LONDON OLYMPICS 2012 IMPACT STUDY 1 JULY 26TH 2012

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INTRODUCTION THIS IS IT! The opening ceremony of the 2012 London Olympic Games is just hours away. After seven years of meticulous preparation, this is it. The biggest event ever to be staged in Great Britain is about to begin. Over 17,000 athletes will represent 200 nations across 26 sports and 36 different disciplines. Content will be served by over 20,000 media representatives. The TV audience alone will exceed 5 billion people. In many markets, events are being streamed live via 26 dedicated digital channels. Other media, particularly digital, will engage the audience in ways never seen before. Twitter and other social platforms will offer a new perspective. The 2012 London Olympics is the first truly digital Games.  Over 8 million tickets have been sold. Public screenings, music and cultural events and the Torch Relay are bringing the UK population into the action. Tickets have been a big incentive for the public, but the athletes continue to take the limelight. Usain Bolt’s star shines the brightest. Time will tell whether he, and other high-profile athletes, can deliver under such intense pressure.  Venues new and old will host extraordinary sporting achievements. The media will scrutinize all aspects of the event like never before. Sponsors will be using more and more ingenious methods to maximize impact. And the public will have unparalleled levels of access.  Sponsors of London 2012 are benefiting from protection against ambush from non-sponsor brands. It will be interesting to see the effect of the legislation. The media has already exposed some contradictions in the policies. People wearing Pepsi T-shirts may be turned away, but those wearing Nike trainers will not. Let’s hope common sense prevails. I’m sure the organizers are keen to avoid the media backlash that occurred when Bavarian Beer ambushed the 2012 World Cup. This newsletter analyzes the impact of London 2012. OMG has experience from past Olympic Games and other major events. We hope our insights will help you understand what is happening and what you can learn from it. Please contact us if you would like further information. David Pinnington David Pinnington CEO

TELEGRAPH STORY TELEGRAPH GROUP OLYMPIC INTERVIEW The first truly digital Olympics Louise Johnson, Executive Director, talks to Ben Dunn, Head Of Sport Sponsorship, The Telegraph Media Group about how they have prepared for the Olympics. Q: In terms of the coverage of the Games, what’s new for 2012? London 2012 is the first digital Olympic Games. This changes our role. We are all about the Olympics made easy, being a digital curator. Our job is speaking to our audience and helping them understand what the stories are. For us, another big change is our live digital coverage, which will be running for 18 hours a day. And of course, we covered the last Olympic Games in London in 1948. Interestingly, the free A5 booklet we distributed with the paper all those years ago listing the events isn’t that different to what we’ll be sending out this year, albeit in colour and with more pictures. Q: How are you creating platforms for readers/viewers to engage with you? There are so many different platforms for audiences to consume content and a newspaper lends itself to conversations around the Olympics. Digital will play an integral role for us. Our existing core audience are already engaging with The Telegraph’s mobile app and iPad app which will be important during the Olympics. Q: How are you using social media to enhance your coverage? Social media means that suddenly everyone has a voice. This doesn’t mean it’s the right voice or the most interesting voice, but it is a voice. This gives our journalistic point of view an incredible opportunity. Our point of view is a barometer to follow and track stories. TELEGRAPH STORY

“ ” TELEGRAPH STORY TELEGRAPH GROUP OLYMPIC INTERVIEW The first truly digital Olympics Louise Johnson, Executive Director, talks to Ben Dunn, Head Of Sport Sponsorship, The Telegraph Media Group about how they have prepared for the Olympics. Q: What are the big challenges in covering London 2012? The Home Games is a completely different beast. There are going to be 12,000 accredited journalists in London, 6,000 non- accredited journalists. There will be 150 world leaders in London for two weeks with a strong political and social agenda, there will be celebrities coming to town. So it’s daunting but we have been preparing for the Olympics for three years across our business. Our first challenge, back then, was energising the company internally. Q: Are you using any athletes from previous Games within your coverage? Our team includes Steve Redgrave, Chris Hoy, Denise Lewis, Steve Cram. James Cracknell, a huge list of names. Indeed, our team have around 42 Olympic and Paralympic medals between them. And also journalist stars like Henry Winter and Jacqueline Magney who will be reporting on her ninth Olympic Games. LAST WORDS From a commercial perspective I’ve been surprised by the lateness of engagement by brands. Some Olympic sponsors are still finalizing their activities so there’s a lot of opportunities. TELEGRAPH STORY “ OLYMPIC HIGHLIGHTS FOR LOUISE JOHNSON “I love London and I can’t wait to see how the city will transform over the Olympics. I’ve got high expectations for Danny Boyle’s Opening Ceremony, if his films are anything to go by. It would be amazing to see Rebecca Adlington repeat the incredible week she experienced in Beijing when she became an overnight star. If she can pull it off again she’ll be escalated to new heights as a national treasure.” ”

