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Nike tops the podium in Olympic social brand battle

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16th Aug 2012
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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 Socialbakersanalytics 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.”

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By David Evans
01st Oct 2012 09:37

Great article, Shows that even the biggest brands in the world don't necessarily need to spend the big money to become coroporate sponsors becasue social media helps them reach the same amount of people almost.

 

Dave Evans, commercial director at accessplanit, specialist in learning management system and training registration software

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