On the evening of the Opening Ceremonies we projected footage of Team USA athletes onto buildings around Boston Harbor, also six separate projectors displayed massive holograms of Tyson Gay and Ryan Lochte on large screens of particulate water vapor sprayed above the Harbor. The projections reached 20 meters high, 60 meters wide.

The outdoor event was attended by 375 people, amplifying their experience through mobile devices. Local and national media were in attendance – NBC, Reuters, Boston Herald, ESPN Sports among them.

The event was captured on HD video, then released on social media platforms in time for the first races of Tyson Gay and Ryan Lochte at the 2012 Summer Olympic Games.

The next day, Facebook posts and paid search, and $20,000 in video seeding were implemented.

As planned, Ryan Lochte secured his first Gold of the Olympic Games, and the drive to viewership, ER Impressions and click through to e-commerce purchases of the ProGlide razor began.

We earned first page organic placement for search relating to Ryan Lochte, and maintained that position throughout the Games. ER impressions surpassed 417 million (173 million uniques, 244 million press release pickup).

The video CTA (Buy Now) was 18x better at driving trial generation than the average banner ad from Gillette, averaging 3.6% click through rate (reaching 6% click through during first 36 hours of the video release).