Olympics and Social Media:
Platforms such as Facebook, Twitter, Snapchat and Instagram were there to take you on a global journey, in real time, to experience the most important and memorable moments as they unfolded. Athletes as well as brands were given the green flag to promote their personal brand through social media.
Visual platforms Snap Chat and Instagram really stood out as leaders in content creation throughout the games, the pieces produced were engaging, real-time and most importantly user-generated.
Snap chat embraced geo-filters, with 50 sport and country-specific overlays featuring medal counts (that updated automatically) and patriotic colours and designs as well as live stories and a discover channel. Instagram videos were viewed by approximately 60,000 users with the help of google who ramped up its Instagram coverage with custom-made stop-motion videos that shared insightful facts and figures from the Olympic games.
Tonia Couch’s Instagram feed was one of the most engaging out of all competing athletes. Itincluded images with her friends, teammates and dog, as well as shots of her working out and practicing. Since then she has worked with brands including Urban Decay Cosmetics as well as Swedish athletic brand Björn Borg.