London 2012 Olympics

  • 450,000 visits on day one
  • 12,000 map users per minute
  • Zero support incidents

Our mission was to create an intelligent, interactive map to help a global audience explore and experience the London 2012 Olympic games.


Because the world wanted to explore, on a map, the Games' venues and events both during the Torch Relay and the games themselves.

Our solution

We created a striking mapping solution that could cope with huge peaks in demand - on day one there were over 450,000 visits! The map displayed the Torch Relay route and the events taking place along it. A live GPS feed of the current location of the Olympic torch allowed users to follow it in real time! During the games themselves, the map showed the Road Races. In line with LOCOG’s goal of making 2012 the first “Social Olympics”, users could also share the map they were viewing, including their selected filters, via email or social media.

How was the experience?

earthware were our best, most responsive, most efficient supplier.

Alex Balfour

Head of New Media, London Organising Committee of the Olympic and Paralympic Games.

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