"The Game Changers" is a campaign that aims to do just that, by celebrating the ability and creativity of all 15 to 18 year olds around the world at the Youth Olympic Games Buenos Aires 2018. The Youth Olympic Games (YOG) are a global stage for young athletes to show the world who they are and what they can do, both on and off the field. To align with this campaign, the Olympic Channel created shor- form promo videos in a unique way to promote the athletes and the event through Social Media in efforts to bring much-deserved attention to these young sporting stars.
To gain the attention of a young audience we used short-from pieces as shareable content through social media channels.
They were produced to draw attention and to be completely unique to the content produced from past Youth Olympic games.
Content was produced in-house in Madrid, Spain and then posted to handles timed to corresponding events scheduled throughout the 10 days of competition driving viewership to those events to a global audience.
The graphic augmentation utilising footage from the broadcast feed is unique to the Youth Olympic Games and this was implemented for the first time in 2018, with the specific purpose of reaching and engaging with a young demographic. Content was not language specific, but rather produced for visual impact for a global audience.
Results exceeded our KPIs:
Facebook:
Impressions 11,012,803
Reach 9,193,008
Video views 3, 810, 079
Shares 4,068
Twitter:
Impressions 2,293,542
Video Views 660,952
Instagram:
Impressions 60,313
Video Views 25, 469
