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International Olympic Committee adopts The Feed by Getty Images for Facebook posts

The International Olympic Committee (IOC) has adopted The Feed by Getty Images to help pull in images to the Winter Olympics official Facebook page.

The Feed by Getty Images used by IOC

The Feed, which was launched last year with R/GA London, scans trending topic across the world and automatically pulls in photos from across its wire service as it happens.

Getty currently works with the IOC on a number of different projects, and the committee decided to adopt the Feed to ramp up the amount of images and content they could offer fans during the Winter Olympics – with the Feed posting to the official Facebook pages for the games.

Anthony Galvin, technical director R/GA London, told The Drum: "We've been blown away with how well the Feed was received by the industry, picking up awards for social innovation across the board since its launch. The plan was to always continue tweaking and improving it, but the long term plan for Getty was to commercialise it. So it's very rewarding to see it being adopted for such a high profile event as the Winter Olympics - and delivering the great results it has thus far."

The IOC has noted that over 1,700 photos have been taken at the Games so far, with these images available on the Facebook page.

“We’re extremely pleased with the numbers,” said IOC director of communications Mark Adams. “The IOC’s presence on social media has grown incredibly quickly since the start of Sochi 2014, especially here in Russia, and this is partly due to the rise in mobile use around the world.”

In the first seven days of the Games the Facebook page has gained close to one million new fans, the IOC has reported, having grown by more than two million fans in the lead up to the Games.

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