DIGITAL / SOCIAL / CONTENT
Olympic athletes have their own unique community. They are the heart and soul of the Olympic Movement and the International Olympic Committee wanted to celebrate that at the Winter Olympic Games in Sochi.
We turned a client expectation of printed materials that could explain the events and expectations around the Games, into an Athlete Engagement Program that inspired participation in the Olympics beyond just their particular competition.
It all centered around the 17 Days App. Through a partnership with Samsung, we gave every athlete coming to Sochi a phone preloaded with our app that contained everything they need to take in all the Olympic Games and the Olympic Movement had to offer.
When athletes turned on their phones, we had a fun video welcoming them to Sochi. And a second video delivered the mandatory information athletes must take in before they can compete.
Beyond the videos, the app became a hub for all things happening in the village as well as a constant connection point for their family, friends and fans.
The app experience extended into an on-site experience. Through a unique Athlete Village experience, athletes could vote on their athlete rep, watch every event, and see support from their fans on our social wall - a wall that pulled social posts from other athletes in the village as well as the family, friends and fans who support them and streamed them across stacked flat screen TV’s.
Beyond the athlete engagement program, the IOC wanted a video that told the history of the Winter Games to be played at opening and closing ceremonies. Their expectation was a few retired athletes talking about how great the Games are.
Instead, knowing that the video will be played in for 50,000 people in a loud stadium, we chose to tell the story visually. Using historical footage and seamless edit we told the history - and Momentum -of the Winter Games from the lighting of the first torch to the last closing ceremonies.