With the video games of the thirty second Olympiad about to kick-off in Tokyo, after a yr’s delay because of the pandemic, and amid ongoing uncertainty with Japan’s COVID state of affairs, Twitter has at this time outlined the way it’s seeking to assist customers participate in dialogue across the occasion, which additionally consists of how manufacturers can faucet into the encompassing traits for his or her tie-in advertising efforts.
First off, as has turn into the norm for main occasions, Twitter is including customized hashtag emojis (or ‘hashflags‘ as some know them), each for the occasion itself and particular person participant nations:
As per Twitter:
“Followers worldwide can use the official Olympics Twitter emoji all through the Video games. The emoji will unlock if you Tweet #Olympics and associated hashtags in additional than 30 languages. Twitter may also have emojis for every nation competing, unlocked if you Tweet three-character nation hashtags. Lastly, followers can cheer on the Refugee Olympic Staff throughout the Video games by Tweeting #EOR to unlock their group emoji.”
Twitter’s additionally added customized hashflags for American gymnast Simone Biles particularly, as she appears to be like to construct on her Olympics legacy.
It appears seemingly that different athletes may also get related hashflags all through the video games.
Twitter’s additionally including a brand new Olympics Discover tab on desktop all through the occasion, in addition to new Olympic matters to observe to remain updated.
Twitter may also be working customized video games Occasion Pages, which can function high Tweets from trusted accounts.
“You can observe the motion and reactions as they occur for the marquee occasions and high video games. We may also have customized Occasion Pages devoted to totally different nations. These can be residence to high Tweets which seize that nation’s expertise.”
And in a brand new addition for this yr, Twitter’s launching what it is calling its #ExpertEngine Expertise, which can present a method for customers to be taught extra about Olympic occasions.
If you ship a tweet by way of, you may get a reply with info and animated clips associated to that occasion.
Nice Britain skateboarder Sky Brown is about to interchange swimmer Margery Hinton because the nation’s youngest-ever summer season Olympian. Aged simply 12, Brown is youthful than Hinton, who was 13 years and 43 days outdated when she competed on the Amsterdam Video games in 1928. pic.twitter.com/dkAFqg6Jk5
— Olympics (@Olympics) July 21, 2021
It might be a useful possibility in case you’re seeking to be taught extra in regards to the occasions – or in case you simply need to one-up your pal or accomplice who abruptly thinks that he/she is aware of every little thing there may be to find out about fashionable pentathlon and its athletes.
Twitter additionally notes that the most well-liked Olympic sports activities to this point, when it comes to total tweet quantity, are:
Whereas the most well-liked particular person athletes are:
- Rikako Ikee (@rikakoikee) – Swimming, Japan
- Simone Biles (@Simone_Biles) – Gymnastics, USA
- Naomi Osaka (@naomiosaka) – Tennis, Japan
- Kei Nishikori (@keinishikori) – Tennis, Japan
- Kohei Uchimura (@kohei198913) – Gymnastics, Japan
These will seemingly change throughout the occasion, as there are at all times rising heroes and tales between the strains. However in case you have been in search of the place the Olympics dialog is concentrated, these are some good pointers at this stage.
Which is what manufacturers looking for tie-in alternatives are in all probability most eager on – and on this entrance, Twitter has additionally shared some pointers for marketers to assist in their planning.
Twitter’s key issues for branded tie-ins are:
- Get your tone and matters proper – There are 33 totally different sports activities to select from, so do not restrict your self to the most well-liked occasions
- Get acquainted with time zones – Based on Twitter, 28% of individuals are planning to make use of their most popular social platform to observe highlights within the morning
- Take advantage of digital-first – With no IRL crowds, extra followers than ever can be seeking to interact on-line, which is a giant potential alternative
- Plan for the sudden – With the COVID-19 state of affairs nonetheless evolving, issues can change rapidly, so in case you’ve mapped out a method, observe that it might be blown out of the water, similar to that
- Outline your objectives – Think about not solely your primary social media engagement objectives, however the precise model advantages that you are looking to glean out of your tie-in campaigns
These are some strong notes, and if you’re planning out an related tweet technique, it is value factoring in these parts, and guaranteeing that you just’re finest ready.
As a result of no one is aware of what is going on to occur over the following few weeks. Even now, with the COVID state of affairs worsening in Japan, it nonetheless feels just like the Olympics might be canceled solely, whereas up to now, the Video games have dominated the encompassing media cycle so considerably, that there is additionally a great likelihood that it should be a lot more durable to get your model messaging heard in any respect throughout the occasion.
Perhaps. It feels totally different this time round because of the COVID adjustments, and it will be unusual watching world data get damaged with actually no crowd response. Perhaps that may imply that the Video games are much less influential, and disruptive within the basic media sense – or possibly individuals can be more and more eager to unite across the Video games because of the pandemic, and it will be larger than ever.
It is not possible to say, however you possibly can positively anticipate to listen to much more sports activities dialogue, and which will have to be factored into your planning.