SXSW 2012

The Olympic Games in London promises to be the first truly social Olympic Games in history. Significant digital and social advancements now allow consumers to personally engage with thousands of U.S. Olympic Team athletes and events, enhancing their experience even beyond traditional media coverage and inspiring them to have a greater vested interest in the games. All industry players, including sponsors, have shifted resources to develop programming and content that fuels this transition. In addition to ongoing event broadcast virtually around the clock, we now see the rise of continuous real-time coverage from analysts, check in opportunities at real life events and at home and direct updates from the competing U.S. Olympic Team athletes themselves. This panel pays particular attention to the impact of digital innovation on the Olympic Games and how convergence technology is shaping audience’s connection to Team USA and events.