THE BEST OF US CHALLENGE by Cole & Weber United for International Olympic Committee

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THE BEST OF US CHALLENGE

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Industry Sports Teams & Events
Media Promo & PR, Case study
Market United States
Agency Cole & Weber United
Creative Director Scott Fero, Ian Kovalik
Producer Christine Perkinson, Elizabeth Morse
Released October 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: INTERNATIONAL OLYMPIC COMMITTEE
Product/Service: THE OLYMPIC GAMES
Agency: COLE & WEBER UNITED
Date of First Appearance: Oct 15 2009 12:00AM
Entrant Company: MEKANISM, New York, USA
Entry URL: http://thebestofuschallenge.olympic.org
Executive Producer: Mat Lundberg (Mekanism)
Executive Producer: Jason Harris (Mekanism)
Executive Producer: Peter Caban (Mekanism)
Creative Director: Ian Kovalik (Mekanism)
Producer: Elizabeth Morse (Mekanism)
Executive Producer: Pete Anderson (Cole & Weber United)
Producer: Christine Perkinson (Cole & Weber United)
Creative Director: Scott Fero (Cole & Weber United)
Media placement: Interactive Website - YouTube Channel/Front Page - November 2009

Results and Effectiveness
The Best of Us Challenge has proven to be a huge success. With over a quarter million unique visits, 400 user submissions to athlete challenges, thousands of tweets, 4 million video views, tens of millions of social media impressions, and coverage through mainstream media outlets like The Today Show and The New York Times, The Best Of Us Challenge has proven to create awareness for what was in essence a fading brand with a key target demographic.

Creative Execution
We directed initial videos with athletes such as Rafael Nadal, Shawn Johnson, Usain Bolt and Michael Phelps. We kept it lo-fi and even, no fancy catered sets and nothing to give them an advantage. We then reached out to well-known digital influencers and new media stars to challenge the athletes and spread the message to their own fanbase on their blogs, Twitter, Facebook, MySpace and YouTube pages. Visitors to the site were asked to select any one of the athlete challenges, to which they could then try to “best” that challenge. From there, they were given simple instructions to upload and submit their video to the challenge and to YouTube.

Insights, Strategy & the Idea
Leading up to the 2010 Winter Olympics, the International Olympic Committee approached us for help in getting kids around the world excited about the Games. The Olympics was losing the interest of a new generation. With the advent of x-games, and extreme sports over the years interest in the games was at an all time low among kids and teens. The IOC needed to actively engage the next generation of Olympic fans so we created a unique value proposition- can you beat an Olympic athlete? To bring this idea to life, we created a microsite, launched a YouTube channel, and asked over twenty Olympic athletes to do something different- create video challenges aimed at youth, asking them to beat them. And this was the catch: the challenges all had to revolve around silly human tricks that anyone could do. A level playing field for once.