Here is a presentation for my Principles of Public Relations class on the Visa Go World campaign for the 2012 Olympics in London! Hope you enjoy! There are three videos in it so I hope they play for you!
This document discusses using digital media for sports marketing. It outlines objectives to demonstrate and evaluate digital versus traditional sports marketing using examples. Stages of sports marketing include promoting sports to increase participation, advertising sports associations, and using athletes and events to promote products. The proposed strategy is to use digital media like Facebook, blogs, and mobile apps to target students of a dual country program by partnering with other teams and bloggers in exchange for promotion. Details of implementation include links to the Facebook page, partner blogs, and a QR code for a demo mobile app.
The document outlines an IMC plan for GoPro with the following key points:
Objective 1: Create brand awareness among 50% of target audiences within 12 months through digital billboards and social media.
Objective 2: Create positive brand feelings among 30% and preference among 15% through event sponsorship programs.
Objective 3: Lead 5% of target audiences to purchase the product through search engines and personal selling.
The target audiences are female millennials and Gen X who love adventurous sports and are tech savvy social media users. The plan uses influencers, social media, digital billboards, and event sponsoring to create emotional appeals to build awareness, while using social media and
The document proposes an action plan to make the Giro d'Italia bike race more international. The primary activities include organizing a "Little Giro" bike training camp for kids ages 6-12 in 10 countries, culminating in a final competition. The top kid from each country would be selected to form a "Junior Dream Team" to accompany Giro athletes. Secondary activities involve public viewings of past Giro races and a fancy bicycle parade. The goals are to improve Giro's image abroad, generate awareness among younger generations, and attract media attention through the kids' involvement. Comparable initiatives like the DANONE Nations Cup soccer tournament show how engaging kids can increase a brand's visibility and media coverage internationally. Key
The document discusses a campaign launched by Italian soccer club Juventus to strengthen their relationship with international fans. Juventus launched the #LoveJU campaign to engage fans and have them submit designs for a large stadium choreography display. Over 3000 designs were submitted and 18,500 tweets were sent using the #LoveJU hashtag. The campaign was a success, gaining international news coverage and helping Juventus win their match 3-1 according to player Giorgio Chiellini.
How Under Armour reached 410,000 more consumers with Men's NetworkSPH Magazines
Male consumers are generally known to be difficult to reach, but the Men’s Health Singapore team proved that nothing is too difficult with a little ingenuity, and a great campaign.
Under Armour Singapore first approached Men’s Health Singapore to generate hype for their event. Tapping on our highly engaged readers across multiple touch points including our print and digital magazines, and social media channels, the team conceptualised a 360 integrated campaign that communicated brand awareness to consumers that was beyond the client’s expectations.
To find out how this campaign played out, and how your brand can also benefit from our 360 solutions, please take a look at the Men’s Health-Under Armour campaign story
This document outlines an integrated marketing communications plan to promote Doritos at Air Canada Center events. The plan targets teenagers, young adults, and adults aged 12-34 who enjoy active hobbies and socializing. It will use social media, websites, apps, billboards, subway ads, TV, radio, and in-person events to generate buzz over 3 months. The goal is to position Doritos as the best snack and engage the target audience through interactive challenges at games. Sponsoring the Toronto Raptors will attract different audiences and create awareness. The plan will measure online engagement and event participation.
Build Brand Awareness For Business: social media is the most important factor in client / customer relationship building and brand management. One in six people who use the internet are on Pinterest.
This is a presentation of graduation thesis:
"Social Media & Branding" which has a focus on marketing & campaign and promotions of Corporate companies in the existing market-place.
There are also political topics such as "Libyan Case",therefore I have a re-vision on this side as well.
This document discusses using digital media for sports marketing. It outlines objectives to demonstrate and evaluate digital versus traditional sports marketing using examples. Stages of sports marketing include promoting sports to increase participation, advertising sports associations, and using athletes and events to promote products. The proposed strategy is to use digital media like Facebook, blogs, and mobile apps to target students of a dual country program by partnering with other teams and bloggers in exchange for promotion. Details of implementation include links to the Facebook page, partner blogs, and a QR code for a demo mobile app.
The document outlines an IMC plan for GoPro with the following key points:
Objective 1: Create brand awareness among 50% of target audiences within 12 months through digital billboards and social media.
