The 2012 London Olympics are the very first social Olympics. After all, Twitter has taken center stage as the platform of protest for NBC’s decision to show key events on tape delay in prime time. Advertisers are banking on a social reverberation of their big-money campaigns. Visa’s “Go World” is showing signs this might work, at least judging from the effect of its Olympics run-up campaign.
The campaign, launched 11 weeks ago, was meant to build up Visa’s Facebook presence and promote the brand’s sponsorship of the Olympics. The brand, along with agencies TBWA, OMD and MRY, ran digital display ads and television spots, while also getting people to cheer for the athletes participating in this year’s games via social media platforms.
Visa has seen payoff for its social efforts. On YouTube, for instance, its 162 Olympics videos — “Go World” commercials, behind-the-scenes athlete content and consumer-generated cheer videos — have been viewed 25.7 million times. On Facebook, Visa has added 1.9 million likes, and its Facebook cheer app has generated 38 million cheers worldwide.
“This campaign is social to the core,” said Alex Craddock, head of North America marketing at Visa. “We initially set out to understand social behavior around the Olympic games and designed the campaign around that.”
“Go World” encourages consumers to cheer via Facebook, YouTube and Twitter in the U.S., to inspire Team Visa athletes at the London 2012 Olympic and Paralympic Games. Since the campaign launched in May, fans have cheered in the form of liking the Visa Facebook page, submitting photos, videos and text cheers and performing cheers through Visa’s Facebook app, viewing and sharing video content on YouTube, as well as including the campaign’s hashtag (#VisaGoWorld) on Twitter (@TeamVisa) and cheering through partner websites.
For the remainder of the Olympics, Visa will be running congratulatory display ads with relevant Olympic footage within the ad unit as well as actual fan cheers. Craddock said this is a good example of Visa “working at the speed of culture.”
“I’m not surprised by the performance of the ‘Go World’ campaign,” Craddock said. “What pleased me about it was that we exceeded the targets that we set for ourselves. So not only did we understand the insights, we also applied them in the right way.”
Brands stay silent on Tyre Nichols killing as marketers signal it as an industry backslide
Compared to the things that were said and acted upon during the murder of George Floyd and the protests that took place three years ago, many brands have been relatively quiet around Tyre Nichols.
Giant Spoon picks the Super Bowl to test ChatGPT’s marketing chops
As ChatGPT and AI rise in popularity, one marketing agency has chosen the Super Bowl to try out the technology's creative capabilities.
State Farm to skip out on a Super Bowl ad this year, going all in on TikTok instead
With a $7 million price tag, State Farm is skipping out on a traditional Super Bowl spot in favor of a TikTok campaign this year.
SponsoredAdvertising predictions that will shake up the media industry in 2023
Chris Kelly, CEO, Upwave Like many people, marketers and advertisers were ready to see 2022 come to a close. A year that started off promising was assailed by inflation, layoffs and the disastrous effects of RSV, the flu and additional COVID strains. Still, despite an uncertain outlook for 2023, there are plenty of reasons for […]
How the layoffs at 100 Thieves underscore esports’ creator-executive leadership problems
Esports organizations have long been notorious for elevating professional gamers to more business-focused senior executive roles — and for suffering scandals as a result.
Hyatt, Lacrosse Unlimited, Lulu’s tap college athletes’ authenticity to target Gen Z
Hyatt, Lacrosse Unlimited and Lulu's are among brands highlighting partnerships with college athletes in an effort to reach new consumers, particularly those in the Gen Z cohort.