If it worked for Obama, can it work for London 2012?

I think it may with some great strategic ideas…

The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) is preparing to launch a significant social networking programme based around sponsored mass-participation digital activities and events in the run-up to London 2012. LOCOG is in talks with all of London 2012′s official sponsors and worldwide partners, including BT, Visa and British Airways, to get involved in the social programme as part of the committee’s vision to use digital to engage younger audiences with the Games.

Adidas, which has a £100m sponsorship deal with London 2012, will be the first sponsor to launch a project through the social programme, with a soft launch planned for spring. It will be an online sports activation project to encourage young people aged between 12-18 to participate more in sport.The project will use social media and social networks to encourage experienced sports people to work with others who are less experienced to help them become enthusiastic about sports.

Full story from New Media Age