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Reporte Final Juegos Olímpicos de invierno en Sochi 2014
Reporte Final Juegos Olímpicos de invierno en Sochi 2014
Reporte Final Juegos Olímpicos de invierno en Sochi 2014
Reporte Final Juegos Olímpicos de invierno en Sochi 2014
Reporte Final Juegos Olímpicos de invierno en Sochi 2014
Reporte Final Juegos Olímpicos de invierno en Sochi 2014
Reporte Final Juegos Olímpicos de invierno en Sochi 2014
Reporte Final Juegos Olímpicos de invierno en Sochi 2014
Reporte Final Juegos Olímpicos de invierno en Sochi 2014
Reporte Final Juegos Olímpicos de invierno en Sochi 2014
Reporte Final Juegos Olímpicos de invierno en Sochi 2014
Reporte Final Juegos Olímpicos de invierno en Sochi 2014
Reporte Final Juegos Olímpicos de invierno en Sochi 2014
Reporte Final Juegos Olímpicos de invierno en Sochi 2014
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Reporte Final Juegos Olímpicos de invierno en Sochi 2014

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Informe Final sobre los Juegos Olímpicos en donde se releva información acerca de la audiencia, sus motivaciones e intereses principales, medios que utilizaron para seguir los juegos, además de …

Informe Final sobre los Juegos Olímpicos en donde se releva información acerca de la audiencia, sus motivaciones e intereses principales, medios que utilizaron para seguir los juegos, además de analizar la recordación de los sponsors . Por último, se ven tendencias sobre los eventos deportivos próximos a realizarse. Elaborado por OMD Global.

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  • 1. 2014 SOCHI WINTER OLYMPIC GAMES POST EVENT IMPACT REPORT
  • 2. EXECUTIVE SUMMARY Key lessons Although Sochi had a rocky start with political issues taking centre stage, in the end it was the athletes that captured the world’s attention, changing the tone and becoming more positive. Unfortunately, brands were not able to escape the political issues surrounding the beginning of Sochi 2014. Consumers expect brands to take a stand against political and controversial issues and taking a neutral approach to these issues no longer guarantees brands to walk free from controversy. As seen in Sochi some brands, such as Google, achieved viral success by taking a stand – other brands, such as McDonald’s and Coca-Cola, which remained neutral, found that their social media had been taken over to make a political statement. Social media has also become a way to leverage brand relationships with consumers, since social media is playing a more important role in these events - for example Samsung and Ellen’s selfie at the Oscars. Expect brands to become more present on numerous social platforms and to use them in exceedingly creative ways. During Sochi, Visa used Tumblr as their Olympic social media hub linking their Facebook, Twitter, g+, YouTube, Instagram and Vine content. Overall, we have seen that the Olympics have become more digital, social and mobile. With sporting events becoming more accessible, it is only natural that people’s behaviours should also change, affecting the way they consume and interact with these events. It is important not only to take into account people’s perceptions of brands as a result of their sponsorship of or affiliation to these events, but also the consumer’s experience of the event – the reasons why they are participating, the devices they are using and the environments in which they are interacting. By understanding the consumer journey, we can better understand how brands can interact and engage more effectively with consumers during sporting events, such as the Sochi 2014 Winter Olympics. home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTERESThome WE HOPE YOU ENJOY READING IT. Chelsea Horncastle INSIGHTS, OMD EMEA Welcome to our third and final IMPACT REPORT examining the consumer experience of Sochi 2014.
