Mic 2012 alex_balfour

London 2012 - Digital GamesOctober 2012

Alex Balfour

Head of New Media, London 2012

@alexbalfour2012

AgendaAgenda

The contextOur Games-time ambitionOur achievement

3

• 204 Olympic teams; 164 Paralympic

• 10,490 Olympic athletes; 4,200 Paralympic

• 20,000 media

• 70,000 volunteers

• 200,000 Games-time workforce

• 11 million tickets

• 170+ venues

• 26 Olympic Sports, 20 Paralympic

• Over 800 events leading to medals

The Games –scale

AgendaAgenda

Journey to 2012 video

6 July 2005London wins the right to stage the Games

That was then: Broadband reach in the UK in 2005

That was then: 3g penetration in the UK in 2005

That was then: Social media in the UK in 2005

810/04/2023

• By 2010 majority of pop. in UK and many other nations had access to broadband

• London 2012 consumer transactions become digital by default.

• The new media team commissioned and managed, in whole or part, 77 digital products, sites or services in 6 years including:

London2012.com, Get Set (education site), School leavers site, Pre-Games training camp venue site, velodream competition, Gamesmaker (volunteer) site and sign up platform (with Atos), Torch relay site and map, Torch relay nominations platform, London Prepares site, Memorabilia auction site, Online shop (with ecommera), Mobile site, Recruitment sites (ODA and LOCOG), Local leaders site, Event database and front end site, Mascots site, Learning legacy site, Festival 2012 site, #1yeartogo Twitter visualisation, Young Gamesmaker site, Ticket sign up, Ticketing site (front end html only), Open weekend site, Travel advice for business, Twitter, Facebook, Youtube, Google Plus, Flickr accounts, “Join In” App on 3 platforms...

2010: Digital by default

910/04/2023

2012: Social and mobile on the march

zurmat.com

2.7bn social media accounts worldwide by start of 2012

Source: Nielsen, Q3 2011SP: smartphone penetration among mobile phone users (in major metros for Thailand & Indonesia)

Source: Nielsen Smartphone Insights, Q2 2012

UKSP: 61%

Tablets: 17%

ItalySP: 62%

Tablets: 15%

GermanySP: 67%

Tablets: 12%

France SP: 66%

Tablets: 15%

India**SP: 10%

Tablets: 1%

2012: Social and mobile on the march

Q6 Do you currently use a mobile phoneQ7 Which brand of mobile phone do you currently use? If you won more than one mobile phone, please response for your primary mobile phone, meaning the phone which you

use most often.Q8 Now, we’d like you to identify the model of your [brand] mobile phone. You may use these images to help you.Q144 (For undetermined model) May I know if your current primary mobile phone has the following features> Touch screen, QWERTY keypad, Able to do any application

installation and usage, able to connect to internet

– Smartphone penetration in United Kingdom is 61%

61%

Base: All Qualified Respondents (n=1025) Base: All Mobile Phone Users - regarding the phone most often used (n=1607)

2012: Social and mobile on the march - UK

17th November 200912

Clay Shirky, Here comes everybody

2012: Social and mobile on the march – second screen

AgendaAgenda


We set out a vision in 2010 To be the most visited Gamestime website ever

comprising:

1. Ultimate authority on the Games with comprehensive, unbiased provision of results;

2. A 'sense of live' that provides greater access to the event wherever the user is;

3. Appealing to all audiences, irrespective of location, ability, age, background, and level of sporting knowledge;

4. Encouraging people to interact and engage with the inspiring stories of the Games.

5. Generate revenue (target confidential, sorry chaps)

Our Games-time online ambition Back then mobile seemed secondary!

