The behind-the-scenes MVP of the Beijing Winter Olympics
Lawrence Chia
Chairman, Pico Group

The 2022 Beijing Winter Olympics came to a satisfying close last month. The ongoing pandemic magnified the difficulties of planning, promoting and executing the event; but thanks to some innovative applications of technology, the Games successfully minimised hindrances and maximised audience engagement.

Notably, as well as offering audiences the option of viewing events with VR, the Winter Olympics fully utilised VR technology to allow viewers to ‘participate’ in the opening ceremony from the point of view of an athlete in the parade of nations. Another example of events utilising VR technology is the ongoing ‘Ink Global 2021’ in Hong Kong. With Pico’s help, the physical exhibition was transformed into a virtual exhibition tour which enabled online visitors from around the world to experience ink artwork immersively.

In a wider promotion of Olympics-related winter sports, the Beijing Organising Committee for the Olympic Winter Games partnered with the China Science and Technology Museum to create a series of interactive games. Technologies such as 5G, 4K and VR simulation were used to make play a realistic and deeply impactful experience.

To cater for its massive logistics demands, the Winter Games deployed robots to assume roles such as stewards and cooks. This maximised logistical efficiency whilst safely limiting the number of human workers required on-site.

Effective applications of technology assisted the Winter Olympics in creating an intimate and memorable experience for audience. Overall, the Games offers valuable lessons for marketers aiming to impress their target audience.

The full insights article was first published in Headline Finance on 16 March 2022 (in Chinese only).

Headline Finance has granted Pico permission to publish the article on all online and offline communications channels operated by Pico, as well as the channels of all our subsidiaries and affiliates.
Source: Headline Finance E-newspaper version, 16 March 2022