BBC pushes widget for Olympic coverage

by Sarah Johnson, Marketing Direct 18-Jul-08, 11:10

LONDON - The BBC is to encourage people to download its widget featuring animated characters designed by Damon Albarn and Jamie Hewlett, the musicians behind the Gorillaz, to receive the latest news during the Olympics.

The corporations' 'Monkey Olympics' campaign has been created by ad agency Rainey Kelly Campbell Roalfe/Y&R and media agency MPG. It includes a downloadable widget and mobile marketing activity. This will provide users with news from the sporting event direct to their personal profile pages and mobile phones.

A dedicated website will be supported by an ad campaign across social networks Bebo and Facebook. It coincides with the Monkey Olympics' TV campaign to launch on 24 July.

Tim Davie, director of marketing communications and audiences at BBC, said: "It is inspiring to team up with such talented people as Jamie and Damon. I think audiences are going to see a fantastic campaign."

Jonathan Bramley, head of marketing and communications at BBC, said: "This has been a really exciting collaboration. lt will kick-start our Olympic coverage in a really different, energetic way."

Hewlett and Albarn worked alongside the BBC to adapt 'Journey To The West', an epic quest for enlightenment, into the Olympic trail and titles. The pair developed the animation and music especially for the BBC.