G4S appoints The Distillery to develop the Social Media Strategy for their global Sports Sponsorship

11/03/2010 - London

G4S has appointed Reading Room's new digital performance consultancy, The Distillery, to develop and implement a Social Media programme to encourage online take up and involvement in the G4S Sporting Partnerships programme.

The programme involves the G4S 4teen, which brings together 14 young athletes from 13 countries across four continents towards their goal of competing at the highest level. Together with the support of inspirational mentor, double Olympic champion Haile Gebrselassie, the 14 athletes come together as one team, the G4S 4teen. The Sports Programme also includes the G4S sponsorship of Skandia Team GBR, the FTSE100 partnership with British Judo and various sporting partnerships across the world.

The programme will include extended content via a structured social media publishing strategy to You Tube, Facebook, Flickr and Twitter. The project will also involve tactical media buying and placements within the vibrant "contextual" network and a seeding campaign within Google.

The structure of the strategy is tied into aggregating content from the main sports site and the athletes' sites from around the world and will allow content to feed to all forms of social media.

G4S Digital Communications Manager Paula Martin said, "We're really excited about this project. We recognise the benefits of social media in communicating with our wider audiences and providing the opportunity to promote the G4S Sporting Partnerships, which we are very proud of."