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Multi-Screen Digital Advertising: Truly Alive for the Olympics? .
01 Aug 2012
The London 2012 Olympic Games are set to be something remarkable - not only for the games and sportsmen attending, but because it will be the first major event to try out social media on such a grand scale. Nicknamed "The Social Games", London 2012 has quite a challenge to overcome if it is to deliver what is expected of them.
The London 2012 Olympic Games are set to be something remarkable - not only for the games and sportsmen attending, but because it will be the first major event to try out social media on such a grand scale. Nicknamed "The Social Games", London 2012 has quite a challenge to overcome if it is to deliver what is expected of them. Multi-screen digital advertising, or the "second screen" as it has been called, has become increasingly popular and commonplace in the home with the recent rise of social media and the smartphone technology that helps it thrive. Advertising has become more and more experiential, and advertisers see it necessary to not only advertise their product, but also build up a relationship with their customers. So what are the main official sponsors of the Olympics doing in the run up to the games, and how are they getting people involved using multi-screen digital advertising? Here are a few examples of the most creative ways: Facebook's Olympic page has created a platform for people to get involved, discuss, and support Olympians on a much larger scale than previous Olympic Games with 2.9m Likes. P&G has had a huge campaign in the run up to the Olympics, with their "Thank you, Mom" strapline being the centre of it. It has incorporated Facebook Likes with brand recognition and actually getting people to talk about the brand. For example, their Facebook page states that "22,988 are talking about this". Cadburys' fully experiential Olympics Spots vs Stripes campaign in the run up to the Olympics incorporates adverts with follow-up activities both online and offline, as well as augmented reality games for use on smartphones. McDonald's campaign focused heavily on making the games a social activity. The name "We All Make the Games" resonates throughout their advertising. Posters in train stations, documentaries and user-generated content all help create personal stories for the games. With the increase in Twitter and Facebook since the last Olympic games, attention will be focused heavily on how people are getting involved. The London 2012 Social Games will definitely be a test of what social media can really do when paired with traditional advertising. Personally, I think with the amount of restrictions placed on advertising, and even the athletes themselves, so I think it may be hard for the Social Games to be truly as social as London hopes they will be.