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Visa Go World Campaign for 2012 London Olympics
- 1. VISA’S Brittany Taylor andHeather Mooren
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- 3. ORIGINS • 25 yearsas 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 • GoWorld 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 campaignis 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 • Visacreated 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.
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- 9. “EVERY CHEER MAKESA DIFFERENCE” • http://www.youtube.com/watch?v=_GwF1PgXGmc&feature=youtu.be
- 10. FACEBOOK • 1.9 millionfan “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
- 11. TV • Training videos/interviews •Hopefuls • Best Olympic moments • Achievement videos
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- 13. YOUTUBE • 25.7 millionviews of Visa’s Go World commercials, behind-the- scenes athlete content and consumer-generated cheer videos
- 14. TACTICS • Main platformsocial media • The integrated campaign included advertising, public relations, internet and television commercials. • APP • Brand consistency
- 15. EVALUATION • Measuring theCampaign • 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
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Editor's Notes
- #4 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!
- #5 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.
- #6 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
- #7 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
- #8 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)
- #9 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
- #10 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
- #11 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.
- #12 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.
- #13 Fans can also follow @TeamVisa on Twitter and tag their cheers with #VisaGoWorld.
- #14 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)
- #15 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.
- #16 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