August 21st, 2008
The 2008 Olympics have already been marked by both shattered records and controversy, making it the perfect event to cover in Social Media. CI tracked eight selected Beijing Olympic sponsors— Visa, McDonald’s, Coca-Cola, Lenovo, UPS, General Electric, Kodak and Panasonic— over a selected time period of 8/2 to 8/13. We compared each sponsor’s Olympic-focused conversation from the six days prior to the Olympics (8/2 to 8/7) to the first six days of the Olympics (8/8 to 8/13).
Three sponsors in particular stand out as having achieved a significant Social Media lift: Coke, McDonald’s and Visa. Coke, when referenced near the Olympics, experienced a 17% lift from the first time period to the second. A great deal of conversation surrounded their Bluetooth campaign, which is the first instance of Bluetooth marketing in Olympic history.
Activity around McDonald’s and the Olympics increased 51%. People posted most often about their TV commercials and their large, temporary store on the Olympic Green.
Visa’s Olympic-focused activity increased by an outstanding 141%, showing the huge success of their campaign. Their role as the sole payment method of the Olympics, as well as their mid-Olympics release of the special-edition Michael Phelps commercial contributed to this drastic increase in Visa’s buzz.
Tonality was overall positive for all selected sponsors, although UPS/Olympic conversation accumulated a bit more negative sentiment when pro-Tibet protestors stormed a French UPS store on 8/6.
Although negative sentiment for the sponsors continues around human rights issues, the majority of these posts do not single out specific sponsors. Individually, these eight sponsors have been generally well-received by the overall public, and many have shown an increase in Social Media activity as the Olympics continue.
CI will continue to track the Olympics through the completion of the games and follow up with our new findings.
– Jackie Wood
[...] we take a look at how the brands used digital, we see a new entrant social media. According to Collective Intellect three brands saw significant increases in online references during the games: Coca Cola (17%), [...]