FACEBOOK INTERVIEW The real face of the Olympics Volker Schmeiz, Director, talks to Iain Mackenzie, Pan-European Communications Manager, Facebook about how Facebook is connecting content to create a representative picture of what the Olympics is really all about Q: In terms of coverage of the Games, what’s new for 2012? We knew there was a huge number of Olympic participants on Facebook from athletes to national games, different bodies and enthusiasts. The real fans would seek it out but what about the people who have a broad interest in sport? We worked with sporting agents and national teams to discover what existed, we helped to get the athletes on timeline and we’re planning to add broadcasters and Olympic sponsors. It’s a work in progress. On our launch page, the 200 athletes had over 100m likes between them, one week later there were 380 athletes.       There is no precedent here. During the last Olympics in Beijing there were 100m people using Facebook, today there are 900m. Facebook is about conversations and the stories people tell. In the past, the Olympics have generated lots of stories around athletes and events, focused around traditional media channels. Here’s a chance for everyone to share their own personal experiences and thoughts with a wider audience. And by connecting them together we’ll be forming a more representative picture of what the Olympics is all about. People will be able to send athletes personal messages from good luck to congratulations. This is no longer a passive transmission of what’s happening but a real discussion.

“ FACEBOOK INTERVIEW ” The real face of the Olympics Volker Schmeiz, Director, talks to Iain Mackenzie, Pan-European Communications Manager, Facebook about how Facebook is connecting content to create a representative picture of what the Olympics is really all about Q: How are the Olympic athletes using Facebook? It really depends, but if you look at British athletes like Jessica Ennis and Tom Paley they are putting out professional stuff, and are building their timelines but are also mixing it up with more personal news. We always say it’s really important to be authentic. Our Olympics page will be an evolving product. It is not set in stone but gives us a chance to respond to the games as they evolve. We believe and we hope that the athletes will get involved and make it a rich experience. We try and stand back and let people do it themselves. For us, it’s not about features, but friends.         Q: What are the big challenges facing you and London 2012? We’re expecting some athletes to tell their own stories first on Facebook, sharing them with their fans directly rather than on a BBC interview. We want to be able to share these stories widely. It’s a big challenge, there’s almost 400 athletes to keep on top of the stories they’re uploading and in terms of newsworthiness we’ll be keeping an eye open. LAST WORDS? “ OLYMPIC HIGHLIGHTS FOR VOLKER SCHMEIZ “Because I’m responsible in Germany for branded content, I’m fascinated by all the great stories behind and during the Olympic Games in London 2012. What are the Olympic stars’ stories? How do they train? Who are the people behind them? How do their trainers and families help them excel in their sport? I’ve been looking at https://www.facebook.com/pages/olympics for wonderful information on the Olympic stars and athletes. In terms of events, I’m really interested in the men’s decathlon and Ashton Eaton is my favourite. I’m also looking forward to following Britta Steffen, the German swimmer who has worked hard throughout her career and never gives up.” ”

FUTURE FOUNDATION Our friends at the FUTURE FOUNDATION talk about EVERYDAY EXCEPTIONS Party hats and bottles of champagne are no longer reserved for special occasions. People are finding ways to bring celebration into everyday life. This can only bring about new commercial opportunities. We all look for ways to justify having a party, drinking nice wine, letting our hair down. The justifications we give are broadening. Anything can become an excuse to make merry. The everyday is blurring with the exceptional. Festive moments can be created from very little. Each week, for example, millions of families make a party of watching a special TV show together. And the party is often extended to an online social circle. Fans interact with the broadcast via websites, Facebook pages and tweets. This can naturally heighten the viewing experience, and makes TV moments, such as the death of a character or the end of a series, a pretext for entertaining. Major sporting events also become justification for celebration. These are parties not for the sports fanatic but for the party lover. The game, race or match becomes secondary to the social gathering. And modern social media certainly provides more prompts these days. We can so easily make international friends and join global groups. The number of diagonal human links will rise, and more and new things to share and celebrate will inevitably follow. We now live longer, so there are more birthdays, wedding anniversaries and re- marriages to celebrate. In some countries, including Spain, Canada and South Africa, same-sex weddings and civil partnerships are being conducted. Societies are increasingly multicultural, bringing new traditions and festivals for people to incorporate into their lives. And worldwide, there are now more students than ever before, which means more graduation ceremonies. self-actualization to create one of the most powerful human trends of the age, as we ask ourselves: why not let whomever (friends, networks , brands) bring something new and fresh to our days and thus, turn them into Days. Hiding behind this is the fact that celebrations of all kinds can have the effect of weakening price sensitivity and encouraging innovative consumption. At the heart of our ‘everyday exceptional’ trend lies an opportunity for the marketer to invite the consumer to indulge, give them an excuse, and help them along with the appropriate products and offers. It is human nature to seek special moments, to break our routines and make our lives feel special. This attack on boredom combines with the pursuit of FUTURE FOUNDATION 1

HEARTBEAT OF THE GAMES BRAND ACTIVITY MONITOR OLYMPIC SPONSORS FIND THE HEARTBEAT OF THE GAMES

BRAND ACTIVITY MONITOR TIP: ‘PAGE DOWN’ TO SEE ALL STORIES, OR CLICK ON LOGOS TO SEE SPECIFIC STORIES BRAND ACTIVITY MONITOR GE visa McDonald’s Omega Samsung acer SKIP TO NEXT SECTION Panasonic Coca Cola P&G

BRAND ACTIVITY VISA visa . CHEERING THE WORLD ON WITH VISA As the official payment services provider for London 2012, Visa is celebrating 25 years of Olympic sponsorship in sociable style. Building on its global ‘Go World’ campaign from the Beijing Olympics, Visa has created a social campaign that enables everyone to ‘cheer on’ the achievements and feats of the international athletes taking part in the Games. Based on the insight that it is the passion of the fans that can make the difference between a memorable Olympics Games and an unforgettable one, Visa’s campaign has created a way for fans to send inspirational ‘cheers’ as a sign of appreciation to the inspiring individuals in the games. The ‘Global Cheer’ engine’ runs across more than 70 markets, motivating more than 60 Visa- sponsored athletes and lives through Facebook, YouTube, VisaGoWorld.com and mobile and rich media web advertising. . Fans can choose a simple ‘one-click’ cheer or share a personalized video, photo or text cheer as a sign of appreciation. The social platform adapts athletes, countries, sport and content dependent on a fan’s location and social activity. Users will also receive real-time prompts to cheer with alerts when Team Visa athletes are about to perform. Already, the Global Cheer engine has 26.2 million combined views, likes and cheers. It looks like Visa could become the most social brand at the most social Olympic Games in history. visa

BRAND ACTIVITY McDONALD’S McDonald’s MORE MCDO- NALD’S The Real People’s Games The McDonald’s Olympic Favourites campaign communicates a powerful, simple message, ‘We all make the Games’. Essential to the campaign is the idea that it’s real people’s experiences that will bring London 2012 to life, from the ‘side-to-side swayer’ to the ‘blubbering wreck’ and the ‘flag- waving piggy-backer’. This marks a change in approach for McDonald’s. It starts with the people, and places McDonald’s alongside them. For the first time, the iconic Piccadilly sign is being used in a campaign. It is integrated with Facebook to allow McDonald’s fans to see themselves in a world-famous location. This is supported by outdoor digital screens in regional city centres including Birmingham and Manchester, and large- scale advertising at London Waterloo, St Pancras and Euston stations, around the Olympic venues, and on the major road networks into London. The accompanying online campaign is the biggest McDonald’s has ever created. At its heart is the Facebook app, which collects people’s images for display across TV, digital outdoor, online and press. This campaign affirms the role of McDonald’s, the People’s Restaurant, in the Olympics by making stars of all those who will “make the games” in their own special way. MORE MCDO- NALD’S

BRAND ACTIVITY McDONALD’S McDonalds The World’s Largest McDonald’s and New Uniforms Not only do McDonald’s now have the world’s largest McDonald’s within the Olympic park but they will be debuting new McDonald’s uniforms (designed by Wayne Hemingway) which have been described as containing “just a little bit of Mad Men."

BRAND ACTIVITY GE GE 2 GE invites Olympics fans to find The Pulse As a London 2012 Worldwide Partner, GE has been communicating the message that it is tackling major global healthcare problems. For the US market, it created The Pulse, where consumers can find information about health, videos, images and social content refreshed every day throughout the Games. GE is amplifying The Pulse through TV, online and print advertising, as well as smartphone and tablet applications. Fans are pulled to the Pulse via activity on NBC and ESPN, and there is a brand presence across the results and schedules sections of NBCOlympics.com. . Features and brand exposure in two of ESPN’s magazines, ‘Sport Science’ and ‘Body’, are driving people to The Pulse. GE took ownership of seven special Olympics-themed segments in ‘Sport Science’, featuring Brady Ellison (archery), Jessica Lopez (gymnastics), Tyler Clary (swimming), Jesse Williams (high jump), Rebecca Soni (swimming), David Oliver (hurdling) and Meb Keflezighi (marathon). These activations have been designed to bring The Pulse to the people, using all the platforms available. . 2

BRAND ACTIVITY COCA COLA Coca Cola Coca-Cola moves to the beat Market: Germany Coca-Cola is a Worldwide Partner of London 2012. In Germany it launched the ‘Move to the Beat’ campaign with the music producer Mark Ronson. Sports fans have been uploading beats representing their favourite sport. Das Bo, German rapper, DJ and judge of The X Factor, is using the best beats to create a special song. Market: China main land Coca-Cola has confirmed that they will be broadcasting a daily TV programme called Beat TV as part of their “Move to the Beat” activity. The programme will be shown on ITV2 and will switch the focus towards the cultural side of the Olympics. Claudia Navarro, Coca-Cola’s global Olympic marketing director, says: “Instead of focusing on what’s happening on the pitch, the medalists. … we’ll capture the vibe of London, the social aspect of it for the fans.” . Coca Cola

