Team GB readies crowdsourced push
Team GB is asking London 2012 fans to submit their own content for an online scrapbook of memories from the Games as part of a wider move to maintain the level of interest in sports following the national team’s success at this year’s event.
The online push aims to celebrate what has been Britain’s most successful Olympics for 108 years, with Team GB finishing third in the medal table behind the US and China.
Team GB, the British Olympic Association’s (BOA) consumer facing identity, will ask fans to submit videos, messages and photos of their memories and moments from the Olympic and Paralympic Games next month, which will then be used to create an online scrapbook of the events.
The campaign follows in the footsteps of Team GB’s fan gallery, which ran during the Games, and pulled in content from users based on how close they were to an Olympic venue as well as images sent to Twitter and Facebook. The initiative will be extended for the Paralympic Games later this month (29 August).
Speaking to Marketing Week, Joe Morgan online editor and digital marketing manager for Team GB, says the campaign aims to shift the focus on to the fans’ stories and their experiences and away from the athletes.
He adds: “We’ve spent the last two weeks pushing out loads of content about the athletes and focusing on their stories and now its time to move this strategy on. Now we’re trying to reach out to all our fans and hear from them in terms of what’s inspired them and what they’re going to do now the Games are over. This is the full stop to Our GreatestTeam campaign.”
Morgan says that since the Games started, Team GB has seen a 501% increase on online followers and adds that the organisation will launch marketing campagins in the months to come in a bid to keep fans interested in the national team’s athletes as well as sports.
Elsewhere, Team GB is also working with its official partners for a marketing drive around the athletes Victory Parade next month (10 September).
Leah Walsh, brand manager for Team GB, says the campaign will have a strong social media element, but will also be backed by traditional advertising from five of its official partners.
She would not be drawn on confirming the brands taking part in the parade but they could include official Team GB kit maker Adidas, banking partner Lloyds TSB and vehicle provider to London 2012 BMW.
She adds: “Everything that we do that day will be absolutely supported by social media be that the athletes, the support staff and the public. The plan is to engage with all three. There will be traditional media as well. We’ve got partners for the parade specifically and we’ll be activating with them. We’re working with five key partners.”
