GE is utilizing the Mass Relevance platform to pioneer new ways of getting the most out of brand sponsorship opportunities at the 2012 Olympic Games. This includes a first ever lighting installation in one of the stadiums during the games to immerse spectators in the real-time social pulse of the Olympics (imagine the old-fashioned wave replaced by a stadium-wide EKG), as well as a new spin on social strategy. GE is unleashing 3 main social tactics with Mass Relevance at the games.
The "Constellation": GE is showcasing its lighting technology inside one of the stadiums with the "Constellation" - an interactive lighting installation that visualizes the social pulse of the Games. The brightness of the lights change concurrently with Twitter activity. By utilizing the power of the Mass Relevance platform to aggregate and analyze social data, GE is implementing an innovative experience to represent the social buzz surrounding the Olympics.
HealthyShare Campaign tie-in: GE will use a variety of Twitter promoted products to draw an audience to a Twitter-centric HealthyShare microsite curated and designed by Mass Relevance. From the Healthyshare community site, fans can Tweet and pledge to participate in the HealthyShare movement. Participants then pour into the HealthyShare Facebook app that lets you sample the training routines of Olympic hopefuls. The goal for London 2012: expressions not impressions for the brand!
NBC Olympics Twitter Tracker Sponsorship: Complementing these initiatives, GE is also sponsoring the Twitter Tracker (built, hosted and powered by Mass Relevance) as part of its strategy to invest in building meaningful brand experiences, content marketing, and creating conversations with consumers that are focused on topics important to people rather than GE products. The NBC Twitter Tracker features a count of overall Olympic Tweets and Tweets per minute. It also shows the top trending sports and allows fans to experience Twitter streams by sport. In addition, the Twitter Tracker features trending topics, polls, and madlibs.