IAAF Social Media

The fan experience across all sports is rapidly changing due to the social influence. Effectively it creates a win-win situation In the sporting world as the three major components; fans, sports stars and the governing body are all encouraged to work closer together to leverage more interaction.

IAAF

With the case of athletics, this environment couldn’t be more progressive. The IAAF has a very close relationship with international athletes and management, which allows them to utilise them in social conversation with the athletics audience to full effect.

Our role was to facilitate the conversation between the IAAF and the global sporting audience with the intention of entertaining, informing, and inspiring.

The brand World Athletics Club was created to form the platform for the community. The IAAF ambassadors and the superstar athletes were incorporated into signature invitations to join them in the World Athletics Club.

Emphasis on the live events through out the year was a key factor, aided by a packed athletics calendar. Twitter followers soar during every live event and facebook conversation and likes operate at over 10 times the level of regular day to day social activity, so harnessing this with regular feeds, conversation topics and polls played a key factor in expanding the audience volume, combined with an accurate advertising campaign.

Bespoke fantasy athletics games were built in-house to increase social intensity around the World Championships and the Samsung Diamond League, branded in the World Athletics Club signature.

Fantasy Athletics

Leading into 2012, IAAF now has a thriving, active social audience that we will be continuing to develop towards London 2012.