"When we began to visualize the impact of the Summer Games on branded social media, each category we were looking at took on its own event-like stature. So the idea of using a traditional isometric style to create an Olympic arena of sorts seemed like a natural fit,” explains Art Director Spencer Slemenda. “We started thinking of different events and how they would affect the chart data. The integration of the cut-out athletes came quite easily from that.".
Source - Infographic: What's Different About The 2012 Olympics? Social Media, Of Course, promaxbda daily brief