIMATE GAMES
The boundaries between
athletes and spectators
eroded, providing deeper
engagement for all who
took part.
The widespread use of
social media involved fans
with sponsors on a level
never before experienced.
Rich content created by
athletes (images, videos,
tweets) became high-valued,
showcased features in
traditional broadcast and
print media and often
achieved viral power on
their own.
Conclusions
13
The social, mobile, female, enabled, intimate games
Geater use of social media and technology transformed the Olympics into both a
greater spectacle and a more intimate Games. The London Olympics offered a rich
experience for athletes and spectators alike, engaging participants separated by
oceans, time zones and cultures.
Combined, the social, mobile, female, enabled and intimate aspects of these Games
have transformed what we expect from major events, the brands that sponsor
or affiliate with them, the participants, and the spectators. For two weeks this summer,
the global community tuned in, followed, friended, shared and browsed, and in so doing
perhaps embodied the Olympic spirit better than ever before.
14
acknowledgements
EXECUTIVE EDITOR:
Mario Natarelli
EDITORIALAND DESIGNTEAM:
Melissa Kalish
Daryl Drabinsky
Marc Rabinowitz
Steve Santangelo
Rina Plapler
Sidney Blank
Special thanks to the entire team at MBLM for their contributions,observations,
insights and input — their FTLR work during the Games and beyond made this
report possible.
FLTR is a monthly collection of shared ideas,thoughts and reflections gathered
from our work and the world around us.
COPYRIGHT©All rights reserved.2012
15
SOURCES & Credits
The Social Games
1	Bullas,Jeff.Staggering Social Media Statistics from the Olympics.Business2Community.com.August 14,
2012.http:/
/www.business2community.com/social-media/staggering-social-media-statistics-from-the-
olympics-infographic-0251729
2	Goldsmith,Melissa.Olympic Branding Police are Everywhere.O.Canada.July 31,2012.http:/
/o.canada.
com/2012/07/31/bc-oly-branding-day3/
3	Belson,Ken.OlympiansTake toTwitter to Protest Endorsement Rule.The NewYorkTimes.July 30,2012.
http:/
/www.nytimes.com/2012/07/31/sports/olympics/athletes-at-olympics-protest-sponsorship-rule-on-
twitter.html
4	 
Georges,Marc. Spoilers:Angry Olympics FansTweetTheir Protests,NBC Responds.Yahoo News.July 29,
2012.http:/
/news.yahoo.com/spoilers-angry-olympics-fans-tweet-protests-nbc-responds-145211712.html
5	 
Olympics Inspire 150 MillionTweets.TheTelegraph.August 13,2012.http:/
/www.telegraph.co.uk/
technology/twitter/9471869/Olympics-inspire-150-million-tweets.html
6	Delo,Cotton.‘Social Olympics’Over,Brands onTwitter Shift Focus to Back to School,Black Friday.
AdAge Digital.August 21,2012.http:/
/adage.com/article/digital/ad-age-digital-conference-
speaker-twitter-s-joel-lunenfeld/236769/?utm_source=feedburnerutm_medium=feedutm_
campaign=Feed:+advertisingAge/Digital+%28Advertising+Age+-+Digital
The Mobile Games
7	 
Palma,Maija.SmartphonesTrump Desktops in OlympicsViewing.FinancialTimes.August 7,2012.
http:/
/blogs.ft.com/tech-blog/2012/08/smart-phones-trump-desktops-in-olympics-viewing/?
8	
London Calling: Some Reflections on the Digital Games.Google.August 14,2012.
http:/
/googleblog.blogspot.com/2012/08/london-calling-some-reflections-on.html	
9	 
Ibid.
10	Roettgers,Janko.By the Numbers.How the Olympics Helped toTake Multi-Screen Online.Gigaom.August
16,2012.http:/
/gigaom.com/video/olympic-multiscreen-numbers
11	
London Calling: Some Reflections on the Digital Games.Google.August 14,2012.http:/
/googleblog.
blogspot.com/2012/08/london-calling-some-reflections-on.html
12	
Infographic: Some Olympic Facts.Radium.August 15,2012.
http:/
/www.hrzone.co.uk/topic/managing-people/infographic-some-olympic-facts/122785	
The Female Games
13	Brennan,Christine.AmericanWomen Rule the London Olympics – NowWhat? USAToday.August 12,2012.
http:/
/www.usatoday.com/sports/olympics/london/story/2012-08-12/London-Olympics-womens-sports-
Christine-Brennan-Title-IX/57016306/1
14	Jenkins,Sally.Women’s Olympic Success:AFlood that Began as aTrickle.Washington Post.August 12,
2012.http:/
/www.washingtonpost.com/sports/olympics/womens-olympic-success-a-flood-that-began-as-
a-trickle/2012/08/12/2799c9ba-e4a2-11e1-8f62-58260e3940a0_story.html
15	Fader,Lainna.WomenWere theTrendingTopic of the Games.Wired.August 16,2012.
http:/
/www.wired.com/playbook/2012/08/women-social-media-olympics/
16	Ibid.
17	 EmpoweringWomeninSports.FeministMajorityFoundation.http:/
/feminist.org/research/sports/sports4.html
18	Brennan,Christine.AmericanWomen Rule the London Olympics – NowWhat? USAToday.August 12,2012.
http:/
/www.usatoday.com/sports/olympics/london/story/2012-08-12/London-Olympics-womens-sports-
Christine-Brennan-Title-IX/57016306/1
19	 
Barriers toWomen inAthletic Careers,http:/
/feminist.org/research/sports/sports4.html
	
University of Delaware,Study finds female athletes rarely and ineffectively used as ad spokespeople,
http:/
/phys.org/news/2012-07-female-athletes-rarely-ineffectively-ad.html
The Enabled Games
20	Prindle,Drew.OlympicTech 2012: Gadgets and Gizmos of the Games.
DigitalTrends.July 27,2012.http:/
/www.digitaltrends.com/cool-tech/gadgets-and-gizmos-in-the-games-
tech-in-the-2012-olympics/
21	Limpert,Rick.Nike ProTurbospeed Uniforms are HighTech for theTrack.The Examiner.July 26,2012.
http:/
/www.examiner.com/article/nike-pro-turbospeed-uniforms-are-high-tech-for-the-track
22	Bond,Anthony.The greatest disco on Earth! Pixel animations turn Olympic Stadium into psychedelic light
show.Daily Mail Online.August 12,2012.http:/
/www.dailymail.co.uk/news/article-2187468/The-greatest-
disco-Earth-Pixel-animations-turn-Olympic-Stadium-psychedelic-light-show.html
23	Engelbrecht,Lezette.FiveTech Firsts for Olympics.ITWeb.July 20,2012.
http:/
/www.itweb.co.za/index.php?option=com_contentview=articleid=56958:five-tech-firsts-for-
olympics
24	Schaefer,Stephanie.HowAccurate is OlympicTimekeeping? JCKOnline.August 8,2012.
http:/
/www.jckonline.com/2012/08/08/how-accurate-olympic-timekeeping	
25	Prindle,Drew.OlympicTech 2012: Gadgets and Gizmos of the Games.
DigitalTrends.July 27,2012.http:/
/www.digitaltrends.com/cool-tech/gadgets-and-gizmos-in-the-games-
tech-in-the-2012-olympics/
26	Dave Evans,How technology will evolve by‘16 Olympics,
http:/
/espn.go.com/blog/playbood/tech/post/_id/1850/how-technologywill-affect-16-olympics
The Intimate Games
27	 
All a-Twitter about Queen’sArrival.UKPressAssociation.July 27,2012.http:/
/www.google.com/hostednews/
ukpress/article/ALeqM5g6wTykT3GD_Bkc7ddxaG6QiBnKhQ?docId=N0070691343424991358A
28	Crouse,Karen.BestWishes from Barack and Bieber.The NewYorkTimes.August 1,2012.
http:/
/london2012.blogs.nytimes.com/2012/08/01/best-wishes-from-barack-and-justin/
29	Cohen,Ben.McKayla Is Not Impressed ByThis Meme.TheWall StreetJournal.August 8,2012.
http:/
/stream.wsj.com/story/london-olympics-2012/SS-2-13789/SS-2-43362/
30	 
Behind the Scenes on Instagram withTeam USAMen’s Hoops.CNN.
