Fuse omd 2014 winter olympics impact report

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  • 1. PRE EVENT IMPACT REPORT 2014 SOCHI WINTER OLYMPIC GAMES
  • 2. EXECUTIVE SUMMARY Projections & Trends THE SOCHI 2014 WINTER OLYMPICS ARE JUST ROUND THE CORNER. IN PREPARATION FOR THE GLOBAL EVENT, WE HAVE PUT TOGETHER THIS SUMMARY ABOUT WHAT WE SHOULD EXPECT FROM SOCHI, WHO WILL BE WATCHING IT, GENERAL INTEREST IN THE WINTER GAMES, THE OLYMPIC SPONSORS, AND STORIES OF INTEREST. During the London 2012 Olympics, the first truly digital Olympics, we saw that: WE HOPE YOU ENJOY READING IT. • Smartphone penetration really took off globally. Sincerely, • Social networks enhanced our experience of the Games, either by following athletes or sharing our favourite moments. • Interest in the Games increased amongst 1634 year olds and there was a drop in global interest for those aged 55+. It may be that the digital content and social media were keeping the younger audiences more engaged with the Games. VIRGINIA ALVAREZ EMEA INSIGHT DIRECTOR As a result, we expect to see a continuation in these mobile and social trends as far as the Sochi 2014 Olympics are concerned – but we will just have to wait and see. home EXECUTIVE SUMMARY & SOCHI 2014 WHO WILL BE WATCHING THE GAMES VERA SIMPLICIO EMEA INSIGHTS MANAGER Insights GENERAL INTEREST SOCHI 2014 SPONSORS CHELSEA HORNCASTLE EMEA INSIGHTS EXECUTIVE Across 81 markets STORIES OF INTEREST
  • 3. 7th - 23rd 2 February 836m = nd time that Russia hosts the Olympic Games, the first being the 1980 Summer Games in Moscow highest point above sea level People voted nationwide for the 1. 4 Mascots million Sochi 2014 will be the most compact Winter Games in the history of the Olympic Movement. 10 These are divided into two clusters coastal and mountain. The torch travelled 17,400km by rail on a specially provided train. 98 medals Athletic venues built The Olympic Park is the central focus of the costal cluster, which connects the competition venues, parking and other infrastructure elements. The clusters will be within 48km of each other. For the first time, all ice arenas will be within walking distance of one another. will be awarded in Sochi. (There were 86 in Vancouver). 13 are sport-related Facilities have been The rest built are infrastructure & accommodation The torch was sent into space and underwater in the world's Largest Freshwater Lake Baikal. $7 million was the cost for 16,000 torches 14,000 Torchbearers 65,000 km 83 Regions 12,900 Towns and cities 123 days 700,00 Additional medals 1st 2nd 3rd 364 will be awarded in women’s ski jumping, team figure skating, freestyle half-pipe and slope-style, biathlon mixed relay race and snowboarding parallel slalom. $20 million Sochi 2014 bullion coins worth of special commemorative Olympic 100-ruble notes ($3.13) have been issued and circulated Source: OMD Insights across 81 Markets home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 4. Who will be watching the games? 52% 48% 89% 75% 56% 77% 94% KEY MOTIVATIONS FOR FOLLOWING THE GAMES Support my national team Experience an international event 43% 49% Keep up to date with a major event 44% For the love of winter sports 3% Will watch, but not by choice 4% Other PLAN TO ATTEND AN EVENT IN RUSSIA 29% 16-24 years old 17% 24-34 years old 18% 5% 11% 18% 35-44 years old 45-54 years old 18% 55+ years old ARE INTERESTED IN THE FOLLOWING WINTER SPORTS… Responses based on 7+ from a 1-10 scale. Figure skating 9% 39% 60% 60% 74% 30% 40% Watch alone 25% will use mobiles 57% Biathlon Cross-country skiing Alpine Skiing 52% plan to use their laptops when watching TV: 32% will interact with online Olympic content plan to use their mobiles when watching TV: 37% will use mobiles Source: OMD Snapshots Fieldwork: January 23 – 31, 2014 (N = 1234 across 5 countries, approximately 200 for Germany, Australia, USA, Canada and 401 in Russia) home EXECUTIVE SUMMARY SOCHI 2014 41% will read news 23% 56% 52% 28% TV is still the main channel when it comes to following the winter Olympics in the media – although TV and internet browsing seem to be taking place at the same time with 30% of respondents, mainly 16-54 year olds, planning on using their laptops when watching TV. 54% Men’s Ice Hockey 15% Will watch a screening at a bar/pub/restaurant 75% 37% will use laptops Ski Jumping will use sport websites 37% Women are generally more interested in following the winter Olympics to ‘keep up to date' with a major event’ and to ‘experience an international event’. People are also claiming to be more mobile when following Sochi 2014, with an increase of mobile devices being used – mainly amongst 16-44 year olds. Where people plan to use their mobile devices (laptops, tablets, and mobiles) to follow Sochi 2014 61% 69% will use news websites Watch with family 62% at home 58% MALE FEMALE Support a specific athlete 13% 61% 59% Support another national team 8% HOW THEY WILL FOLLOW SOCHI 2014… INTEREST IN THE SOCHI 2014 WINTER GAMES` 44% will chat with their friends WHO THEY WILL BE WATCHING THE OLYMPICS WITH… WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 5. What’s happening? Jamaica’s Bobsled team Crowd funding, dodge, Reddit and virtual currency have all helped to raise enough funds ($93,000)for the two man bobsled team to compete in Sochi 2014. There will 2500+ athletes competing in Sochi - and they are on Social Networks CLICK ON INFO SIGNS for more information about winter sports athletes on Twitter 150+ athletes 100+ athletes 50+ athletes 15+ athletes 5+ athletes 1+ athletes No athletes Germany’s Olympic Uniform Seen as ‘Pro-Gay’ The colourful uniforms have provoked a reaction in Germany because many people see it as a silent form of protest against Russia’s anti-gay laws. Lolo Jones in the winter Games Jones is a summer Olympic hurdler who has been chosen for the U.S. bobsled team. Jones has a huge Twitter following and is expected to bring some star power to the Olympic games. NEXT SECTION Diaspora Olympians come into the cold for Ireland at Sochi All five athletes competing for Ireland are from Canada and the USA and they keep up Ireland’s record of being represented at all but one Olympics since 1992. Hubertus von Hohenlohe He has been dubbed the ‘most interesting Olympian’. He is the second oldest person ever to compete in the Winter Games. He was born in Mexico City, is German and is a prince competing for Mexico in Sochi 2014. Australia names the biggest ever Winter Olympic Games Team. Gold medallists Lydia Lassila, Torah Bright and Dale Begg-Smith head Australia's largest ever squad of 56 in Sochi 2014. Source: OMD Insights across 81 Markets home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 6. There will 2500+ athletes competing in Sochi - and they are on Social Networks CLICK ON INFO SIGNS for more information about winter sports athletes on Twitter 150+ athletes 100+ athletes 50+ athletes 15+ athletes 5+ athletes 1+ athletes No athletes CANADA BACK NEXT 47,699 51,458 home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 7. There will 2500+ athletes competing in Sochi - and they are on Social Networks CLICK ON INFO SIGNS for more information about winter sports athletes on Twitter 150+ athletes 100+ athletes 50+ athletes 15+ athletes 5+ athletes 1+ athletes No athletes USA BACK NEXT 7,558 659 home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 8. There will 2500+ athletes competing in Sochi - and they are on Social Networks CLICK ON INFO SIGNS for more information about winter sports athletes on Twitter 150+ athletes 100+ athletes 50+ athletes 15+ athletes 5+ athletes 1+ athletes No athletes SWEDEN BACK NEXT 309,340 130,916 home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 9. There will 2500+ athletes competing in Sochi - and they are on Social Networks CLICK ON INFO SIGNS for more information about winter sports athletes on Twitter 150+ athletes 100+ athletes 50+ athletes 15+ athletes 5+ athletes 1+ athletes No athletes AUSTRALIA BACK NEXT 122,303 38,658 home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 