everything’s connected. a study of bt and london 2012
DESCRIPTION
A brief look at BT and their joined-up marketing efforts around their partnership with London 2012. This short presentation highlights how they brought it all together for the London Olympics.TRANSCRIPT
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Everything’s Connected: joining up your marketing efforts
A case study of BT and their partnership with London 2012Dan Matthews, August 2013
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CAVEAT: I do not work for BT. This presentation represents my personal views as an experienced marketer and comms planner. It does not represent the views of my employer.This presentation should not be used for commercial purposes.The copyright on all images used rests with the original companies. All images were sourced from the web and should not be repurposed or used for commercial gain.
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London 2012: standing out was Key
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A Host of Technology Partners…
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Acer struggled to create standout
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Lots of roles, but no organising idea
Event organisation:• Scheduling
• Athlete itinerary• Workforce rotas
Media Support:• Feeding results and
athlete info• As well as providing
same info to commentators and for
display in the arena
Athlete support: Providing athletes with social
media technology to help them keep in contact with
friends and family
Local Support: Giving laptops and pcs to
schools in London Boroughs
• Customer relations: Ticketing
• Communications
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BTOlympics Activity
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BT as official services provider for London 2012, had a similar issue
• 5,000 km of cable• 80,000 connections• Across 97 locations• Connecting the sites during the games..• …powering the village after the games• Key infrastructure provider – but an intangible benefit• Introduction video: https://
www.youtube.com/watch?v=4dPjSBL2VOo
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Overall Role: Bringing it All TogetherInfrastructure provider
during the buildExpertise
Future technology today
Legacy
Communications Support:Connecting the Venues to
the outside worldAthlete support:
In the village, each room had fibre optic broadband
WiFi throughout village
Delivering games to Britain:
Created excitement in the build up
Big Screens throughout UK (with BBC)
BT Live in Hyde Park
Tickets for customers
Money can’t buy prizes
Ambassadors connecting to people
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Prior to the games• The start of a long journey
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Creating Excitement a Year out
• Create interest amongst customers.
• Show support for the games and athletes
• Provide access
• National Portrait Gallery exhibition
• Footage used as Paralympics idents also
• Paralympics partnership started two years earlier - Manchester
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Telling Stories
• A range of different viewpoints; B2B stories, local stories, organisers, athletes
• Generating interest without being pegged to a particular sport (e.g. Sky was all about cycling, Virgin was Bolt, and afterwards, Farah)
• Blogs and Twitter to create stories• Created usable online content and built traffic effectively• Lots of PR angles
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Create Access• Create access for
thousands, make them feel part of an event, for free
• Deliver unique content and excitement – opening and closing concerts
• 60,000 visitors per day over three weeks
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Unique Access• Tickets for customers in
prize draws• Ambassadors such as
Dame Kelly Holmes embarked on a schools programme, encouraging participation in sports
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Generate awareness
• Broadcast sponsorship of Channel4 coverage of Paralympics
• Tied in with further coverage and promotion of paralympic sports and athletes
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Deliver a legacy
• As the Village and Park become a residential area, BT will provide the latest technology to each residence
• 5,000 apartments in phase I• Allows them to keep on
telling stories