Project

We were asked by the National Lottery to support its Rio 2016 activation by developing a social media strategy that would celebrate real-time medal moments, providing proof ‘in the moment’ of what makes play possible.

To achieve this we worked with the National Lottery to develop a suite of social content templates covering all key eventualities – from Good Luck messages, through to Gold, Silver & Bronze medals and World Records.

We also worked with Team GB to identify hundreds of supporting facts that demonstrated how Lottery funding had supported our athletes and their national associations on the road to Rio.

Ahead of the Games, we drafted hundreds of tweets based on Team GB’s event schedule to ensure that we were prepared for every eventuality. From the opening ceremony of the Olympics to the closing ceremony of the Paralympics, we wished our athletes luck and congratulated them on their successes, utilising the hashtag #iamteamGB.

Armed with our content templates and access to Getty images, our social media team worked day and night throughout the Olympics & Paralympics to ensure that no medal moment was missed.

 

Results

With well over 300 medal moments across both the Olympic and Paralympic Games, we created hundreds of pieces of social content which we shared across the National Lottery’s social pages – generating more than 100,000 likes, retweets, comments and shares and reaching millions of people.