http:/
/www.cnn.com/2012/08/01/tech/gallery/olympics-hoops-instagram/i
Photos
3, 14	
(Hyleas Founntain, US heptathlon)-Alexander Hassenstein/Getty Images
AP Photo
Photo: Clive Rose/Getty Images
Jeff J Mitchell/Getty Images
3, 8, 14	
Flikr (http://www.flickr.com/photos/mole555/with/7751372000/)
12	
Bolt-Getty, no photographer credited
Call Me Maybe - 2012 USA Olympic Swimming Team. http://www.youtube.com/
watch?v=YPIA7mpm1wU
http://www.businessinsider.com/usa-basketball-2012-7?op=1
McKayla-disappointed-attributed to Getty, no photographer credited
http://www.photographytips.com.au/love-of-god-love-of-sport-same-emotions/
http://mofmofmofmof.blog.so-net.ne.jp/upload/detail/article-2184089-1466E2D6000005DC-
366_964x696.jpg.html
http://www.ringofstars.ru/across/?p=15628
http://www.google.com/imgres?um=1hl=enclient=firefox-asa=Nrls=org.mozilla:en-US
:officialbiw=1611bih=937tbm=ischtbnid=i3ccqpD1IBomMM:imgrefurl=http://www.
popsugar.com/author/Karli%2520Bulnesimgurl=http://media4.onsugar.com/files/2012/07/
30/5/192/1922398/900x506Thumb.preview/i/2012-Olympics-Opening-Ceremony-Highlights-
Video.jpgw=550h=309ei=CZE7UP-UD-L00gGG8oCoAQzoom=1iact=rcdur=341sig
=117002028326553695098page=1tbnh=102tbnw=182start=0ndsp=35ved=1t:429
,r:0,s:0,i:72tx=41ty=58
16

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MBLM FLTR Olympics

  • 2. Catch any of the Olympics this summer? Miss the commentary on the coverage? Scan the social media platforms for trends and insights? The team at MBLM didn’t attend the Olympics, but we did track, watch, read and study the multitude of broadcasts, streams, posts and tweets with intrigue and interest. This document outlines MBLM’s“FLTR”of the Olympics, and why we believe the Games of the XXX Olympiad contain a treasure trove of marketing insights on which brands in many categories can capitalize. FLTR Olympics is the first of our monthly FLTR reports, which will represent our filter, or take, on what’s important, particularly as it relates to how brands and technology connect with people. “Faster, Higher, Stronger”—the Olympic motto—could very well encapsulate the insights we gained from what became the largest brand and technology spectacle to date. 2
  • 4. THE SOCIAL GAMES While the Games were more inclusive than ever, the International Olympic Committee (IOC) became increasingly restrictive, policing the usage of their trademarks throughout the UK.2 Restricting brands that were not official sponsors soured the athletes and resulted in their protesting through social channels to their followers.3 Angry fans protested the delay of games and lack of live content by NBC by complaining through social media. However, the protests did not impact NBC’s ratings, which were their highest ever.4 Michael Phelps, one of the most prominent athletes of the Games, generated the most online traffic and shares at 3 million items per day.5 306 BILLION Pieces of Information SHARED OVER THE 17 days OF THE OLYMPICS =208,333 SHARES PER SECOND EQUIVALENT TO EVERY PERSON IN THE WORLD SHARING 45 times OTHERFACTS 1 4
  • 5. Undoubtedly the most dramatic change in how the London Olympics were experienced was due to social media. The immediacy of the channel provided a direct and intimate connection to the athletes and created a forum for fans around the world to engage with the Games in massive and profound ways. 5 The Olympics demonstrated— at a scale never seen before— the volume, importance and value generated by social media for brands, athletes, events and sponsors. Limiting or restricting access to brands that were not offical sponsors runs counter to the wave of social innovation witnessed during the Games, yet brands that were not official sponsors managed to find smart ways to make their mark.6 Balancing increasing access to content with managing more restrictive trademark rights and permissions will emerge as a key ongoing challenge for future Olympics. Conclusions THE SOCIAL GAMES 5
  • 6. THE MOBILE GAMES Google searches Olympics website visits NBC and BBC streams Second-screen viewing didn’t diminish but rather enhanced viewers’ interest in watching the Games on TV.8 Overall, nearly 56 percent of people who followed the Games on TV and at least one other screen did so simultaneously. These viewers also watched TV for 67 percent longer than those who only watched TV.9 Almost half a billion viewers followed the Olympic coverage of Chinese state broadcaster CNTV via PCs, mobile and connected devices.10 OTHERFACTS 7 6
  • 7. Fans followed the Games with their mobile devices and computers. Nearly half of the audience (44 percent) used these“second screens” to customize a more personalized viewing experience with constant, real-time updates.11 Content followed people not locations. Audiences tailored content to their personal and not familial or group needs. Viewers reacted in real time with others during events, enhancing “their”Games through opinions and feedback. Mobility impacted efficiency, as 2 in 5 British workers watched the Olympics at work on desktops or on their smart phones. This multi-platform viewership resulted in an estimated USD $144 Million loss of productivity.12 THE MOBILE GAMES Conclusions 7
  • 8. THE FEMALE GAMES The five athletes with the greatest percentage increase in mentions were women, most of whom didn’t have a large fan base prior to the Games.14 Gabby Douglas won the title of “Most-Clicked Athlete” on NBCOlympics.com, crushing Michael Phelps by more than 11 million views. Her Facebook following increased by a whopping 3,944 percent during the Games.15 The USA’s women’s soccer team has won gold in four of the last five Olympics (and a silver in 2000 after a disputed overtime goal in the final). The quality of play did not prevent the U.S. women’s professional league from disbanding in 2012.16 United States China Great Britain 38 29 46 GOLD MEDALS Women/TOTAL 10 29 20 OTHERFACTS 13 8
  • 9. Women athletes were a prominent theme during the Olympics. In the 1984 Los Angeles Games, only 24 percent of the athletes were women. In the London Games, women represented 44.4 percent of the athletes, with every country sending at least one woman. None symbolized achievement more than the first female athlete from Saudi Arabia to participate in the Games.17 Can the masses get as excited and be as supportive of women athletes in professional leagues as they are when those athletes are representing their countries? The IOC organization needs to reflect the balance of its constituents—its athletes. While 44% of the athletes in the London Olympics were women, only 20 percent of the IOC’s members are women.18 There may be significant opportunities to use women athletes as advertising spokespeople given their success and visibility in the Olympics. However, studies show that women athletes are generally paid less and used less effectively than their male counterparts.19 THE FEMALE GAMES Conclusions 9
  • 10. THE ENABLED GAMES During the 1932 Olympic Games in Los Angeles, OMEGA used only 30 stopwatches. For the 2012 Games, the company used more than 40 tons of equipment, 450 professional timekeepers and 800 trained volunteers to keep time. OMEGA also used 320 sport-specific scoreboards and 180 kilometers of cable and optical fiber. 24 The Twinscam camera from Japanese broadcasting company NHK combines images from its two lenses— one above and one below the water—to create a single shot. The result is an unbroken, undistorted view of swimmers.25 NBC reported that viewers of the London Olympics streamed a total of 20.4 million hours of video, and 30 percent of the total streams were viewed via mobile applications.26 OTHERFACTS Nike Pro TurboSpeed uniforms are 0.023 seconds faster over 100 meters than are previous track uniforms. 21 OLYMPIC HD SCREEN 33.1 MILLION PIXELS23 STANDARD HD SCREEN 1.3 MILLION PIXELS Race timers now accurate to 0.00001 sec.20 634,000 LEDs transform the Olympic venue into the World’s Largest TV Screen 22 BIGGER BIG FAST FASTER 10
