Posted by Steve Parker, Jr. (@sparkerjr)
As I mentioned in a recent post, the International Olympic Committee (IOC) is busy at work, creating a presence on multiple social media marketing channels for Olympics enthusiasts to get more involved in this summer’s spectacular in London. Marketing for the Olympics can’t be easy, and we want to stay up-to-date on the latest marketing strategies. Most recently, the IOC launched its Facebook marketing initiatives, creating an online social hub for fans seeking information about the Olympics. The Explore London 2012 Facebook marketing page features links that lead to the fan pages of specific athletes, teams and sports.
Explore London 2012 is ad-free, providing an unobstructed space for fans to explore and connect. The Facebook page is easy to navigate, with arrows to scroll through lists quickly. With one simple click from the main page, fans can “like” the athlete, team, or sport of their choosing. Fans can also choose to “view page” prior to liking – just in case they want more info before taking that “like” leap. The social melting pot is an excellent addition to the Olympic Games’ more general Facebook marketing page (which has grown to almost 3 million fans).
The IOC’s social marketing strategy is deliberate and, in our opinion, brilliant. By creating this one-stop shop for Olympic fans to connect, the marketing team has made it even easier to get involved. Inadvertently, they have created a virtual competition between the fans of each country’s team, the fans of individual sports and fans of specific athletes. The question is: who will win this virtual popularity contest? Stay tuned!