Presentatie Alex Balfour op Mobile Inspiration Conference 2012

1. London 2012 - Digital Games
October 2012
Alex Balfour
Head of New Media, London 2012
@alexbalfour2012

2. Agenda
Agenda
The context
Our Games-time ambition
Our achievement

3. The Games –scale
• 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
3

4. Agenda
Agenda
6 July 2005
London wins the right to
Journey to 2012 video
stage the Games

5. That was then: Broadband reach in the UK in 2005

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

7. That was then: Social media in the UK in 2005

8. 2010: Digital by default
• 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...
8 08/10/2012

9. 2012: Social and mobile on the march
2.7bn social media accounts worldwide by start of 2012
9 08/10/2012 zurmat.com

10. 2012: Social and mobile on the march
France UK Germany Italy India**
SP: 66% SP: 61% SP: 67% SP: 62% SP: 10%
Tablets: 15% Tablets: 17% Tablets: 12% Tablets: 15% Tablets: 1%
Source: Nielsen, Q3 2011
SP: smartphone penetration among mobile phone users (in major metros for Thailand & Indonesia)
Source: Nielsen Smartphone Insights, Q2 2012

11. 2012: Social and mobile on the march - UK
– 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)
Q6 Do you currently use a mobile phone
Q7 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

12. 2012: Social and mobile on the march – second screen
Clay Shirky,
Here comes everybody
12
17th November 2009

13. Agenda
Agenda
The context
Our Games-time ambition
Our achievement

14. Our Games-time online ambition Back then
mobile
seemed
We set out a vision in 2010 To be the most visited Gamestime website ever secondary!
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)

15. Agenda
Agenda
The context
Our Games-time ambition
Our achievement

16. 
Our Games-time online ambition
We set out a vision in 2010 To be the most visited Games-time 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)

17. Games-time traffic: Most visited Games-time channels ever
• 432m total visits from 109m unique users across web and mobile
• 60% of visits from mobile devices
35
Millions
30
25 Total Visits
20 Of which through mobile devices
15
10
5
0
01 Jul 08 Jul 15 Jul 22 Jul 29 Jul 05 Aug 12 Aug

18. 1000000
2000000
3000000
4000000
5000000
6000000
7000000
8000000
0
13/08/2012
14/08/2012
15/08/2012
16/08/2012
17/08/2012
18/08/2012
19/08/2012
20/08/2012
21/08/2012
22/08/2012
23/08/2012
24/08/2012
25/08/2012
• 52% of visits from mobile devices
26/08/2012
27/08/2012
28/08/2012
29/08/2012
30/08/2012
31/08/2012
Start of
Games
01/09/2012
Paralympic
02/09/2012
03/09/2012
04/09/2012
05/09/2012
06/09/2012
07/09/2012
• 30m total visits from 9.5m unique users across web and mobile
08/09/2012
09/09/2012
Visits
Games-time traffic: Most visited Games-time channels ever

19. Games-time traffic: Mobile app downloads (cumulative)
15m mobile application downloads, #1 ranking in 7 countries
20
Millions
15
Official London 2012 Results App
10
Official London 2012 Join In App
5
0
01-Jul 08-Jul 15-Jul 22-Jul 29-Jul 05-Aug

20. Games-time traffic: Mobile app downloads (cumulative)
5.8m upgrades to Paralympic versions of both Apps
15
Millions
Official London 2012 Join In App
Official London 2012 Results App
Paralympic upgrades
10
5
0

21. Games-time traffic: by hour of the day weekend
1,400,000
Sunday 5th August
1,200,000
1,000,000
800,000
Desktop
600,000 Mobile
400,000
200,000
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

22. Games-time traffic: by hour of day weekday
800,000
Wednesday 8th August
700,000
600,000
500,000
Desktop
400,000 Mobile web
Apps (phone)
300,000 Apps (tablet)
200,000
100,000
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

23. 
Our Games-time online ambition
We set out a vision in 2010 To be the most visited Games-time 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)

24. Ultimate authority
• 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
24 08/10/2012
accounts

25. Ultimate authority – schedules
Unique sortable schedules on mobile and tablet too

26. Ultimate authority – medals, athletes, countries
Every athlete, every medal, every which way

27. 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!)

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

29. Ultimate authority – torch relay
10m unique visitors looked at Torch content, 25% saw the map
Twitter details
for many
torchbearers and
direct tweeting
from the app

32. Ultimate authority – App stores

33. 
Our Games-time online ambition
We set out a vision in 2010 To be the most visited Games-time 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)

34. Sense of live
Real time results and live torch tracking on Results and Join In apps
Live torch GPS and
live video on the
website too
Voice of the Games
summarises latest
action and social
media activity

35. 
Our Games-time online ambition
We set out a vision in 2010 To be the most visited Games-time 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)

36. Appealing to all audiences - reach
Truly global reach Top visiting countries (Results App)
• People from 155 countries used our apps
• Results App: 22% of traffic from USA, 20% USA
from UK Great Britain
France
• Join In App: 40% of traffic from UK, 15% Germany
US Italy
Spain
Australia
Russia

37. Appealing to all audiences - retention
They came, they stayed
• 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”

38. Appealing to all audiences – multiple platforms
iOS
Android OS
BlackBerry OS
Windows OS
Samsung 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

39. 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

40. Appealing to all audiences – multiple platforms
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.

41. Appealing to all audiences – multiple platforms
Android Tablet iPad (Apple)

42. Appealing to all audiences – user testing
• 1168 issues resolved through testing on results app
• Over 250 builds of the Join In App – dedicated testing resource through
last two months

43. 
Our Games-time online ambition
We set out a vision in 2010 To be the most visited Games-time 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)

44. Interact and engage: social media followers
4.7m social media followers
5
4
Foursquare
Millions
3
Google+
2 Twitter
1 Facebook
0
01-Jul 08-Jul 15-Jul 22-Jul 29-Jul 05-Aug 12-Aug
Source: Google Analytics

45. Interact and engage: Twitter – #savethesurprise
16k ceremony tweets each rehearsal night, 25% using #savethesurprise

46. Interact and engage: Twitter – #supportyourteam
1.55m tweets for 204 teams on desktop and mobile, and 50k for Paralympics
Mongolia, inspired
by their tweeting
prime minister, took
top spot!

47. Interact and engage: Location based Push message
sent to app
users as
• 100,764 check ins and 60k Foursquare cauldron was
lit
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

48. 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)

49. 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

50. 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

51. 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

52. 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

53. 
Our Games-time online ambition
We set out a vision in 2010 To be the most visited Games-time 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)

54. -
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
50,000,000
01/07/2012
03/07/2012
05/07/2012
07/07/2012
09/07/2012
11/07/2012
13/07/2012
15/07/2012
17/07/2012
19/07/2012
21/07/2012
23/07/2012
25/07/2012
27/07/2012
Revenue: Ad performance
29/07/2012
31/07/2012
02/08/2012
04/08/2012
06/08/2012
08/08/2012
10/08/2012
12/08/2012
14/08/2012
16/08/2012
18/08/2012
20/08/2012
22/08/2012
24/08/2012
26/08/2012
28/08/2012
30/08/2012
01/09/2012
03/09/2012
05/09/2012
1 July – 09 September - Total ad impressions - 7,119,239,475
07/09/2012
site
09/09/2012
the apps , 3% from
were accounted for by
tablets, 4% from mobile
website platfrom,17% by
77% of all ad impressions
Tab
App
Web
Mobile

56. Revenue: Ad performance - Olympics
• Website campaigns CTR 0.08%
• Mobile site campaigns CTR 0.34%
• App CTR 0.56%
• Effective CPM - very competitive

57. 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

63. Results App
Samsung ad performance by OS
Android platforms
13,611.00
268,825.00 (Tab & App
1,370,496.00
33,111.00 1,008,663.00 48,127.00 performed the best in
terms of CTR 0.60%
(Tab) / 0.55% (App)
427 for comparison iOS
was 0.33%
6,668,919.00
81,790,316.00 Total clicks
317,238,976.00
5,499,768.00 182,597,243.00 8,532,204.00 Total ad impressions
37,591
Tablet Tablet Tablet App App App App
Samsung Samsung Samsung Samsung_Android Samsung_BB all Samsung_iOS all Samsung_Win all
Tab_Android 2.2 Tab_Android all Tab_iOS all 2.2 and Above
and above

64. Join In App
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

67. Join In App
BP ad performance by OS
35,812
55,945 Excluding BlackBerry
608 again Android
platforms performed
the best in terms of
CTR 0.61% (for
Total clicks
16,686,642 comparison iOS was
Total ad impressions
0.39%
6,141,368
50,550
BP Join In GT_DIP-Silver BP Join In GT_DIP-Silver BP Join In GT_DIP-Silver IOS
Android NEW Blackberry

68. Across all OS Android proved to be the best performing platform in terms of CTR
CTR by Operating platform
Results app Join In app
CTR-
0.20%
0.31%
0.88%
1.19%
0.56%
0.43%
0.55%
0.20%
Android iOS BlackBerry Windows Phone 7
• 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
CTR-
0.22%
•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%

69. Revenue: Ecommerce
• 1.427m unique visitors to shop.london2012.com
• Order volume well into six figures, mobile sales up to 5%
40,000
35,000 LOCOG website RSS feed
LOCOG website - top navigation button
30,000 LOCOG website carousel
LOCOG ticketing site
25,000 LOCOG emails
Results app
20,000 Join In app
15,000
10,000
5,000
0

70. Thank you
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.