10. There will 2500+ athletes competing in Sochi - and they are on Social Networks CLICK ON INFO SIGNS for more information about winter sports athletes on Twitter 150+ athletes 100+ athletes 50+ athletes 15+ athletes 5+ athletes 1+ athletes No athletes UK BACK NEXT 2,572 home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 11. There will 2500+ athletes competing in Sochi - and they are on Social Networks CLICK ON INFO SIGNS for more information about winter sports athletes on Twitter 150+ athletes 100+ athletes 50+ athletes 15+ athletes 5+ athletes 1+ athletes No athletes RUSSIA BACK NEXT 129,000 80,880 home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 12. Sochi 2014 Sponsors CLICK ON INFO SIGNS for more brand stories Spontaneous recall – 4% Prompted recall – 39% Change in perception – 47% Fit with Olympics – 75% Spontaneous recall – 1% Prompted recall – 7% Spontaneous recall – 0% Prompted recall – 2% Spontaneous recall – 7% Prompted recall – 41% Change in perception – 39% Fit with Olympics – 53% Spontaneous recall – 1% Prompted recall – 9% NEXT SECTION Spontaneous recall – 19% Prompted recall – 54% Change in perception – 41% Fit with Olympics – 62% Spontaneous recall – 0% Prompted recall – 2% Spontaneous recall – 2% Prompted recall – 16% Change in perception – 49% Fit with Olympics – 70% Spontaneous recall – 2% Prompted recall – 15% Change in perception – 51% Fit with Olympics – 63% Spontaneous recall – 4% Prompted recall – 27% Change in perception – 52% Fit with Olympics – 67% Source: OMD Snapshots Fieldwork: January 23 – 31, 2014 (N = 1234 across 5 countries, approximately 200 for Germany, Australia, USA, Canada and 401 in Russia) For ‘Change in perception’ and ‘Fit’ responses are based on 7+ from a 1-10 scale. Change in perception – Please rate how your perception has changed as a result of their sponsorship of the 2014 Sochi Winter Olympics? home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 13. Sochi 2014 Sponsors Coca Cola CLICK ON INFO SIGNS for more brand stories In October, Coca Cola launched the Sochi 2014 Olympic Torch Relay, which will conclude in February. This year marks a new journey for the Olympic torch; not only did it go to the moon as it did in 1996 aboard the U.S space shuttle Atlantis, but in 2014 the Olympic torch went on its first spacewalk. The torch also travelled 1km being pulled by 'reindeer', went to the north pole, and dived into the deepest freshwater lake. Coca-Cola is accompanying the Olympic flame on all sections of the Sochi 2014 route, a route that 90% of Russians will be just one hour away from throughout the journey. Brand ambassadors are greet spectators from a specially illuminated Coca-Cola "Vlivaisya" truck and hand out special cheering sticks, limited-edition Coca-Cola bottles, flags and more. BACK KEY MOTIVATIONS FOR FOLLOWING THE GAMES Advertising on TV 63% Internet advertising 35% Poster advertising 31% 34% Advertising around the pitch (e.g. perimeter advertising) 26% Image gallery: https://cms.cocacolacompany.com/olympic-torch-relay-inspace Spontaneous recall – 19% Prompted recall – 54% Change in perception – 41% Fit with Olympics – 62% Competition to win prizes related to the 2014 Winter Olympics 26% 14% NEXT Merchandising (branded products seen instore or goodies distributed on the street) I don't recall any sponsorship activity for that brand Source: OMD Snapshots Fieldwork: January 23 – 31, 2014 (N = 1234 across 5 countries, approximately 200 for Germany, Australia, USA, Canada and 401 in Russia) For ‘Change in perception’ and ‘Fit’ responses are based on 7+ from a 1-10 scale. Change in perception – Please rate how your perception has changed as a result of their sponsorship of the 2014 Sochi Winter Olympics? home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 14. Sochi 2014 Sponsors Samsung CLICK ON INFO SIGNS for more brand stories In October 2013, Samsung announced the Galaxy Note 3 as the official phone for the Winter Olympics in Sochi. With the Games drawing