With all eyes on the 2014 Winter Olympic games in Sochi, the United States Olympic Committee wanted to amplify the social conversation around the US Team by both fans and athletes. By creating a responsive social media hub, the USOC provided users with in-the-moment updates and compelling images, interaction with top athletes, and the ability to follow social conversations around their favorite sports and athletes. The 2014 Winter Olympics saw unprecedented involvement in content consumption, followers, and Tweets over previous years with 2.9 million unique viewers, 1.24 million #TeamUSA mentions and over 100,000 new Twitter followers.

1. USOC partnered with Spredfast (formerly Mass Relevance) to create a single,
responsive social media hub for the Sochi 2014 Winter Olympic Games
that combined onsite, online and mobile apps to engage fans and athletes
throughout the games.
US Olympic Committee
Connects with Global Fans
Using Team USA Social Hub
OBJECTIVES:
• Tap into and amplify the social conversation
happening around the US Team and the Sochi 2014
Winter Olympic Games
• Grow audience for USOC-specific content
• Keep fans engaged throughout the duration of the Sochi
2014 Winter Olympic Games Connect with global fan base
As a result of the Social Hub,
content consumption of the
Sochi 2014 Winter Olympic
Games was 21% higher than
London 2012 and 250% higher
than Vancouver 2010.
Social media consumption on
Team USA channels accounted
for approximately 1.01 billion
impressions and 1.24 million
#TeamUSA mentions.
The U.S. victory over Russia in
the men’s ice hockey shootout
generated the most Tweets
per Minute during the entire
Games at 72,630 TPM.
The top-reaching post (via
shares and likes) by the U.S.
Olympic Team Facebook
page was 25 times greater
than pages with similar-sized
audiences.
Case Study
RESULTS:

2. “
200 W. Cesar Chavez St. Austin TX 78701 512.538.0460 | spredfast.com | @spredfast | info@spredfast.com
Tourneau launched a new corporate campaign around the slogan
#TourneauKnows during the 2013 holiday season. They worked
with Spredfast to amplify this message with a 360-degree, omni-
channel campaign that incorporated physical advertising, Twitter,
Facebook, and Tourneau.com.
First, Spredfast worked with Tourneau’s digital agency, Nervewire,
to create a social campaign on the Tourneau.com web and mobile
site. They developed a top sliding carousel of images, a fill-in-the-
blank where consumers could ask questions of Tourneau, answers
from the @Tourneau account and a mosaic featuring real-time,
fan-sourced Tourneau content, a video, and brand images.
Tourneau also launched #TourneauKnows with units in Grand
Central Station that advertised the campaign.
SOLUTION:
The Sochi 2014 Winter Olympic Games inspired fans
and athletes across the globe. By expanding our social
outreach using the Social Hub, we connected more
of our fans directly with their favorite Olympic athletes
and with each other through real-time information.
This gave the Sochi 2014 Winter Olympic Games
unprecedented involvement that improved the games
for viewers and athletes alike.
VANESSA VIRBITSKY
ASSOCIATE MANAGER OF COMMUNICATIONS AT THE UNITED STATES OLYMPIC COMMITTEE