The knowledge graph is something that has been shaking up the SEO world for a year or two now, but during these Olympics, the integration in Google has never been so explicit as ever before. Taking over all traffic (mostly scanning readers) on major keywords around the topic of Rio, leaving room for creatives to show how to differentiate in terms of content & grabbing people’s attention, which I will show you in the next few examples. Besides… Google only takes traffic, not your attention. Spreading creative formats on other platforms triggers your visit or attention, leaving Google out of the game. Organic reach is in this case a side-effect/product of the game.