All of the project content is linked to produce a personalized experience that automatically surfaces the best content based on each user’s interests and behavior, inviting users to go deeper with a related video, game, fun fact, or tour.
The project was created for Google Brazil and sponsored by Claro, Nissan, Skol and Visa.
Instead of trying to generate attention specifically for the Olympics, the project drew Brazilians in by focusing more generally on the role sports play in all of our lives. This could be through entertainment, fashion, food, humor, gaming, and any other manifestation of sport.
43 mobile games were created specifically for the project, one for each Olympic sport. Users could customize their own character and this customer character appeared in all future gameplays and in ad units.
12 of Brazil's top YouTubers created a total of 77 original videos for the project, approaching the themes of Sport and Rio de Janeiro from the perspective of a chef, a do-it-yourselfer, a feminist, a linguist, a comedian, and more. During the Olympics the project featured daily videos created by a team of YouTubers, journalists and animators spread across three continents. The videos created for the project garnered over 40 Million organic views.
The map included curated lists of the best places to play, eat, sightsee and party in Rio. During the Olympics, the map gained an Emoji layer, showing a unique visualization of the emotional pulse of Rio in real-time.
Programmatic, personalized, data-driven rich media ads brought the complete (playable) games and map experiences to users across the internet. Ads were personalized to include users' custom characters and high scores from the games. During the Olympics, the ads cited what was going on in the events to provide even more context and relevance.
- 2.5 million finished game plays
- Over 40 million organic
video views on YouTube
- Ads outperformed benchmarks for
engagement rate and cost per engagement
- Recognized with honors from
international festivals including El Ojo de Iberoamerica
International Festival 2016, FWA, 2017 Webby Awards