Social media played an integral part in adidas’ campaign. For example,
on Twitter #takethestage became the summer trend for supporting
Team GB. Videos on YouTube created hundreds of millions of views,
including a video of Team GB athletes singing along to Queen’s ‘Don’t
stop me now’. In addition, a large photo booth was set up at Westfield
shopping centre in Stratford. Members of the public then entered the
booth to show support for Team GB. Videos of peoples’ reactions to
David Beckham making a surprise appearance received 3.2 million
views, as well as international TV coverage.