AgendaAgenda


We set out a vision in 2010 To be the most visited Games-time website ever

comprising:






Our Games-time online ambition

Games-time traffic: Most visited Games-time channels ever

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

Total VisitsOf which through mobile devices

• 432m total visits from 109m unique users across web and mobile

• 60% of visits from mobile devices

Games-time traffic: Most visited Games-time channels ever

• 30m total visits from 9.5m unique users across web and mobile

• 52% of visits from mobile devices

13/0

8/20

12

14/0

8/20

12

15/0

8/20

12

16/0

8/20

12

17/0

8/20

12

18/0

8/20

12

19/0

8/20

12

20/0

8/20

12

21/0

8/20

12

22/0

8/20

12

23/0

8/20

12

24/0

8/20

12

25/0

8/20

12

26/0

8/20

12

27/0

8/20

12

28/0

8/20

12

29/0

8/20

12

30/0

8/20

12

31/0

8/20

12

01/0

9/20

12

02/0

9/20

12

03/0

9/20

12

04/0

9/20

12

05/0

9/20

12

06/0

9/20

12

07/0

9/20

12

08/0

9/20

12

09/0

9/20

120

1000000

2000000

3000000

4000000

5000000

6000000

7000000

8000000

Visits

Start of Paralympic Games

Games-time traffic: Mobile app downloads (cumulative)

01-Jul 08-Jul 15-Jul 22-Jul 29-Jul 05-Aug0

5,000,000

10,000,000

15,000,000

20,000,000

Official London 2012 Join In App

15m mobile application downloads, #1 ranking in 7 countries

Games-time traffic: Mobile app downloads (cumulative)

0

5,000,000

10,000,000

15,000,000Official London 2012 Join In App

5.8m upgrades to Paralympic versions of both Apps

Games-time traffic: by hour of the day weekend

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

Desktop

Mobile

Sunday 5th August

Games-time traffic: by hour of day weekday

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

Desktop

Mobile web

Apps (phone)

Apps (tablet)

Wednesday 8th August


comprising:







2410/04/2023

• No rights to video - huge focus on what works best on the web: schedules, medals, results and complementing TV viewing

• Live results from 7,000 heats or phases

• Country pages for 205 nations

• Profile pages for 10,490 athletes

• 5,000 images and 100 stories a day

• 15,000 non-sport events

• 1,043 torch community runs mapped, 8,000 torch bearer profiles even including twitter accounts

Ultimate authority

Ultimate authority – schedulesUnique sortable schedules on mobile and tablet too

Ultimate authority – medals, athletes, countriesEvery athlete, every medal, every which way

Ultimate authority - maps • Detailed desktop and app maps of all venues and zoom down to seating level

• Custom branded pins for over 15,000 events

• Augmented reality and cgi venue tours on mobile

• Dedicated desktop and mobile journey planner

• Social check ins, top tips, venue histories, weather forecasts

• Dedicated bespoke online journey planners – busiest at 9-10pm night before events (despite entreaties to pre-plan!)

Ultimate authority – non-sport events 15,000 events across London 2012 Festival, Partners and others

Ultimate authority – torch relay10m unique visitors looked at Torch content, 25% saw the map

Twitter details for many torchbearers and direct tweeting from the app

Ultimate authority – App stores


comprising:







Sense of liveReal time results and live torch tracking on Results and Join In apps

Voice of the Games summarises latest action and social media activity

Live torch GPS and live video on the website too


comprising:







• People from 155 countries used our apps

• Results App: 22% of traffic from USA, 20% from UK

• Join In App: 40% of traffic from UK, 15% US

Appealing to all audiences - reachTruly global reach Top visiting countries (Results App)

USAGreat BritainFranceGermanyItalySpainAustraliaRussia

• Average Olympic visit times/page views per visit (ppv):• Web: 8 min 34s average visit time / 8.26 ppv (5m6s/ 6.89ppv Paralympics)• Apps (mobile): 23 ppv and visit times in excess of an hour!• Apps (tablet): 29 ppv

• 4+ star ratings for both Apps across all platforms and tens of thousands of positive reviews

“just like the Olympics as a whole, BRILLIANT!”

“oh so good”

“great stuff. Essential”

“great app. Even I can use it”

“Brilliant app I used to inform my TV viewing”

Appealing to all audiences - retentionThey came, they stayed

iOSAndroid OSBlackBerry OSWindows OSSamsung App Store

Downloads % Total

iOS 7.3m 58%Android OS 4.3m 35%BlackBerry OS 0.5m 4%Windows OS 0.3m 2%Samsung App Store 0.1m 1%Total 12.5m

Appealing to all audiences – multiple platforms

Downloads % Total

iOS 1.85m 64%Android OS 0.95m 33%BlackBerry OS 0.1m 3%Total 2.9m


Google Android Apple iOS BlackBerry OS Windows OS

Apps were available across all major mobile operating systems. Separate wireframes, designs and builds created for each operating system.


Android Tablet iPad (Apple)


• 1168 issues resolved through testing on results app• Over 250 builds of the Join In App – dedicated testing resource through

last two months

Appealing to all audiences – user testing


comprising:







Interact and engage: social media followers

Source: Google Analytics

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

FoursquareGoogle+TwitterFacebook

4.7m social media followers

Interact and engage: Twitter – #savethesurprise16k ceremony tweets each rehearsal night, 25% using #savethesurprise

Interact and engage: Twitter – #supportyourteam1.55m tweets for 204 teams on desktop and mobile, and 50k for Paralympics

Mongolia, inspired by their tweeting prime minister, took top spot!

Interact and engage: Location based• 100,764 check ins and 60k Foursquare

followers, people from 120 countries check in to special Olympic and Torch Relay badges

• 627k Facebook check ins to 40 venues

• Over 10m location-based push location- based mobile push messages sent to all ticketholders in stadia including exclusive ceremony photos, spectator surveys and information

• Around 60% open rates for push and around 60% of app users had location enabled

• 4,000 mobile spectator surveys completed

Push message sent to app users as cauldron was lit

Interact and engage: Tumblr•

http://exploretheceremonies.tumblr.com/

• Backstage blog live during opening and closing cermonies

• 500k visits to the blogs, 60% from mobile

• over 2m views of backstage videos (and over 7m of official song on youtube)

Interact and engage: QR codes

• QR codes on key spectator publications/leaflets

• 95k scans, mostly on day of events and mostly from paper ticketholder spectator guide (1.2m sent), 0.6% activation rate

• 3.5k scans from outdoor media, mainly shops

Interact and engage: Mobile• 66,000 rang a digital bell on the Join In

App to welcome the Games on July 27th

• Tap and shake the Join in App for an “easter egg”: 6 different dancing mascot animations

• Notifications for chosen event start times, chosen country medals and daily medal table summary

Interact and engage: Music• Opening ceremony album, Closing

ceremony album:

• #1 digital download in many, many countries

• Official mobile game – over 6.5m downloads and #1 seller in UK

Interact and engage: Samsung Paralympic bloggers

• 50 Leading Paralympic athletes used a Samsung Note to blog live• Purpose-built App and backend ingests

video, audio and phone calls – fully accessible and used by blind and visually impaired athletes

• Assets moderated on back end and republished on youtube.com/paralympicsporttv

• Athletes notified of publication so they can share via social media

• 500 videos created• 200,000 video views

http://www.youtube.com/paralympicsporttv

http://www.youtube.com/paralympicsporttv


comprising:







Revenue: Ad performance

01/0

7/20

12

04/0

7/20

12

07/0

7/20

12

10/0

7/20

12

13/0

7/20

12

16/0

7/20

12

19/0

7/20

12

22/0

7/20

12

25/0

7/20

12

28/0

7/20

12

31/0

7/20

12

03/0

8/20

12

06/0

8/20

12

09/0

8/20

12

12/0

8/20

12

15/0

8/20

12

18/0

8/20

12

21/0

8/20

12

24/0

8/20

12

27/0

8/20

12

30/0

8/20

12

02/0

9/20

12

05/0

9/20

12

08/0

9/20

12 -

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

400,000,000

App

Mobile

Tab

Web

77% of all ad impressions were accounted for by

website platfrom,17% by the apps , 3% from

tablets, 4% from mobile site

1 July – 09 September - Total ad impressions - 7,119,239,475

• Website campaigns CTR 0.08%• Mobile site campaigns CTR 0.34%• App CTR 0.56%• Effective CPM - very competitive

Revenue: Ad performance - Olympics

Results App

Total number of downloads up to 9th September across all OS:

Total

12,447,525

Android via Google Play 4,288,427

Android via Samsung App Store 112,991

iOS 7,301,871

BlackBerry 444,236

Windows Phone 7

300,000

Android platforms (Tab & App

performed the best in terms of CTR 0.60% (Tab) / 0.55% (App) for comparison iOS

was 0.33%

Results AppT

ab

let

Ta

ble

t

Ta

ble

t

Ap

p

Ap

p

Ap

p

Ap

p

Samsung Tab_Android 2.2

and above

Samsung Tab_Android all

Samsung Tab_iOS all

Samsung_Android 2.2 and Above

Samsung_BB all Samsung_iOS all

Samsung_Win all

5,499,768 37,591 81,790,316 182,597,243 6,668,919 317,238,976 8,532,204

33,111 427 268,825 1,008,663 13,611 1,370,496 48,127

Samsung ad performance by OS

Total clicks

Total ad impressions

Total number of downloads up to 9th September 2012 across all OS:

Total 2,900,086

Android 947,289

iOS 1,842,138

BlackBerry 110,659

Join In App

BP Join In GT_DIP-Silver Android NEW

BP Join In GT_DIP-Silver Blackberry

BP Join In GT_DIP-Silver IOS

6,141,368 50,550 16,686,642

55,945 608 35,812

BP ad performance by OS

CTR

Total clicks

Excluding BlackBerry again Android

platforms performed the best in terms of

CTR 0.61% (for comparison iOS was

0.39%

Join In App

Android iOS BlackBerry Windows Phone 7

0.55%

0.43%

0.20%

0.56%

0.88%

0.20%

1.19%

CTR by Operating platform

Results app Join In app

Across all OS Android proved to be the best performing platform in terms of CTR

• The creative execution on android for Samsung was about their new ‘Take Part’ app where as the banner that ran across all other OS was about the Galaxy S3 with no direct call to action

• BP’s creative that ran across all OS spoke about the chance to win tickets which is believed to have helped them achieve a CTR 0.39%

CTR-

0.22%

CTR- 0.31%

Revenue: Ecommerce

• 1.427m unique visitors to shop.london2012.com• Order volume well into six figures, mobile sales up to 5%

01/0

7/20

12

03/0

7/20

12

05/0

7/20

12

07/0

7/20

12

09/0

7/20

12

11/0

7/20

12

13/0

7/20

12

15/0

7/20

12

17/0

7/20

12

19/0

7/20

12

21/0

7/20

12

23/0

7/20

12

25/0

7/20

12

27/0

7/20

12

29/0

7/20

12

31/0

7/20

12

02/0

8/20

12

04/0

8/20

12

06/0

8/20

12

08/0

8/20

12

10/0

8/20

12

12/0

8/20

12

14/0

8/20

12

16/0

8/20

12

18/0

8/20

12

20/0

8/20

12

22/0

8/20

12

24/0

8/20

12

26/0

8/20

12

28/0

8/20

120

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

LOCOG website RSS feedLOCOG website - top navigation buttonLOCOG website carouselLOCOG ticketing siteLOCOG emailsResults app

The official Emblem of the London Organising Committee of the Olympic Games and Paralympic Games Ltd is protected by copyright. © London Organising Committee of the Olympic Games and Paralympic Games Ltd 2007. All rights reserved.

Thank you

Mic 2012 alex_balfour

Documents

Transcript of Mic 2012 alex_balfour