Who wins GOLD in the Olympic Sponsor Social Face-Off?
Sponsors for London 2012 have laid out big for their prestigious and highly guarded ‘official’ status. Fees paid to the IOC for worldwide partnerships account for $2,2 billion, LOCOG received 1,1 billion for Tier 1-4 partnerships. And these are fees alone, not including the marketing budgets to activate sponsorships.
But how has the investment paid out in terms of social recognition? London-based Socialgility have applied their PRINT Index™ (Popularity / Receptiveness / Network Reach / Trust) to measure the social performance of each brand.
Coca Cola and adidas are the Olympics ‘Top Socialites’. Coke is beating adidas in terms of Facebook engagement, but adidas scores higher on Twitter. In the Face-Off between British Airways and Visa, the airline scores in Trust, likely thanks to high Twitter engagement.
Sponsorships are supported by widespread campaigns. Coca Cola sent Marc Ronson around the world to record the sounds of five different Olympic sports and used the different beats to create Coke’s official London 2012 song. The multi-sensory Coca Cola BeatBox in the Olympic Park is also part of Coke’s Move to the Beat campaign and lets visitor interact with sounds embedded within the architecture of the building.
Beyond social status, adidas’ £100m Olympic investment has paid off in hard earned cash: The company reports that it has already sold £100m of Olympic merchandise, more than triple what it achieved in Beijing, making London 2012 the most successful Games ever for Adidas from a commercial perspective. Adidas is also the supplier of the clothing for tens of thousands of Games officials and volunteers as well as the Stella McCartney designed national ‘Team GB’ outfit.
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