London 2012 will be the first Olympiad of the iPhone, Tablet, Facebook and Twitter era. Of course, the iPhone was released in 2007 – before the 2008 summer games in Athens but it was not until late 2008 that it took off globally and it was only in early 2009 that their rival Android smartphones began to appear and grow the overall market too. Likewise, whilst Twitter was launched in 2007 it was only in 2009 that it became a mainstream social media player. London 2012 sponsors and media partners are likely now planning exciting mobile, UGC and social media ideas into their plans for next summer – but what if this these ever more important platforms turn out to be an even more powerful tool – for the hijack marketers?
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