Tag: London 2012

OLYMPIC LEARNINGS > ACA DIGITAL

London 2012 sponsors switch from brand- to consumer-centric strategies; we look at how this trend plays out in content marketing, real-time and social media spaces. Download Free Presentation pdf.

C4 Superhumans Retrun For Sainsbury’s Summer Series

After all those Cannes Lions Grand Prix, D&AD Black Pencils, British Arrows and Clios, Channel 4’s ad arm 4 Creative has revived its ‘Superhumans’ work from London 2012 with a new film celebrating the Anniversary Games ‘Return Of The Superhumans’   The C4 campaign sees the broadcaster partner with supermarket Sainsbury’s which sponsors both Parasport… Continue reading C4 Superhumans Retrun For Sainsbury’s Summer Series

McDonald’s China’s ‘Real-Time Olympic Shake’ Mobile App

  McDonald’s in China creates a mobile game to augment its Olympic sponsorship with a ‘phone shaking’ real time challenge.   During the 2012 London Olympics, McDonald’s in China wanted to generate the same enthusiasm from Chinese customers as they had displayed during the Beijing Games.   Of course, the official Olympic sponsor and partner was faced with the… Continue reading McDonald’s China’s ‘Real-Time Olympic Shake’ Mobile App

BA’s Paralympic Projection Welcomes Air Passengers

British Airways welcomes passengers and Paralympic athletes arriving for London 2012 through Heathrow with huge images of ParalympicGB star athlete Shelly Woods projected on to a BA engineering hangar.   The projections, which can be seen by those in planes as they touch down at Heathrow, include the tagline ‘Welcome to our manor’ (along with… Continue reading BA’s Paralympic Projection Welcomes Air Passengers

Virgin Media Speed Press Ads Pair Mo With Bolt

  As the London 2012 athlete blackout period came to an end Virgin Media tweaked the Usain Bolt fronted ‘double your broadband speed’ campaign that it had been running prior to the Games by adding British Olympic double gold medallist Mo Farah.   The brand launched a new press thread of the initiative with Farah… Continue reading Virgin Media Speed Press Ads Pair Mo With Bolt

Bolt In Gatorade’s Post-Games Win/Within Ambush

  The first brand to brand to launch a campaign leveraging the Olympics after the end of the pre- and post-Games athlete blackout was Gatorade.   As soon as the restrictions finished on 15 August, the PepsiCo sports drink giant launched a London 2012-led campaign fronted by the king of the track Usain Bolt with… Continue reading Bolt In Gatorade’s Post-Games Win/Within Ambush

Lloyd’s Facebook ‘Olympic Spirit’ & ‘Torchview Tagging’

LOCOG’s domestic banking partner Lloyds TSB placed Facebook at the heart of its Olympic activation programme by integrating the social media site into several strands of its overarching community-based campaign.   With an umbrella objective of bringing the Games into the bank’s local communities and enabling its customers across the UK to personally experience and… Continue reading Lloyd’s Facebook ‘Olympic Spirit’ & ‘Torchview Tagging’

P&G Gives Olympian Mums A Family Home Experience

  A core part of the IOC TOP global partner’s at-Games plan for London 2012 was P&G’s Family Home – a hospitality and experiential initiative that the brand itself describes as a ‘home-away-from-home’ for athletes and families during the Olympic Games.   Mums and families of many Olympians (including the 150 sponsored by P&G itself)… Continue reading P&G Gives Olympian Mums A Family Home Experience

Beckham In Sainsbury’s Ext- raordinary Paralympics Ads

    Supermarket giant Sainsbury’s leverages its Paralympic sponsorship by launching its ‘Here’s To Extraordinary’ campaign.   The campaign’s approach aims to showcase the dedication, determination and desire of the athletes.   The initiative is fronted by David Beckham and spearheaded by a TV spot launched on 15 August, the creative focuses on Paralympic Team… Continue reading Beckham In Sainsbury’s Ext- raordinary Paralympics Ads