Objective 2: Create positive brand feelings among 30% and preference among 15% through event sponsorship programs.
Objective 3: Lead 5% of target audiences to purchase the product through search engines and personal selling.
The target audiences are female millennials and Gen X who love adventurous sports and are tech savvy social media users. The plan uses influencers, social media, digital billboards, and event sponsoring to create emotional appeals to build awareness, while using social media and
The document proposes an action plan to make the Giro d'Italia bike race more international. The primary activities include organizing a "Little Giro" bike training camp for kids ages 6-12 in 10 countries, culminating in a final competition. The top kid from each country would be selected to form a "Junior Dream Team" to accompany Giro athletes. Secondary activities involve public viewings of past Giro races and a fancy bicycle parade. The goals are to improve Giro's image abroad, generate awareness among younger generations, and attract media attention through the kids' involvement. Comparable initiatives like the DANONE Nations Cup soccer tournament show how engaging kids can increase a brand's visibility and media coverage internationally. Key
The document discusses a campaign launched by Italian soccer club Juventus to strengthen their relationship with international fans. Juventus launched the #LoveJU campaign to engage fans and have them submit designs for a large stadium choreography display. Over 3000 designs were submitted and 18,500 tweets were sent using the #LoveJU hashtag. The campaign was a success, gaining international news coverage and helping Juventus win their match 3-1 according to player Giorgio Chiellini.
How Under Armour reached 410,000 more consumers with Men's NetworkSPH Magazines
Male consumers are generally known to be difficult to reach, but the Men’s Health Singapore team proved that nothing is too difficult with a little ingenuity, and a great campaign.
Under Armour Singapore first approached Men’s Health Singapore to generate hype for their event. Tapping on our highly engaged readers across multiple touch points including our print and digital magazines, and social media channels, the team conceptualised a 360 integrated campaign that communicated brand awareness to consumers that was beyond the client’s expectations.
To find out how this campaign played out, and how your brand can also benefit from our 360 solutions, please take a look at the Men’s Health-Under Armour campaign story
This document outlines an integrated marketing communications plan to promote Doritos at Air Canada Center events. The plan targets teenagers, young adults, and adults aged 12-34 who enjoy active hobbies and socializing. It will use social media, websites, apps, billboards, subway ads, TV, radio, and in-person events to generate buzz over 3 months. The goal is to position Doritos as the best snack and engage the target audience through interactive challenges at games. Sponsoring the Toronto Raptors will attract different audiences and create awareness. The plan will measure online engagement and event participation.
Build Brand Awareness For Business: social media is the most important factor in client / customer relationship building and brand management. One in six people who use the internet are on Pinterest.
This is a presentation of graduation thesis:
"Social Media & Branding" which has a focus on marketing & campaign and promotions of Corporate companies in the existing market-place.
There are also political topics such as "Libyan Case",therefore I have a re-vision on this side as well.
1. TGI Friday's held its annual World Bartender Championship in 2010 and sought to elevate the profile and relevance of the event, especially among 20-somethings.
2. The strategy was to campaign for bartending to be recognized as an Olympic sport and launch contests and social media engagement to generate buzz around mixology and the competition.
3. The campaign achieved over 260 million media impressions, 30,000 petition signatures, and 105,000 consumer contest participants, raising the profile of the brand and bartending championship.
A concise report to demonstrate digital marketing on a smaller platform. This report shows the various aspects of digital and sports marketing for better understanding and implementation.
Shout recently landed a multi-year deal with Real Madrid, the world’s premiere sports brand. Real Madrid has over 500 million global fans with direct social media connections into 110 million of those fans. Real Madrid’s social following has been increasing for the last year at over 2 million additional followers coming on line per month. Shout has marketing rights to post to these 110 million followers 2 times per month for 3 years. Shout has built a version of its app that is directly playable from a Facebook or Twitter post. Shout has users in 182 countries around the world, Shout players in over 100 countries have won prizes. See http://www.youtube.com/watch?v=s5Vbl0tMBbI
This document provides an overview of the Local Program Fundraising Toolkit created by Special Olympics Vermont (SOVT) to help local programs raise money. The toolkit goals are to provide fundraising opportunities and resources, raise community awareness, and engage athletes. It outlines revenue sharing opportunities from events like the Penguin Plunge and Law Enforcement Torch Run. Tips for engaging media and leveraging SOVT resources are also provided. The toolkit elements on the online portal include templates and guidelines for applications, press releases, donations, and logo use.