BRAND ACTIVITY P&G P&G Mum’s the word for P&G The ad campaign carries the strapline, "The hardest job is the best job", and forms part of P&G's 'Proud Sponsor of Mums' campaign. The TV ad features mums from all over the world supporting competitors at every age, as they develop from child athletes to Olympians. It culminates in footage of Olympic athletes winning medals and their mums watching in the stands. Also, during the Olympic Games London 2012, all P&G brands available on the market will support athletes. World class swimmer Britta Steffen is the German ambassador of the P&G-campaign. Britta’s mom will be one of the 122 mothers who were invited to stay in their own complex of buildings in London. Making the Olympic village accessible to the athletes’ mothers. In addition, P&G is using eye-catching displays and POS- Material in Germany, as well as bonus merchandise after sales. They have also released an internet video of Britta’s mother telling her daughter’s journey of becoming a successful Olympics-Winner. This campaign is in conjunction with P&G's Global partnership with the Olympic Movement to sponsor the next 5 Olympic Games till 2020. The company is using this platform to honour and thank not just the moms of Olympic athletes, but every mom who does whatever it takes to make her child's life the best it can be. Soha Ali Khan ,Sharmila Tagore, Ira Dubey, Lilette Dubey , Prachi Desai and Diya Mirza were part of the initiative launch in India. P&G

BRAND ACTIVITY SAMSUNG Samsung Samsung invites everybody to the Games Samsung’s London 2012 activity centres on the idea of ‘Everyone’s Olympic Games’. In keeping with this tagline, it designed a new logo, the Samsung Olympic Visual Identity System (SOVIS), which gives an open invitation to the general public.   . Samsung Hope Relay The “Samsung Hope Relay” is a virtual relay, which can be accessed though Samsung's hope relay app for mobile devices (iOs, Android, Samsung apps). The app tracks distance travelled by foot. The information is collected is also available for participants to share through their social networks tool, like Facebook, and on the sponsors webpage. Samsung

BRAND ACTIVITY ACER acer 2 Acer looks beyond limitations Acer launched its new all-in-one PC, the Aspire Z5 Olympic Games edition, with a campaign featuring top athletes who push themselves beyond limitations. . acer 2

BRAND ACTIVITY PANASONIC Panasonic Behind the scenes with Panasonic The global activation for Panasonic, Audio Visual Partner for the London 2012 Olympic Games, has made extensive use of social networking. With the central theme of ‘Share Your Passion’, the campaign encourages fans to express their pride in their national teams and athletes by sharing images on social media sites. All over the world, a Facebook app called ‘Flag Tags’ has been allowing fans to upload a profile image and layer it with their national flag. Fans can then post the image on Facebook and other platforms. . Panasonic took it a step further and invited the athletes to turn the camera on themselves. For the Swedish market, Panasonic created a special local website inviting fans to follow famous Nordic athletes in their everyday lives. Four athletes were given a Lumix digital camera which they used to capture the details of their routines and preparations for London 2012. The website featured a different athlete each day, and it was linked to a blog, YouTube channel, and pages on Twitter and Facebook. . Panasonic

BRAND ACTIVITY OMEGA Omega Omega captures a moment in time As the official time keeper of the 2012 Olympic and Paralympic Games, Omega released a dedicated line of London 2012 watches. The new range of time pieces was supported by TV adverts, in both short and extended formats, featuring Olympic athletes in the seconds before competing in their discipline. The adverts, set to the Rolling Stones’ classic hit ‘Start Me Up’, features footage of Chinese diver Qiu Bo, U.S. swimmer Natalie Coughlin, British heptathlete Jessica Ennis, U.S. sprinter Tyson Gay, South African swimmer Chad Le Clos and U.S. pole vaulter Jenn Suhr. The global campaign focuses on the extraordinary minutes and seconds of tension, concentration and anticipation as athletes get ready for the starting gun. Omega captured the moment that can set the tone for a potentially life-changing Olympic performance. . Omega

OTHER OLYMPIC SPONSORS’ BRAND ACTIVATIONS TIP: ‘PAGE DOWN’ TO SEE ALL STORIES, OR CLICK ON LOGOS TO SEE SPECIFIC STORIES OTHER OLYMPIC SPONSORS’ BRAND ACTIVATIONS SKIP TO NEXT SECTION

OTHER OLYMPIC SPONSORS’ BRAND ACTIVATIONS Zurich ZURICH Zurich celebrates German sporting excellence As official insurer of the German Olympic team, Zurich created four TV adverts, each featuring a German athlete in action. Zurich invited viewers to upload videos or photos of their own sporting performance to its website.

OTHER OLYMPIC SPONSORS’ BRAND ACTIVATIONS AMUL Amul finds a new angle for milk in India Amul is known for linking its activity with major events. As official sponsor of the Indian Olympic team, it launched a commercial that pitches milk as the world’s original energy drink. .

