London 2012 Olympic Organizers Step Up Marketing


The International Olympic Committee has been using “The Best of Us” as a tagline in its ongoing marketing campaign to promote the Olympic Games.

Now, with less than 250 days to go before the London 2012 summer games, the New York Times notes that, in addition to TV commercials, the IOC and London Olympic organizers are using the tagline as the basis of a global campaign “to reach younger viewers through social media, user-generated content and other digital offerings.” The goal is not only to engage the public, but particularly youths, in London 2012 via the web, mobile and social media.[more]

The IOC’s new microsite, at, highlights user-generated content, inviting the public to submit videos of themselves achieving a personal best and to vote on other submitted videos. The Times takes note of the site’s “mash-up creator,” which takes the user-submitted videos and mixes them with footage from classic Olympic Games moments. The videos also will be posted on the Games’ Facebook page, specialized channels on YouTube and its Chinese equivalent, Youku, and on a mobile website. Those who submit videos will be entered into a contest to win a trip to the London 2012 Games, and see their video featured in a TV spot.

London 2012 organizers also just released a cinema trailer for a short film starring official mascots Wenlock and Mandeville, along with Stephen Fry and Team Great Britain athletes, which you can watch below.[more]