SocialBakers’ CheerMeter tool showed that Nike topped the podium when it came to sporting social engagement during the Olympics this summer, as its Facebook fan base grew by 166, 718 between the 27 July and 2 August.
This increase was more than double that of its sporting rival Adidas who, despite an Olympic sponsorship deal, saw a boost of just 80,761 fans. In addition, Nike’s fan growth in the first week was three times that of a normal week where Adidas attracted just 4,129 new Facebook fans.
Nike overshadowed Adidas in the Twittersphere too, tallying over 16,000 tweets that associated Nike with the word Olympic. Adidas netted just over 9,000 Olympic-themed tweets.
Jan Rezab, CEO of Socialbakers commented on the trend: “There was a time when primetime slots around major sporting events were essential for maintaining position as a household name; but social media has leveled the playing field. Through its savvy social strategy, Nike demonstrated that you no longer need prime time to create brand buzz.”