This past summer, MediaCom analysed Twitter mentions related to Olympic sponsors during the Games.

This past summer, MediaCom analysed Twitter mentions related  to Olympic sponsors during  the Games. What we found demonstrated that social media activity is not simply about total follower or reach; instead, the ultimate success of a sponsorship should  be judged  by engagement and the sentiment that people express  for the brands.

The Headlines
McDonald’s had the largest  Twitter following of all the Olympic sponsors,
but was the least successful brand in our study. There was a consistent, negative conversation during the games and the company made little effort to counter  it by promoting its  positive  contributions to the event.

For Adidas, too, it wasn’t all fair sailing, but its team worked at it. The brand  faced extensive  negative feedback   due   to   its   severance   pay   to   Indonesian workers.   At the  start  of the  Olympic  period,  Adidas was at the lower end of the rankings, but the brand successfully  used its #stagetaken campaign to redirect the  conversation and  positively  change  the  nature  of the discourse.

When successfully managed,  such conversation can be very positive. General  Electric was the top-performing sponsor as a result of direct conversations with fans attending the Games.

Similarly, P&G ran a very successful  digital  campaign with an inspiring  and emotive piece of content  entitled “the hardest  job is the best  job”. Research  showed the advertisement to be the most shared  piece of sponsor content across all digital channels.

British Airways was another successful sponsor, fuelling patriotism   for the  Games  and  Team  GB.  It  used  the hashtag #homeadvantage, and supported it with a widely-hailed TV advertising campaign and integrated digital initiatives.

Six Key Ways to Succeed with Digital Activation

1. Talk to your consumers
2. Distribute effective content
3. Be passionate
4. Create great experiences
5. Remain relevant
6. React to negativity

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