The Digital Olympics
As we move through the Spring, the anticipation in the athletic and business world for the London games continues to build. With many trials either in the process of occurring or just now weeks away, the athletes who will perform on the world’s grandest athletic stage are now getting ready to strut their stuff. For example, the United States Olympic Committee will kick off its own “100 Days” campaign leading to the games with a series of wide-ranging sponsor and athlete activation programs designed to really heighten awareness for all the coming activity, and the networks of NBC Universal have rolled out the largest coverage plan to date for broadcasting all the trials for most sports. Even the controversy stirred by the Miami Heat’s Dwyane Wade this past week, commenting that he thought even the highest paid NBA players should be compensated for playing, drew more attention to the Olympic cause. It is all good, and all very exciting as the Opening Ceremonies start to draw near.
On the digital front, the London Games will be the first where athletes will have all the tools of social media today literally at their fingertips. The Vancouver and Beijing Games, although not that long ago, were still not fully tied to social media, and the International Olympic Committee will have their hands full trying to implement the stringent policies for Twitter and Facebook that they have stated they will enforce.
Sill with all the talk about social media and the Olympic Games, many brands involved in the Olympic program are starting to find innovative ways to activate leading up to London. One of the more innovative digital platforms was announced just this past week by CitiGroup and its hand-picked team of athletes, a program that will use all the tools of social media not just to draw attention to the accomplishments of the athletes themselves, but to raise funds for the programs that helped put the time in to make these elite athletes the best of the best.
With a $500,000 donation to the USOC, the Every Step of the Way℠, digital program will make it possible for its customers and Olympic fans to get in on the action of assisting their athletes of choice in raising their funds.Continued on the next page