This document provides an overview of social media strategies for sports organizations based on a class lecture and research conducted by Game Day Communications. Key points:
- Game Day Communications conducted a social media scan of 35 college football bowl games, finding averages of 3,885 Facebook fans, 3,301 Twitter followers, and the Discover Orange Bowl had the most YouTube views.
- Strategies discussed include conducting competitive analyses, creating strategic plans, valuing social media platforms for sponsorship, engaging fans through gaming and mobile apps, providing year-round coverage, and developing new revenue streams.
- Facebook fans are valued at $1.33 per person for sponsorship, Twitter followers at $0.24 per person, and YouTube views
This is a competitive analysis that was created to look into the public broadcasting space as a whole. To research this project, I examined over more than 200 public broadcasters in both the U.S. and Canada.
Startline is a crowdfunding platform that aims to help athletes raise funds to support their training and participation in sports. It works by connecting athletes, donors, sponsors and other stakeholders. The platform allows athletes to create fundraising campaigns and promotes them to potential donors and sponsors. If successful, it could help unlock the potential of many athletes and sports that may otherwise lack funding. Startline conducted market research and financial projections that show the model could become self-sustaining over time as the platform and number of athletes using it grow. Investors are appealed to for their opportunity to support athletes' dreams and an innovative funding model for sports.
Sports social media apps are evolving to better engage fans. They provide real-time scores, notifications, unique content and community. Teams use apps and social media to share news year-round. Event-based apps like March Madness Live stream games and provide stats. In-game apps let fans order food or see messages on screens. Player engagement apps like Shnarped connect fans to players. Fan influence apps score fan activity. Marketing apps promote brands to wider audiences. Experts say future apps will focus on business models and gamification to keep fans engaged through community.
Li-Ning is a Chinese sports brand founded in 1990 by Olympic gymnast Li Ning. While successful in China, the brand has little awareness in the US market which is dominated by Nike and Adidas. This strategic recommendation proposes building a digital ecosystem and community around Li-Ning to engage younger Americans aged 15-25 and increase the brand's market share. Key recommendations include developing websites, social media, a co-branded app, influencer marketing, contests and incentives to foster sharing and user-generated content using the hashtag #Lining. The goal is to position Li-Ning as a brand that brings friends together through sport.
Nike is launching a new virtual reality product called NikeVision. The document outlines Nike's organizational structure and leadership, then provides details on the product launch, including goals to engage users on social media platforms like Twitter, Facebook, Instagram and Snapchat. It also discusses target audiences for NikeVision and compares it to competitors' virtual reality products from Microsoft and social media strategies of Reebok. The document concludes with plans for resources, staff, and measuring the results and business impact of the NikeVision launch.
Sponsorship is a commercial deal where a business provides support, usually financial, for a team, athlete or event in order to enhance their brand recognition and advertising. There are advantages and disadvantages to both sponsors and sports. Major sponsors can include companies like Nike, Adidas, and large television networks. In India, cricket receives huge sponsorship deals, for example the BCCI receives $60 million from Nike and $40 crores per match from Star India for broadcast rights. However, overdependence on sponsors can allow them too much influence over a sport.
Live Streaming UCLA's Beat 'SC Bonfire & Rally 2011Mike Takahashi
On Mon, Nov 21, 2011 UCLA Alumni and UCLA Marketing & Special Events broadcasted a live stream of the annual Beat ‘SC Bonfire & Rally via its institutional YouTube channel at http://youtube.com/ucla. The event, which took place in Wilson Plaza on the UCLA campus, resulted in viewership across world in locations as far away as London and Japan.
The Tri-State Exposition is a 501(c)(3) non-profit organization founded in 1923 that hosts the Tri-State Fair and Rodeo. It has an annual economic impact of over $42 million and hosts over 300,000 visitors each year. The organization's mission is to provide wholesome, educational, cultural and recreational experiences through events that strengthen the Amarillo economy. It uses social media platforms like Facebook, Twitter, and Instagram to promote its events and has seen engagement increases of 11-13% during recent fair seasons.
