The Brief

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.

The Insight

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.

The Idea

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.

The Results

• 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

Date created: July 2012 2012-07-01T00:00:00+0100
Date published: 10 December 2014 2014-12-10T15:32:37+0000

Who pooled - #Supportyourteam