TeamNL at #Rio2016: Made with & by the athletes by Thomas van Schaik, NOC*NSF, Manager
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Get insights on how to make a brand alive on social and how they engaged its community of fans in the Rio 2016 Olympics. Leading up to the games, the Dutch teamed up under a new brand: TeamNL. To launch it, they addressed one important question: “What is it really like to be an athlete on TeamNL”? and the answer came from the athletes themselves. Each day leading up to the games a different athlete took over TeamNL's social channels, sharing their Olympic journey like never before.
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TeamNL at #Rio2016: Made with & by the athletes by Thomas van Schaik, NOC*NSF, Manager
- 1. Excellence is no coincidence KOMFO 22 September 2016
- 3. Not many things have the power to change the planet, or our mood on a random Wednesday afternoon. Not many things can demoralize us, punish us, shake us and break our hearts. Not many things can make homes happier, lives longer, friendships stronger, muscles bigger, thoughts deeper and conversations richer. And at the same time teach us, make us more human And transform everyday people into super heroes. But sports can!
- 4. An age old fascination
- 5. Credible, Clear & Consistent Good brands sell stuff, Great brands sell meaning.
- 6. BRANDS “IT TAKES STORIES TO BUILD A BRAND, AND IT TAKES PEOPLE TO TELL STORIES.” PERSONALITIES
- 7. We have big ambitions
- 8. Campaign insights • Dutch athletes are ordinary people achieving the extraordinary. • Their excellence is by no means a coincidence. • Nothing inspires more than reality. • Enabling athletes to show off their true colors. • Allowing fans to get closer than ever before.
- 9. Echt Oranje ‘True grit / the real deal’
- 10. Engaging Fans • Galvanising a nation. • Fans getting in touch with athletes. • People getting closer than ever before. • Celebrating the team: famous and lesser known athletes.
- 13. Realtime, everywhere, always relevant. Using our media ‘real time’ to increase ‘closeness’ • App, social channels, web platform • Partnership ATL, digital OOH media • Athlete and federations channels • Events
- 14. The winning game plan Content Context Connect The Storyteller The Facilitator The Socialiser Great stories to collect, tell and distribute Make sure everybody feels part of the conversation Be helpful. Anticipate needs of participants
- 15. Phases 1 2 3 4 Launch Meet the Team Amplify Celebrate Timeframe Nov – Dec 2015 Jan – July 2016 3 weeks PRE Rio Olympic & Paralympic Games Objectives Introduce TeamNL Growing a base Involve athletes Boost brand and awareness Celebrate our performances Drive minimal engagement Drive traffic & engagement Drive traffic, conversion and engagement Activities • Launch film • Launch social channels • TeamNL social ‘RELAY’ • Vlogs with Humberto Tan (Dutch TV anchor) • ATL campaign – real-time where possible / relevant • Daily live studio show from RIO • #Medal taxi • Medal Alarm • Partner items The winning game plan
- 17. Results
- 18. Small country. Big numbers. • 436.064 TeamNL App downloads • Global No. 2 on Twitter video views (1.1 m) • #TeamNL used 165k times • 152m Twitter mentions of TeamNL
- 19. Learnings
- 20. • Celebrate what you stand for • Clarity of purpose drives participation • Align, integrate & partner wherever meaningful • Closeness & reality do not require overproduction • Spontaneity requires planning • Your own audience is a real-time focus group • Reserve budget to amplify what works • Ruthlessly edit & resist the urge to spam your fan Campaign learnings