The Sun turns to user-generated-content for London 2012
The Sun is turning to user-generated content in its Olympics promotions, following the loss of its parent company News International’s deal with Team GB in the wake of the phone hacking scandal earlier this year.
The tabloid paper has developed a Facebook app which lets users film themselves doing every-day activities in slow-motion.
The campaign, which has been developed by creative agency WCRS, is influenced by the Olympics themed film, Chariots of Fire. Users of the app will be able to add music from the film to their uploaded clips.
The best videos will appear on The Sun’s London 2012 portal, which launches on 1st January, when the campaign officially starts.
Rob Painter, marketing director at The Sun, says: “There isn’t a brand in the country that can ignite and capture the mood of the nation like The Sun.”
“That’s why we are committed to making London 2012 a great British Olympics and why we want to encourage our audiences to get involved and become a part of the Games.”
The app will be supported by a 30-second and a 60-second TV spot which will feature the Chariots of Fire star, Nigel Havers, and members of the public running in slow motion.
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