How do you build the team behind the team?
The United States Olympic Committee exists to support American athletes during the Olympic and Paralympic Games. But much like athletes of Team USA who never stop training, the USOC does its most important work in the off-season. Blue State Digital has been a proud partner of the USOC for five years, engaging its community of supporters in new and exciting ways each year.
Our strategy has been to put the fans first. We helped the USOC implement a personal approach to digital communications—one that would be as relevant during lesser-known competitions as it would during the world’s largest sporting events, like the 2014 Olympic and Paralympic Winter Games and the 2014 FIFA World Cup.
Since our first paid-media engagements during the Vancouver Olympic Winter Games and London Olympic Games, we’ve continued to work with the USOC to hone its social media, email, and digital fundraising programs. Armed with a user-centric approach to audience engagement (and backed by the BSD Tools), the USOC has been able to connect with supporters around moments that matter to them—regardless if it’s the Opening Ceremony or the two-year mark to Rio.
From Russia, with love
During the Sochi Games, we ran digital rapid response for the USOC, including a breaking news email program that updated fans on everything happening with Team USA’s athletes in Russia—a companion for anyone watching the Games from home. Integrated with the USOC’s social strategy, the program engaged fans with the latest victories, heartaches, and inside scoop straight from Sochi slopes and skating rinks. A dedicated nimble team produced high-performing, graphic-heavy creative that drove more engagement and donations than the London 2012 program across platforms. By a lot.
World Cup fan mobilization
Coming off of a successful Sochi engagement, we partnered with the USOC to run social community management during the 2014 FIFA World Cup (and beyond) to support the U.S. Men’s Soccer Team in Brazil. Not only did one of our posts outperform all previous content on Team USA social channels, but we brought new people into their universe on email, Facebook, Twitter, and Instagram by running successful acquisition campaigns during matches, and engaged fans by asking them to share their best #USAGoalFace.
Finding the fans
Team USA’s fans range from those with a passion for a single sport, to Olympic die- hards (we even have a few in-house), to patriots who love to wave the American flag high. Our paid and organic acquisition strategy focused on reaching fans about what interests them most, whether that’s gymnastics or a specific soccer player that they are searching for. So if you’re a swimming fan, expect to see a USOC pop in your Facebook newsfeed during U.S. Swimming Nationals. Basketball die hards, how about you decide the team MVP? That’s how you keep people engaged in the offseason.