  • 11. For those watching the Olympics, technology facilitated the delivery of a completely heightened experience. Broadcasters simultaneously streamed events across multiple devices through multiple platforms, enabling multiscreen viewing and more program customization than ever before. Today, technology is an essential force in every athlete’s life. Both before and during the Olympics it is a required ingredient in fueling, shaping and evaluating performance. Technology plays a pivotal role in how athletes are trained, the gear they use, how they are measured and everything they consume. THE ENABLED GAMES The combination of science and technology enhanced performances to an unprecedented degree, which could widen the performance gap between athletes in first and third- world countries. Technology enabled Oscar Pistorius to capture our hearts and minds and to serve as an inspiration. Oscar embraced technology to help him overcome the seemingly impossible to achieve the unimaginable. With ever more accurate results, there is less potential for human error. Conclusions 11
  • 12. THE INTIMATE GAMES The Queen’s surprising appearance was among the most tweeted comments about the opening ceremony.25 Missy Franklin’s and Michael Phelps’ congratulatory tweets from President Obama and Justin Bieber 26 , and the virality of Mckayla Maroney’s smirk/frown 27 showed both sides of the power of reach and immediacy. The U.S. Men’s Basketball team tweeted pictures of behind-the-scenes moments, including team lunches and teammates sleeping on the bus. 28 OTHERFACTS 24 THE INTIMATE GAMES The Queen’s surprising appearance was among the most tweeted comments about the opening ceremony.27 Missy Franklin’s and Michael Phelps’ congratulatory tweets from President Obama and Justin Bieber 28 , and the virality of Mckayla Maroney’s smirk/frown 29 showed both sides of the power of reach and immediacy. The U.S. Men’s Basketball team tweeted pictures of behind-the-scenes moments, including team lunches and teammates sleeping on the bus. 30 OTHERFACTS Congrats to Michael Phelps for breaking the all-time Olympic medal record.You’ve made your country proud. -bo @BarackObama Thank you Mr. President!! It’s an honor representing the #USA!! The best country in the world!! RT @BarackObama: ... tmi.me/ux7k2 @MichaelPhelps Thanks bro!!! RTALilTunechi: High praises to my good friend Michael Phelps for becoming the Olympian of all time. USA!! @MichaelPhelps NBA STARS LIKE NEVER SEEN BEFORE MISSY MAKES A MUSIC VIDEO SMIRK GOES VIRAL THE POSE THE POSE ROYAL FANATICS THE QUEEN DROPS IN JOHN LENNON AT THE CLOSING “@justinbieber: heard @FranklinMissy is a fan of mine. now im a fan of hers too. CONGRATS on winning GOLD! #muchlove”I just died! Thankyou! @FranklinMissy Athlete SPECTATOR High praises to my good friend Michael Phelps for becoming the greatest Olympian of all time.USA!! Lil Wayne WEEZY F ‫@‏‬LilTunechi 12
  • 13. An array of very human, very intimate and very moving moments brought us closer to the Games than ever before. From the Queen dropping from a helicopter into the opening ceremonies to the image and voice of John Lennon virtually serenading a billion viewers in the closing ceremonies, sacred icons, idols and heroes were staged in engaging and entertaining ways. THE INTIMATE GAMES The boundaries between athletes and spectators eroded, providing deeper engagement for all who took part. The widespread use of social media involved fans with sponsors on a level never before experienced. Rich content created by athletes (images, videos, tweets) became high-valued, showcased features in traditional broadcast and print media and often achieved viral power on their own. Conclusions 13
