Athletics Canada seizes moment to create social media gold
World championships buzz draws new fans to track and field
For most of us, being on our mobile phones and computers was as close as we could get to the world track and field championships in Beijing. Thankfully, Twitter and Instagram were filled with entertaining content, sometimes getting news out to Canada before it reached those in the Bird's Nest: the U.S. relay team disqualification was a good example.
The Canadian track team, with eight medals, had its best showing ever, and Athletics Canada couldn't have picked a better time to up its social media game, bringing some levity to the experience as well.
"Our objective with social media is to inform and entertain," says Mathieu Gentès, the one-man band behind the Athletics Canada social team.
"The world championships are serious business, as is all sport at the elite level, but at the same time if we want to grow our footprint and the sport we also need to be in the entertainment business."
And entertain us they did. Athletics Canada made sure to be in contact with their followers, competitors and fans alike.
<a href="https://twitter.com/usatf">@usatf</a> IT'S OK IT'S SO VERY EXCITING EH. WE'RE VERY FRIENDLY, WE DON'T MIND SHARING BRONZE.
—@AthleticsCanada<a href="https://twitter.com/SpeedRiverGuy">@speedriverguy</a> <a href="https://twitter.com/De6rasse">@de6rasse</a> challenge accepted. <a href="http://t.co/4GUeHEN1L0">pic.twitter.com/4GUeHEN1L0</a>
—@AthleticsCanada"Adding Rocky music to the men's 4x100m entrance… this was actually a fan request that we obliged," says Gentès, who says Athletics Canada gained almost 3,000 followers between Twitter and Instagram.
You asked, we delivered. 4x100m with a little Rocky theme music. <a href="https://twitter.com/KingsleySC">@KingsleySC</a> <a href="https://twitter.com/De6rasse">@De6rasse</a> <a href="https://twitter.com/BuckkyGotEm">@BuckkyGotEm</a> <a href="https://twitter.com/justynwarner">@justynwarner</a> <a href="http://t.co/OUv0PNjHky">pic.twitter.com/OUv0PNjHky</a>
—@AthleticsCanadaAnd a few of their creative GIFs perfectly captured the feelings of the audience.
Appeal successful. <a href="https://twitter.com/Moh_Speed">@Moh_Speed</a> has been reinstated & will race in the 5000m final <a href="https://twitter.com/hashtag/Beijing2015?src=hash">#Beijing2015</a> <a href="http://t.co/SO3hst3G3w">pic.twitter.com/SO3hst3G3w</a>
—@AthleticsCanadaDerek Drouin now owns Olympic bronze, World Championships bronze & gold, Pan Am & Commonwealth Gold <a href="https://twitter.com/ddrouin10">@ddrouin10</a> <a href="http://t.co/QeeybGvYIw">pic.twitter.com/QeeybGvYIw</a>
—@AthleticsCanadaWe also have an honourable mention. The CBC's Perdita Felicien was constantly interviewing athletes in the mixed zone and posting key moments on social media.
<a href="https://twitter.com/justynwarner">@justynwarner</a> was just so excited about receiving his medal... <a href="https://twitter.com/hashtag/podiumproblems?src=hash">#podiumproblems</a> <a href="https://twitter.com/hashtag/cbcolympics?src=hash">#cbcolympics</a> <a href="http://t.co/AtuEeD7cx7">pic.twitter.com/AtuEeD7cx7</a>
—@perditafelicien