Brands are looking to capitalize on the growing momentum and popularity of the upcoming Summer Olympics through sponsorship and marketing campaigns. However, strict rules limit sponsorship branding within stadiums, and top sponsors like Coca-Cola and McDonald's have only around 20-25% brand visibility and awareness from consumers as official sponsors. Meanwhile, brands like MasterCard, Sony and Nike are associated with the Olympics despite never sponsoring them. Facebook is encouraging app development through new APIs to build services on its social platform, and music companies like EMI are making content available through open APIs to foster creativity. Some brands are tapping into consumer nostalgia through campaigns featuring childhood icons, while others are exploring user-generated content that customizes brand messages in