The London 2012 games are set to start today and while we are cheering for Team GB to perform well, official sponsors have been putting in their best creatives to get the most out of the Olympics fever, and give the crowds a positive experience of a lifetime.
As we love celebrating the creativity of brands, we selected the best experiential efforts on the ground.
With a great, environmentally-friendly experiential campaign, P&G teamed up with Boris Johnson to give London a big Clean Up and help our capital look its best before the Olympic Games. Over three months, P&G invited the public to get involved with a series of clean up events throughout the capital to help make their local communities a cleaner, fresher and greener place. The project has proved to be a great way of bringing communities together and has delighted Londoners with some great pieces of art. You can check some of clean-up efforts at www.pgcapitalcleanup.com.
EDF Energy has taken over our iconic London Eye to transform it into a social media light show. Every day, the energy company will capture and analyse the Twitter sentiment on the games and showcase our nation’s mood towards team GB’s performance in different coloured lights every night at 9pm.
In a massive scavenger hunt across the UK, BMW invited consumers to look out for the Golden BMW’s for a chance to win a pair of tickets to the 2012 Olympic Games. By following the locations on BMW’s Microsite, everyone who spotted the Golden BMW’s had to take a snapshot of the car and share it on their social networks, using the hashtag #goldenbmw. Every day during the activity, BMW selected the best pictures and awarded the contestants with a pair of tickets to watch the games. One lucky winner will also receive a Golden Prize and have the chance to drive a BMW for a year.
Samsung Mobile created a premium pop-up experience installation to encourage consumers to fully interact and enjoy all the core features of the latest Galaxy device, as well as other devices within the Samsung range. The installations are currently located in the Westfield London and the Old Spitafields Market. This pop-up experience is also set to feature at the Olympic Park during the games period.
For it’s Take the Stage campaign, Adidas has installed a photo booth activity at Westfield Stratford where Team GB supporters can get their pictures taken. Last week, Olympic fans were given a surprise when David Beckham suddenly stepped into the photo booth to have a picture taken with them, as part of a PR Stunt for the brand’s Olympics campaign.
Cadbury is set to open its experiential Olympic hub at Hyde Park that will allow visitors to send out photos, messages or status update to Facebook via RFID technology. The installation will be open from Friday 27th to August 12th, letting visitors enjoy a tasting zone and take part into different experiences for Cadbury’s range of treats.
Finally, amongst the numerous efforts that Coca-Cola has been putting towards supporting the Olympics, the brand is certainly getting the most out of its sponsorship. With the Move to the Beat campaign, Coca-Cola has joined the Torch Relay across the UK and rewarded those who used their passion to make a positive contribution to their local communities, giving them the opportunity to carry the Olympic Flame. As the Torch Relay hit the end of it’s tour, the brand celebrated the finale with a bang at London’s Hyde Park yesterday, hosting a music concert for 80,000 people.
So, what are your thoughts on these experiential efforts? Have you seen or taken part on any of these activities? We’d love to hear from you! Leave your comment below or tweet us your thoughts @Hotcow.