Everything’s Connected: joining up your marketing efforts A case study of BT and their partnership with London 2012 Dan Matthews, August 2013 1 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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Everything’s connected. A study of BT and London 2012
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.
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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
1
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.
London 2012: standing out was Key
2
A Host of Technology Partners…
Acer struggled to create standout
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
BTOlympics Activity
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://