Back in 2012 for the London Olympics, brands launched digital-first global campaigns and this year in Rio it is expected Social will become the lead online medium for brands and be used in a more meaningful way for the end user. Opportunities on social channels such as Snapchat Live curated content, Twitter Moments and Facebook Live video will enable brands to create ways for fans to connect with events and share real human stories, over self-promotion of products and features. Coca-Cola for example is running a campaign entitled #ThatsGold that is using footage of over 75 athletes from more than 20 countries and across 50 markets.