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Social Olympics 2012 - Popular Campaigns of London Olympics

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Check out the most popular campaigns done by Brands during London Olympics 2012. The report highlights global campaigns undertaken by brands.

Check out the most popular campaigns done by Brands during London Olympics 2012. The report highlights global campaigns undertaken by brands.


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  • 1. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. 1|Page www.mindshiftinteractive.com
  • 2. Social Olympics, 2012 MindShift Interactive Pvt. Ltd.1. Thank You, Mom by P&G Facebook (Global) -7, 70,183 Facebook (India) -12, 27,167 Fans Fans Buzz Promotion before 100 Days of Opening Ceremony @ThankYouMom @ThankYouMomIn 35,351 Followers 82 Followers YouTube Views - 6, 101,796 YouTube Comments - 3817Procter & Gamble honours everything that all moms do to help their children succeed by showcasing theamazing moms behind Olympic athletes at the London 2012 Olympic Games. The hardest job in theworld is truly the best job in the world. “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. 2|Page www.mindshiftinteractive.com
  • 3. Social Olympics, 2012 MindShift Interactive Pvt. Ltd.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 3|Page www.mindshiftinteractive.com  
  • 4. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. 2. Take the Stage by Adidas FB Fans – 88, 90,683 Increase by 3, 10, 016 Started Promotions from April 7, 2012 @adidasUK – #TakeTheStage Increased by was used 50,411 33,605 Followers times 7, 10, 443 Views YouTube on Official Comments - 507 YouTube Video 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. “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 4|Page www.mindshiftinteractive.com
  • 5. Social Olympics, 2012 MindShift Interactive Pvt. Ltd.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%  Positive: Negative Mention = 44:1  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 5|Page www.mindshiftinteractive.com
  • 6. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. 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 6|Page www.mindshiftinteractive.com
  • 7. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. 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  Global Fan Page witnessed an Increase of 28,37,894 Fans during July 20 – August 17, 2012  Highest fans increase was witnessed on August 10, 2012 – Increase of 1,84,967 Fans  The most Engaging Day was August 18, 2012 with an Engagement ratio of 3.25%  Positive: Negative Mention = 26:1  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) 7|Page www.mindshiftinteractive.com
  • 8. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. 4. We All Make The Games by McDonald‟s Campaign started on June User- Hashtag #McDOlympics was 25, 2012 Generated used 1499 Times Activities 299563 32,562 Fans Fans Increased 20,000+ Entries on 9184 YouTube Views FB App on Official Video McDonalds is the official restaurant provider to the London 2012 Olympic Games and the ad ends with the strapline: "Were 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, McDonalds UK VP of marketing 8|Page www.mindshiftinteractive.com
  • 9. MindShift InsightsSocial Olympics, 2012 MindShift Interactive Pvt. Ltd.  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  The most Engaging Day was August 7, 2012 with an Engagement ratio of 6.86%  Positive: Negative Mention = 6:1 (Was in News due to Health Concerns due to High Calorie Products)  Highest Twitter Mentions were received on 12th August (199) followed by 27th July (122)  Highest RTs were seen on 12th August, 2012 (153), followed by July 27, 2012 (83) 9|Page www.mindshiftinteractive.com
  • 10. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. McDonald’s UK Gallery – We All Made the Games! 10 | P a g e www.mindshiftinteractive.com
  • 11. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. 5. Go World by Visa 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 992577+ App Plays on Visa Cheer 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. “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. 11 | P a g e www.mindshiftinteractive.com
  • 12. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. 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  The most Engaging Day was August 9, 2012 with an Engagement ratio of 18.84%  Positive: Negative Mention = 20:1  Highest Twitter Mentions were received on 31st July with 1165 Tweets  Highest RTs were seen on 31st July, 2012 (566), followed by 12th August, 2012 (553) 12 | P a g e www.mindshiftinteractive.com
  • 13. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. 6. HealthyShare by GEYouTube FB Fan IncreaseViews 1, 08, 8002, 27,130+(Four Videos) 21,400 Followers Increase @GeneralElectric 993 Tweets on#HealthyShare 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. 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. 13 | P a g e www.mindshiftinteractive.com
