About

The VISA “Go World” was an advertising campaign started for the 2008 and 2012 Olympic Games, by VISA where they were the official sponsors of the games and famously, the only card to be accepted there.

The campaign consisted of a range of videos, focusing on famous moments around individual athletes as well as more general content which focused on celebrating the games themselves. All of the TV commercials were voiced over by Morgan Freeman, with his soft god like voice.

Go World was the companies largest ever social marketing campaign at the time, reaching 28 million interactions before the 2012 London Olympic Games began and was rolled out around the world. The most popular countries (in terms of interactions) were:

  • The United States of America
  • Brazil
  • Russia
  • Canada
  • Mexico
  • Japan
  • Australia

Go World encouraged consumers to show support to the athletes of the games by “cheers”, on facebook and other social platforms like Youku, Sina-Weibo, VKontakte, YouTube and Twitter. The idea was to inspire the teams competing in the Olympic and Paralympic games.

The “cheers” were given in forms of interactions by liking VISA’s social content, sharing comments, images and other activities which were typically one click. A custom application was built by VISA for Facebook which worked well and the official hashtag was #VisaGoWorld. Channels and pages were also set up on a range of other social networks.

Results:

The results of the campaign were as follows:

Facebook:

  • 1.9 million fan “Likes” on Visa’s Facebook page
  • 400,000 cheers for 69 Team Visa athletes in the form of a one-click cheers and text, photo or video submissions

YouTube:

  • 25.7 million views of Visa’s Go World commercials, behind-the-scenes athlete content and consumer-generated cheer videos

The most popular content on YouTube was:

The Most Cheered Athletes

The five most cheered athletes include:

  • Li Na
  • Yelena Isinbaeva
  • Michael Phelps
  • Lopez Lomong
  • Azizul Awang

Within the United States the top 5 most cheered athletes were:

  • Michael Phelps
  • Lopez Lomong
  • Nastia Liukin
  • David Boudia
  • Alana Nichols

Notes from the CMO of VISA

Social media has transformed how our consumers engage with the Visa brand and our Team Visa athletes. Because Go World is social at its core, we are bringing consumers together in conversation to inspire Olympic athletes and are extremely pleased by the campaign’s early results. In addition, our Team Visa athletes have told us they’re thrilled and humbled by outpouring of support they’ve received from fans everywhere.”

Kevin Burke, CMO of Core Products, Visa Inc.

Sources of Information: