Monday, February 15, 2010

Olympic sponsors reach out through YouTube, Facebook, Twitter

By Bruce Horovitz, USA TODAY

Sponsors have a new name for the Vancouver Olympics: the Social Games.
More consumer eyeballs will be on computer and mobile phone screens during the Winter Olympics than on TV screens. Coca-Cola says that while 100 million saw its Super Bowl ads air once, online interactions with the ads now number more than 500 million. The Olympics will be no different.

Sponsors have spent months creating strategies aimed at nudging folks to mingle with their brands online and share virtual goodies with friends.

"Virtual goods and currency are becoming enormous," says Rebecca Lieb, vice president at Econsultancy. But, she cautions, "It needs to be relative to the Olympic Games and your brand."

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