The 2012 London Olympics: Innovations in ICT and Social Media Marketing

Document Type

Peer-Reviewed Article

Publication Date



The 2012 London Olympics was a technological and marketing watershed event in the history of live sport mega events. A case study of the 2012 London Olympics was used to demonstrate how effective management of innovations in (a) collaborative information and communication technology (ICT) and (b) social media marketing (SMM) ushered in a new platform template for live sport events worldwide. A review of the literature revealed four primary factors responsible: (1) the foresight, planning, due diligence, and management effectiveness of the Olympic Delivery Authority (ODA), London Organising Committee for the Olympic and Paralympic Games (LOCOG) and their technology partners; (2) the confluence of dramatically increased mobile device use and social media engagement by prosumers; (3) the willingness of sponsors, marketers, and global media enterprises to take risks with innovative media and SMM strategies; and (4) the enthusiasm and passion for sport of prosumers worldwide.