  • 3. The Closing Ceremony SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST EXECUTIVE SUMMARY Source: OMD Insights across 81 Markets billion people, Viewed by over 3the end of the games marked a transformation in the hearts of many, with the Olympic spirit uniting the countries, 88causing any problems to fade into the background. The closing ceremonies illustrated a uniting of nations as over athletes 2,800marched in together rather than nation by nation. The ceremony’s performers,7,000 Pianos,62 musicians,83 all under 21 Impressed, but Russia’s making a joke at their own expense with an intentional Olympic ring failure was what stole the show for the media. This year’s Winter Olympic games introduced Olympics, with much of this being due to the X factor of the influence from the USA’s winter X Games, a trendy less regulated extreme sports mecca. After years Sochi witnessed the new medal possibilities 12 since the previous winter 90 1st competitive women's Olympic ski jump. home NEXT
  • 4. How people followed Sochi 2014 in Russia Where people used their mobile devices (laptops, tablets, and mobiles) to follow Sochi 2014 At home: At work: On the go: 45% 55% INTEREST IN THE SOCHI 2014 WINTER GAMES` 89% WHO THEY WATCHED THE OLYMPICS WITH… 78% PRE 43% PRE Watch alone 40% 52% 22% 40% 3% 32% 19% 18% 35% 5% 38% 15% 14% 46% 6% 45% 29% 25% 47% 9% 43% 19% 18% 43% 5% 35% 28% 14% 33% 4% 49% 28% 19% 57% 5% 0% 20% 40% 60% 80% 100% Laptop Mobile Tablet Desktop E-Reader Chat with friends Play games Search for products to buy Read news Look up information about the Olympics Share their opinions about the event Interact with online Olympic content HOW THEY FOLLOWED SOCHI 2014… Pre-games ATTENDED AN EVENT IN RUSSIA Pre-Games 11% Post-Games 4% 19% 18% 18% 19% 26% 16-24 years old 24-34 years old 35-44 years old 45-54 years old 55+ years old 93% 71% 67% 59% 45% 15% 7% 0% 2% 68% 68% 64% 47% 18% 6% 2% 2% Support my national team Support another national team Support a specific athlete Experience an international event Keep up to date with a major event For the love of winter sports Will watch, but not by choice Other KEY MOTIVATIONS FOR FOLLOWING THE GAMES Pre-games WERE INTERESTED IN THE FOLLOWING WINTER SPORTS… Responses based on 7+ from a 1-10 scale. 80% POST Watch with family 46% POST 85% OF RESPONDENTS USED AT LEAST ONE DEVICE (MOBILE PHONE, LAPTOP, DESKTOP, TABLET, E-READER) TO DO THE FOLLOWING WHEN WATCHING THE OLYMPICS ON TV: TOP 3 SPONTANEOUS RECALLED BRANDS DURING THE OLYMPICS CHANGED PERCEPTION OF BRAND DUE TO OLYMPIC SPONSORSHIP Responses based on 7+ on a scale of 1-10 58% 61%Planned Did 33% 49%Planned Did 28% 35% Planned Did 72% 8% 71% 76% 64% 55% 78% 6% 72% 76% 65% 54% Figure Skating Ski Jumping Men's Ice Hockey Biathlon Cross-country Skiing Alpine Skiing 40% 42% 29% 46% 45% 39%Pre Post Pre Post Pre Post 79% 83% 83% 85%Read the news Chatted with friends Interacted with online Olympic content Looked for information related to what they were watching Source: OMD Snapshots Fieldwork: January 23 – 31, 2014 (N = 401 Russia), Fieldwork: February 28 – March 2, 2014 (N=414 Russia) 95% 53% 86% 59% 25% 45% 54% 15% 11% 94% 37% 87% 47% 21% 40% 39% 14% 10% TV at home Press News websites Radio Facebook Mobile Pub/bar/resturant Twitter Instagram SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST EXECUTIVE SUMMARY For ‘Change in perception’ and ‘Fit’ responses are based on 7+ on a scale of 1-10. Change in perception is based on respondent known sponsorship – Please rate how your perception has changed as a result of their sponsorship of the 2014 Sochi Winter Olympics? home
  • 5. WERE INTERESTED IN THE FOLLOWING WINTER SPORTS… Responses based on 7+ from a 1-10 scale. home Source: OMD Snapshots Fieldwork: January 23 – 31, 2014 (N = 833 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 – 16, 2014 (N = 855 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Who watched the Games? EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST KEY MOTIVATIONS FOR FOLLOWING THE GAMES ATTENDED AN EVENT IN RUSSIA Pre-Games 5% Where people used their mobile devices (laptops, tablets, and mobiles) to follow Sochi 2014 Women continued to be slightly more interested in following the Winter Olympics, although men were more passionate about the Games. The main reason to keep following Sochi 2014 was to ‘support national teams’. INTEREST IN THE SOCHI 2014 WINTER GAMES` WHO THEY WERE WATCHING THE OLYMPICS WITH… POST 32% 67% Watch alone 39% 25% Watch with a few friends Watch with family 56% 8% 13% 42% 47% 38% 4% 4% 56% 7% 14% 39% 45% 37% 5% 5% Support my national team Support another national team Support a specific athlete Experience an international event Keep up to date with a major event For the love of winter sports Will watch, but not by choice Other 16% 17% 17%19% 32% 16% 16% 17%18% 33% 16-24 years old 24-34 years old 35-44 years old 45-54 years old 55+ years old Alpine Skiing Pre 49% Post 44% Men’s ice Hockey Post 50% Pre 48% Speed Skating Post 46% Pre 50% Figure SkatingBobsled 47% Post Pre 53% Ski Jumping Pre-games 61% 63% 58% 46% 75% 67% 77% 85% Watch with a few friends PRE Watch with family 69% Watch alone 36% FEMALE MALE Pre & Post- 51% 51% 49% 37% 38% OnLaptop PRE POST 25% 12% OnMobile PRE POST 37% 23% OnMobile PRE POST 75% 79% 24% 54% 54% 36% Post-Games 5% Pre & Post 49% Pre-games During-Games 7% Pre-games Pre 50% Post 52% Post 49% Pre 52% During 53% During 47% home NEXT
  • 6. home How they watched the Games HOW THEY FOLLOWED SOCHI 2014… HOW LIKELY WERE THEY TO TALK ABOUT OLYMPIC SPONSORSHIP ACTIVITY?… have spoken to others about recalled sponsorship activity 12% Post have talked very positively about recalled activity WOMEN WERE MORE LIKELY TO USE ANOTHER DEVICE WHEN WATCHING THE OLYMPICS ON TV. 54%Post 46%Post 18% 19% 19% 18% 25% 21% 18% 19% 17% 24% 16-24 24-34 35-44 45-54 55+ MEDIA-MESHER (USING ANOTHER DEVICE WHILE WATCHING TV) ARE GENERALLY 16-44 YEARS OLD. AND THEY CARRIED OUT THE FOLLOWING ACTIVITIES: Responses based on 7+ on a 1-10 scale. Pre-games Post games 72%Post During games 51% During games 49% Duringgames Postgames Duringgames Postgames Duringgames Postgames Duringgames Postgames Duringgames Postgames 41%/39% are using their mobiles 32%/28% are using their tablets 46%/46% are using their laptops 41%/37% are using their desktops 19%/16% e-readers PEOPLE USED THE FOLLOWING DEVICES WHILE WATCHING THE OLYMPICS ON TV: During games 3 3 4 3 3 4 5 6 4 4 3 2 3 3 5 8 9 13 10 12 12 15 21 24 15 19 7 8 8 9 4 6 7 8 11 11 8 10 12 15 11 13 6 6 7 6 4 4 20 21 14 14 8 10 16 17 13 15 11 10 7 9 4 6 13 15 13 16 18 20 27 26 21 22 11 11 10 9 5 5 E-reader Desk-top Tablet Mobile Laptop Source: OMD Snapshots Fieldwork: January 23 – 31, 2014 (N = 833 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 – 16, 2014 (N = 855 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 28-March 3, 2014 (N = 822 across 4 countries, approximately 200 for Germany, Australia, USA and Canada). 93% 59% 53% 40% 32% 28% 24% 14% 8% 91% 47% 45% 36% 28% 25% 16% 11% 5% TV at home Press News websites Radio Facebook Mobile Pub/bar/resturant Twitter Instagram Post games 10% During 83% During EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTERESThome
  • 7. home What’s happened? Polish Skier wins gold with broken foot Justyna Kowalczy heroically competed on a fractured ankle in the woman's 10 km cross country skiing race even managing to win a gold medal. Latvian goalkeeper impresses all Kristers Gudlevskis is said to have given one of the top hockey performances at Sochi. In a game against Canada he managed to stop 55 of 57 shot attempts, leading to tweets comparing him to a brick wall Russian husband and wife duo Russian snowboarding couple Vic Wild and Alena Zavarzina both won medals in parallel giant slalom just 10 minutes apart. Russia’s youngest Olympic champion Fifteen year old figure skater Yulia Lipnitskaya amazed the crowds at Sochi with her performances, bringing home a gold for Russia. The most decorated Winter Olympian Norwegian Biathlete Ole Einar Bjoerndalen won his 13th career medal at the age of 40, making him the most decorated athlete in Winter Olympics history. Source: OMD Insights across 81 Markets People watched the Sochi Olympics come to a close CLICK ON INFO SIGNS for more information about winter sports athletes on Twitter 29,000+ 28,999 – 14,000 13,999 – 4,000 3,999 – 1,000 999 – 200 199 or less Data not shown NEXT SECTION home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST Japanese figure skater overcomes Yuzuru Hanyu did not allow the earthquake and tsunami that devastated his town and practice rink to destroy his Olympic dreams. Hanyu made his nation proud by winning gold in the men's free skating. Colours correspond to TV audience in 1,000: home
