In advance of the Vancouver Winter Games, Olympic organizers have launched a global social-media promotion looking to build interest among a younger set. In conjunction with YouTube, participants are encouraged to upload videos to the site showing themselves one-upping well-known Olympians.
But the lighthearted battles are outside the athletes' métiers.
U.S. ski great Lindsey Vonn challenges people to name "hello" in as many languages as possible in 30 seconds -- she can do nine. American snowboarder Lindsey Jacobellis thinks she can hula hoop longer.
The challenges are not limited to Winter Olympians, with swimmer Michael Phelps and tennis player Rafael Nadal involved. Athletes from a slew of countries are participating.
The contests could have some benefits for marketers. Participants are not allowed to use any products in their videos except ones peddled by worldwide Olympic sponsors, such as McDonald's, Samsung and Visa. (No word on how usage may impact the selection of winners; prizes include a trip to Vancouver.)
"The Best of Us Challenge," now receiving some online promotion, is a joint effort between the International Olympic Committee and YouTube. It is available via the IOC's YouTube channel and elsewhere.
The IOC states: the challenge was "created in part because of a resolution from the recent Olympic Congress that the Olympic Movement should actively engage the next generation of Olympic fans through digital media."