There were two aspects to Virgin Media’s sponsorship. The first was a content studio, where we reacted to news of the Games as it happened and created a series of games that people could play at home, like the ‘Running Selfie’, and ‘epic dunk’ that allowed people to win prizes by uploading their photos onto Twitter, using the hashtag #VMGameOn.

The second was a virtual stadium, which turned a simple ticket giveaway into a fully immersive experience. Customers were invited to pick and personalize seats, using avatars to win tickets and share their news on social media, ramping up excitement.

The campaign was Virgin Media’s most successful social media program ever, driving our highest-ever content engagement, leading to over 600 sales, generating a total campaign ROMI of 5.57:1.

Virgin achieved over a 300% increase in content shares, leading to higher reach and the lowest-cost-per-engagement in 2014. Content generated 214% more brand mentions than competitors. And our community grew rapidly, outperforming our category by over 900%.

The campaign drove Virgin Media’s most successful competition ever in terms of player numbers, with 50% more entrants than previous competitions. And a staggering 82% of customers made repeat visits to play the competition.