With the 2012 London Olympics only a few weeks away there has been an influx of brands and media entities hoping to cash in on the global event. With an expected record number of viewers tuning in to the games on multiple devices brands know that engagement will be very high.
This week’s spot comes from an independent group using the Twitter platform for a “social experiment.” Its a shame that Twitter didn’t come up with a campaign similar to this one on their own. It wisely uses the vehicle of competition and second-screen viewing to help push its campaign’s agenda.
Tweethletes is a social experiment with one goal – to win the 100m running final in London. The athletes use their feet, we use our tweets. A tweet is 2,5 cm high, so to cover 100 meters we need 4000 tweets. And to win the race we need it in less than ten seconds.
Here is the spot:
The idea is pretty basic, but perhaps brands can go ahead and create some more competition oriented marketing around certain Olympic events. The number of viewers will be there, so finding a way to get those viewers to interact socially or via a branded application/campaign is the remaining challenge.