OTHER OLYMPIC SPONSORS’ BRAND ACTIVATIONS Vegemite Market: Australia “Wake up and smell the Vegemite!”—Vegemite has developed an app that will wake you up to watch key events of the Olympics 2012. They use Australian celebrities to be the voice of the alarm, which people can set by time or event to get the latest news and medal tally. Really useful for those who want to watch Australian medal chances live even when it is the middle of the night. . Vegemite

OTHER OLYMPIC SPONSORS’ BRAND ACTIVATIONS BP London 2012 Festival BP are Premier Partner of the London 2012 Festival which consists of 1,000 events utilising artists of all varieties from around the world. Events include BP Summer Big Screen (showcasing Royal Opera House performances at free outdoors screenings), performances of Shakespeare at theatres across London, and the BP Portrait Award. . BP Target Neutral BP is an official carbon offset partner for London 2012 as the Games strive to be carbon neutral. As part of this activity BP are allowing visitors to offset their journey to Olympic events for free. Visitors have to input a code from their Olympics tags on the Spectator Target Neutral website and BP will pay to offset the carbon footprint made by their journey. BP are also offering anyone who uses this service a free souvenir photo taken in front of the Olympic stadium. . BP

OTHER OLYMPIC SPONSORS’ BRAND ACTIVATIONS Bell Canadian Official Sponsor Bell announced that they will deliver the broadest range of live and on-demand content from the London 2012 Olympic Games to smartphones, tablets, TVs and computer screens, bringing Canadians closer to the Games than ever before using the slogan, “Faster. Stronger. Lager.” Bell’s London 2012 campaign will include: Interactive CTV Olympics London 2012 App on Bell Fibe TV offers standings, stats, highlights and more Bell Mobile TV customers can access live HD coverage of London 2012 action Social media includes "Make it Epic" mobile app lets fans create their own epic videos and the unique Bell 2012 Games Scheduler on Facebook . Bell

OTHER OLYMPIC SPONSORS’ BRAND ACTIVATIONS Peugeot Market: Poland Peugeot has activated a multimedia campaign: press, radio, outdoor and online. They are supporting their campaign with an Olympic themed contest: Participants are invited to visit their local dealer for a test drive. They can then answer questions about Peugeot and the Olympic games for a chance to win prizes and a trip to see the Olympics live.- Furthermore, Peugeot has been using Google Search to advertise linking to their Olympic landing page: www.olimpiada.peugeot.pl . Peugeot

OTHER OLYMPIC SPONSORS’ BRAND ACTIVATIONS British Airways The Home Advantage British Airways is taking the unique approach of encouraging people NOT to fly away during the Olympics instead promoting The Home Advantage and encouraging customers to stay in the UK during the Olympics. British Airways also ran a competition where entrants could nominate relatives to be flown back to the UK to enjoy the Olympics and The Home Advantage. Press ads are currently celebrating the winners and detailing their reaction to the prize. . British Airways

OTHER OLYMPIC SPONSORS’ BRAND ACTIVATIONS EDF EDF sheds light on the nation’s Olympic mood EDF Energy has activated its sponsorship of London 2012 with a campaign called Energy of the Nation. Drawing on data from 10 million UK Twitter users, it measures the nation’s mood each day during the Torch Relay and the Games, and interprets it in a nightly lightshow. The UK’s foremost Twitter sentiment analyst is working with a team of MIT graduates to filter tweets mentioning the Olympics. Each day, brand experience agency Ignite analyses those tweets, and at 9pm a low-carbon lightshow on the EDF Energy London Eye reveals the nation’s mood. Yellow light . represents positive tweets, purple negative. Successes for Team GB will be celebrated with gold, silver or bronze colours. The public will see a different light show each night, reflecting shifts in feeling during the Games. People can interact on site, where there is a temporary Mission Control centre. They can also get involved online at the Energy of the Nation . website and on Facebook, and through their mobiles with the Energy2012 app for iPhone and Android. The campaign uses a blend of experiential, social media, PR and above-the-line elements to illuminate EDF Energy’s sponsorship of the London Eye and the London 2012 Olympic and Paralympic Games. . EDF

WHAT PEOPLE ARE SAYING ABOUT THE BUILD UP THE FIRST SOCIAL GAMES Social media has popularized the Olympic Games, bringing what has often been criticized for being an elitist event closer to people’s hearts. Social media broadens the Olympic story, making heroes of the athletes not idolized by traditional media and bringing minority events to the forefront. Via Antenna, our social media monitoring approach, we have been listening in on what people have to write and post on about the 2012 Games. We’re tracking this in real time in fourteen markets. We’ll be harvesting conversations and posts across Twitter, social networking sites, forums and blogs in each market. These are being translated and given full sentiment analysis to share with you what the world is saying about the 2012 Games. WHAT PEOPLE ARE SAYING ABOUT THE BUILD UP 2

