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Sports Illustrated aims for repeat usage with Olympics-themed app

Time Inc.?s Sports Illustrated has rolled out an Olympics-themed iPad application to let sports fans stay up-to-date with content, photographs and social media throughout the event.

Lexus is sponsoring The Sports Illustrated Live from London app at launch. The iPad app is available for free download in Apple?s App Store.

?Live from London? makes Sports Illustrated?s Olympic coverage 24/7 throughout The Games," said Terry McDonell, sports group editor at Time Inc., New York.

All-access hub
The Sports Illustrated Live from London app is a daily magazine that features news and feature articles, photographs and multimedia from the publisher.

Each day consumers can download a new issue when opening the app.

Lexus is running full-page ads in the app that appear in the middle of the magazine.

The ads promote Lexus? mid-size GS line of cars with copy that reads, ?More grip = more stop.?

When tapped on, a 15-second video clip plays that features athletes next to GS cars that show users how fast the car is, feeding into the competitive spirit of the Olympics.

Links to Lexus? Facebook, Twitter and the hashtag #PersuePerfection is promoted on the page.

In addition to breaking news, the app also features feature-length stories that include multimedia.

For instance, in the preview edition of the app, consumers can read articles on the history of the Olympics. Videos and podcasts are embedded into articles to give readers additional information.

Additionally, certain articles encourage users to tap to see photo credits or learn more about particular items.

Sports Illustrated has also weaved its Web site into the app, which includes a dedicated microsite with all of the publisher?s Olympics coverage.

Publishers have been quick to gravitate to the iPad as a device to repurpose content, but not many take advantage of the built-in features of tablets such as video, swipable galleries and interactive pictures.

Although the app serves a niche group of consumers, by updating content daily with specific content that consumers cannot get elsewhere, the app is aiming to position itself as a daily hub for sports fans to catch up on news.

Dedicated fans
Sports Illustrated has made event-specific apps such as the Live from London a staple of its mobile strategy.

Most recently, Sports Illustrated rolled out a mobile app in conjunction with its annual swimsuit issue that consumers could use to scan pages in the magazine (see story).

Additionally, the company used an iOS app during football season to help stir up a friendly competition between sports fans. Similarly to the Olympics app, the app served as a hub that included both interactive features and curated editorial content (see story).

"Up-to-the-second breaking news feeds and social media posts from our many correspondents in London [are] right there with SI?s long-form storytelling ? and the photography on those screens is spectacular," Mr. McDonell said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York