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SBD Global/July 20, 2012/Olympics
Mood Ring: Nightly Olympic Light Show Will Be Dictated By British Tweeters
Published July 20, 2012
A SOCIAL EVENT: In London, Sam Jones reported U.S. hurdler Kerron Clement dispelled any "lingering criticism over claims" that London 2012 would prove the first proper social media Olympics. Clement used Twitter to "bemoan the fact that the coach he was on was taking an awfully long time to find its way from the airport to the athletes' village." His observations were seized by the media "as further proof of Olympic teething troubles," but they also reveal the ease with which "athletes can now express their emotions." Although the Beijing Games "hardly went unremarked" on Twitter and Facebook, the past four years have seen an "explosion in the sites' use, be it personal, professional or corporate." British Olympians Tom Daley and Rebecca Adlington have more than 320,000 followers between them and have used Twitter to post "pictures from inside the athletes' village." Social media have also provided sportspeople from around the world with a "quick and convenient way" to thank their sponsors (GUARDIAN, 7/19). MARKETING WEEK's Sebastian Joseph reported Nike is to launch a series of "real-time promoted tweets" during the USA men's basketball games at London 2012 in a bid to "tap into the exposure" the sporting event will generate across the globe. The sportswear company is running the tweets as part of its '#RiseAbove' campaign on the micro-blogging site. When the U.S. men's team is playing, Nike will include "spontaneous tweets about the Games in its promoted tweets so that users tweeting about matches will be able to see their posts." Although Nike is a non-sponsor they have been using Olympic athletes such as Luol Deng and Mo Farah in their "Make it Count" Twitter campaign to "take advantage of the Olympics without contravening rules." The company's plans come as LOCOG and Twitter remain in talks about "how to ensure the micro-blogging site will not be used for ambush marketing during the Games" (MARKETINGWEEK.co.uk, 7/19).