USA MARKET SHARE OF OLYMPIC BUZZ Last 30 days UK 21.09% INDIA 17.79% RUSSIA 0.89% SPAIN 10.71% POLAND 0.45% TURKEY 1.76% CHINA 7.02% GERMANY 6.48% ITALY 2.95% MEXICO 7.50% BRAZIL 5.17% INDIA 12.12% ARGENTINA 6.06%

52.6% HOT TOPICS OLYMPIC TORCH 15.5% 9.6% 9.6% 5.8% SECURITY 4.3% Here’s the round up of trending topics across the fourteen markets we are monitoring. The Torch Relay has captured a great deal of attention and become an event in its own right. It has been going on for 70 days and over 8000 people have carried the torch. Popular figures such as David Beckham, will.i.am and a host of sporting heroes have carried the torch alongside everyday heroes. The thorn in the Olympic organizer’s side has been the security issue, with troops having to make up G4S’s recruitment shortfall. Transport and the highly unpopular Olympic lanes also dominate. We’ll keep you posted on whether Londoners keep posting complaints about the traffic once the Games begin. Danny Boyle is the Creative Director of the Opening Ceremony so we expect a surge in online buzz by tomorrow evening. OLYMPIC TORCH 52.6% SECURITY 15.5% OLYMPIC LANES 0.5% SPONSORS 9.6% TRANSPORT 4.3% DANNY BOYLE 1.0% OPENING CEREMONY 9.6% BECKHAM 5.8% CHRIS HOY 1.1%

HOT TOPICS HOT TOPICS LAST 30 DAYS We’ve tracked how the hottest topics of the Olympics have dipped and soared over the past 30 days. The big peaks for the Olympic Torch were on 10th July, which was due to a ‘streaker’ (a very peculiar British habit of running naked around big sporting events) gate- crashing the Torch Relay, and the second peak on the 21st July when the torch finally arrived in London after an exhausting trip around Great Britain. The security fiasco dominated the digital airwaves for over ten days before it burned out and was overtaken by buzz around the Opening Ceremony.

HOT TOPICS HOT TOPICS LAST 30 DAYS Beckham omitted from Team GB We’ve tracked how the hottest topics of the Olympics have dipped and soared over the past 30 days. The big peaks for the Olympic Torch were on 10th July, which was due to a ‘streaker’ (a very peculiar British habit of running naked around big sporting events) gate- crashing the Torch Relay, and the second peak on the 21st July when the torch finally arrived in London after an exhausting trip around Great Britain. The security fiasco dominated the digital airwaves for over ten days before it burned out and was overtaken by buzz around the Opening Ceremony.

HOT TOPICS HOT TOPICS LAST 30 DAYS Disruption and Streaker We’ve tracked how the hottest topics of the Olympics have dipped and soared over the past 30 days. The big peaks for the Olympic Torch were on 10th July, which was due to a ‘streaker’ (a very peculiar British habit of running naked around big sporting events) gate- crashing the Torch Relay, and the second peak on the 21st July when the torch finally arrived in London after an exhausting trip around Great Britain. The security fiasco dominated the digital airwaves for over ten days before it burned out and was overtaken by buzz around the Opening Ceremony.

HOT TOPICS HOT TOPICS LAST 30 DAYS Tax exemption for sponsors We’ve tracked how the hottest topics of the Olympics have dipped and soared over the past 30 days. The big peaks for the Olympic Torch were on 10th July, which was due to a ‘streaker’ (a very peculiar British habit of running naked around big sporting events) gate- crashing the Torch Relay, and the second peak on the 21st July when the torch finally arrived in London after an exhausting trip around Great Britain. The security fiasco dominated the digital airwaves for over ten days before it burned out and was overtaken by buzz around the Opening Ceremony.

HOT TOPICS HOT TOPICS LAST 30 DAYS G4S security shortfall We’ve tracked how the hottest topics of the Olympics have dipped and soared over the past 30 days. The big peaks for the Olympic Torch were on 10th July, which was due to a ‘streaker’ (a very peculiar British habit of running naked around big sporting events) gate- crashing the Torch Relay, and the second peak on the 21st July when the torch finally arrived in London after an exhausting trip around Great Britain. The security fiasco dominated the digital airwaves for over ten days before it burned out and was overtaken by buzz around the Opening Ceremony.

HOT TOPICS HOT TOPICS LAST 30 DAYS Final days of relay We’ve tracked how the hottest topics of the Olympics have dipped and soared over the past 30 days. The big peaks for the Olympic Torch were on 10th July, which was due to a ‘streaker’ (a very peculiar British habit of running naked around big sporting events) gate- crashing the Torch Relay, and the second peak on the 21st July when the torch finally arrived in London after an exhausting trip around Great Britain. The security fiasco dominated the digital airwaves for over ten days before it burned out and was overtaken by buzz around the Opening Ceremony.

HOT TOPICS HOT TOPICS LAST 30 DAYS Nadal pulls out We’ve tracked how the hottest topics of the Olympics have dipped and soared over the past 30 days. The big peaks for the Olympic Torch were on 10th July, which was due to a ‘streaker’ (a very peculiar British habit of running naked around big sporting events) gate- crashing the Torch Relay, and the second peak on the 21st July when the torch finally arrived in London after an exhausting trip around Great Britain. The security fiasco dominated the digital airwaves for over ten days before it burned out and was overtaken by buzz around the Opening Ceremony. Nadal pulls out

SPONSORS 40% McDonald’s 6% SHARE OF BUZZ 24% Coca Cola visa 8% 2% 1% LAST 30 DAYS All Olympic sponsors strive for the lion’s share of earned media throughout the Games. We’ve tracked the Worldwide Olympic Partners to see who was the most talked about. McDonald’s 40% Coca Cola 24% visa 8% 6% 2% 1%

25.64% TENNIS TOP ATHLETES 12.86% Trending Events 7.69% BASKETBALL Andy Murray’s place in the Wimbledon final, a first for a Brit in 73 years, has kept tennis as the most popular Olympic event, as people hope he’ll go for Gold. TENNIS 25.64% 12.86% BASKETBALL SWIMMING FIELD 7.69% FOOTBALL TRACK 5.13% HOCKEY BADMINTON 2.56% CYCLING FENCING VOLLEYBALL TAEKWONDO DIVING

TOP ATHLETES THE HEADLINES 1 2 3 David Beckham generates the most volume in the UK, followed by Andy Murray, dominating the airwaves following his Wimbledon final against Federer. Maria Sharapova as flag bearer and icon gained top spot among Russian Olympians being talked about. Rafael Nadal’s injury drove international volume and gave him the highest share of buzz among Spanish competitors. The Turkish women’s volleyball team (Sultans of the Net) are the most referenced among Turkish competitors From the top 3 athletes in each country, competitors from tennis, swimming and basketball were the most frequently referenced sporting events.

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BLOGGERS INTRODUCTION BLOGGER VIDEO MEET THE OLYMPIC VIDEO MARTIN Great Britain NADIA Russia TJ USA With the explosion of social media, and almost every Olympic campaign having an audience involvement mechanism, these days the Games are as much about the people watching as about those taking part. We teamed up with Omnicom mobile research agency, Kiosk, to bring you a snapshot of how five bloggers in Russia, Brazil, China, USA and the UK were experiencing the event.  GLEN China LOURENÇO Brazil

BLOGGERS INTRODUCTION BLOGGER VIDEO MEET THE OLYMPIC VIDEO MARTIN Great Britain NADIA Russia TJ USA I’m a communications director with a focus on social media. I also help out with some graphic design and marketing. It’s my aim to pursue a career in graphic design for social impact. I’m 25 and grew up in Palo Alto, California. I met my wife at Brigham Young University, where I studied international relations and Spanish. We now live in DC. I always keep a close eye on the news, so I’m sure I will follow the Olympics every day. I always enjoy watching the Games whenever they come around, and I was lucky enough to attend the Winter Olympics in Salt Lake City. With the explosion of social media, and almost every Olympic campaign having an audience involvement mechanism, these days the Games are as much about the people watching as about those taking part. We teamed up with Omnicom mobile research agency, Kiosk, to bring you a snapshot of how five bloggers in Russia, Brazil, China, USA and the UK were experiencing the event.    GLEN China LOURENÇO Brazil HERE’S A SHORT INTRO TO OUR BLOGGERS,

BLOGGERS INTRODUCTION BLOGGER VIDEO MEET THE OLYMPIC VIDEO MARTIN Great Britain I’m 25 and I work as a cameraman in São Paulo. I’m from a Brazilian family, but I was born and raised in London. I love going back to my home town whenever I can, and I’m thrilled that the spotlight is on London this summer. I can’t wait for the Olympics to start. NADIA Russia TJ USA With the explosion of social media, and almost every Olympic campaign having an audience involvement mechanism, these days the Games are as much about the people watching as about those taking part. We teamed up with Omnicom mobile research agency, Kiosk, to bring you a snapshot of how five bloggers in Russia, Brazil, China, USA and the UK were experiencing the event.    GLEN China LOURENÇO Brazil HERE’S A SHORT INTRO TO OUR BLOGGERS,

BLOGGERS INTRODUCTION BLOGGER VIDEO MEET THE OLYMPIC VIDEO MARTIN I live in Hackney, London, and I’m a musician. It’s my dream to be a scriptwriter and director, and when I’m not playing gigs on the London music scene, I spend time reading about the art of screenwriting. MARTIN Great Britain NADIA Russia TJ USA With the explosion of social media, and almost every Olympic campaign having an audience involvement mechanism, these days the Games are as much about the people watching as they are about those taking part. We teamed up with Omnicom mobile research agency, Kiosk, to bring you a snapshot of how five bloggers in Russia, Brazil, China, USA and the UK were experiencing the event.    GLEN China LOURENÇO Brazil HERE’S A SHORT INTRO TO OUR BLOGGERS,

