Tuesday, January 19, 2010

Olympics' Social Rings

For the advertising and media worlds, the Vancouver Winter Olympics, which open Feb. 12, are a needed shot in the arm. This year, unsurprisingly, brands are putting more attention on digital initiatives that tap into social media. Think of it as a market B12 injection.

They're plowing money that in previous Olympiads would have been spent in TV into digital channels that barely existed during prior games, using athlete blogs, tweets and mobile to drum up buzz before and during the games. What's more, compared to efforts around the 2008 Beijing Summer Olympics, social media initiatives are more integrated with campaigns and less often add-on components.

Samsung, one of nine Olympic Worldwide Partners, is enhancing its typical on-site marketing initiatives and TV spots with a social media campaign. In it, 10 teams of two "Mobile Explorers" to the games will record their experiences via blog posts, videos and Twitter updates. The company will run their experiences on an MSN microsite.

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