London 2012 readies digital drive

The London Organising Committee of the Olympic Games (Locog) has launched a website featuring athlete Tom Daley and the tournament’s official mascots to promote London 2012-themed merchandise.

Olympic mascots Wenlock and Mandeville
Olympic mascots Wenlock and Mandeville

The site was created by Mccann London to coincide with the launch of official merchandise for the games and the opening of an Olympic-themed store in Heathrow Terminal 5.

It will be followed by a mobile version, with a digital out-of-home campaign to attract fans to the site in the run-up to the Games.

The site lets users create avatars in the likeness of the tournament’s mascots, Wenlock and Mandeville, and links to Facebook and Twitter so users can share their creations. Iris worked on this element of the initiative.

Other athletes featured in the website include Phillips Idowu, Shanaze Reid, Mandip Sehmi and Ellie Simmonds. It also features music recorded by the National Youth Orchestra.

Sebastian Coe, Locog chairman, says: “The new Games site will engage young people digitally, while the mascots continue to visit schools and communities across the UK in the run-up to the Games.”

This story first appeared on

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