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Going For The Gold

Tyler Wilcox : February 23, 2018

Where digital meets travel + lifestyle … A collection of can’t-miss news from this week. Sign up to get the TURNER Weekly Download in your inbox every Friday.

Going For The Gold

Social media dominated the Olympics in 2018 – and athletes were going for the gold in Pyeongchang. Not just medals, but financial gold. “A gold medal used to be the golden ticket for lucrative endorsements — think Mary Lou Retton on a Wheaties box,” writes the Boston Herald. “But in the age of social media, athletes are making a name for themselves well ahead of time. Even more so than in Rio in 2016 and Sochi in 2014, Pyeongchang athletes are Olympian at building brands.” Social media also allows athletes to keep the momentum going long after the podium, engaging with followers throughout the year.

Chloe Mania

One of the 2018 Olympic Games’ breakout stars was hotshot snowboarder Chloe Kim – and her social media stats skyrocketed. Fortune charted the growth: “On Monday, Kim started the day with about 20,000 followers on Twitter. At 9:42 p.m. EST, she won her first Olympic gold medal. NBC commentators mentioned her social media account and the fact that she had tossed out a funny tweet in the midst of the competition. That’s when the floodgates opened. Within 90 minutes, her followers had increased sixfold. As of 9:42 a.m. EST Tuesday morning, she had 175,000 followers on Twitter.” Kim didn’t let the craziness go to her head – she’s mostly been tweeting about food cravings, just like a normal 17-year-old.

Mikaela’s Blackout

One Olympic superstar went in the opposite direction this year. Alpine skier Mikaela Shiffrin imposed a total social media blackout in the weeks leading up to the games. She just didn’t want the distraction. “I’ve really been away from that a bit, and that helps a lot,” she told USA Today. “Because if I can’t see it then I don’t know what people are saying and it really feels like it is just me out there, and then I can just ski for myself.’’ Fans haven’t gone completely without their Shiffrin fix, though – her agent has posted a few times on her various accounts.

Branding Pyeongchang

Brands are trying to stand out during the Olympics this year – but of course it’s harder than ever, especially when they’re trying to not infringe on any official Olympics sponsors. A lot of brands went the guerrilla route. “Guerrilla marketing tactics around large-scale events like the Olympic Games are more comprehensive and complex than ever,” said David Abrutyn, a marketing expert at sports investment firm Bruin Sports Capital.

Weekly Moment of Zen

Never mind the medals. Here are the best Pyeongchang memes.

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