  • 14. The social, mobile, female, enabled, intimate games Geater use of social media and technology transformed the Olympics into both a greater spectacle and a more intimate Games. The London Olympics offered a rich experience for athletes and spectators alike, engaging participants separated by oceans, time zones and cultures. Combined, the social, mobile, female, enabled and intimate aspects of these Games have transformed what we expect from major events, the brands that sponsor or affiliate with them, the participants, and the spectators. For two weeks this summer, the global community tuned in, followed, friended, shared and browsed, and in so doing perhaps embodied the Olympic spirit better than ever before. 14
  • 15. acknowledgements EXECUTIVE EDITOR: Mario Natarelli EDITORIALAND DESIGNTEAM: Melissa Kalish Daryl Drabinsky Marc Rabinowitz Steve Santangelo Rina Plapler Sidney Blank Special thanks to the entire team at MBLM for their contributions,observations, insights and input — their FTLR work during the Games and beyond made this report possible. FLTR is a monthly collection of shared ideas,thoughts and reflections gathered from our work and the world around us. COPYRIGHT©All rights reserved.2012 15
  • 16. SOURCES & Credits The Social Games 1 Bullas,Jeff.Staggering Social Media Statistics from the Olympics.Business2Community.com.August 14, 2012.http:/ /www.business2community.com/social-media/staggering-social-media-statistics-from-the- olympics-infographic-0251729 2 Goldsmith,Melissa.Olympic Branding Police are Everywhere.O.Canada.July 31,2012.http:/ /o.canada. com/2012/07/31/bc-oly-branding-day3/ 3 Belson,Ken.OlympiansTake toTwitter to Protest Endorsement Rule.The NewYorkTimes.July 30,2012. http:/ /www.nytimes.com/2012/07/31/sports/olympics/athletes-at-olympics-protest-sponsorship-rule-on- twitter.html 4   Georges,Marc. Spoilers:Angry Olympics FansTweetTheir Protests,NBC Responds.Yahoo News.July 29, 2012.http:/ /news.yahoo.com/spoilers-angry-olympics-fans-tweet-protests-nbc-responds-145211712.html 5 Olympics Inspire 150 MillionTweets.TheTelegraph.August 13,2012.http:/ /www.telegraph.co.uk/ technology/twitter/9471869/Olympics-inspire-150-million-tweets.html 6 Delo,Cotton.‘Social Olympics’Over,Brands onTwitter Shift Focus to Back to School,Black Friday. AdAge Digital.August 21,2012.http:/ /adage.com/article/digital/ad-age-digital-conference- speaker-twitter-s-joel-lunenfeld/236769/?utm_source=feedburnerutm_medium=feedutm_ campaign=Feed:+advertisingAge/Digital+%28Advertising+Age+-+Digital The Mobile Games 7 Palma,Maija.SmartphonesTrump Desktops in OlympicsViewing.FinancialTimes.August 7,2012. http:/ /blogs.ft.com/tech-blog/2012/08/smart-phones-trump-desktops-in-olympics-viewing/? 8 London Calling: Some Reflections on the Digital Games.Google.August 14,2012. http:/ /googleblog.blogspot.com/2012/08/london-calling-some-reflections-on.html 9 Ibid. 10 Roettgers,Janko.By the Numbers.How the Olympics Helped toTake Multi-Screen Online.Gigaom.August 16,2012.http:/ /gigaom.com/video/olympic-multiscreen-numbers 11 London Calling: Some Reflections on the Digital Games.Google.August 14,2012.http:/ /googleblog. blogspot.com/2012/08/london-calling-some-reflections-on.html 12 Infographic: Some Olympic Facts.Radium.August 15,2012. http:/ /www.hrzone.co.uk/topic/managing-people/infographic-some-olympic-facts/122785 The Female Games 13 Brennan,Christine.AmericanWomen Rule the London Olympics – NowWhat? USAToday.August 12,2012. http:/ /www.usatoday.com/sports/olympics/london/story/2012-08-12/London-Olympics-womens-sports- Christine-Brennan-Title-IX/57016306/1 14 Jenkins,Sally.Women’s Olympic Success:AFlood that Began as aTrickle.Washington Post.August 12, 2012.http:/ /www.washingtonpost.com/sports/olympics/womens-olympic-success-a-flood-that-began-as- a-trickle/2012/08/12/2799c9ba-e4a2-11e1-8f62-58260e3940a0_story.html 15 Fader,Lainna.WomenWere theTrendingTopic