Advantage developed the overarching #WeAreMore campaign to showcase that dedication to sport is only part of the story for Special Olympics athletes. The core content component of the #WeAreMore campaign featured three Special Olympics athletes representing diversity across region (USA, Nigeria, Germany), sport (ski, floor hockey, snowshoe), and passion (theater, art, woodwork).
During the Games in Austria, the campaign messaging culminated in experiential marketing activations in two cities. In Schladming, Advantage designed and produced a 15-meter by 15-meter space named “The Microsoft Lounge.” In the event footprint, Special Olympics athletes, their families, coaches, and fans infused the spaces with energy as they competed against one another in “Just Dance” on Xbox, acted out silly poses in a GIF photo experience and showed their creative side while drawing on Microsoft Surface tablets. The event experience provided a space for Special Olympics athletes to enjoy their passions outside of their sport through dance, drawing, and acting while off the slopes. In Graz, Advantage also executed a smaller footprint to continue the #WeAreMore messaging through a photo activation. Both event footprints extended the #WeAreMore campaign messaging, while providing engaging experiences for athletes and fans.
Social influencers Jack Mitrani and Hannah Teter also joined on site in Austria, pairing with Special Olympics athletes to further create #WeAreMore content and drive the campaign messaging to their social audiences.