  • 14. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. 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  Global Fan Page witnessed an Increase of 1,08,800 Fans during July 20 – August 20, 2012  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%  Positive: Negative Mention = 31:1  Highest Twitter Mentions were received on 27th July (90) followed by 9th August (74)  Highest RTs were seen on 9th August, 2012 with 44 RTs 14 | P a g e www.mindshiftinteractive.com
  • 15. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. 7. #HomeAdvantage by British Airways Campaign started on 19th June, YouTube views for Playlist: 2012 10,10,220 Increased 38,245 Increased 5787 fans on Facebook followers @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 “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 15 | P a g e www.mindshiftinteractive.com
  • 16. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. 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    8. Highest fans increase was witnessed on August 13, 2012 – Increase of 5197 Fans The most Engaging Day was August 16, 2012 with an Engagement ratio of 10.52% Positive: Negative Mention = 162:1  Highest Twitter Mentions were received on 12th August (13391) followed by 4th August (3049)  9. Highest RTs were seen on 12th August, 2012 with 12,305 RTs 10. 16 | P a g e www.mindshiftinteractive.com
  • 17. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. 8. “Take Part 2012” By Samsung Increased 9,13,405 fans on Facebook in a month Increased 3, 30,805 followers on Twitter in a month 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 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 17Samsung mobile marketing. |Page www.mindshiftinteractive.com
  • 18. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. 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)  Twitter Conversations tracked – 42144 Tweets  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%  Positive: Negative Mention = 60:1  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 18 | P a g e www.mindshiftinteractive.com
  • 19. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. 9. #StartMeUp by Omega Increased 16,665 Facebook fans in a Month Gained 1049 Twitter Followers 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. “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. 19 | P a g e www.mindshiftinteractive.com
  • 20. Social Olympics, 2012 MindShift Interactive Pvt. Ltd.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  Twitter Conversations tracked – 2080 Tweets  Global Facebook Fan Page witnessed an Increase of 16,665 Fans during 23rd July, 2012 to 21st August 2012  Highest fans increase was witnessed on August 10, 2012 – Increase of 834 Fans  The most Engaging Day was August 13, 2012 with an Engagement ratio of 12.96%  Positive: Negative Mention = 18:1  Highest Twitter Mentions were received on 5th August (264) followed by 4th August (240)  Highest RTs were seen on 5th August, 2012 with 143 RTs 20 | P a g e www.mindshiftinteractive.com
  • 21. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. 10. Share the Passion by Panasonic UK Increase of 15760 Facebook Fans Increase of 3532 Twitter Followers 69585 YouTube Views 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. “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 21Bonney |Page www.mindshiftinteractive.com
  • 22. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. 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)  Twitter Conversations tracked – 1838 Tweets  Global Fan Page witnessed an Increase of 15760 Fans during 23rd July, 2012 to 21st August 2012  Highest fans increase was witnessed on August 3, 2012 – Increase of 1241 Fans  The most Engaging Day was August 11, 2012 with an Engagement ratio of 12.46%  Positive: Negative Mention = 32:1  Highest Twitter Mentions were received on 20th August (129) followed by 8th August (122)  Highest RTs were seen on 14th August, 2012 with 91 RTs 22 | P a g e www.mindshiftinteractive.com
  • 23. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. 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. 23 | P a g e www.mindshiftinteractive.com
  • 24. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. “Amul is committed to strengthening the Olympic movement in India and encourage younggeneration from all corners of the country to take up Olympic sports. I take great pleasure and pride inannouncing our sponsorship of the Indian contingent to the London 2012 Olympic Games as „OlympicPartner‟. This association and activities around it will help in engaging the youth so that they can enjoya 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%  Positive: Negative Mention = 60:1  Amul does not have an active twitter page, thus twitter conversations were rare for Amul 24 | P a g e www.mindshiftinteractive.com
  • 25. Social Olympics, 2012 MindShift Interactive Pvt. Ltd. Thank You. 25 | P a g e www.mindshiftinteractive.com