Measuring The Value Of A Sponsorship: Nike’s World Cup Buzz
According to a recent Nielsen report, the buzz generated by the "Write the Future" campaign exceeds that of official World Cup sponsor Adidas.
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.