GE: Olympics Will Be 'Most Digital' in History

Brand strikes Facebook ads deal for Summer Games, tinkers with Pinterest and Viddy.

Like in recent Olympics, General Electric promises an extensive advertising playbook for next month’s London Games. What makes this year different, suggested Linda Boff, digital and advertising director at GE, is a heightened focus on utilizing digital and social channels to augment traditional ad buys. In fact, Boff said she “cannot see” a scenario unfolding where brands across the spectrum ignore spending resources on platforms that have come of age since the 2010 Winter Games.