near, the company has also unveiled a dedicated Olympics edition of the phone. Samsung has also unveiled its official application for the Sochi Winter Olympics, which begins next month. The app lets users browse Olympic content by sport, country, and athletes, with easy links to schedules. It also offers information on the event venues in Russia, checks out videos and photo galleries — and even sees which events are wheelchair accessible. BACK KEY MOTIVATIONS FOR FOLLOWING THE GAMES Advertising on TV Internet advertising Poster advertising 34% 20% Advertising around the pitch (e.g. perimeter advertising) 29% 24% 15% NEXT 50% Competition to win prizes related to the 2014 Winter Olympics Merchandising (branded products seen instore or goodies distributed on the street) 24% I don't recall any sponsorship activity for that brand Spontaneous recall – 4% Prompted recall – 27% Change in perception – 52% Fit with Olympics – 67% Source: OMD Snapshots Fieldwork: January 23 – 31, 2014 (N = 1234 across 5 countries, approximately 200 for Germany, Australia, USA, Canada and 401 in Russia) For ‘Change in perception’ and ‘Fit’ responses are based on 7+ from a 1-10 scale. Change in perception – Please rate how your perception has changed as a result of their sponsorship of the 2014 Sochi Winter Olympics? home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 15. Sochi 2014 Sponsors McDonald’s CLICK ON INFO SIGNS for more brand stories McDonald's, Cheers to Sochi, which will mark its 10th consecutive year as the Olympics' official restaurant at the Winter Olympics, has launched a social campaign, labelled #CheersToSochi, encouraging fans worldwide to send personalized greetings to their favourite athletes and teams. BACK Where: Fans can visit www.cheerstosochi.com or tweet using the hashtag #CheersToSochi to send messages of good luck and inspiration directly to their favourite athletes and teams. Spontaneous recall – 7% Prompted recall – 41% Change in perception – 39% Fit with Olympics – 53% KEY MOTIVATIONS FOR FOLLOWING THE GAMES Advertising on TV 22% 19% Internet advertising Poster advertising Advertising around the pitch (e.g. perimeter advertising) 16% 15% NEXT 57% Competition to win prizes related to the 2014 Winter Olympics Merchandising (branded products seen instore or goodies distributed on the street) 14% 17% I don't recall any sponsorship activity for that brand Source: OMD Snapshots Fieldwork: January 23 – 31, 2014 (N = 1234 across 5 countries, approximately 200 for Germany, Australia, USA, Canada and 401 in Russia) For ‘Change in perception’ and ‘Fit’ responses are based on 7+ from a 1-10 scale. Change in perception – Please rate how your perception has changed as a result of their sponsorship of the 2014 Sochi Winter Olympics? home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 16. Sochi 2014 Sponsors P&G CLICK ON INFO SIGNS for more brand stories P&G’s ‘Thank You Mom’ Campaign continues for the Sochi Winter Games with ‘Pick them back up’, focusing on moms picking their kids up from all their falls along their journey to the Olympics. The latest video aired nationwide during the Golden Globe Awards is on P&G's YouTube channel, where it has been viewed over 12 million times. It will also be aired in a short form as TV commercials when the Olympics are broadcast in 20 countries around the world starting on Feb. 7. BACK P&G are also supplementing the ‘Thank You Mom’ campaign with short videos, ‘raising an Olympian’, about the Olympians’ lives and the impact their mums and families have had on getting them to where they are now. P&G’s raising an Olympian campaign features Olympic athletes and their extraordinary moms. Popular videos are of Lindsey Vonn (1,800,000 views) Evan Lysacek (1,300,000) and Mikaela Shiffrin (1,100,000) KEY MOTIVATIONS FOR FOLLOWING THE GAMES Advertising on TV NEXT 54% Internet advertising 22% Poster advertising 20% 20% 15% Advertising around the pitch (e.g. perimeter advertising) Competition to win prizes related to the 2014 Winter Olympics 18% Merchandising (branded products seen instore or goodies distributed on the street) 21% I don't recall any sponsorship activity for that brand Spontaneous recall – 2% Prompted recall – 15% Change in perception – 51% Fit with Olympics – 63% Source: OMD Snapshots Fieldwork: January 23 – 31, 2014 (N = 1234 across 5 countries, approximately 200 for Germany, Australia, USA, Canada and 401 in Russia) For ‘Change in perception’ and ‘Fit’ responses are based on 7+ from a 1-10 scale. Change in perception – Please rate how your perception has changed as a result of their sponsorship of the 2014 Sochi Winter Olympics? home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 17. Sochi 2014 Sponsors Visa CLICK ON INFO SIGNS for more brand stories For Sochi 2014, Visa is using the tagline #everywhere. Twitter has been Visa’s top social media agent for their Olympic campaign. Within the last month leading up to the start of the games followers have increased by 8,000. Spontaneous recall – 4% Prompted recall – 39% Change in perception – 47% Fit with Olympics – 75% BACK In addition, Visa and the Olympic committee have teamed up to create unusual ticket printing machines in the Vistavochnaya metro station in Moscow. People could exchange 30 squats for a ticket to the Olympics. This campaign was supported by Visa and the Olympic committee. KEY MOTIVATIONS FOR FOLLOWING THE GAMES Advertising on TV Internet advertising 35% Poster advertising 17% 21% 14% Watch a video: http://youtu.be/ ojo9M1cPSPI NEXT 49% Advertising around the pitch (e.g. perimeter advertising) Competition to win prizes related to the 2014 Winter Olympics 21% 22% Merchandising (branded products seen instore or goodies distributed on the street) I don't recall any sponsorship activity for that brand Source: OMD Snapshots Fieldwork: January 23 – 31, 2014 (N = 1234 across 5 countries, approximately 200 for Germany, Australia, USA, Canada and 401 in Russia) For ‘Change in perception’ and ‘Fit’ responses are based on 7+ from a 1-10 scale. Change in perception – Please rate how your perception has changed as a result of their sponsorship of the 2014 Sochi Winter Olympics? home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 18. Sochi 2014 Sponsors Panasonic CLICK ON INFO SIGNS for more brand stories Panasonic will provide the Sochi 2014 Olympic Winter Games with audio and visual equipment, as well as high-quality home appliances. In addition, Panasonic has short YouTube videos on their YouTube channel – including ‘feel the passion’ where athletes wear the Panasonic Wearable Sports Camera HX-A100 as they participate in their sports. BACK KEY MOTIVATIONS FOR FOLLOWING THE GAMES Advertising on TV NEXT 47% Internet advertising 35% Poster advertising 23% 34% 24% Advertising around the pitch (e.g. perimeter advertising) Competition to win prizes related to the 2014 Winter Olympics Spontaneous recall – 2% Prompted recall – 16% Change in perception – 49% Fit with Olympics – 70% Merchandising (branded products seen instore or goodies distributed on the street) 19% 22% I don't recall any sponsorship activity for that brand Source: OMD Snapshots Fieldwork: January 23 – 31, 2014 (N = 1234 across 5 countries, approximately 200 for Germany, Australia, USA, Canada and 401 in Russia) For ‘Change in perception’ and ‘Fit’ responses are based on 7+ from a 1-10 scale. Change in perception – Please rate how your perception has changed as a result of their sponsorship of the 2014 Sochi Winter Olympics? home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 19. Other Sochi 2014 activations Non official sponsors “Brainstorm”, a famous Latvian music group, was called upon by the Olympic organizers to perform during the Olympic games in Sochi because of their increasing popularity. Brainstorm has released albums in Latvian and Russian and will be releasing an English version as well. Subway is currently running a campaign with deals for the month of January, featuring Olympic athletes and imagery. One spot has Michael Phelps, another has Apollo Ohno. Nike, a non official Olympic sponsor, is making a push to connect itself with the Sochi Winter Games through its ‘Play Russian’ advert encouraging young athletes to see winter as their playground. The advert features Russian Olympic athletes, Alexander Ovechkin (Hockey) and Adelina Sotnikov (Figure skater). The BBC is preparing to stream more than 650 hours of coverage from this year's Winter Olympics for free - the first major test for the British media company's new digital products catered to live events. NBC Olympics and the networks for NBCUniversal have begun to increase Sochi Olympic programming to coincide with the 100day countdown to the Winter Games on October 29th, 2013. Leading up to the Games, an Olympics promotion will be featured in 14 different out-of-home networks across 18 different outlets, increasing viewer reach by 50% in comparison with the out-of-market delivery for the 2012 London Summer Games. MORE STORIES Under Armour, non official Olympic sponsor, has also attempted to use the Winter Olympics to gain brand awareness. Under Armour kicked off an ‘I will’ campaign inspired by and featuring American skier, Lindsey Vonn. Source: OMD Insights across 81 Markets home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 20. Do you have these Apps? – Olympic Apps Sochi 2014. Olympics Resort Stimulator, users need to help Olympics organizations to create and run the village. Russian app with 1,046,047 installations. Crafted by Winter Games Sochi 2014. WOW (Wireless Olympics Work) Information service provider, real time connected to the Olympic games for consumers looking for the ultimate Olympic Games experience, and for the Olympic Family to support Games-time operations. 4.2 rating, 10,000-50,000 installations. Android. Samsung. Olympic Torch Relay Through Time MORE STORIES A relay game where users need to find a number of objects, there is a bonus system rewarding users with prizes every month. 23,735 app installations on VK in Russia. Crafted by Winter Games Sochi 2014. Olympic Team Sponsorship – Information about the sponsorship of the Olympics. Available on VK in Russia with 23,355 installations. Visa. Your ticket to Sochi Game with bonus system, users can win tickets to the Olympics. Available on VK in Russia, the app’s actions are now complete. Managed to reach 14,801 installations. Samsung. Source: OMD Insights across 81 Markets home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 21. What’s happening? Support your team at Sochi Russia leads support at 915 followed by Latvia at 322, Lithuania at 257, Canada at 255 and South Korea at 218. Worth sharing, liking and commenting on – stories of interest Countries reporting, sharing, liking and/or commenting about Sochi 2014 Olympics What’s wrong with this toilet? A photo of two toilets in one bathroom stall at the Olympic Biathlon Centre in Sochi has raised some discussion around the web. So what will athletes be wearing in Sochi’s must-see moments ? Norway team will be sporting crazy, funky uniforms, as seen on the left. The US has had their uniforms designed by Ralph Lauren and Latvia’s, for the first time ever, will not represent the official flag colours. Olympians cuddle with puppies Team USA Olympians tapped into their soft sides by cozying up to a pair of Husky puppies named Sochi. Cycling to the Winter Olympics On January 4th, three cyclists from Zagreb started their bicycle journey from Zagreb to Sochi , 2988 kilometres long, to arrive for the start of the 2014 Winter Olympics. Hockey team announcements. Countries have been announcing their Olympic hockey teams, giving countries like Canada, Latvia, US, Russia, Slovakia, Hungary and many more reasons to share and discuss online. Source: OMD Insights across 81 Markets home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 22. CONTACT VIRGINIA.ALVAREZ@OMD.COM VERA.SIMPLICIO@OMD.COM CHELSEA.HORNCASTLE@OMD.COM home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 23. PRE EVENT IMPACT REPORT 2014 SOCHI WINTER OLYMPIC GAMES