  • 8. Sochi 2014 Sponsors For ‘Change in perception’ and ‘Fit’ responses are based on 7+ on a scale of 1-10. Change in perception is based on respondent known sponsorship – Please rate how your perception has changed as a result of their sponsorship of the 2014 Sochi Winter Olympics? NEXT EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST Spontaneous recall Prompted recall Change in perception Fit with Olympics PRE DURING POST 4% 39% 47% 61% 6% 43% 38% 75% 9% 44% 40% 60% 1% 7% 0% 11% 1% 11% 7% 41% 39% 53% 11% 49% 36% 43% 15% 50% 38% 45% 1% 9% 1% 11% 2% 22% 19% 19% 41% 62% 13% 43% 36% 51% 19% 45% 39% 53% 0% 2% 1% 2% 2% 15% 49% 70% 1% 14% 39% 57% 2% 11% 47% 60% 2% 15% 51% 63% 2% 18% 48% 61% 5% 21% 40% 60% 4% 27% 52% 67% 3% 23% 40% 59% 6% 26% 40% 60% CLICK ON INFO SIGNS for more brand stories Source: OMD Snapshots Fieldwork: January 23 – 31, 2014 (N = 833 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 – 16, 2014 (N = 855 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 28-March 3, 2014 (N = 822 across 4 countries, approximately 200 for Germany, Australia, USA and Canada). 2% 3% 3% home
  • 9. Sporting Sponsorship Source: OMD Snapshots Fieldwork: January 23 – 31, 2014 (N = 833 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 – 16, 2014 (N = 855 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 28-March 3, 2014 (N = 822 across 4 countries, approximately 200 for Germany, Australia, USA and Canada). High interest for the following sporting events Responses based on 7+ on a scale of 1-10 Vancouver Olympics 20% 62% 65% 66% 64% 36% 40% 46% Sochi Olympics London Olympics Rio Olympics Euro Cup 2012 Euro Cup 2016 FIFA World Cup 2010 50% 30% 40% 50% 60% Looking at high interest of Sochi Olympics Responses based on 7+ from a 1-10 scale 68%64% 67% 69%58% 68% 16-29 30-44 45-54 55+ Looking at high interest of Rio Olympics Responses based on 7+ from a 1-10 scale 61% 64% 66%62% 64% 16-29 30-44 45-54 55+ Looking at high interest of EURO CUP 2016 Responses based on 7+ from a 1-10 scale 46% 34% Looking at high interest of FIFA WORLD CUP 2014 Responses based on 7+ from a 1-10 scale 61% 39% 67% Top 5 spontaneous recalled brands during the Sochi 2014 winter Olympics: PRE DURING POST 1 12% 13% 19% 2 8% 11% 15% 3 7% 6% 9% 4 6% 6% 6% 5 6% 6% 6% 43% 43% 34% 40% 16-29 30-44 45-54 55+ 59% 52% 42% 44% 16-29 30-44 45-54 55+ Top 5 prompted recalled brands during the Sochi 2014 winter Olympics: PRE DURING POST 1 51% 49% 50% 2 50% 45% 45% 3 46% 43% 44% 4 44% 40% 35% 5 44% 36% 33% People who spoke to others about sponsor activities: PRE DURING POST Positive conversations about sponsor activities: Responses based on 10 from a 1-10 scale Overall 16% A brand recalled 11% Overall 14% A brand recalled 10% Overall 15% A brand recalled 12% PRE DURING POST 36% A brand recalled A brand recalled 19% A brand recalled 21% World Cup 2014 EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTERESThome
  • 10. What happened? Source: OMD Insights across 81 Markets Pedal for No Medal. From Riga to Sochi by bike. They cycled from Riga to Sochi in 17 days covering 2802 kilometres through Latvia, Lithuania, Poland, Ukraine and Russia to deliver children’s messages to the Latvian Olympians. EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST Emotional win for one of USA’s top athletes Bode Miller, U.S’s most decorated Olympic skier unexpectedly lost his brother last year, who was also on track to compete in Sochi. In an interview with NBC after his race, Miller collapsed in raw emotion over the whole situation. Miller took home a bronze and does not plan to quit skiing. Ukrainian women provide much needed good news Ukraine ‘s women’s biathlon relay team won gold, dedicating the victory to