of the Games.Wired.August 16,2012. http:/ /www.wired.com/playbook/2012/08/women-social-media-olympics/ 16 Ibid. 17 EmpoweringWomeninSports.FeministMajorityFoundation.http:/ /feminist.org/research/sports/sports4.html 18 Brennan,Christine.AmericanWomen Rule the London Olympics – NowWhat? USAToday.August 12,2012. http:/ /www.usatoday.com/sports/olympics/london/story/2012-08-12/London-Olympics-womens-sports- Christine-Brennan-Title-IX/57016306/1 19 Barriers toWomen inAthletic Careers,http:/ /feminist.org/research/sports/sports4.html University of Delaware,Study finds female athletes rarely and ineffectively used as ad spokespeople, http:/ /phys.org/news/2012-07-female-athletes-rarely-ineffectively-ad.html The Enabled Games 20 Prindle,Drew.OlympicTech 2012: Gadgets and Gizmos of the Games. DigitalTrends.July 27,2012.http:/ /www.digitaltrends.com/cool-tech/gadgets-and-gizmos-in-the-games- tech-in-the-2012-olympics/ 21 Limpert,Rick.Nike ProTurbospeed Uniforms are HighTech for theTrack.The Examiner.July 26,2012. http:/ /www.examiner.com/article/nike-pro-turbospeed-uniforms-are-high-tech-for-the-track 22 Bond,Anthony.The greatest disco on Earth! Pixel animations turn Olympic Stadium into psychedelic light show.Daily Mail Online.August 12,2012.http:/ /www.dailymail.co.uk/news/article-2187468/The-greatest- disco-Earth-Pixel-animations-turn-Olympic-Stadium-psychedelic-light-show.html 23 Engelbrecht,Lezette.FiveTech Firsts for Olympics.ITWeb.July 20,2012. http:/ /www.itweb.co.za/index.php?option=com_contentview=articleid=56958:five-tech-firsts-for- olympics 24 Schaefer,Stephanie.HowAccurate is OlympicTimekeeping? JCKOnline.August 8,2012. http:/ /www.jckonline.com/2012/08/08/how-accurate-olympic-timekeeping 25 Prindle,Drew.OlympicTech 2012: Gadgets and Gizmos of the Games. DigitalTrends.July 27,2012.http:/ /www.digitaltrends.com/cool-tech/gadgets-and-gizmos-in-the-games- tech-in-the-2012-olympics/ 26 Dave Evans,How technology will evolve by‘16 Olympics, http:/ /espn.go.com/blog/playbood/tech/post/_id/1850/how-technologywill-affect-16-olympics The Intimate Games 27 All a-Twitter about Queen’sArrival.UKPressAssociation.July 27,2012.http:/ /www.google.com/hostednews/ ukpress/article/ALeqM5g6wTykT3GD_Bkc7ddxaG6QiBnKhQ?docId=N0070691343424991358A 28 Crouse,Karen.BestWishes from Barack and Bieber.The NewYorkTimes.August 1,2012. http:/ /london2012.blogs.nytimes.com/2012/08/01/best-wishes-from-barack-and-justin/ 29 Cohen,Ben.McKayla Is Not Impressed ByThis Meme.TheWall StreetJournal.August 8,2012. http:/ /stream.wsj.com/story/london-olympics-2012/SS-2-13789/SS-2-43362/ 30 Behind the Scenes on Instagram withTeam USAMen’s Hoops.CNN. http:/ /www.cnn.com/2012/08/01/tech/gallery/olympics-hoops-instagram/i Photos 3, 14 (Hyleas Founntain, US heptathlon)-Alexander Hassenstein/Getty Images AP Photo Photo: Clive Rose/Getty Images Jeff J Mitchell/Getty Images 3, 8, 14 Flikr (http://www.flickr.com/photos/mole555/with/7751372000/) 12 Bolt-Getty, no photographer credited Call Me Maybe - 2012 USA Olympic Swimming Team. http://www.youtube.com/ watch?v=YPIA7mpm1wU http://www.businessinsider.com/usa-basketball-2012-7?op=1 McKayla-disappointed-attributed to Getty, no photographer credited http://www.photographytips.com.au/love-of-god-love-of-sport-same-emotions/ http://mofmofmofmof.blog.so-net.ne.jp/upload/detail/article-2184089-1466E2D6000005DC- 366_964x696.jpg.html http://www.ringofstars.ru/across/?p=15628 http://www.google.com/imgres?um=1hl=enclient=firefox-asa=Nrls=org.mozilla:en-US :officialbiw=1611bih=937tbm=ischtbnid=i3ccqpD1IBomMM:imgrefurl=http://www. popsugar.com/author/Karli%2520Bulnesimgurl=http://media4.onsugar.com/files/2012/07/ 30/5/192/1922398/900x506Thumb.preview/i/2012-Olympics-Opening-Ceremony-Highlights- Video.jpgw=550h=309ei=CZE7UP-UD-L00gGG8oCoAQzoom=1iact=rcdur=341sig =117002028326553695098page=1tbnh=102tbnw=182start=0ndsp=35ved=1t:429 ,r:0,s:0,i:72tx=41ty=58 16