On your marks – going social for the Olympics
April 12, 2012
The London Games begin in just over 100 days’ time involving many thousands of spectators, participants and sponsors:- the physical architecture is more or less in place, the infrastructure pretty much on track, the athletes are reaching the apex of their training, games volunteers have been recruited, and trade in tickets, travel and accommodation is ramping up.
Heralded as the ‘Social Games’ (following on from the ‘twinter olympics’ in Vancouver 2010) the challenge for one of the most tightly-protected super brands is to nourish authentic social engagement around what is arguably the biggest show on earth. A snapshot of the twittersphere shows that push marketing is in evidence: – the obvious messages are getting traction [who IS coming down to the CocaCola Olympics Gig in Hyde Park]; along with issues that reflect the UK national news agenda [anti -cuts ‘street parties’ to rival Queen’s Diamond Jubilee and Olympics?]; and the troubled global backdrop [somali Selectors worry will people they choose now still be alive come July?].
The learning from recent Games is that the three ‘Cs’ – conversation, collaboration and community – that underwrite successful social campaigns can be achieved with planning, structure and insight. Not all of which is yet in evidence in official Olympic channels.
By Rachel Moses
Social TV: One to watch?
March 1, 2012
TV is inherently social; shows have been weekly appointments to gather around the screen and it is a small step from watching a show to telling friends or blogging what we think about it. The proliferation of second screen devices means viewers are able to explore, share and engage with content before, during and after the screening event – and in so doing become users or even contributors.
We are talking about fundamental changes to how programme makers, advertisers and viewers connect, moving from a shout media model to an interactive one. Specifically, developments are in content – how programmes are broadcast and created; in discovery – how we find new shows to watch or information about on screen products; in engagement – amplifying conversations around particular shows or products; and in integration – multi-platform screens and apps.
What this all adds up to is the opportunity for fully integrated campaigns across broadcast, digital, print, outdoor and social media. With the technology and hardware in place brands are starting to create responses that capitalise on diversified touchpoints – but are campaigns reaching their potential?
NBCUniversal’s Telemundo Media premiered their Spanish language drama ‘Relaciones Peligrosas’ that connects with twitter fans to develop the on screen narrative – a slow burn in terms of social media engagement, the real pay off will come as this new show gains momentum.
Coca Cola’s campaign for Superbowl XVLI (with viewing figures of 111 million) involved their polar bear characters hosting a virtual party and interacting in real time with fans via facebook and twitter – a victim of its own success as the facebook app crashed the website, creative content was less impressive leading it to list on polls for the worst Superbowl ad.
Honda’s Jazz car campaign in 2011 is an example of augmented TV allowing viewers to grab characters from the ad by swiping their iphones in front of the screen – a fun idea, well delivered, but the numbers show an incomplete return on investment with YouTube hits at 200,000 after one year (100,000 of which achieved in the first 2 weeks).
Marks & Spencer have launched an app for Samsung smart TVs with advice and buying tools across its product range, although online shopping does not feature – an example of early adoption, possibly too early adoption as the obvious shopping function is not enabled.
Sky UK are working with Zeebox to integrate their TV schedule and content into the app that syncs to Facebook and Twitter to create a social media TV companion – and rolled out during Sky UK’s Premiership Football coverage on 3 March 2012. This tie in offers a powerful all in one solution that knows what viewers are watching, shows them what their friends are watching and provide links to shop for products and download.
Social TV has great potential for brands to enliven the conversation that they have with consumers, to engage with a light, playful touch and to build mass communities around their products and services. And the building blocks are accessible, so even smaller budgets can get cut through and benefit from longer touchpoints.
By Rachel Moses
