Lenovo and Visa are the big winners at the “Advertising Olympics”
by Jackie Wood August 29, 2008U.S. athletes met with great success at the Olympics, as did theseven global sponsors that CI tracked. Our final social media Olympic analysis focuses on the overall brand lift and % change of Olympic conversation around selected sponsors over two two-week time periods: pre-Olympic (7/22 – 8/7) and Olympic (8/8 – 8/24).
Visa’s Olympic-focused online activity yielded the highest lift with a 211% increase during the Olympics. McDonald’s followed with a 144% increase.
CI also measured overall brand lift by tracking mentions of each sponsor apart from Olympic-focused conversations. Using this metric, Beijing-based Lenovo Ltd. came out on top. Although the company only showed a 68% increase in the above Olympic activity calculation, general conversation around Lenovo increased 37% from the pre-Olympic to Olympic time periods.
Sentiment was also highly positive for Lenovo for both time periods, increasing slightly during the Olympics.
CI collected and analyzed this data set for all of the seven selected sponsors; feel free to contact us to get the full report.
