Building a social media plan for a sporting event five years away is a daunting task, but David Bradfield, director, marketing strategy and social experience at SapientNitro, tells MiC the agency is up to the challenge.

Bradfield says the Toronto office, which was recently named social marketing agency of record for the Toronto 2015 Pan/Parapan American Games, aims to ignite passion among both Torontonians and visitors to the city for the games.

“Social media is so important because it can bring the games to everyone,” he says. “Not just the people who speak English in Toronto.”

MiC sat down with Bradfield to talk about building the base of the social campaign and how brand sponsorships fit into the games.

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Videography by Jennifer Horn.