Long before the opening ceremony on July 27th, Twitter had taken centre stage in a heated discussion about the use of social media concerning London2012, caused by the Olympic Committee’s initial ban of posting any potentially brand promoting content revolving The Olympics to social networks.
In the end, Twitter joined forces with the television network NBC to become an official narrator for the first time in their 6 years of existence. However, the success of the Olympic Committee’s ban is doubtful. Rule 40, the guidelines for athletes and agents concerning endorsement during the Games, spurred an outrage from athletes, agents and fans, using Twitter as their weapon of mass distribution under #Rule40 and #WeDemandChange. Not exactly the reaction they had hoped for, one can only imagine.
Though London2012 urges fans to tweet or update as little as possible from the events as well as leave out any referrals to brands that are not official OL sponsors, an average of 1,975 tweet pr. minute indicates that the ban has not been altogether successful.
Have a look at Mass Relevance’s infographic to get a quick sum up of the trending legal tweets about London2012 so far: