During the Summer Olympics in London, many brands in America and globally tried to harness the energy and enthusiasm of fans through social media and user generated content. Numerous social media initiatives attempted to capitalize on national pride. But none were able to deliver that energy and enthusiasm directly to the athletes themselves. So virtual cheers, well wishes and support went unheard. We wanted to create a window between American fans and the U.S. athletes in London – one that brought them closer together and helped power America’s quest for Gold.

For the 2012 Summer Olympics, Americans were looking for a way to participate. The Duracell Virtual Stadium gave them the opportunity to support their athletes in a way that guaranteed delivery of messages to individual athletes and teams. Through paid media, a custom-built Facebook application, and social media awareness, consumers were given an outlet for their support and enthusiasm for Team USA. And to broaden our reach, a variety of user generated content types were supported – texts, videos, and images – through a variety of devices.

· Over 1.1bn impressions, increasing overall awareness for Duracell

· Over 304,245 unique visits (0.03% of impressions) to the Virtual Stadium

· Mobile ads had an average CTR of 0.58%, compared to CPG industry average of 0.30%

· Submission completion rates ranged from 45% - 52% between experiences, exceeding the 14% benchmark

· A full 1% of visitors to the Virtual Stadium successfully submitted a support message, exceeding the benchmark of 0.40%