A group of highly-influential, popular athletes left for Abu Dhabi on March 8th. Their aim was to participate in the ‘2019 Abu Dhabi Special Olympics World Summer Games,’ a global festival for Paralympians all over the world. While the Special Olympics are still not well known to the public, it was already held in Pyeongchang in 2013.
To cheer for and encourage the athletes who participate in this event, Yuna Kim (a former Special Olympics Ambassador and Figure Skating Legend), Kwak Yoon-gy (Short Track Speed Skater), and Han Min-soo (Para Ice Hockey Athlete, Bronze Medalist of the PyeongChang2018 Paralympic Winter Games) had sent a video message.'
For this event, SNS has really been a game-changer! Many of the Paralympians’ family members and friends who were not able to accompany them to the event were able to receive various news about the event through SNS. The reaction was also unbelievable. Due to the fact that more than 170 posts were made about the event throughout a few months, the number of followers of Special Olympics Korea’s Facebook page, Instagram, and YouTube account has increased by 32.7%. Also, the number of ‘reactions’ to such channels has exceeded 210,000.
Among the contents, many people had shown an even greater interest/response to the stories related to the actual athletes. More than 5,800 responses have been made to encourage our athletes after the event has ended, and news about the national team’s return to Korea had also drawn a significant amount of interest among many Koreans.
Seven Hundred, a campaign agency which operated the SNS of Special Olympics Korea during the Abu Dhabi Games, is a sports-specialized digital marketing agency launched in December 2018 led by Lee Kyu-sang, a former member of the digital media and PR team of Olympic Winter Games PyeongChang 2018.
Lee Kyu-sang, the CEO of Seven Hundred, stated “The Special Olympics, which is different from the Paralympics, is a competition for the Paralympians who have developmental disorders. But in this case, it was more like a global festival.” He also added that “We had to start the project right away without any preparation time due to many circumstances, but we were able to pull it off successfully by using our know-how earned from the Olympic Winter Games PyeongChang 2018 and PyeongChang2018 Paralympic Winter Games. Obtaining video messages from celebrities, countdowns, and SNS content preparation… everything went as we planned”