menu

Measuring The Value Of A Sponsorship: Nike’s World Cup Buzz

Measuring The Value Of A Sponsorship: Nike’s World Cup Buzz
Advertising

According to a recent Nielsen report, the buzz generated by the "Write the Future" campaign exceeds that of official World Cup sponsor Adidas.

Paloma M. Vazquez
  • 15 june 2010

Nike’s “Write the Future” 3-minute video campaign has attracted more World Cup-related mentions than Adidas, Coca-Cola, Sony and Visa, according to a new report by Nielsen.  The video, which we discussed when it first launched, has created significantly more online buzz – based on an analysis of blogs, message boards and social networking websites – and developed more of an association to the World Cup than any other brand’s efforts to date.

This is particularly impressive given that Nike is not an official sponsor of the World Cup – yet has generated more than twice as many references in relation to the tournament than official sponsor Adidas.  Adidas had the second highest level of mentions, and therefore share of World Cup buzz, with official sponsors Coca-Cola, Sony and Visa filling out the top five slots.

Adidas struck back with a TV ad featuring David Beckham, Snoop Dogg, Daft Punk, Noel and Ian Gallagher and a very young Harrison Ford – recreating the famous cantina scene from the 1977 Star Wars film. The ad launched on June 5th; given Nielsen’s research only covers the period May 7 through June 6th, the buzz factor generated by the campaign is not yet reflected in Nielsen’s report.

It will be interesting to see who fares better in terms of World Cup-related sales, Nike or Adidas, both over the immediate and longer-term. Nike has more ground to cover in the sport of football/soccer – particularly in Europe – given Adidas’ history in the market. It will also be interesting to see how the value of official sponsorships like this can be defended over the long-run, given that the mere association developed by Nike – at least as measured by online buzz – could exceed that of a pricier, official sponsorship. Will properties become even more difficult to negotiate creative with, given their potentially weaker value?

Nike

Adidas

[via MediaGuarian]

Trending

Modular System Lets Musicians Create Their Own MIDI Controllers

Arts & Culture
Travel Yesterday

Mercedes Reveals Dazzle-Free LED Headlights

Digital Light offers great precision with a resolution of over two million pixels

Product Launch Yesterday

Nissan Is Testing A Digital Car Sharing Program In Europe

Nissan plans to launch their new service in Paris sometime this year to trial the profile-matching service

Trending

Get PSFK's Related Report: Future of Retail 2017

See All
Social Media Yesterday

Your Favorite Tweets Are Now Wearable

This temporary tattoo allows fans to wear their most favorite moments from the social platform

Health Yesterday

This Mirror Tracks Your Dark Circles And Fine Lines

HiMirror is a device snaps a photo of your face every day to provide feedback on how to care for your skin

Related Expert

Beau Trincia

IDEO Design Thinking

Sustainability Yesterday

Biodegradable Furniture Made From Pine Needles Could Be The Next Phase Of Sustainable Living

Premiering at Dutch Design Week 2016, the collection fully utilizes an often wasted material

Syndicated Yesterday

Madrid's 'Robin Hood' Cafe Charge The Rich To Feed The Poor

The charity restaurant makes money from customers by day to offer homeless people meals at night

USA Yesterday

Amazon Launches Cashier-Free Store For Ultimate Efficiency

The retailer is looking to make shopping even faster by letting customers instantly pay as they walk out the door

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed Yesterday

Creative Director: Navigating The New World Of Founder-Brands

Richard Smith, Creative Director at Sullivan, explains how visionaries like Elon Musk and Mark Zuckerberg approach their branding and why it’s important to apply brand thinking to founders’ products

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Augmented & Virtual Reality Yesterday

Marble-Like Mini-Worlds Invade Miami Art Week And Your Mobile Screen

The gallery world's sphere of influence seems to be expanding into the realm of Pokémon Go—why that's a good thing

Technology Yesterday

A 'USB Stick' That Can Detect HIV Levels

The simple device developed at Imperial College London measures viral load in less than 30 minutes

Customer Retention Yesterday

Crafting The Personalized Retail Experience

Marriott International's Christopher Baer shares insights into how the hospitality company is strategizing customer service

Experiential Marketing Yesterday

Zagat's Cafe Offers Tiny Replicas Of Classic NYC Dishes

The restaurant rating service created buzz for its new guide and app by opening a tiny food cafe

Children Yesterday

Experience The White House In Augmented Reality Using A $1 Bill

1600 Pennsylvania Ave. is an AR app designed to help people learn about the history and significance of the United State's capital building

PSFK EVENT

FUTURE OF RETAIL 2017:
Conference Built Around Report Launch
BUY TICKETS

Travel Yesterday

Portable Computer Monitor Opens Up Like An Umbrella For Travelers

This mobile screen and projector means work can go anywhere and still feel like working from home

Food Yesterday

Starbucks Is Selling An Automated Temperature-Setting Mug

For those looking to keep their coffee hot on their winter commutes, the coffee chain has created a device that keeps beverages exactly at their desire temperature

No search results found.