Official Olympic sponsor Adidas still well ahead of rival Nike on social media despite ambush marketing campaign
Official Olympic sponsor Adidas is continuing to dominate social networking sites ahead of tonight’s opening ceremony according to the London 2012 Social Scoreboard.
The website devoted to ranking the social media performance of the 25 Olympic sponsors has also uncovered that rival sportswear brand Nike’s ambush marketing campaign has failed to engage fans. Created by Sociagility and based on its PRINT™ measurement methodology, the site shows how well each sponsor is performing against the others.
Adidas, so far, is the clear leader among the sponsors, driven primarily by its Take the Stage campaign, and though Nike is not an official sponsor the brand launched an aggressive new London ambush marketing campaign this week.
A head to head comparison of the brands shows Adidas scores relatively better overall on the PRINT™ attributes that contribute towards strong levels of engagement, in particular receptiveness and interaction. The only attribute where Nike scores higher is network reach which perhaps reflects the aggressiveness of its strategy, attempting to simply reach as many consumers as possible.
Sociagility co-founder Tony Burgess-Webb, added: “There has been a lot of talk about ambush marketing and the role that social media can play. In theory social media could be a game-changer but, as this comparison shows, engagement is just as important as raw publicity for success, whatever the campaign and whatever the social network.”