The XXI Olympic Winter Olympics are euphemistically being called the
"Social Games." Based on sponsors vying for the spotlight, more
consumers will have their eyes glued to their smartphone screens than
they will to TV. If Coca-Cola can motivate 500 million Internet transactions
as a result of the Super Bowl (a one-day event), can you imagine what
sponsors, apps, social networks and search engines stand to gain from
sixteen days of events in Vancouver. Reaching out via social media,
this Olympics may rival China in attention, if not in spectacle.