Sochi 2014: Did Olympic Sponsors Strike Gold?

SOCHI 2014 GFK DID OLYMPICS SPONSORS STRIKE GOLD? P&G average trend Coca Cola P&G Visa average trend Visa Coca Cola CHANGES IN REPUTATION PER BRAND OVER TIME WEEK BEFORE WEEK AFTER 27 January 26 February Sochi related Advertisements human rights 31% 38% featuring conversations sponsors 23% 27% Conversations around sponsors' 22% Non-Sochi related activities 18% conversations around sponsors 20% 11% Others 4% 6% evolution parliament WORD CLOUD AT WORD CLOUD AT Google family winter CLOSING CEREMONY hockey Family Russia team opening OPENING CEREMONY boycott comittee champion international Russia prize Commercial great believed homosexuals Winter.o world Games propaganda sponsors athletes team time olympics games tough doodle active moms winners memories epic Sponsors campaign accomplish athletes Olympi time statement Rights world activists commercial Non-user (Journalist) driven News SocialNetworks Positive Legend User driven MicroBlogs Blogs Neutral Web Video Negative Sentiments per channel Channel distribution Who generated the content? Coca Cola Share of voice: 40% Sentiments per channel Channel distribution Who generated the content? Visa Share of voice: 20% Sentiments per channel Channel distribution Who generated the content? P&G Share of voice: 40% For more information please contact Christian Waldheim at [email protected] Source: GfK Social Media Intelligence research 27.01-27.02 2014 in English speaking web GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK's 80 years of data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers' experiences and choices. For more information, please visit www.GfK.com or follow GfK on Twitter: https://twitter.com/GfK_en Designed by GfK Marketing [Creative] official