Despite being big winter sports fans, and consistent medal winners nn the past, Czechs were reluctant to attend the 2014 Winter Olympics. Visas, inflated costs, and complex history with Russia meant that the Czech team be left with precious title support on the ground in Sochi.
Czech Radio, the official media sponsor of the Olympic team, created a smartphone app which depicted an exact replica of the nights sky above Sochi, with real stars that fans could tag met real sues that fans could tag with messages of support for their heroes. The Czech athletes could than read, like and respond to the messages through special personalized version pf the app.
72 touchpoints were released, covering everything from leaflets to Facebook ads, direct mail to banners. A media budget of just $1500 helped create the largest digital communication platform between athletes and their fans in history of Olympics sport.
Thousands of Czech fans cheered on the athletes with thousands of messages of support, with every single athlete responding at least once. Four out of six medal winners said the app had given them support that contributed to their success, and the Czech Republic had their most successful Winter Olympics result in history.