Singapore reccently ushered in the inaugural 2010 Youth Olympic Games Opening Ceremony in the garden city of Singapore. It featured 7,000 performers, laser, light, fire, and water shows, dazzling fireworks and watched by 27,000 spectators and millions around the world. See gallery on Flickr.
With McCann Worldgroup, Singapore taking creative duties and Zenith Optimedia, Singapore heading media, there is an obvious push to use every little trick in the digital marketing bible. Here are some of my observations on how well digital was used for this campaign to reach out to the youth audience:
1. Website: www.singapore2010.sg
Brilliantly done with information on every little detail of the YOG. Filled with photos, videos, event line-up, ticketing, merchandise and many more.
Frequent updates and you can even watch live updates all day at www.youtholympicgames.org.
2. Social networking
The YOG spared no effort in utilising popular social networking channels:
- Community Site – WhyOhGee for blogs
3. Display Advertising
The online campaign was both interesting and attention grabbing. A global online campaign that targeted key markets in APAC and Europe. Zenith worked with MediaMind to manage and deliver all ad-serving for its online display campaigns.
4. Viral campaign
A viral campaign was also released in April 2010 that featured runner Asafa Powell and a teenager challenging Powell to chase after him. The video was part of the “Power of Youth” marketing campaign for the YOG, to raise awareness for the Game.
5. Virtual Worlds – Singapore Odyssey 2010
A 3D Virtual World of Singapore developed based on the Singapore 2010 Youth Olympic Games. It offers youth a way to participate in quests and games styled on a futuristic theme allowing youths from across the world can interact with one another while discovering the spirit of the first Youth Olympic Games. Think Second Life – very cool!
My assessment of SYOG’s digital effort – 8 out of 10! Unfortunately, many people I spoke to knew little of the games – but then again my friends are not exactly target youths. I¹m just proud to have this event hosted in my country Singapore!
Where is Singapore? Tip: Its not in China, see this link: