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How has social media reacted to The Invictus Games?


Germain Massoué - 10th May 2016 - 0 comments

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.

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.

Land Rover yesterday posted a video on Twitter with employees offering their support to the ex-servicemen and women.

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.

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.

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.

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.

Author avatar

Germain Massoué

Social Media intern at Snack Media

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