Social media agency bids to create a virtual version of the London 2012 Olympics
The Beijing Olympics have missed a trick by not going virtual, claims social media specialist Yomego.
But London 2012 can strike gold by creating its mirror image online - a virtual Olympic Games, says Yomego managing director Steve Richards.
Those who can't make it to the Games proper can still explore the arenas, watch the action, discuss the results and even quiz the athletes.
Said Richards: "Up to now, no host city - or the IOC for that matter - has seized the full potential of social media channels to make the venues, athletes and the fans from around the world more accessible.
"The London Organising Committee of the Olympic Games (LOCOG) and its sponsors have the opportunity - if not the obligation - to embrace social media, enable the global community to become more intimately involved and bring the games alive for all ages."
Richards claims that the computer-created faked fireworks at Beijing's opening ceremony was an acknowledgement by the Chinese hosts of the potential of digital wizardry in putting on a show worthy of the world's biggest showpiece event.
Video games, mobile phone spin-offs and online games have also helped to build awareness. There has even been a suggestion that video games might, in time, become an Olympic Sport in their own right.
Richards added: "Most people's Olympic experience involves watching the TV highlights. In 2012, the UK audience will never have a better opportunity to sample the atmosphere around the events first hand.
"But by creating an online Olympic virtual world - a digital version of the venues, village and events - LOCOG will make the games more accessible to a global audience wherever they are and even stretch the Olympic experience beyond two weeks in August.
"A bespoke social network would be a natural extension of these virtual environments, giving people the chance to meet, chat, review, swap content and interact with the teams themselves.
"Second Life and Empire of Sports have provided glimpses of what technology is available to test skills or compete in an online event but in 2012 avatars will have evolved into fully-functioning digital personas who will want to live, taste and drink in the Olympic spirit.
"With its logo and ambitious venues, LOCOG has shown a bold approach so far. But with such a huge global audience training its eyes on London, the potential and popularity of innovative social media technology must be seized to maximise the appeal and set the tone of the games."
