Social at scale: the challenge of digital media for the 2012 Games

Date: 27.10.2011 08:30 - 09:30

Location: NESTA, 1 Plough Place, London, EC4A 1DE

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A sense of community has always been central to the success of the Olympic Games but now ubiquitous broadband, mobiles and social technology are adding a whole new dimension. Audiences are no longer just spectators, they are 'content creators'; with 7,196 tweets per second sent during the jaw-dropping climax of this year's Women's World Cup alone.

From online coverage to results apps and venue guides, technology must be robust at a massive scale but also have room for a personal touch. This looked at the challenge of using social technologies to scale, and explored how the Olympic partners are working alongside a new set of 'content creators' to best capture the London 2012 story.

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