Nike, although not a headline sponsor, has won the gold medal for the most engaging brand on social media during the London Olympics.
That’s according to new research from Socialbakers’ analytics tool CheerMeter – launched last month to help firms track Olympic optimism – which found from 27 July to 2 August, Nike’s fan base grew by 166,718.
The figure is more than double the growth of its sporting rival Adidas, who despite being a core sponsor, gained just 80,761 fans over the same period, said the research.
Nike also dominated on Twitter with over 16,929 posts mentioning the brand – 6,724 more tweets than Adidas.
Mars was another brand that dominated in the social sphere during the games, generating over 29,740 Olympic-themed tweets, compared to just 2,232 attracted by Cadbury.
Jan Rezab, CEO of Socialbakers said: “There was a time when primetime slots around major sporting events were essential for maintaining position as a household name; but social media has levelled the playing field. Through its savvy social strategy, Nike demonstrated that you no longer need prime time to create brand buzz.”