Jessica Ennis mimes the guitar riffs from Queen’s “Don’t Stop Me Now” with a ping pong bat. Victoria Pendleton is dressed as a tiger. Sir Chris Hoy runs down the street in a mask with a Union flag for a cape. The Brownlee brothers shoot each other with water pistols. The Team GB athletes whom the British public took to their hearts during the Olympics clown around endearingly in the YouTube video, which ends with a black screen bearing the discreet message: “Adidas #stagetaken”. Within two days the video, released on the last day of the Olympics, had been viewed more than 1M times and Twitter was buzzing with messages about it – sent and resent by everyone from Sir Chris to Stella McCartney.
“It is an example of using social media very well,” says James Withey, head of brand insight at Precise, the media monitoring company. “It captured people’s imagination and got them talking.” Getting the public talking about their brands was the elusive prize for which most Olympics sponsors were competing during the games. Social media such as Twitter, Facebook and YouTube played a larger role than in any previous Olympics, with more than 150m Twitter messages sent over the 16 days of the games.
Advertisers Who Won Digital Gold – Financial Times – August 20th, 2012
By Maija Palmer
Link to Financial Times article