How Team GB activated audience participation
Team GB's core campaign for the Tokyo 2020 Olympic Games was designed to celebrate everything that characterises the nation's elite athletes, from diversity and perseverance to dedication and sacrifice.
Recognising that athletic success is shaped not just by sporting stars themselves — but by the support of friends, family, mentors, partners, and fans — Team GB launched the "Support Is What Makes Us" campaign.
The initiative aimed to bring fans and athletes closer together, encouraging the public to actively show their support and take part in the journey to the Games.
Alongside this ambition, Team GB wanted to understand how audiences engaged with the campaign, which forms of support resonated most, and how this participation translated into meaningful connection.
The National Lottery, which provides year-round funding to elite athletes and ultimately supports them in making it to the Olympic Games, was a natural partner to present the Support Is What Makes Us campaign.
The challenge
"We felt that with fans not being present at the Tokyo 2020 Games, there was an opportunity to bring fans together and get their support behind our athletes digitally. Amondo was a great fit for this."
Claudia Mestre-Moreno
Marketing Executive, British Olympic Association
With fans not being able to be present in Tokyo, Team GB and The National Lottery needed a way to enhance the athlete experience and bridge the gap between them and supporters at home. All so they could feel the nation's support behind them.
With high levels of audience participation expected during the Games, Team GB looked for a way to turn that support into an active, shared experience.
This would allow fans to contribute messages of encouragement and showcase them to athletes 6,000 miles away in Tokyo.
To support this, Team GB needed a digital experience that could bring fans together around 'Support Is What Makes Us', enabling them to take part collectively and show their support during Tokyo 2020.
The solution
"Amondo allowed us to create a space, hosted on our website, app, and out-of-home, where all digital fan support came together and where athletes could feel that connection to home."
Claudia Mestre-Moreno
Marketing Executive, British Olympic Association
'Support is What Makes Us' Fan Wall
An Amondo Gallery was integrated into the Team GB website, with content refreshed throughout the Games to reflect ongoing audience participation.
This brought together quality, community-generated content and fan support, both sourced from social channels (Twitter, Instagram, Facebook, and TikTok), and submitted directly to Amondo via the Submission Tile. Content featuring messaging and support from The National Lottery was also integrated throughout the campaign period.
Over 1,500 pieces of audience-generated content were activated and displayed during the Games.
"The fact that the content is not automated — and is instead curated by real people — gave us assurance that content would be moderated and displayed as we saw fit."
Claudia Mestre-Moreno
Marketing Executive, British Olympic Association
Clickthrough Tiles
The social Gallery also included Amondo's Click-through Tile feature, which helped Team GB understand and extend audience engagement, guiding fans towards meaningful next steps.
These interactions encouraged fans to download the official Team GB app and sign up to the Team GB newsletter, turning participation into an ongoing connection.
Athlete-to-athlete messages
A second Amondo Gallery was embedded within a private microsite, made accessible exclusively to Team GB athletes.
This experience brought together more than 100 messages of support from former Team GB Olympians, including Sir Chris Hoy, Rebecca Adlington OBE, Max Whitlock OBE, and Sir Matthew Pinsent.
Team GB Olympians were also able to contribute messages and media directly through Amondo's Submission Tile feature, making sure athletes competing in Tokyo could access messages of encouragement from across the Team GB community.
Submission Tile
Two of Amondo's Submission Tiles were used to invite messages and content from both the British public and former Team GB Olympians, powering the "Support Is What Makes Us" experience and 'Athlete to Athlete Messages'.
This made it easy for fans and athletes to contribute messages of encouragement directly, supporting sustained participation throughout the Games.
Alongside content contribution, the experience made sure submissions were consented and rights-cleared, while allowing Team GB to capture first-party audience information and understand how people engaged with the initiative.
Out of home
"We wanted to amplify the message to reach the British Public, and we did so by integrating Amondo's inScreen product in our out-of-home, expanding the support to a physical space."
Claudia Mestre-Moreno
Marketing Executive, British Olympic Association
Working with Team GB partner Ocean Outdoor, the "Support Is What Makes Us" Fan Wall was displayed across out-of-home placements in retail locations nationwide.
These placements combined Team GB campaign messaging with QR-driven codes linking to the Submission Tile, meaning passersby could contribute messages of support and take part directly from their mobiles.
Distribution through OOH worked to extend the reach of the campaign beyond online environments, driving additional participation and engagement with the campaign.
The results
"Working with Amondo helped us to bridge the gap between fans and athletes and to inspire the nation to get behind the team, cheer, and show their support."
Claudia Mestre-Moreno
Marketing Executive, British Olympic Association
Using Amondo, Team GB was able to simplify the vast amount of messages that go out during the Games period in a way that helped them to connect fans to both Team GB and its athletes. Amondo Galleries drove increased traffic to the Team GB website, while also creating another touchpoint for app downloads and newsletter signups.
For partner The National Lottery, Amondo served to increase awareness of the relationship between Team GB and The National Lottery — and engagement with the partnership.
You can explore more examples in our case studies here
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Live events: From fan-contributed content to behavioural intelligence
Using Foals' sold-out Alexandra Palace shows as a lens, we explore how fan-contributed content from live music events can be activated to capture first-party behavioural intelligence.
On 21 June 2019, Foals played the first of two sold-out shows at London's Alexandra Palace, appearing to a 10,000-strong crowd touring the release of their fifth album, "Everything Not Saved Will Be Lost — Part 1".
Foals continued their reign as one of the UK's most beloved bands, and one with a live reputation that precedes them — Ally Pally was, of course, no exception (DIY Magazine; Clash).
But don't take our word for it - take a look for yourself:
Activating fan-contributed content to capture real audience behaviour
We've all been there, witnessing moments in live music that we feel compelled to capture and share.
But these snapshots are valuable. They create a stream of fan-contributed content, which provides a signal of what resonates most strongly among music buffs.
When activated effectively, this content becomes a powerful source of first-party behavioural intelligence, revealing what audiences choose to engage with and explore further — or ignore entirely.
A measurable window into live experience
Live music is one of the most visceral and memorable forms of engagement.
For those not present (or reliving the moment after the show) fan-contributed content provides a window not just into the experience itself, but into how audiences behave when emotion and attention are at their peak.
A single video might capture a highlight from the crowd, but its real value lies in what happens next.
Examples include how long people watch, what they interact with, and whether they choose to take further action — e.g., booking tickets for the next show.
Unfiltered behaviour, not polished performance
Fan-contributed content offers an unfiltered, first-person perspective, not only because it is more "authentic," but because it reflects how audiences naturally respond in real environments.
With a view from the crowd, it feels as though you're there yourself. And more than professional content, it allows the viewer to relate to and connect with the creator: "This is what the experience was like — see it from my perspective".
That lack of polish is valuable because it produces behavioural signals that are closer to reality. Audiences accept and engage with these imperfections because they mirror real experience, creating interaction patterns that reveal genuine interest rather than passive consumption.
An opportunity to understand what actually resonates
With a camera in every phone and a phone in every pocket, audiences continuously generate content that reflects what captures attention in the moment.
But the opportunity for brands isn't to collect more content, it's to understand how audiences interact with it.
Now more than ever, we're viewing experiences quite literally through the lens of others. Increasingly, experiences are discovered, revisited and evaluated through audience-shared moments, creating a measurable behavioural layer.
So what does this mean for brands?
Experience and emotion matter, of course, but what brands really need is clarity. Clarity on which moments capture attention, which formats sustain engagement, and which interactions influence what audiences do next.
Fan-contributed content is valuable to brands, rights holders and publishers, but less so in isolation.
Its value emerges when content is activated in consistent, portable branded formats that allow behaviour to be measured and compared over time.
Connecting content, behaviour and outcomes
By embedding fan-contributed content into branded formats — such as can be achieved with Amondo's Galleries — brands can observe how audiences respond in context, capturing first-party interaction data.
This behavioural insight connects content exposure to meaningful actions, giving brands clarity on what works, why it works, and what to amplify next.
If you're curious to see how this works in practise, check out our case studies here.
How Watford FC engaged fans to create and share content for their FA Cup Hub with Amondo
Here's how Watford FC curated fan-generated content into an FA Cup Hub during their historic cup run, tripling session length and turning matchday excitement into measurable digital engagement.
Premier League football club Watford FC made it through to the final round of this year's FA Cup, battling it out against Manchester City in a historic match at Wembley Stadium on 18th May 2019.
To bring supporters closer to one of the club's biggest moments in recent years, Watford FC wanted to showcase the fan experience across its digital channels.
The challenge
For football fans, attending a live match is an unforgettable experience. The roar of the crowd, the excitement of the game, and the shared passion of supporters make every match day special.
Capturing this energy and emotion online is a challenge, but when done well, it allows fans everywhere to relive the thrill and feel connected to Watford FC, whether in the stadium or at home.
Watford FC could rely on its fans to capture their experiences, but it was searching for a way to bring all of this fan content together under one roof, ensuring every supporter's voice could be seen and celebrated.
The solution
The sights and sounds of Wembley were showcased through a combination of fan-curated content, alongside carefully integrated branded and sponsored material.
Through Amondo's managed service, the best content from each of these streams was curated into an "FA Cup Hub" Gallery, which was embedded on the Watford FC website, as well as shared through social media channels. Watford fans could relive the experience by scrolling through a feed of highlights and interacting with tiles for a closer look.
By encouraging fans to participate through social media channels, the Gallery brought supporters together around Watford's FA Cup run, encouraging content creation while seamlessly incorporating brand partners into the live experience.
The results
Despite losing heavily to Man City, fans displayed an unwavering, fierce pride in their team, refusing to let the defeat crush their spirits or those of the players.
The Gallery was a tribute to this loyalty, capturing the support of Watford's fans in one of the biggest matches in the club's history.
The FA Cup Hub Gallery boosted session length and interaction rate on the Watford FC website. They saw a three times increase in page session length, a 9% brand content interaction rate, and an average of 3.6 content clicks per view.
It's a great example of how to marry digital content with live events. Football is an emotional sport that attracts diehard fans like nothing else, and it's essential to maintain fan loyalty throughout the ups and downs of a team's journey.
Driving fan engagement online strengthens the connection between the club and supporters, while also creating meaningful opportunities for brand partners.
What can we learn from the FA Cup Hub campaign?
A few takeaways to apply to your own experiential marketing campaigns: