Ocean Outdoor has confirmed details of nine fan experiences planned in partnership with Team GB for the Paris 2024 Olympic Games, which will offer a range of health, sports and lifestyle activations alongside all the action from the Games live on big screens.
Across its wider digital out of home estate, Ocean will broadcast Olympics highlights on 48 screens in 13 cities in partnership with Discovery+. Olympics clips will play out four times an hour for 19 days, supported by Adidas, GetPRO and The National Lottery. Ocean will also celebrate medal and “magic” moments across its national UK Loop networks.
At Team GB House in Paris, Ocean will present a mixed reality experience for fans with activity centred around a digital six sheet which transforms guests and visitors into medal winning athletes.
In London, Adidas, official sportwear provider to Team GB, has turned Marble Arch into an Arc de Triomphe for the period of the Games. The artwork features three-time Olympic champion gymnast Max Whitlock. The wrap will remain in position throughout August until September 1.
At the official fan zones, supermarket Aldi is aiming to put people power to the test, inviting participants to race against each other on mounted bikes. The activity was planned through Starcom, McCann and Aldi.
Meanwhile, NatWest is attempting to foster personal goals with a team talk designed to inspire and motivate the nation with immersive content featuring elite Olympians. The broader installation connects fans directly with the Team GB House in Paris and the activation includes a competition, merchandise and photo booth. The activity was created and planned by Pitch, Speed and Storm.
Finally, TikTok is looking to tap into the diverse interests of sports fans with a goal setting Pledge Wall, urging online content creators to take part in sport and learn something new. On August 8, TikTok’s house party from the Team GB House in Paris will be streamed live into the fan zones, featuring Natasha Bedingfield and Cat Burns.
Ocean Outdoor head of brand partnerships Rachel Sutton said: “Delivering nine of the official fan zones in partnership with Team GB is a brilliant opportunity to evoke the spirit and values of the Games. Working with Team GB, our landlord partners and brands, this investment – and our wider DOOH Olympics activity – is a chance to bring the Paris Olympic Games to some iconic sites across the UK allowing Team GB fans to watch live sport and celebrate the defining moments of the Games together.”
The Team GB fan zones managed by Ocean Labs are located in Battersea Power Station, Westfield Square, Westfield London and Mayfair’s Grosvenor Square in London; Spinningfields in Manchester; St James Quarter, Edinburgh; Bullring & Central Birmingham; Cabot Circus Bristol; West Quay Southampton; and Liverpool One.
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