Curious about the entrepreneurial adventure behind inspiring brands, Brand and Strategic Professional Martijn Arets decided to quit his job, hand in his lease car, ignore all uncertainties and follow his dream. For five months, he travelled more than 15,000 kilometres across Europe in a one-of-a-kind 1971 Volkswagen T2 camper van, meeting with the founders, CEOs and brand managers of 20 authentic European brands in what was to prove a unique trip: Brand Expedition. On popular demand, he has bundled the lessons and stories behind 20 appealing European brands such as Lego, Mini, Skype, The Body Shop and Adidas to create Brand Expedition, the book. More information? Check www.brand-expedition.com or send Martijn a Tweet: @martijnarets.

1. READ OUT LOUD
THE STORY BEHIND
OLYMPIC
GAMES
TWITTERING FROM THE OLYMPICS

2. BEFORE YOU START….
please look into your camera and tell
us slowly your name, city and
country… Then you can start reading
this paragraph out loud… Have fun!

3. The aim for the London 2012 Games is
to attract a total of 10 billion online
visitors. The partners and sponsors are
enthusiastically grabbing the related
opportunities with both hands. Which is
understandable; a sponsor such as

4. Adidas, which is supporting the event
with 10 million euros, of course wants
to get the maximum out of its
investment and wants to have direct
contact with its target group. During the
Games, people who are in the stadium

5. can upload their photos and videos onto
the Olympic Games-platforms and thus
share their stories with the rest of the
world. This way, the organization hopes
to inspire those who are interested in
sports, but who have no social

6. motivation to engage in any, to do so
anyway. “To the IOC, it is important to
remain innovative. Not only by using
digital or social media, but also by
taking a good look at the sports that are
part of the Games. The Games must

7. remain relevant to younger people, in
order to be successful in two areas; on
the one hand the number of people
who watch the Games and on the other
hand the number of people who actually
engage in sports.”

8. - END OF RECORDING-