The 2012 Olympic Games are coming to London next summer, and the International Olympic Committee wants to attract younger viewers. How will they do that, you ask? Well, how about a website that allows youngsters to upload video clips of themselves performing some athletic feat…then create a mashup with their footage and footage of real Olympic athletes that can be posted to their Facebook page. Oh, and there’s a chance to win prizes and a trip to the London Games in the process. Sounds like a perfect scheme to take advantage of the inflated egos of the “participation generation”…those who grew up getting ribbons and trophies just for showing up. As the campaign says, “everyone’s best is worth celebrating.”
You can watch an introductory video clip here: https://showyourbest.olympic.org/en#!/intro
According to a write-up in the New York Times,
Mike Doherty, the president of Cole & Weber, said the campaign’s theme would resonate with a younger audience since many are used to interacting with others around the world through platforms like social media and video games. Most important, he added, “they certainly all think they are the best at something.”