The London 2012 Olympic delivery authority called on mobloggers to distribute some of the first images of the games’ new brand identity.

The organisers selected mobile phone users behind the moblogUK platform to snap camera phone images from the unveiling at the Tate Modern yesterday morning.

The logo itself has attracted criticism, but the decision of the organising committee, led by Sebastian Coe, to add mobloggers to the throngs of mainstream journalists and photographers assembled at the venue was taken as part of an online marketing attempt to curry favour with younger internet users.

moblogUK, which runs a community of thousands of amateur mobile picture bloggers, claimed to have been the first in the world to post images of the logo to the web.

The mobloggers also posted video interviews from the event, demonstrating possible uses for mobile media capture in live PR scenarios.

Alfie Dennen of moblogUK told E-consultancy the moblog, which received comments and responses from members of the public who could not be at the launch event, tied in with the London games’ “participatory” aim.