Marketing Report London 2012 - International Olympic Committee

Chapter Seven / THE OLYMPIC BRAND 149
The campaign received entries from nearly 60 countries around the world, with users showing their
best efforts in a variety of disciplines including sport, music, art and charity work. Three entrants
(pictured opposite) received trips to the London 2012 Olympic Games, with the winners chosen by
a panel of Olympic athletes, including Charmaine Crooks (Canada, pictured opposite, second from
left), Shawn Johnson (USA), Pernilla Wiberg (Sweden), Fabiana Murer (Brazil), Beckie Scott (Canada)
and Yang Yang (China).
Campaign Implementation
The IOC worked with Olympic broadcast partners around the world to promote the Show Your Best
initiative through two 30-second TV spots and a corresponding digital platform.
The first TV spot depicted some of the greatest Olympic moments of all time, complemented by
footage of everyday people doing their best. At the end of the spot, viewers were invited to show
their best via video entries to the digital platform.
In the run-up to the London 2012 Olympic Games, the second TV spot was launched, using footage
from the video entries on the Show Your Best digital platform.
The second spot was aired by the official broadcast partners of the Olympic Movement in 138
countries in the months before and during the London 2012 Olympic Games. It was also shown on
the big screens in all Olympic venues throughout the London 2012 Games, as well as appearing on
the IOC’s YouTube channel and other social media sites.