TM Team Malaysia: First crowdsourced social sports channel

This case study explains how Telekom Malaysia, the communications company, created a crowd sourced online social TV channel to engage consumers during the 2012 Olympic Games.

TM Team Malaysia: First crowdsourced social sports channel

Abhishek Bhattacharjee

Campaign details

Brand owner: Telekom MalaysiaAgency: UM MalaysiaBrand: Telekom MalaysiaCountry: Malaysia

Executive summary

Sports Marketing is an area where all key brands want to be involved as key players, seeking to connect with their audiences. Sports cuts across all boundaries and speaks one language of passion, pride and pain.

Telkom Malaysia wanted to leverage the Olympics as a way to connect with fans and achieve its brand objectives. More importantly, it wanted to cut through the noise and truly 'own sports' without just...

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