Web users get first peek at London 2012 brand

by Charlie McCathie, Brand Republic 04-Jun-07, 08:30

LONDON - The London Olympics 2012 brand is to be launched on the web today, hours before it is unveiled to an audience of VIPs and world's media.

The London Organising Committee of the Olympic Games and Paralympic Games, chaired by Baron Sebastian Coe, decided to unveil the brand online first in the "spirit of democracy".

Visitors to the Olympic site can register now to get a first look at the brand, and they will receive an email alert on Monday morning, directing them to a secret page.

A treasure hunt has been devised, giving visitors one clue every day over four days, leading to secret locations across the internet, including blogs, moblogs and social networks.

These locations feature an exclusive film preview, presenting the story behind the new London 2012 brand.

LOCOG recently announced that Lloyds TSB has become its first top-tier domestic partner and sponsor of the 2012 games and that it had signed French power firm EDF up as another.