Chapter NineThe Best of Us Viral Video In addition to the public service announcements, an internet viral video entitled " Puskitas" was also released. Starring a fictional, underdog athlete named Alex Puskitas, the humorous film shows how people are capable of overcoming the odds and " bringing out their best" in order to achieve their goals. The video was made available on www. olympic. organd also proved to be very popular on a number of video- sharing websites. Olympic Personal Trainer The Best of Us campaign also incorporated the launch of the Olympic Personal Trainer – an interactive application that is available on www. olympic. org. This concept enables young people to learn about the Olympic values directly from legendary Olympians such as Alexander Popov, Barbara Kendall, Rania Elwani, Hicham El Guerrouj, Charmaine Crooks and Sergey Bubka. Users can watch videos from these top athletes and listen to their advice on many topics, such as how to set goals, how to overcome failure, and the importance of teamwork. 138IOC Marketing Report – Beijing 2008

IOC Marketing Report – Beijing 2008139 The Best of UsChapter Nine Print And Digital Media Using the Olympic values of Excellence, Friendship and Respect as his inspiration, Spanish artist Jesús Morilla created The Best of Us artwork. Each piece of artwork was published as an advertisement in a number of publications, both in print and online. In total, the campaign enjoyed over 130 million print impressions and received over 90 million online impressions. Some of the publications and websites that carried the artwork included Sports Illustrated, Sports Illustrated China, Sports Illustrated for Kids, Fortune, Time, People, SI. com and People. com. In Beijing, The Best of Us artwork was displayed on billboards located in and around the Olympic venues, as well as on signage in subway stations around the city. The artwork helped to decorate Olympic Family hotels and was used for a collection of postcards that was distributed to volunteers, media and athletes in the run- up to the Games. The Best of Us artwork was also used as the graphic basis for the pre- Games redesign of www. olympic. org. To see all the elements of the campaign, visit: www. olympic. org/ uk/ bestofus