It’s a very exciting time when the mascots are announced for any Games. Admittedly, this excitement is normally reserved for those aged under ten, and rightly so. However, I feel very fortunate that I’m blessed with an inner child and can appreciate similar feelings of anticipation that I did back when I was six or seven years old. The more exciting thing this time though, is the fact I might actually get to meet the London 2012 editions. If you’ve yet to see them, take a look at the Telegraph’s comprehensive explanation of their design.
As you’ve probably guessed I like them. I think they offer something that will inspire and engage young people across the UK. They have a thrilling adventure ahead of them and they’ll be able to interact with their audience like never before in the history of Olympic Mascots. The speed in which both technology and young people have developed in recent years is astonishing. The digital children right across all corners of the UK will have the opportunity to follow, like and play with Wenlock and Mandeville however they choose, whenever they choose and wherever they choose. Surely this is amazing? They will take them on holiday, take them to school and probably in the bath too, and more often than not this will be through the digital channel.
I think for brands involved as Official Partners of the London 2012 Olympic and Paralympic Games this offers a unique opportunity. The mascots will play an important role in connecting with the young people, not only in terms of promoting the Games, but also as an educational inspiration. I remember how engaged I was when taught about the Olympic movement, having something so real and tangible on the door step will have an enormous impact, particularly for young boys who commonly have learning challenges in certain subjects of the curriculum in this age group. Tapping into to this market to help develop and extend the Olympic experience and involve our young nation in the Games is a fantastic opportunity and we’ll be looking to develop programmes for our clients to maximise this exciting development.
So, I hope you to get some excitement from seeing the new mascots unveiled. If they’re not for you don’t worry, but I urge you to just ask a small person their opinion in two years time, as this will be the true judge of the success of Wenlock and Mandeville. Get involved yourselves and follow them on Twitter @iamwenlock and @iammandeville and see how the story unfolds in the build up to the ever nearing London 2012. And keep your eye on this blog, as if I do get the chance to meet them the pictures will be here first!
By Ben Wilkinson on May 20th, 2010
Tags: BOA, Brand marketing, Branded content, Digital marketing, Experiential marketing, Facebook, London 2012, London 2012 sponsorship, London 2012 sponsorship consultants, Olympic sponsorship, Olympic sponsorship consultants, Olympics, Online communities, Social Media, Sponsorship, Sponsorship consultancy, Sponsorship consultants, Synergy, Team GB
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I think that the complementary nature of the mascots is important in reinforcing London 2012 as a truly integrated Olympic and Paralympic Games, which is a very positive move. And Wenlock’s a cool name too…
It won’t be long before you see these two cheeky chappies on the CBeebies annoying the hell out of every parent at about 3.35 in the afternoon. That said I quite enjoyed the cartoon and for anyone watching overseas, Bolton is not that nice!!!
Totally agree with you Ben. The cynics miss the point that the mascots are aimed at kids, as a way of getting them into the Olympics and Paralympics too (and yes, making money – it really isn’t possible to put London 2012 on for free). Bottom line, it really doesn’t matter what anyone over ten or thereabouts thinks of them! But for what it’s worth, personally I think Iris and Michael Morpurgo have done a great job, and that LOCOG are to be applauded for another innovative move. I love the logo too!
I really like them and think they sit well with London 2012′s stated ambition of engaging with young people and inspiring them to become involved with sport. All of which is unusual coming from me – firstly, I’m way outside the target age group (no comments please!) and secondly, I’m usually the first to pull a face and dislike mascots. So, a nod and a smile from me is probably worth a lot of sales to LOCOG. Well done to them.
So they may look a bit odd but thumbs up from me for three reasons:
1. They work in the digital medium where a fluffy toy simply wouldn’t and this is where the target audience will first get to know them
2. Building them through a genuine story written by Morpurgo is spot on
3. The majority of the “let’s knock ‘em” brigade are (whether they like it or not) a few decades over the target audience – have a scan of responses on CBBC for a better reflection – last word to Ryan, 12, from Hartlepool
“Those mascots are immense! I love them, soooo cool!”