Tencent reflects on social media success during the London 2012 Games - ‘the Social Olympics’
• A total of 400 million people accessed Olympics coverage online via Tencent technologies • Over 450 Tea House television programmes and video broadcasts were delivered back on Tencent’s Olympics channel daily
Tencent’s Olympics coverage supported more than 400 million online users and met demand for original Games content from London with 450 TV broadcasts delivered back daily to an audience of more than one billion people in China. Tencent attracted 7 million new users during the Olympics.
How China consumed the London 2012 Games:
• During the Games, users of Tencent Weibo (a microblogging platform) supported China’s athletes and discussed Olympic events as they unfolded. In total, 25 million posts were made about London 2012’s Opening Ceremony, with the Queen and James Bond being the top trending topics. Some 2.6 million messages were sent to China’s hurdler Liu Xiang after his injury in the 110m hurdles event.
• 70 of China’s 88 medal-winning athletes used Tencent Weibo to communicate with family and fans in China, during the games. More than 180 athletes in the China team signed up to Tencent Weibo, while international athletes including Usain Bolt, Tom Daley and Novak Djokovic also used Tencent Weibo during the event.
• The most talked about international athlete on Tencent Weibo during the games was US basketball player Kobe Bryant with 7,402,600 posts, followed by Usain Bolt (2,770,000). South Korean swimmer Pu Taihuan took third place (1,199,800) for his competition with Chinese swimmer Sun Yang. David Beckham scored fourth place during the games (1,002,600) for his role in the opening ceremony. This left US swimmer Michael Phelps to claim fifth place with 926,000 posts.
• The sports with the most posts during the games were basketball (26,952,900 posts), swimming (14,555,800)
According to Qinghua University Media Lab research, 37 per cent of China’s PC users and 35 per cent of the country’s mobile users accessed data on the first gold medal winner via Tencent. Tencent has created an infographic displaying Olympic-related social media statistics on how China followed London 2012. To view the infographic, please see here: http://blog.goode.co.uk/
Tencent also delivered the most advertising and marketing campaigns being run with international brands around the Olympics in China. The company provided more than 20 major companies with integrated services around content delivery, social media tools and interaction with key audiences during the Olympic Games.
SY Lau, President of Online at Tencent commented: “This has been a truly ‘Social Olympics’. Two years ago, we set out on our strategy to surpass our competitors when it came to marketing and online activities that could be conducted on our portal sites. Over the course of London 2012, we have seen that strategy come to fruition, allowing Tencent to stand at the top of the market among national Internet portal sites and in representing international brands to China’s online community. Over 450 Tea House television programmes and video broadcasts were delivered back on Tencent’s Olympics channel daily. Our Olympics reporting team, which was more than 900 people strong, has been able to bring the spirit of the London Games to all corners of China and to an audience of 1.2 billion people.”
Some of the responses to London’s Closing Ceremony via Tencent Weibo:
Crosstalk comedian Jia Ling: “The closing ceremony is so splendid. It is quite a superstar concert. I like the Spice Girls most!”
CCTV sports channel host Han Qiaosheng: “The closing ceremony is about connection between the traditional and the modern. London, the capital of art and music presents us with an incomparable musical feast.”
Tencent aims to enrich the interactive online experience of Internet users by providing a comprehensive range of Internet and wireless value-added services. Through its various online platforms, including Instant Messaging QQ, web portal QQ.com, the QQ Game platform under Tencent Games, multi-media social networking service Qzone and wireless portal, Tencent services the largest online community in China and fulfills the user’s needs for communication, information, entertainment and e-Commerce on the Internet. Tencent has four main streams of revenues:
Internet value-added services, mobile and telecommunications value-added services, online advertising and e-Commerce.
Shares of Tencent Holdings Limited are traded on the Main Board of the Stock Exchange of Hong Kong Limited, under stock code 00700. The Company became one of the 43 constituents of the Hang Seng Index (HSI) on June 10, 2008. For more information, please visit www.tencent.com/
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