BLOGGERS INTRODUCTION BLOGGER VIDEO MEET THE OLYMPIC VIDEO MARTIN I’m from eastern China, and my Chinese name is Zhang Guo Lun. I’m 24 and I have two brothers. After studying at Beijing University and completing my degree in sports, I decided to stay in the city, and I’ve lived and worked there for three years now. I love living in Beijing and meeting such a range of interesting people. I’m passionate about sports, and will be taking every opportunity to watch the Olympics. MARTIN Great Britain NADIA Russia TJ USA With the explosion of social media, and almost every Olympic campaign having an audience involvement mechanism, these days the Games are as much about the people watching as they are about those taking part. We teamed up with Omnicom mobile research agency, Kiosk, to bring you a snapshot of how five bloggers in Russia, Brazil, China, USA and the UK were experiencing the event.    GLEN China LOURENÇO Brazil HERE’S A SHORT INTRO TO OUR BLOGGERS,

BLOGGERS INTRODUCTION BLOGGER VIDEO MEET THE OLYMPIC VIDEO MARTIN Great Britain NADIA Russia TJ USA With the explosion of social media, and almost every Olympic campaign having an audience involvement mechanism, these days the Games are as much about the people watching are as much about the people watching as about those taking part. We teamed up with Omnicom mobile research agency, Kiosk, to bring you a snapshot of how five bloggers in Russia, Brazil, China, USA and the UK were experiencing the event.    I’m from Moscow, and I live in Krasnogorsk in the suburbs with my husband. I work for Yandex, the largest search engine in Moscow. I enjoy most sports, particularly swimming, athletics and archery. I’ll be closely watching the coverage of those sports at the Olympics. GLEN China LOURENÇO Brazil HERE’S A SHORT INTRO TO OUR BLOGGERS,

BLOGGERS INTRODUCTION BLOGGER VIDEO MEET THE OLYMPIC VIDEO MARTIN Great Britain NADIA Russia TJ USA With the explosion of social media, and almost every Olympic campaign having an audience involvement mechanism, these days the Games are as much about the people watching as about those taking part. We teamed up with Omnicom mobile research agency, Kiosk, to bring you a snapshot of how five bloggers in Russia, Brazil, China, USA and the UK were experiencing the event.    GLEN China LOURENÇO Brazil BLOGGER VIDEO WATCH THE VIDEO ABOUT THEIR VIEWS SKIP VIDEO

BLOGGER VIDEO INTRODUCTION NEXT SECTION We are now a matter of hours away from the Opening Ceremony of the London 2012 Olympic Games. We can’t wait to see what Danny Boyle has planned for the occasion. After having the wettest Summer on record, London has finally got some sunshine, hurray! Bradley Wiggins historic British win on Sunday at the Tour de France has charmed even the most cynical Londoner into thinking that the Games might not be so bad after all. Events began yesterday with Team Great Britain’s women’s soccer/football (take your pick!) taking on New Zealand at Cardiff’s Millennium Stadium. (leave a sentence here to write something about the score). We are creating four Olympic Impact Reports to bring you a unique perspective of this incredible sporting event. You’ll be given exclusive access to proprietary research we have carried out in twelve markets and social media monitoring across fourteen markets. We will be gathering TV audience data and digital analytics from markets right across our networks. We’ve also partnered with Omnicom mobile qualitative research agency, Kiosk, to follow the experiences of five leading-edge bloggers in China, Brazil, USA, Russia and UK. Our team of Fuse experts will be interviewing the major media owners covering the Games to bring you unique insights about innovations they have introduced to keep people engaged with Olympic content. We’re delighted to bring you the first of these reports, we hope that this adds to your enjoyment of the Games. If you have any comments or questions then please feel free to contact me. Let the Games commence! BLOGGER VIDEO NEXT SECTION

KIOSK WE PARTNERED WITH KIOSK FOR OUR BLOGGER VIDEOS Kiosk is a new kind of research agency, for an always-on world. Mobile internet has changed the way people live and connect with each other and the world around them. There is no longer an offline world and a separate online world. Mobile means that we’re always on. And instant contact is easier than ever. Kiosk is at the forefront of new technologies which facilitate connections. It offers managed mobile communities, pitch communities and qualitative omnibuses. Kiosk specializes in turning around work very quickly for agencies and brands, providing rich, visual consumer context from around the world.

ENJOY THE OPENING CEREMONY! We hope you have enjoyed the first Olympic Impact Report. Look out for our second Impact Report on 31st July. ENJOY THE OPENING CEREMONY! If you want to discuss any of this report in more detail, or start a conversation about opportunities for your brand, then please contact David.Pinnington@OmnicomMediaGroup.com.  

Please press ESC to end show LONDON OLYMPICS 2012 THANK YOU JULY 26TH 2012