People’s Insights: Volume 2, Issue 36

Reputation | Employee Engagement | Citizenship

Team GSK

GSK at the Olympics

GlaxoSmithKline (GSK) leveraged its sponsorship of the London 2012 Summer Olympics to boost employee engagement with a series of Olympics-themed programs. GSK played a critical role in delivering the cleanest games by bringing science to the games.

What is ‘Team GSK’?

Source: SAS London

SAS London, part of MSLGROUP, developed the visual identity and name 'Team GSK’ to unite GSK’s vast range of Olympic-related employee initiatives - from ticketing competitions to Gold Challenge and 'Orange' (volunteering) Days - under one memorable banner.

Golden  Ticket  Compe00on Torchbearer  compe00on

Gold  Challenge

Orange  Days

Intranet

Digital  Communica0onTravelling  Exhibi0on

‘Golden Ticket ‘competition

GSK was the only corporate partner of the London 2012 Games to use 100% of their ticket allocation to reward and recognise their employees.GSK ran a global 'Golden Ticket' competition asking employees to nominate colleagues who demonstrated actions in their daily lives or work showing the Olympic values.

Olympics of Employee Engagement

GSK actually opted to give out 100% of all the tickets to their employees. What a better way to go about this than to actually ask co-workers to recommend their colleagues? This, for me, has been the highlight of the entire process. In an ever-changing business landscape which presents a challenging working environment for many employees, I'm sure this has been a great morale booster to all employees internally.

Akhila NatarajanAccount Manager, India, MSLGROUP

Olympic sponsorship offers interesting opportunities to ensure staff is engaged with a company’s vision and objectives. GSK used this opportunity to engage with its employees through volunteering opportunities, various challenges and exhibitions.

Olympic fever at GSK

GSK organized various initiatives in the workplace to spread the Olympic spirit, including installations such as banners, posters and plasma screens. In addition, a ‘Team GSK’ exhibition went on a tour of UK sites at the start of 2012, and included inspirational talks by Team GSK athlete ambassadors.

Search for the Torchbearers

Source: GSK Facebook Page

As part of the sponsorship, GSK was given two places in the Olympic torch relay. In September 2011, the company launched a London 2012 Torchbearer competition, and employees were invited to nominate each other for the chance to win a place. The program was quite popular - GSK’s announcement of the winner received over 18,000 hits.

The Gold Challenge

Source: NDCS

In January 2012, GSK launched the Gold Challenge - a corporate challenge that invited employees to participate in Olympic and Paralympic themed activities to raise money for charity.Over 2,400 participants in 252 teams from 43 countries took part in the Gold Challenge. Of the 100 corporates that joined the challenge, GSK saw the highest employee participation.

Integrating employee stories into mainline messaging

Source: Engagement Strategy

GSK also integrated the employee-focus into its mainline activities. While celebrating stories of celebrity athletes on its social channels, GSK featured the story of its own employee,Sophie Troiano, who was representing Team GB.

Continuing Engagement

Source: Marketing week

Clare Brosnan, Programme Manager for London 2012 at GSK, pointed out that although the sponsorship of London 2012 would conclude many of the other programmes would continue as part of business as usual, and hopefully witness a boost of participation owing to the Team GSK momentum.

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