Lots of Lovely Olympic stuff

Here's the digital stuff that I've loved from the London 2012 Olympics;

1) The BBC's coverage of The Games. This article from Think with Google nicely summarized how online coverage was going to 'Unpeeled the Olympics' so that we could all enjoy the tasty banana within. The coverage was unprecedented and boy did we lap-it-up. some highlights from the BBC's online figures;

• An average of 9.5m browsers to BBC Sport per day (previous record = 7.4m)
• Total of 55m browsers over The Games
• 106m requests for video views over The Games
• 9.2m mobile users requesting 12m videos

You can also see Alex Balfour, Head of new media for London 2012's report here

2) How much 'behind the scenes' content has been generated by the athletes. Here's a few examples that I really liked;

Bradley Wiggins Twitter commentary of his celebratory piss up at St Paul's...

The Mo-Bot being seen just about everywhere...

Life at the park with Bolty...

Speaking of the Bolt - I really loved this when he got his hands on a professional photographer's camera and the result was some super-charged Athlete generated content http://www.bbc.co.uk/news/in-pictures-19208480

3) A great use of Twitter to give a unique insight at some of the venues from LOCOG themselves

@L2012PoolCam

@L2012stadiumCam

And the rest @L2012BballCam, @2012TableCam, @2012GymCam & @L2012MatCam

4) Brands have taken the marketing of The Games to a whole new level showcasing the creativity, strategic planning and technical expertise that London's marketeers can offer. Some notable mentions go to Adidas for their #TakeTheStage campaign, Nike's ambush (ish) campaign #FindGreatness and P&G's sponsorship of Moms (despite the American spelling - every time I saw a MUM interviewed she was in a P&G t-shirt, plus their pre-games video must have evoked more tears than a podium full of Team GB athletes combined.)

But my favourite digital executions have come from British Airways. Firstly they were ballsy to tell everyone not to fly and to stay at home and make the #HomeAdvantage count. They created the (IMHO) best sponsor TV ad;

And they created an online version that allowed users to take the plane ride down their own street...

http://www.facebook.com/britishairways/app_388207294549278

BA have been brilliantly diligent in responding to all users that Tweet them. I tweeted them and they came straight back which is a great effort considering the volume of Tweets that they receive.

During the games they ran the hashtag #homeadvantage and used promoted tweets to support it. BA then used the data from when the hashtag was used most frequently, to plot the 'noise' around certain events during the games. They then turned that 'noise' into noise, thus creating the 'social symphony'.

All of this on top of their use of ambassadors and outdoor advertising has created a genuinely integrated campaign that really captured the spirit of the games.

5) Fan Generated Content I haven't forgot about the fans. Despite the threats from LOCOG about not being able to take photos or images, the volume and quality of content shared on social media has been like no other event has ever seen. The brand that cracks harnessing this will be the winner in sporting events to come but it looks like Team GB are planning to create a crowdsourced scrapbook of fan's memories, which sounds great. Watch this space to see how they pull it off. If the games is anything to go by, it will be the best yet.