Dual-screen entertainment made an impact on the four-hour NFL Super Bowl broadcast in February 2012. Experts are looking for the same kind of impact on the 17-day Olympics. For the first time in Olympic broadcast history, every event will be featured in one or more mediums.
NBC Sports President Mark Lazarus is calling this the biggest digital event of all time. The expected grand total of filmed events is expected to reach 5,535 hours across 39 events. If you watched every minute of the 2012 Games, you’d need to be glued to your tablet, computer or tv around the clock for seven months. No more waiting for primetime coverage of the easy-to-televise gymnastics, swimming, track & field and beach volleyball – now you can open the app, load the website or stream it on your smart phone at your discretion. NBC and outside analysts are looking for the answer to the million-dollar question, “Will more coverage mean more interest?”
The dual-screen aspect of the coverage largely includes social media efforts. Producers indicated to the Wall Street Journal in “NBC Rewrites Olympic Playbook” that Twitter feedback and chatter will be included in telecasts and simulcasts during the entire event. In addition to the official social media efforts, official sponsors are creating a new level of engagement with apps and contests. Don’t leave out the athletes, who have taken it upon themselves to share their thoughts with fans across the world.
The majority of the action is happening on Twitter. From July 11-18, 775,000 tweets were made in reference to the “Olympics” and 25,000 about “Presidential 2012.” The same week, 4,715 videos pertaining to the Olympics were uploaded. During one day of the US Olympic Trials, more tweets were made than during the entire Beijing Games. That wouldn’t surprise you, though, considering that in 2008, Twitter only had 6 million registered users, compared to 500 million users in 2012.
AN OVERVIEW of OLYMPIC SOCIAL MEDIA:
The official Olympic Games Facebook page has 2,939,603 likes, increases nearly 5k likes per day and is mostly written in English, with 18-24 year olds as the largest age group. The largest group of the online community hails from London, England, United Kingdom.
The page features multiple applications, one photo contest and easy connections to other media on Flickr and Twitter. Most of the content features world-wide athlete photos and stories, along with photos of the Olympic campus and a countdown to the opening ceremony.
The page is a digital encyclopedia of pictures and information, with posts backdated to 1908 and a photo album filled with black-and-white memories of the 1908 London Summer Olympics’ opening ceremony.
The official Twitter handle of the Olympic Games, @Olympics, has 1,032,348 followers as of July 18, 2012, with a total of 798 tweets. Here, the messages become further categorized through specific handles. The @London2012 handle is nearing 830,000 followers and has nearly tripled the official handle’s tweets. There are multiple supplementary handles and 36 sport-specific handles. An Olympic-sized strategy is in place here. The athletes are encouraged to share their experience without breaching security, infringing privacy of other individuals or misusing Olympic trademarks. A convenient hub was created to easily access athletes. Check out the KK BOLD interest list filled with major pages, athletes and other 2012 Summer Games happenings.
YouTube channels, official Foursquare badges, Pinterest boards, Flickr photostreams, Instagram streams and a few thousand links related to the Olympic Games being shared on Digg, StumbleUpon and Reddit every hour.
Be sure to check back for more Olympic media discoveries and recaps published every week through September 2012.