Everything’s Connected: joining up your marketing efforts

A case study of BT and their partnership with London 2012Dan Matthews, August 2013

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CAVEAT: I do not work for BT. This presentation represents my personal views as an experienced marketer and comms planner. It does not represent the views of my employer.This presentation should not be used for commercial purposes.The copyright on all images used rests with the original companies. All images were sourced from the web and should not be repurposed or used for commercial gain.

London 2012: standing out was Key

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A Host of Technology Partners…

Acer struggled to create standout

Lots of roles, but no organising idea

Event organisation:• Scheduling

• Athlete itinerary• Workforce rotas

Media Support:• Feeding results and

athlete info• As well as providing

same info to commentators and for

display in the arena

Athlete support: Providing athletes with social

media technology to help them keep in contact with

friends and family

Local Support: Giving laptops and pcs to

schools in London Boroughs

• Customer relations: Ticketing

• Communications

BTOlympics Activity

BT as official services provider for London 2012, had a similar issue

• 5,000 km of cable• 80,000 connections• Across 97 locations• Connecting the sites during the games..• …powering the village after the games• Key infrastructure provider – but an intangible benefit• Introduction video: https://

www.youtube.com/watch?v=4dPjSBL2VOo

Overall Role: Bringing it All TogetherInfrastructure provider

during the buildExpertise

Future technology today

Legacy

Communications Support:Connecting the Venues to

the outside worldAthlete support:

In the village, each room had fibre optic broadband

WiFi throughout village

Delivering games to Britain:

Created excitement in the build up

Big Screens throughout UK (with BBC)

BT Live in Hyde Park

Tickets for customers

Money can’t buy prizes

Ambassadors connecting to people

Prior to the games• The start of a long journey

Creating Excitement a Year out

• Create interest amongst customers.

• Show support for the games and athletes

• Provide access

• National Portrait Gallery exhibition

• Footage used as Paralympics idents also

• Paralympics partnership started two years earlier - Manchester

Telling Stories

• A range of different viewpoints; B2B stories, local stories, organisers, athletes

• Generating interest without being pegged to a particular sport (e.g. Sky was all about cycling, Virgin was Bolt, and afterwards, Farah)

• Blogs and Twitter to create stories• Created usable online content and built traffic effectively• Lots of PR angles

Create Access• Create access for

thousands, make them feel part of an event, for free

• Deliver unique content and excitement – opening and closing concerts

• 60,000 visitors per day over three weeks

Unique Access• Tickets for customers in

prize draws• Ambassadors such as

Dame Kelly Holmes embarked on a schools programme, encouraging participation in sports

Generate awareness

• Broadcast sponsorship of Channel4 coverage of Paralympics

• Tied in with further coverage and promotion of paralympic sports and athletes

Deliver a legacy

• As the Village and Park become a residential area, BT will provide the latest technology to each residence

• 5,000 apartments in phase I• Allows them to keep on

telling stories