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154Chapter Nine / THE BEST OF USGraphicsA distinctive set of graphic images was also produced to help communicate the key messages of TheBest of Us campaign through print media and billboard advertising. These graphics were created usinga collage technique, with each element cut out of paper and then photographed.The Best of Us Challenge"The Best of Us Challenge is proving to be a very successful way forthe IOC to engage young people in the digital space. It's a funinitiative that offers the unique opportunity to compete againstOlympic athletes -and try to beat them!"Timo Lumme, Director, IOC Television and Marketing ServicesAs part of its commitment to engage with the world's youth through digital media, the IOC alsocreated an online interactive initiative entitled 'The Best of Us Challenge', which appeared onolympic.org and on a dedicated YouTube channel.This global, digital grassroots, viral effort advanced the resolution that the Olympic Movement shouldactively deliver the next generation of Olympic fans through digital means. The idea was to engage young people in the Olympic Games by giving them a chance to actually'compete' with Olympic athletes in an online forum. Created in collaboration with YouTube, TheBest of Us Challenge featured videos of Olympic athletes from all over the world performing'challenges', that the public could then try to better. Visitors to the site could also uploadtheir own original challenges for others to try.The athletes who took part were as varied as the challenges themselves, withparticipants including Vancouver 2010 gold medallist Lindsey Vonn, Spanishtennis star Rafael Nadal, American swimmer Michael Phelps, Russian pole vaulter Yelena Isinbaeva, and many more.

Chapter Nine / THE BEST OF US155The athletes' challenges included picking up as many tennis balls as possible in 30 seconds, seeinghow far you can walk on your hands and how long you can balance a four-foot stick on your foot.As a reward, unique prizes were on offer to those taking part. These prizes included a trip to theVancouver 2010 Olympic Winter Games, a trip to the inaugural Youth Olympic Games in Singapore, and signed Olympic memorabilia.By the end of Vancouver 2010, The Best of Us Challenge had been visited by nearly half a millionpeople - from almost 200 countries around the world - with over four million video views.While the average YouTube video receives just 500 views, half of the athlete videos in The Best of UsChallenge attracted in excess of 100,000 views, placing them in the top 2% of the most watchedYouTube videos of all time.The challenge also received worldwide PR coverage, placing three times on Advertising Agemagazine's weekly chart of the most popular viral videos. In October 2009, the challenge was also listed as one of YouTube's ten most-viewed channels and as one of its ten most-viewed videos.