As mentioned before, the London campaigning emphasized the importance of promoting youth participation in sport, in accordance with one of the goals of the International Olympic Committee. In an effort to impact the younger generation of the world, the London Olympic committee chose Wenlock and Mandeville as the mascots for the summer games.

Though the mascots are definitely intended for a younger generation, they still embody import aspects of both London and British culture. The two bizarre looking figures came with a back-story, written by infamous British children's author, Michael Morporgo, entitled "Out of a Rainbow". The basic premise of the story is that Wenlock and Mandeville were two drops of steel from famous steel works in Bolton, who came to life when a rainbow was cast over them. The two figures have one single eye, meant to represent a camera that they can use to capture every aspect of the summer events. Above the eye is some form of a hat, representing the orange lights on top of the iconic London Taxi cab.

What is most remarkable and effective about the two mascots is the fact that they are the first two mascots who are fully customizable. Their customizability allows them to utilize the interpellative effects of convergence media. Wenlock and Mandeville are growing icons in "a move from medium-specific content towards content that flows across multiple media channels, toward the increased interdependence of communications systems, toward multiple ways of accessing media content, and toward ever more complex relations between top-down corporate media and bottom-up participatory culture" (Jenkins 254). The mascots have their own webpage, multiple YouTube videos, two children's books, and many comic strips telling the light-hearted adventures of the dynamic duo.

	The interactive webpage devoted to the mascots is the most effective interpellative technology in imposing the appreciation of participation in sport for the younger generations. On the webpage, one can customize the generic model of the mascots and make it his or her own, appealing to his or her own desires.
These technologies are efficient tools as "stories and myths are the key ingredients of the Olympic viewing experiences that the brand can effectively tap into in order to enhance its Olympic association among consumers" (Choi 249). Once you have made your own Olympic mascot, you can then use him as a character in various online computer games.

Wenlock and Mandeville, as visual objects, implement affordance to interpellate their younger audiences. The generic models of the two mascots are effective alone as they embody important aspects of London culture, while agreeing and supporting the Olympic Charter's principle that anybody, no matter what race, ethnicity, or gender has the right to participate in sporting events. However, it is "when someone uses the image in some way that any of those qualities become activated, as it were, and significant. It may have a range of potential meanings, but they are latent until mobilized in a specific context" (Rose 287).

The range of potential and present meanings within Wenlock and Mandeville are easily mobilized, and allow for the audience to derive their own meanings from the mascots they create. Already embodying British culture and principles of equality, any customizations made to the mascots interpellate the audience further. Changes made to the generic mascots allows the viewer to create an Olympic mascot more personable to the viewer's ideas and desires, but still rooted in the ideals and goals of the Olympic games and the London campaign. At the end of the customization process, the webpage requires that the adapted mascot hold some form of sporting equipment. So when the mascot has finally been completed to the desires and reflections of the viewer, the viewer sees the mascot holding a sports apparel item, imposing the idea that the viewer should also participate in sports. In essence, the mascots help, "as indicated by the pupils, the Olympic Games encourage respect, tolerance and cultural intelligence, but at the same time encourage pursuit of victory" (Dapkus 102).