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McDonald's Technology Intel

Samsung powers ahead of Ralph Lauren and Intel to record most digital engagements at Winter Olympics


By Taruka Srivastav, Reporter

February 26, 2018 | 4 min read

International Olympic Committee (IOC) worldwide partner Samsung has recorded the most Olympics related digital content engagement at the recently concluded PyeongChang Winter Olympics.

Samsung wins gold as the brand with most digital engagements at the Winter Olympics

Samsung powers ahead of Ralph Lauren and Intel to record the most digital engagements at the Winter Olympics

Samsung was followed by the United States Olympic team's official gear partner Ralph Lauren with 57% engagement. Ralph Lauren's opening and closing ceremony kit for the US contingent, which included the suede, frilled gloves, were most talked about along with skaters Maia Shibutani and Alex Shibutani.

Meanwhile, Intel ranked third with 52% Olympics-related digital engagement. Intel kicked-off the Olympic Winter Games with a Guinness World Records title-breaking performance of more than 1,200 drones flown simultaneously during a pre-recorded broadcast for the opening ceremony.

The ceremony was supposed to be live but due to some technical error was pre-recorded.

Despite walking away from Olympic sponsorship three years early, McDonald's managed to gain 41% digital engagement as it provided pop-up stalls for the athletes.

Making a mark among the known was Red Stripe, a Jamaican brewed lager owned by Heineken which announced on social media to bear the cost of the sled of the Jamiacan women's bobsleigh team.

It so happened that Jamaica's women's bobsleigh coach Sandra Kiriasis decided to quit PyeongChang Winter games because of a dispute with the Jamaica Bobsleigh Federation. Kiriasis claimed to own the sled the team was using so there was uncertainty around Jamaican team competing.

Hashtags #RedstripeToTheRescue and #SleighAllDay started trending on social media and digital engagement for Red Stripe increased by 130%, comparing Feb 16-23 to Feb 8-15, 2018.

Amobee Research
Amobee Brand Intelligence is a patented technology platform that analyses over 60 billion daily digital content engagements across the web, mobile, social and video to generate historic and real-time insights that marketers are able to leverage to inform media.

Jonathan Cohen, principal brand analyst, Amobee said: "The most memorable brand appearances around the Olympics are the most unexpected, for instance Ester Ledecká borrowing someone else’s Atomic Skis to come from nowhere and win the women's Super-G or Red Stripe stepping up to pay for a bobsled for the Jamaican team.

"In that context, it’s critical that brands have an agile strategy to identify opportunities, react, and shift resources around live events they’re involved in. When your company’s own Atomic Skis moment comes, amplification is necessary to optimise audience awareness."

This month’s issue of The Drum magazine focuses on the mobile sector with insights on the democratisation of photography and interview with US recording artist Ryan Leslie who shared his personal mobile number with the world to help his fan engagement and a look at the longevity of the low-cost smartphone market in China and India. Buy your copy of this issue and other copies through The Drum website.

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