AdWeek profiles several brands that are using Facebook as a platform to amplify more traditional sponsorships, including Lenovo's work in Facebook to extend and reinforce its official sponsorship of the Summer Olympics. "Lenovo has created 100 athletes' blogs in an attempt to align itself with some less mainstream sports, such as field hockey and modern pentathlon. It gave the athletes laptops and video cameras to chronicle their preparation for the games. "'We wanted to do something that shows our tech prowess, not