Canada will be turning to Twitter during #PyeongChang2018

By Christopher Doyle
Monday, 29 January 2018

The world’s attention will turn to South Korea in the coming weeks as athletes go for gold at the 2018 Winter Olympics (@pyeongchang2018).

Canada (@TeamCanada) will be sending a deep roster of veterans and first-time Olympians to #PyeongChang2018. Look to Twitter for all the latest content and commentary from your favourite teams, athletes and fellow Canadians.

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The Sports and the Athletes

Top @TeamCanada talents and personalities have been trending on Twitter in the lead-up to #PyeongChang2018 as Canadians join the conversation alongside our medal hopefuls.

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These are the five most-mentioned sports in 2018 Tweets that mention either the @TeamCanada account or the #TeamCanada hashtag:

  1. Hockey
  2. Figure skating and ice dancing
  3. Skiing (alpine, freestyle, ski jumping)
  4. Curling
  5. Speed skating
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For athletes, these are the 10 most-mentioned accounts in 2018 amongst Canadian competitors heading to #PyeongChang2018:

  1. Tessa Virtue - ice dancing (@TessaVirtue)
  2. Scott Moir - ice dancing (@ScottMoir)
  3. Gabby Daleman - figure skating (@gabby_daleman)
  4. Meagan Duhamel - figure skating, pairs (@mhjd_85)
  5. Patrick Chan - figure skating (@pchiddy)
  6. Rachel Homan - curling (@TeamHoman)
  7. Mark McMorris - snowboarding (@MarkMcMorris)
  8. Eric Radford - figure skating, pairs (@Rad85E)
  9. Mikael Kingsbury - freestyle skiing (@MikaelKingsbury)
  10. Marie-Philip Poulin - hockey (@pou29)

Get into the Games on Twitter

For brands looking to tap into #PyeongChang2018 excitement, here are five tips for how to use Twitter to connect with Canadians during the Games. As with any Games, brands need to ensure they are following the guidelines

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1. Leverage anticipation:
Two-thirds of Canadian Twitter users are Olympic fans and now is the time to participate in that growing conversation. Our research shows that 34% of Canadian TV watchers Tweet before televised events they watch, building anticipation for major events well before they happen.

2. Maximize your launch window
If your brand is supporting an athlete or wants to capture the conversation around a particular event, a Promoted Trend and First View will reach the largest audience on Twitter. We saw big spikes in Tweets during the 2016 Summer Olympics in Rio de Janeiro when Canadians rallied around key athletes and big events, such as Penny Oleksiak (@OleksiakPenny) capturing her fourth gold medal for swimming and Andre De Grasse (@de6rasse) winning the silver medal in the 200m and bronze medals in both the 100m and 4 × 100m relay.

3. Stay top of mind
Consider using polls to inspire engagement with your audience. Ask fans which countries uniform they love (Canada’s of course!) and which new sports they are excited to watch! Promoted video will also help to ensure your brand stays top of mind throughout #PyeongChang2018.  Branded content that was most impactful with heavy Olympic viewers on Twitter was focused on support of athletes (76%) and when it drew a real connection between the brand and the Olympic experience (67%).

4. Design participation
70% of Canadians on Twitter agree it’s important to follow the Games live, even if they aren’t watching on TV. Give Canadians a chance to personally cheer on #TeamCanada athletes with Conversational Ads. Invite them to Retweet brand content and receive a customized message in response. Twitter offers many fun and easy ways to combat #FOMO!

5. Recap the excitement
Once the final medals are handed out, showcase the best content with a Twitter Moment. This can include branded content plus user-generated content. It’s a great way to build a story capturing the very best of #PyeongChang2018.

#PyeongChang2018 runs February 9-25, 2018. Use Twitter to join the conversation and keep current on #WhatsHappening at the Olympics.



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Christopher Doyle


Head of Sports, Twitter Canada