The attempts by LOCOG to protect Olympic sponsors with a clampdown on advertising has led to an increase in visits to the websites of rivals Pepsi and Nike, Experian has found, while Yesgifts has unveiled an interactive infographic looking at some of the regulations.
The Experian research found a 53 per cent increase in visits to the Pepsi website on Saturday, following a five week decline, while traffic to Coca-Cola’s corporate site fell by 69 per cent.
On the same day, Nike saw a 16 per cent increase, while the Adidas website stats fell by 20 per cent.
Robin Goad, research director at Experian, said: “We expected guerrilla marketing tactics to influence web traffic throughout the games, but widespread coverage relating to the policing of non-sponsors has had the unintentional effect of helping to raise Pepsi and Nike’s profile before the games have even started.”
The Yesgifts infographic looks at some of the rules by LOCOG created to protect the sponsors, with facts such as what members of the public and athletes involved cannot tweet.