The document outlines partnership opportunities for the 2018 ITTF Team World Cup table tennis tournament in London. It describes three levels of partnership - title/naming rights, major partner, and non-exclusive partner. These provide branding, tickets, and activation benefits. Table tennis is a popular global sport reaching over 355 million TV viewers. The event in London will feature top international teams competing over 4 days in an iconic Olympic venue.
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This document summarizes a class lecture on event management and promotion. The class covered topics such as selling alcohol in a collegiate setting, an overview of sponsorship and its benefits, and examples of successful sports sponsorships. Students also presented sponsorship pitches for a chili bowl event, comparing sponsorship benefits and opportunities for beer and soda brands. The document provides details on elements of effective sponsorship deals and specific benefits sponsors receive from partnering with sports and athletic events.
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1. TGI Friday's held its annual World Bartender Championship in 2010 and sought to elevate the profile and relevance of the event, especially among 20-somethings.
2. The strategy was to campaign for bartending to be recognized as an Olympic sport and launch contests and social media engagement to generate buzz around mixology and the competition.
3. The campaign achieved over 260 million media impressions, 30,000 petition signatures, and 105,000 consumer contest participants, raising the profile of the brand and bartending championship.
A concise report to demonstrate digital marketing on a smaller platform. This report shows the various aspects of digital and sports marketing for better understanding and implementation.
Shout recently landed a multi-year deal with Real Madrid, the world’s premiere sports brand. Real Madrid has over 500 million global fans with direct social media connections into 110 million of those fans. Real Madrid’s social following has been increasing for the last year at over 2 million additional followers coming on line per month. Shout has marketing rights to post to these 110 million followers 2 times per month for 3 years. Shout has built a version of its app that is directly playable from a Facebook or Twitter post. Shout has users in 182 countries around the world, Shout players in over 100 countries have won prizes. See http://www.youtube.com/watch?v=s5Vbl0tMBbI
This document provides an overview of the Local Program Fundraising Toolkit created by Special Olympics Vermont (SOVT) to help local programs raise money. The toolkit goals are to provide fundraising opportunities and resources, raise community awareness, and engage athletes. It outlines revenue sharing opportunities from events like the Penguin Plunge and Law Enforcement Torch Run. Tips for engaging media and leveraging SOVT resources are also provided. The toolkit elements on the online portal include templates and guidelines for applications, press releases, donations, and logo use.
This document provides an overview of social media strategies for sports organizations based on a class lecture and research conducted by Game Day Communications. Key points:
- Game Day Communications conducted a social media scan of 35 college football bowl games, finding averages of 3,885 Facebook fans, 3,301 Twitter followers, and the Discover Orange Bowl had the most YouTube views.
- Strategies discussed include conducting competitive analyses, creating strategic plans, valuing social media platforms for sponsorship, engaging fans through gaming and mobile apps, providing year-round coverage, and developing new revenue streams.
- Facebook fans are valued at $1.33 per person for sponsorship, Twitter followers at $0.24 per person, and YouTube views
This is a competitive analysis that was created to look into the public broadcasting space as a whole. To research this project, I examined over more than 200 public broadcasters in both the U.S. and Canada.
Startline is a crowdfunding platform that aims to help athletes raise funds to support their training and participation in sports. It works by connecting athletes, donors, sponsors and other stakeholders. The platform allows athletes to create fundraising campaigns and promotes them to potential donors and sponsors. If successful, it could help unlock the potential of many athletes and sports that may otherwise lack funding. Startline conducted market research and financial projections that show the model could become self-sustaining over time as the platform and number of athletes using it grow. Investors are appealed to for their opportunity to support athletes' dreams and an innovative funding model for sports.
Sports social media apps are evolving to better engage fans. They provide real-time scores, notifications, unique content and community. Teams use apps and social media to share news year-round. Event-based apps like March Madness Live stream games and provide stats. In-game apps let fans order food or see messages on screens. Player engagement apps like Shnarped connect fans to players. Fan influence apps score fan activity. Marketing apps promote brands to wider audiences. Experts say future apps will focus on business models and gamification to keep fans engaged through community.
