social olympics 2012 - popular campaigns of london olympics

Social Olympics, 2012 MindShift Interactive Pvt. Ltd.

1 | P a g e w w w . m i n d s h i f t i n t e r a c t i v e . c o m



@ThankYouMom

35,351 Followers

@ThankYouMomIn

82 Followers

1. Thank You, Mom by P&G

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.

Facebook (Global) -7, 70,183

Fans

Buzz Promotion before 100 Days of Opening Ceremony

YouTube Comments - 3817

Facebook (India) -12, 27,167

Fans

YouTube Views - 6, 101,796

“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

https://www.facebook.com/thankyoumom/app_355982491091876

https://apps.facebook.com/169911706464307/#_=_

https://www.facebook.com/ThankYouMomIndia/app_223933674374102



2. Take the Stage by Adidas

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.

FB Fans – 88, 90,683 Increase by 3, 10, 016

Started Promotions from April 7, 2012

7, 10, 443 Views

on Official

YouTube Video

YouTube

Comments - 507

@adidasUK –

Increased by

33,605 Followers

#TakeTheStage

was used 50,411

times

“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

http://www.youtube.com/watch?v=3MHhaMXrUk8

http://www.youtube.com/watch?v=3MHhaMXrUk8



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

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

Campaign started on June

25, 2012

Hashtag #McDOlympics was

used 1499 Times

20,000+ Entries on

FB App

9184 YouTube Views

on Official Video

User-

Generated

Activities

299563

Fans

32,562 Fans

Increased

http://www.youtube.com/watch?v=gwAyM78X7GA&list=UURpqjPtyLWp51TRyi515Rlg&index=5&feature=plcp



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)


August (199) followed by 27th

July (122)


August, 2012 (153), followed by July 27, 2012 (83)

https://www.facebook.com/McDonaldsUK



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



5. Go World by Visa

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.

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

“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.

992577+ App Plays on Visa Cheer



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 12

th August, 2012 (553)

https://www.facebook.com/visa



6. HealthyShare by GE

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.

YouTube

Views

2, 27,130+

(Four Videos)

FB Fan Increase

1, 08, 800

993

Tweets on

#HealthyShare

21,400 Followers

Increase

@GeneralElectric

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.

http://theinspirationroom.com/daily/category/ge/

https://apps.facebook.com/HealthyShare/

http://theinspirationroom.com/daily/category/2012-olympics/



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%



July (90) followed by 9th

August (74)


August, 2012 with 44 RTs



7. #HomeAdvantage by 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

Increased 38,245

fans on Facebook

Increased 5787

followers

@British_Airways

Campaign started on 19th June,

2012

YouTube views for Playlist:

10,10,220

“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

http://www.facebook.com/britishairways/app_388207294549278



8.

9.

10.

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






August (3049)


August, 2012 with 12,305 RTs



8. “Take Part 2012” By Samsung

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

Increased

9,13,405 fans on

Facebook in a

month

Increased 3, 30,805

followers on Twitter

in a month

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

Samsung mobile marketing.

http://www.facebook.com/SamsungMobile/app_151130428355837



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

http://www.facebook.com/samsungIN



9. #StartMeUp by Omega

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.

Increased 16,665 Facebook fans in a

Month

Gained 1049 Twitter Followers

“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






August

(240)





10. Share the Passion by

Panasonic UK

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.

69585 YouTube Views

“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

Bonney

Increase of 15760 Facebook Fans Increase of 3532 Twitter Followers



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%




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

Documents

highest fans increase

mindshift interactive

social olympics

stage campaign

theamazing moms

anyonetheir moms

moms of olympians

fans fans buzz promotion