IOC Targeting Youth With Newest Extension Of Ad Campaign
 |
IOC Launches Second Phase Of
Its "The Best Of Us" Ad Campaign |
The IOC today launched the second phase of its "The Best Of Us" ad campaign, an online effort encouraging youth to "interact with champion athletes," according to Stuart Elliott of the N.Y. TIMES. The new effort, "The Best of Us Challenge," invites youths ages 12-19 to "create video clips." The clips are intended to "show them responding to challenges from athletes," and are "not intended to encourage participants to take risks or act dangerously." Elliott notes the "dares are meant to be playful and lighthearted: How many clapping push-ups can you do in 30 seconds? How long can you balance a stick?" IOC Dir of Television & Marketing Services Timo Lumme said, "We can't stand still. We want to maintain the relevance of the Olympic Games as a sporting and cultural event. If we’ve done our job, not only will young people watch sports, but they will participate in sports and adopt some of the worthy values of sports in their everyday lives." The IOC will post official rules of the challenge on its Web site, Olympic.org, and the "video clips from youths answering the athletes’ challenges -- or issuing challenges of their own -- are to be uploaded to the Olympic Web site." Prizes include trips to the '10 Vancouver Games, as well as the first ever Youth Olympic Games, held next August in Singapore. The campaign, via Cole & Weber United, Seattle, will "have a presence in social media like Facebook and Twitter." YouTube will "host the videos for the Olympic Web site, and will have a channel for the challenge." Lumme vowed the IOC will "take steps to make sure all content that is user-generated will be appropriate, and appropriate for young people" (N.Y. TIMES, 10/14).
|
Related Stories By Company
|
Related Stories By Sport
|
Bettman Patient About '14 Decision
March 2, 2010 :
SportsBusiness Daily
IOC Outlines Plan For U.S. Media Rights Bids
March 1, 2010 :
SportsBusiness Daily
NHL Eyes Bigger Share Of Olympic Profits
February 26, 2010 :
SportsBusiness Daily
Rogge Says Women's Hockey May Not Survive
February 26, 2010 :
SportsBusiness Daily
Rogge: IOC Morally Responsible For Death
February 26, 2010 :
SportsBusiness Daily
|
Goren Confirms Fox Bidding For Olympics
March 18, 2010 :
SportsBusiness Daily
Olympic Fans Tuned In For Vancouver
March 16, 2010 :
SportsBusiness Daily
Former Olympian Spitz Files Suit Over Ad
March 10, 2010 :
SportsBusiness Daily
Canadian Gov't Ups OTP Funding
March 5, 2010 :
SportsBusiness Daily
Yahoo's Olympics Site Outdraws NBC, ESPN
March 5, 2010 :
SportsBusiness Daily
|
|