Li-Ning is a Chinese sports brand founded in 1990 by Olympic gymnast Li Ning. While successful in China, the brand has little awareness in the US market which is dominated by Nike and Adidas. This strategic recommendation proposes building a digital ecosystem and community around Li-Ning to engage younger Americans aged 15-25 and increase the brand's market share. Key recommendations include developing websites, social media, a co-branded app, influencer marketing, contests and incentives to foster sharing and user-generated content using the hashtag #Lining. The goal is to position Li-Ning as a brand that brings friends together through sport.
Nike is launching a new virtual reality product called NikeVision. The document outlines Nike's organizational structure and leadership, then provides details on the product launch, including goals to engage users on social media platforms like Twitter, Facebook, Instagram and Snapchat. It also discusses target audiences for NikeVision and compares it to competitors' virtual reality products from Microsoft and social media strategies of Reebok. The document concludes with plans for resources, staff, and measuring the results and business impact of the NikeVision launch.
Sponsorship is a commercial deal where a business provides support, usually financial, for a team, athlete or event in order to enhance their brand recognition and advertising. There are advantages and disadvantages to both sponsors and sports. Major sponsors can include companies like Nike, Adidas, and large television networks. In India, cricket receives huge sponsorship deals, for example the BCCI receives $60 million from Nike and $40 crores per match from Star India for broadcast rights. However, overdependence on sponsors can allow them too much influence over a sport.
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3. ORIGINS
• 25 years as an Olympic sponsor
• Visa will be the exclusive payment services sponsor and the only card
accepted at Games venues through 2020
• Branch off from 2008 Beijing Olympic campaign
4. THE CAMPAIGN
• Go World encourages consumers to cheer via social media sites to
inspire Team Visa athletes at the London 2012 Olympic and
Paralympic Games.
• Media-Olympics
5. PURPOSE
• The campaign is not about Visa being one of the sponsors, but
about the athletes, their hard work and best moments of the
games
• The ads do not promote a specific product
• Get fans to be involved with the world wide event by cheering
on the athletes
6. A GLOBAL CAMPAIGN
• Go World has been customized around the world in over 70 markets including the United
States, Canada, Brazil, Russia, Australia, Mexico, Japan, and China
• Visa is supporting 69 Olympic and Paralympic hopefuls (Team Visa London) along with
national teams from more than 30 countries
• Since 1986, Visa has empowered more than 1,000 Olympic hopefuls to achieve their
dreams by providing financial support and valuable marketing exposure to assist them in
pursuit of their Olympic goals
• Social media and videos include athletes from all countries
7. CHEER APP
• Visa created a Facebook Cheer app where fans can see relevant information
on athletes that they like based on their likes and preferences, offering a
personalized user experience.
• The app provided data on the number of cheers for each athlete, sport, and
global cheers.
9. “EVERY CHEER MAKES A DIFFERENCE”
• http://www.youtube.com/watch?v=_GwF1PgXGmc&feature=youtu.be
10. FACEBOOK
• 1.9 million fan “Likes” on Visa’s Facebook page
• 400,000 cheers for 69 Team Visa athletes in the form of a one-
click cheers and text, photo or video submissions
13. YOUTUBE
• 25.7 million views of Visa’s Go World commercials, behind-the-
scenes athlete content and consumer-generated cheer videos
14. TACTICS
• Main platform social media
• The integrated campaign included advertising, public
relations, internet and television commercials.
• APP
• Brand consistency
15. EVALUATION
• Measuring the Campaign
• Pros
• Got global involvement using social media platforms
• Used user generated content to make fans feel connected
• Personalized experience with App
• Athlete appreciation
• Used existing social media accounts
• Cons
• Some videos now private
• Did not include all countries at the Olympic Games
• Paralympic coverage for Team Visa
The sponsorship is more about the athletes whose amazing feats make the Games so glorious.The 2008 Beijing Games saw Visa launching its first Olympic-theme global marketing campaign, “Go World”.The 2012 Olympics is being touted as the first social “media-lympics” due to the growth of the social media in recent years.Team Visa athletes told Visa that fans’ cheers do make a difference.GO BULLS!
The integrated campaign included advertising, public relations, social media over many platforms such as internet and television commercials.London 2012 Media-OlympicsDue to the increase in social media between 2012 and 2008, London was considered the Media-Olympics and Visa had a large part of that with their campaign.This was the first Olympics that Facebook and Twitter were officially sanctioned and integrated into the Olympics by the International Olympic Committee.
Purpose of the CampaignThe campaign, activated in more than 70 countries, includes social media extensions, television and digital advertising and usage promotions to connect with cardholders and Olympic fans, driving preference for and usage of Visa products worldwide The Go World campaign celebrates athleticism and human triumph through unique athlete stories. Visa utilizing popular social media platforms to encourage fans to cheer on Team Visa Olympic and Paralympic hopefuls, as they strive to achieve their lifelong dreams – competing and medaling at the Olympic and Paralympic Games. VISA is not in the athletic business
Relatable to everyoneMoments featured in “The Difference” include: Michael Phelps’ (US, swimming) win by one hundredth of a second in the 100-meter butterfly to capture his seventh gold medal of the Beijing 2008 Olympic Games Yelena Isinbaeva’s (Russia, pole vault) gold medal and world record vault of 4.91 meters at the Athens 2004 Olympic Games Nadia Comaneci’s (Romania, gymnastics) “perfect 10” performance on the uneven bars at the Montreal 1976 Olympic Games Bob Beamon’s (US, long jump) world record jump of 29 feet 2 . inches to win the gold medal at the Mexico 1968 Olympic Games
Visa reports that the top seven most-active “cheering” countries are the United States, Brazil, Russia, Canada, Mexico, Japan, and Australia.The five most cheered for Team Visa athletes around the world include:1.Li Na (tennis, China) 2.Yelena Isinbaeva (pole vault, Russia) Michael Phelps (swimming, USA) Lopez Lomong (track & field, USA) 5.AzizulAwang (track cyclist, Malaysia) Within the United States, the five most cheered for Team Visa athletes include: 1.Michael Phelps (swimming) 2.Lopez Lomong (track & field) 3.Nastia Liukin (gymnastics) 4.David Boudia (diving) 5. Alana Nichols (wheelchair basketball)
Fans were also allowed to submit videos of them cheering on their favorite athlete and pictures which were also used in the campaign and the athletes could watch.For fans in the U.S., Visa will offer some of the cheer videos to be featured in special-edition commercials celebrating the achievements of athletes.“Congratulations Michael” celebrates 19-time Olympic medalist Michael Phelps as the most decorated Olympian of all-time. The spot uses actual video and photo cheers from fans in the U.S. that were submitted via Visa’s Cheer application on Facebook
The athletes said the fan’s videos of them cheering did make a difference.Misty May-Treanor and Kerri Walsh Jennings Beach Volleyball Gold 3 times in a row and came back from retiring and having children
The app provides data on the number of cheers for each athlete or sport and global cheers.It also lets fans explore submitted cheers and view photos/videos of athletes, their stories and athlete-to-athlete cheer videos.
Fans in the U.S. also had the chance to have their cheers featured in special-edition Visa congratulatory commercials on television and online celebrating the achievements of Team Visa athletes, which are airing during the London 2012 Olympic Games. Visa selects the most creative, inspiring and supportive cheers to feature in new ads. No purchase necessary.
Fans can also follow @TeamVisa on Twitter and tag their cheers with #VisaGoWorld.
Globally, the most viewed Go World commercials include: 1.“The Difference”* (8.5 million views) 2. “Double Beach Volleyball” (3.4 million views) featuring Brazilian Team Visa athletes Emanuel Rego and Alison Cerutti 3. “A Very High Dive”* (3.2 million views) featuring Team Visa athletes David Boudia (US; diving) and Hugo Parisi (Brazil; diving)
Featuring the now-iconic golden color palette first introduced during the Beijing 2008 Olympic Games, creative executions across television and online advertising also include visual cues and lens flares that help illustrate cheers and the presence of the fans’ energy inspiring athlete performances. Visa has retained actor Morgan Freeman as narrator for the TV ads and continued the use of photos with sepia and gold tones as in earlier campaigns. The use of the some similar components in continuing ad campaigns denotes brand consistency.
Visa will measure the campaign using traditional gauges such as transactions and usage of the cards.The social engagement will be measured by the number of likes, video views, uploads of cheers with the app, and shares to gauge the involvement and the success of the campaign as well.YAY VISA!1 million to 2.5 million since the end of June. facebook page increase from end of june when campaign started to sept 7