SuperBowl, BrandBowl, and now the OlympicsBowl
August 3, 2012 | Comments Off
In the game of sports, the fastest time, the heaviest weight, or the most intricate footwork determines the winning athlete.
In the game of branding, there are many determinants of who won the game. Sometimes, the shear amount of money spent on a campaign will result in it being the winning brand. But does that pan out when we look at the Olympics? Let’s have a quick look at which brands are getting mentioned most often in the social media space.
For this project, we collected and analyzed hundreds of thousands of social media comments. We measured brands ranging from restaurants to retailers, automotive companies to financial companies, food to beverage to home care products.
In Word Cloud #1, we can see which brands are mentioned most often across the entire Olympics dataset. Google is the clear winner here even though they have spend $0 on sponsoring the olympics. In a close race behind come iPhone, Yahoo, and Apple, more brands that are not sponsors of the Olympics.
In Word Cloud #2, we look at the brands mentioned when people are talking about aquatics sports at the Olympics. Google once again is the clear winner with Yahoo, iPhone and Android following close behind. Paying sponsors? Nope.
Finally, in Word Cloud #3, we look only at verbatims related to cycling events. In this case, the iPhone is the clear winner, followed by Adidas and BMW. Finally! Adidas is indeed an official sponsor.
It makes you wonder. Do companies really need to officially sponsor the Olympics? Maybe Adidas thinks so. I think not.
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