As the Olympics have come and gone, it is now time to reflect on the medal counts, the spectacular achievements and finally, the advertising success. China sealed up official sponsorships with record deals and NBC pulled in record viewers on TV and online. The flood of consumers that poured over the games lit up marketing opportunities like an opening ceremony. Amongst these opportunities was a gamble over which athletes to run with. According to a study of global online chatter conducted by Zeta Interactive, some of the biggest winners were those with precision tactics rather than carpet-bombing ad campaigns. Nike bet on Liu Xiang who fell out due to an injury and despite an interesting continuation of sponsorship, it didn’t generate nearly as much buzz as Puma with Jamaican sprinter, Usain Bolt. We’ve written before about Speedo’s LZR Racer and by picking the focused sport and athlete of the game, their publicity and favorable image was unmatched by other corporations.
[via AdAge.com]
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Where was the Reebok interest and buzz coming from??
September 2nd, 2008 at 3:30 pm
With these kind of brand campaigns it really is about the long term recognition and just getting your name out there again and again. The more familiar a brand becomes, the more likely it’ll be looked at closely when the product is out. These are brands being pushed at us from all sides, not just the olympics.
Besides that, these photos and videos will be around working for the companies for years
September 2nd, 2008 at 3:44 pm
% growth of online chatter ? wtf ? how and why should we think that’s factual. Where;s the call out to how it was determined ?
How did Reebok get any interest? they make old people walking shoes. that’s all they are good at.
September 2nd, 2008 at 5:43 pm