Visa Go World Campaign for 2012 London Olympics

• 1. VISASBrittany Taylor and Heather Mooren

2. THE DIFFERENCE 3. ORIGINS 25 years as an Olympic sponsor Visa will be the exclusive payment services sponsor and the only cardaccepted at Games venues through 2020 Branch off from 2008 Beijing Olympic campaign 4. THE CAMPAIGN Go World encourages consumers to cheer via social media sites toinspire Team Visa athletes at the London 2012 Olympic andParalympic Games. Media-Olympics 5. PURPOSE The campaign is not about Visa being one of the sponsors, butabout the athletes, their hard work and best moments of thegames The ads do not promote a specific product Get fans to be involved with the world wide event by cheeringon the athletes 6. A GLOBAL CAMPAIGN Go World has been customized around the world in over 70 markets including the UnitedStates, Canada, Brazil, Russia, Australia, Mexico, Japan, and China Visa is supporting 69 Olympic and Paralympic hopefuls (Team Visa London) along withnational teams from more than 30 countries Since 1986, Visa has empowered more than 1,000 Olympic hopefuls to achieve theirdreams by providing financial support and valuable marketing exposure to assist them inpursuit of their Olympic goals Social media and videos include athletes from all countries 7. CHEER APP Visa created a Facebook Cheer app where fans can see relevant informationon athletes that they like based on their likes and preferences, offering apersonalized user experience. The app provided data on the number of cheers for each athlete, sport, andglobal cheers. 8. CONGRATULATIONS MICHAELHTTP://WWW.YOUTUBE.COM/WATCH?V=SSGI6UC PQGC 9. EVERY CHEER MAKES A DIFFERENCE http://www.youtube.com/watch?v=_GwF1PgXGmc&feature=youtu.be 10. FACEBOOK 1.9 million fan Likes on Visas Facebook page 400,000 cheers for 69 Team Visa athletes in the form of a one-click cheers and text, photo or video submissions 11. TV Training videos/interviews Hopefuls Best Olympic moments Achievement videos 12. TWITTER 13. YOUTUBE 25.7 million views of Visas Go World commercials, behind-the-scenes athlete content and consumer-generated cheer videos 14. TACTICS Main platform social media The integrated campaign included advertising, publicrelations, internet and television commercials. APP Brand consistency 15. EVALUATION Measuring the Campaign Pros Got global involvement using social media platforms Used user generated content to make fans feel connected Personalized experience with App Athlete appreciation Used existing social media accounts Cons Some videos now private Did not include all countries at the Olympic Games Paralympic coverage for Team Visa 16. QUESTIONS?