Nike may not have been a headline sponsor, but insight from Socialbakers’ CheerMeter tool today revealed that Nike was top of the podium for sporting social engagement during the London Olympics. From the 27th of July to the 2nd of August, Nike’s Facebook fan base grew by 166,718 – more than double the growth of its sporting rival, Adidas, who despite core sponsorship deals, netted just 80,761 new fans over the same period.
Nike dominated in the Twittersphere too, with over 16,020 tweets associating the brand with the word Olympic – 6,725 more tweets than Adidas, who were part of just 9,295 Olympic-themed tweets.
In fact, in the first week alone, Nike’s Facebook fan growth was three times that of a normal week. By comparison, Adidas netted just 4,129 new fans. Nike wasn’t the only non-sponsor causing a social buzz around the Games either, Mars generated over 29,740 Olympic-themed tweets, compared to Cadbury who attracted just 2,232.
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 levelled the playing field. Through its savvy social strategy, Nike demonstrated that you no longer need prime time to create brand buzz.”
In addition to its brand insights, Socialbakers also revealed wider social trends from the Games. Swimmers led the pack as most talked about athletes, with Michael Phelps and Ryan Lochte in first and second place respectively and Missy Franklin in 7th place. Meanwhile, British diver Tom Daley just missed the Twitter social podium as 4th most discussed athlete.
English-language speakers around the world were the loudest twitter cheerers, with 90% of tweets around the games in English and the most tweeted about day was the Saturday of the opening weekend. Further insights from Socialbakers’ CheerMeter can be found at http://cheermeter.socialbakers.com/ and a breakdown of the data is available graphically below.
The Kitcatt Nohr loyalty club curse appears to have struck again after it was revealed that its Starbucks client is talking to rival agencies about its direct marketing and CRM account.
Publicis-owned Kitcatt Nohr has held the coffee chain’s business since 2011, when it beat off Havas EHS to become Starbucks’ first dedicated UK direct agency. It went on to devise the My Starbucks Rewards card, which allows customers to collect “stars” each time they buy a drink, and is also available as a mobile app.
With 21 million people following her on Facebook and 18 million on Twitter, pop singer Ariana Grande can’t personally chat with each of her loves, as she affectionately calls her fans.
So she and many other stars are spreading their messages through new-style social networks, via mobile apps that are more associated with private, intimate conversation, hoping that marketing in a cozier digital setting adds a breath of warmth and a dash of personality.
It’s the Internet’s equivalent of mailing postcards rather than plastering a billboard. [more…]
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What is a “brand promise”?
It’s simply what it says it is, a promise from the brand to its customer. They are shaped by many factors. The brand offer, the marketplace it operates in, the capability of the brand and in some cases the promises of competing brands.
Today's generation of increasingly child-centric parents will smile in recognition at this U.K. spot for the Volkswagen Tiguan, which highlights the lengths they will go to for their kids with a gentle, wry humour.
It features a dad who looks increasingly wistful as he misses out on a golf trip to take his daughter to ballet, is marched off to a kid-friendly eaterie, sits watching "The Powerpuff Girls" with his daughter, and misses the goal in a soccer match because his son's in the bathroom.
AffiliRed (www.affilired.com), the performance marketing company for the travel and tourism sector, has appointed Irene Otero in a strategic move that focuses on driving business in critical European markets .
A graduate in Cultural Communication and Journalism, Irene has a great deal of experience in marketing and PR, with previous roles in the audio-visual sector as well as international promotion for the Ministry of Foreign Affairs in Spain.