Project Overview

Supporting the  hometown hopeful athletes at the 2008 Beijing Olympics, this social media initiative allowed fans to share their support for the Olympic team via videos, photos, and text messages on YouTube, Flickr, and Facebook. This interactive experience proved to be successful because one could watch all of the “cheers” of all varieties on the site. The results of this were 5,300 cheers and 18 million cheer views, all before the games started.

Project role: Experience strategy, user research, information architecture and interaction design.

Awards: Underground award by OMMA in 2009

Advertising Agency: Organic Inc



 
 

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Explore

Experience Strategy: working with Bank of America’s senior marketing leadership, we developed a marketing and experience strategy for an online social media hub that tapped into the passion and excitement of the Olympics fans, as well as leveraged media partnerships.

Imagine

Design Thinking: collaborative and co-creative workshops used the business and customer research insights to ideate on and finalize the experience framework and strategy.


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Create

User Flow and Wireframes: building on the digital strategy and experience framework I developed an information and architecture and user experience that built on community and sharing. The final experience captured the passion and essence of the Olympic spirit, community and sharing of one’s excitement for our U.S athletes.

Launch

Post launch: this customer engagement proved to be a highly successful and award winning campaign. The results of this were 5,300 cheers and 18 million cheer views, all before the games started. It was awarded the Underground award by OMMA in 2009.