Olympics website was under threat from the BBC
AS the official website for the London Olympics prepares to close forever at the end of this month, its head of online media told a Dublin conference yesterday how it competed with the BBC and NBC to become the authoritative source of information about the Games.
The London Olympics had to have its own official web presence, but competitors such as the BBC threatened to make this obsolete by delivering their own, more extensive online Olympic coverage.
Leading the digital delivery of the Games was Alex Balfour, who spoke at Dublin marketing conference DMX Dublin on how London2012.com played a key role in communicating information about the Olympics, even though it had no rights to live broadcast coverage of events.
Online video and television coverage was a key driver of web traffic for the BBC.
Mr Balfour managed 77 digital channels during the Games. As well as London2012.com, these included volunteering and education sites, online shopping, three mobile apps and social media presences.
During the 16 days of events the channels recorded 431 million visits and 4.73 billion individual page views. They were viewed at least once by 40pc of all online Britons.
Almost five million social media followers were recorded and the official app was downloaded 15 million times. The Paralympic Games resulted in a further 30 million web visits.