The document outlines the digital media strategy for the Rio 2016 Olympics, aimed at reaching 100 million people with diverse communication and service design initiatives. It highlights the methodology, including pre-games strategies, user journey mapping, and usability tests over a 30-month period. Key features include real-time data services, a second screen experience, and a focus on accessibility and spreadability for various target audiences.

1. DIGITAL MEDIA RIO 2016
a project for 100 million people

2. • 2.000 pessoas
• 10% estrangeiros
• 60 AFs
Equipe multidisciplinar
credits: alex ferro / Rio 2016 .

3. • diverse objectives
• diverse opportunities
• diverse perspectives
• diverse desires
diversity

4. communications + service design
The experience:
sense of live to as
many people as
possible.
credits: alex ferro / Rio 2016 .

5. wireframe > layout > html > integration
methodology

6. design
methodology

7. pre games
strategy
olympic
torch
games time
briefing
digital
properties
30 months of work
2013 2014 2015 - 2016

8. pre games: the 3 principles
credits: pixabay.com, findeight.com .
video mobile SNS

9. • previous experiences
• communications scenarios
• specific programs
• viability / feasibility
1. investigation

10. 2012 - 2014
31%
18%
51%
39%
22%
39%
app web mobile desktop

11. london2012.com
4M pageviews
8M pageviews
torch relay

12. websites

13. • personas
• brainstorming
• user journey
2. definition

14. IOC
Olympics fans
Olympics super fans
Sports super fans
Journalists/Bloggers/Media
General interest
personas
Rio 2016
Cariocas
Rio
Brazilians
South americans
Beyond the continent

16. • Games authority
• “sense of live” (second screen)
• acessible to all
• spreadibility
briefing

17. games time: the 3 principles
credits: clipartpanda.com .
schedule
& results
services and
experience
real time
data

18. Credits: alex ferro / Rio 2016 .

19. • 3 teams in 2 continents
• creativity x technology
• usability tests
• google, bing, apple
3. prototype and development

20. 4 usability tests in 15 months

21. second screen proposal
credits: ISOBAR .

22. • olympic data feed
• 15.000 biographies
• tests and fixes to the last minute
• seo: 100K URLs
4. deliver

25. THANK YOU
Marcelo Albagli
24 jun 2016 .