Ahead of the Olympics comes Stadium UK

by David Pierce

The BBC is putting a lot of muscle behind this summer’s Olympic Games. A LOT. It rolled out the marketing campaign for the Olympics this week, called “Stadium UK.” It turns the entire United Kingdom into one huge stadium, and turns life into Olympics. It’s a gorgeous spot, and I’m more excited than ever for the Olympics to start on July 27th (if that’s even possible).

Couple of interesting factoids: the music is from the band Elbow, and apparently they were so excited to be involved that they didn’t ask to be paid or given royalties. Also, that BBC is promoting the Olympics in general rather than its own coverage isn’t all that surprising, because the BBC basically is the Olympics this year. 24 live HD streams. 2,5000 hours of coverage. A page for every sport, country, athlete, and venue on the BBC’s website. And oh so much more. Basically, if you watch the Olympics this summer, there’s virtually no way you can miss the BBC.

(Via Drew Vigal)