The Invictus Games, launched by Prince Harry in 2014 for wounded soldiers and veterans, is currently taking place in Orlando, Florida, with 500 competitors from 15 nations in 11 sports.
This year, the competition has generated a lot of interest on social media.
Brands promote Invictus Games 2016
The main brands contributing to the conversation around the Invictus Games are Jaguar and Land Rover, both partners of the event.
They both started their campaign 50 days before the competition started with a post on Twitter and Facebook titled “Invictus Games 2016: 50 Days to Go”, giving highlights of the event.
Less than 50 days until #InvictusGames2016. Look back at 50 of our highlights from London 2014. @InvictusOrlandohttps://t.co/D5ixVshHSG
— Land Rover (@LandRover) 20 mars 2016
Following the same format, Jaguar and Land Rover have released a video series on Twitter. The goal was to make people discover the world of paralympic sports.
Jaguar focused on two athletes participating in the Invictus Games 2016: UK Team swimmer Zoe Williams and US sprinter and team captain Will Reynolds. Jaguar have done two episodes on each of them. The first describing how they contribute to the team and the second telling their story.
Land Rover did a series called “The Journey to the Invictus Games” with two other athletes.
Jason Ellis, a @WeareInvictus athlete continues his preparation to represent his country in the #InvictusGameshttps://t.co/IgQq0nmaJY
— Land Rover (@LandRover) 4 mai 2016
Land Rover yesterday posted a video on Twitter with employees offering their support to the ex-servicemen and women.
#LandRover employees offer their support to the ex-servicemen and women competing in the #InvictusGames2016https://t.co/kvqx7CMLCD
— Land Rover (@LandRover) 9 mai 2016
Orchestrating an Invictus Games buzz
On April 29th, US first lady Michelle Obama, accompanied by her husband, sent out a challenge on Twitter to Prince Harry.
Hey, @KensingtonRoyal! Are you ready for @InvictusOrlando? Game on. pic.twitter.com/S34KrEv5Is
— The First Lady (@FLOTUS) 29 avril 2016
2 hours later, Prince Harry and the Queen of England provided a royal response! The Queen had not made a comedic appearance in a film like this since the opening of the London Olympic Games in 2012, so this was a truly exceptional occurrence in honour of the occasion.
Unfortunately for you @FLOTUS and @POTUS I wasn’t alone when you sent me that video ???? – H.https://t.co/sjfSQvkzb6
— Kensington Palace (@KensingtonRoyal) 29 avril 2016
But it wasn’t over just yet. The Prime Minister of Canada Justin Trideau replicated with an even more ambitious answer ending the video with a mic drop.
Dear @POTUS, @FLOTUS and @KensingtonRoyal – did someone say “bring it?” Canada’s ready for @InvictusOrlando.https://t.co/TxBAMPvTYs
— Justin Trudeau (@JustinTrudeau) 2 mai 2016
By using social media, brands and world leaders have increased awareness of this competition. For brands involved with international competitions such as this, promotion on social platforms is to be expected nowadays. But for chiefs of nations, it is something new, and something that we may well see develop in the future.