“Sorry Marcell, President Draghi is on the phone …”: things happen that not even us humans at the time of social media could imagine. Of course, it’s easy to guess that Jacobs and Tamberi’s profiles are being stormed by fans of the last hour, but in the moment of the double triumph at the Tokyo Olympics, Desenzano had become a trend topic: always on the Llago di Garda, suddenly kissed by gold thanks to the illustrious fellow citizen as fast as the wind: Marcell Jacobs.
This is to reiterate an obvious fact: social media are an extraordinary sounding board for sport and beyond. But in the day of the blue gold in the 100 meters and in the long jump, many borders have been demolished. The ancient one between sport and culture, for example. The Uffizi who write: “Let’s raise our glasses and let’s take a memorable Olympic hangover! Gimbo #Tamberi and Marcell #Jacobs in 10 minutes write history and take us straight to Olympus. For their masterpieces it is perhaps worth visiting one of our # Caravaggio? “.
Another border, crossed, is the one always present between direct and indirect advertising, with the Lamborghini that sends its compliments to Jacobs underlining: “We know about speed”.
Since the Games started, the Instagram account of the #ItaliaTeam, which these days works as the first funnel to collect everyone’s emotions, has gained 100,000 followers. A reasonable growth, but perhaps the super Sunday of Jacobs (a quota 458mila follower, with title, they would say on the stock exchange, which risks being suspended due to excess of rise) e Tamberi (344mila follower) it will lead us to equal the top nations of the rest of the world on social networks.
At the IOC they have already presented an initial report: the official app of the Games is at the top of the stores in Japan, the USA and India. Three billion views have been reached on TikTok for videos related to the #OlympicSpirit challenge, a challenge to demonstrate – in fact – the “Olympic spirit”.
Skateboarding, one of the new disciplines that has not left its mark in Italy, for street competitions – but now the park arrives, which is a much more spectacular discipline – in two days it has conquered 700,000 users between web and app. In this case, we speak only of the traffic generated by the media directly connected to the IOC. Then there are those of the TVs that hold the rights in the various countries.
But the Olympic hangover evoked by the Uffizi has arrived everywhere: 150 million virtual applause sent in the first week alone from all over the world; web traffic increased by 20% in the US; a tweet from skate silver, 13-year-old Brazilian Rayssa Leal, received nearly half a million likes; the Intel drone show, indirectly linked to the Games, for sponsorship reasons – and the drones were among the protagonists of the Opening Ceremony – had over 85% positive comments.
Further to this step, the athlete and the team with the best performances on social networks will be rewarded, or maybe the ones that with the right posts will make them longer. It is a good challenge for Marcell Jacobs: if 9 ”80 was enough to make Desenzano, his home, a trending topic, perhaps he should think about running the Paris Marathon. It could solve the problem of tourism on Lake Garda.
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