According to Camelot data, awareness almost doubled, rising from 28% before the campaign, to 52% after it launched.
TNL company’s personalised thank you videos from Team GB athletes, developed by EchoMany and posted on the National Lottery’s Twitter feed. There were more than eight million views of the videos on Twitter, according to the brand.
The brand saw more than 20,000 mentions on Twitter, with Nissan in second place with just less than 6,000. Other Team GB sponsors on Twitter include Adidas, Samsung, Aldi and Coke.
Adam Chataway, marketing manager for the National Lottery, said: "The ‘I am Team GB’ campaign exceeded all expectations, with record-breaking reach and engagement levels, ensuring that National Lottery players were rightly placed front and center of the national conversation around the phenomenal achievements of our athletes."