Collective was proud to be LOCOG’s social media agency for the 2012 London Olympics. Our brief was simple: capture the excitement of the Olympic Games and spread it well beyond the gates of Stratford’s Olympic Park.
While they may only be once every four years, the Olympics bring out the unapologetically patriotic in all of us — whoever and wherever we are.
We created a world-first Olympic event: Competitive Tweeting. #SupportYourTeam was a country vs. country race for Olympic Twitter supremacy. People were encouraged — whether at the Games or watching on TV on the other side of the world — to use the #SupportYourTeam hashtag to tweet support for their nations and athletes. These tweets were then aggregated and displayed around the London 2012 site as animated infographic races, gamifying the whole notion of Twitter support. Not to mention spreading Olympic excitement throughout the Twittersphere and surfacing the sporting profiles of competing nations in a rich and engaging way.
• 36 Olympic sports and 24 Paralympic sports covered
• Over 1.5 million #supportyourteam tweets sent
• Tweets were received from every single one of the 204 countries taking part