their whole nation. Lifting spirits, the gold medal united the nation so it took a much needed moment to celebrate. True Sportsmanship at Men's Cross Country Switzerland’s Dario Cologna finishes first but waits at the finishing line to congratulate even those who came in last, embracing Peru’s Roberto Carcelen and Nepal’s Dachhiri Sherpa. Stripping in solidarity Images of a photo shoot from Lebanese Jacky Chamoun’s past surfaced where the skier posed topless. In solidarity a social media frenzy started entitled “I’m not naked” where women posed topless to show support for Chamoun. The Dutch did the most with the least Sending a mere 41 athletes to Sochi, the Netherlands still brought home 24 medals, the best ratio of any other participating country. #1: RUSSIAN FEDERATION Total: 33 #2: NORWAY Total: 26 #3: CANADA Total: 25#4: UNITED STATES Total: 28 #5: NETHERLANDS Total: 24#6: GERMANY Total: 19 #7: SWITZERLAND Total: 11#8: BELARUS Total: 6 #9: AUSTRIA Total: 17 #10:FRANCE Total: 15 Click here to see latest medal table home NEXT
  • 11. With 94 days left to the next global sporting event, the 2014 FIFA World Cup is already gearing up: • Jennifer Lopez has shot the video for World Cup anthem “We are One (Ole Ola)” which has a carnival vibe and the song will be performed at the opening ceremonies on June 12th. • EA announced the FIFA World Cup Game which will not be available on the newer councils (Xbox One and PS4) due to more of their audience still having the older versions of game consoles. • The Official ball of the games has been revealed. • McDonald’s is offering a training programme for volunteers (15,000 people) in Brazil on how to welcome international fans. We expect the FIFA social buzz to gain more momentum leading up to June 12, 2014. As seen in the 2014 Sochi Winter Olympics, we foresee a more mobile and digital experience of the World Cup – with more athletes interacting online, brands offering more seamless activations across devices, and viewers further connecting digitally with the World Cup in search of ways to enhance their experience of the games. We will see how our predictions hold up closer to the event. home Sporting events are becoming more social what we expect to see for the FIFA 2014 World Cup EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST BRAND ACTIVATIONS Leading up to the World Cup, McDonald’s will be giving out champion glasses to customers who purchase an Extra Value Meal with a McFurry. 6 different glass options have been created themed around Brazil’s World Cup winnings. This promotion will last until March 5th. Welcome to the World – World Cup Brazil’s advertising features children from all nations cheering on their country in their language. 177,126 views to date. Coca-Cola launches ‘Moments of Happiness’ campaign as part of its 2014 FIFA World Cup Anthem. Their song “The World is Ours” has already generated almost 1 million views and the Spanish version of the song by Gaby Amaratos has already reached over 3million views. Sony has also created a song for the World Cup, titled ‘We Are One’ and sung by Pitbull and J.Lo – sneak peaks on Youtube have over 100,000 views. Sony also ran a Super Song competition featuring Ricky Martin. Pepsi has started the Superstar Football squad – signing up superstars Lionel Messi, Jack Wilshere and Robin van Persi. Cristiano Ronaldo 73,502,915 Facebook likes 24.5 million Twitter followers Joseph Yobo 60,880 Facebook likes Neymar 17,968,708 Facebook likes 9.77 million Twitter followers Marco Reus 4,285,160 Facebook likes 344 thousand Twitter followers Wayne Rooney 16,328,088 Facebook likes 8.09 million Twitter followers Lionel Messi 53,935,087 Facebook likes 978 thousand Twitter followers home
  • 12. CONTACT VERA.SIMPLICIO@OMD.COM CHELSEA.HORNCASTLE@OMD.COM VIRGINIA.ALVAREZ@OMD.COM EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST A special thank you to the OMD Insights across 81 markets that helped us put these IMPACT REPORTS together, especially to our Russian colleagues who went the extra mile. home
  • 13. 2014 SOCHI WINTER OLYMPIC GAMES POST EVENT IMPACT REPORT

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