According to AdAge.com, several digital billboards in Shanghai are featuring social media posts from Chinese Olympic athletes in an effort to garner more attention.
Brands can have their ads placed next to posts from specific or multiple athletes from among the 30-plus Olympic athletes who have deals with Tencent Weibo, a micro-blogging site similar to Twitter.
A photo and caption accompanying the article shows this (translated) post from badminton gold medalist Lin Dan that becomes a bit ironic in light of the scandal that enveloped several of his fellow Olympic badmintoners: "Don't just chase the result, enjoy the process."
The digital billboard company said it plans to display Weibo content on additional billboards going forward, to coincide with other major events.
Read more about digital billboards.