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Marketing and Sponsorship

Visa Creates 360-Degree Mobile Experience To Highlight Diversity Of Olympic Athletes

Visa "has been putting diversity and acceptance at the center of its 2016 Olympics sponsorship," according to Ilyse Liffreing of CAMPAIGN LIVE. This has included everything from "sponsoring the first team of refugee competitors to tweeting photos of disabled athletes." Now, the brand "is bringing those themes to a 360-degree experience that it hopes consumers will want to share." Visa's "360-degrees of Acceptance," created in partnership with Razorfish, is an interactive mobile experience comprising 12 "stories" of diverse Olympic athletes. Each story "is a short vignette, about 15 seconds long, consisting of inspirational sayings, videos and photos of athletes." The tagline, featured in each vignette, is "celebrating the acceptance of everyone, everywhere" -- a reference to "the diversity of the athletes" and Visa’s longstanding claim of "being accepted in more places than any other card." Visa SVP & Global Head of Digital & Marketing Transformation Shiv Singh calls them "snackable stories" that show that the brand is "taking a strong stance on accepting everyone." Visa's 360-degree experience was developed in WebGL "to be viewed on mobile devices." Therefore, the videos and content "take a vertical format" because, as Singh says, "Nobody wants to turn their phone horizontal." The experience "has been released in 81 markets in seven different languages" (CAMPAIGN LIVE, 8/12).

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