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BRING ON THE GAME CHANGERS
The new year marked the start of the winter Youth Olympic Games (YOG) in Lausanne, Switzerland. 640,000 Athletes, spectators and members of the Olympic family were greeted in the Athletes village by the second installation of ENGINE’s bold, creative and unapologetic engagement campaign, The Game Changers.
The Game Changers debuted for YOG 2018 in Buenos Aires, Argentina.
This was the radically new initiative by the International Olympic Committee, to provide a voice to youth athletes and a consolidated audience facing brand for the youth version of the Games. The Game Changers is a socially led movement of daring, fearless, inclusive and talented individuals who are achieving incredible feats, regardless of their age. Both the summer and winter editions are an enabler for athletes and young people to participate in creating their own content and bring the Games to life!
ENGINE’s talented designers, motion graphics editors and creative minds worked together to deliver an ambitious look and feel for the Games, which was delivered to marketing teams, sports federations and national committees around the world to adopt for their athletes, and share with the world. A sticker book of GIFs was also made available on Giphy and Tenor for athletes, IOC members and audiences to use in advance of the Games on their own social content to provide the signature stamp of the Game Changers.
AT THE CORE OF THE MOVEMENT WAS A CONTENT AND INFLUENCER LED STRATEGY FOR IOC SOCIAL CHANNELS.
This featured Game time footage and outstanding athlete stories, augmented using eye-catching and alternative graphics and effects. Influencers from around the world attended the Games with our on the ground ENGINE team and reported on their experiences direct to their social channels. The influencers also participated in daily live shows and podcasts on the Olympic Channel, produced directly from the Athlete Vortex, designed by ENGINE to include the bold, collaborative feel of the Game Changers movement.
Collaborative efforts resulted in an audience record breaking Youth Games. An average of 220,000 unique visitors visited the Games websites each day, three times more than for the Lillehammer 2016 Youth Games. Digital activations also attracted around 456,000 new followers across all platforms. 23 pieces of bespoke Game Changers content resulted in over 880K likes, shares and engagements, while our influencers reached 6.1M new fans around the globe.
This campaign is a product of ENGINE’s diverse skillset working seamlessly together to create impactful and effective marketing. From content production to digital strategy and influencer management, this integrated campaign achieved Game Changing results for the IOC and helped spread the incredible spirit of the Youth Olympic Games.