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  • 1. MID EVENT IMPACT REPORT 2014 SOCHI WINTER OLYMPIC GAMES
  • 2. EXECUTIVE SUMMARY Projections & Trends With the Sochi 2014 Winter Olympics now in full swing, worldclass athletes are taking centre stage not only at Sochi, but also online. Sochi 2014 is living up to our digital and mobile expectations ... and surpassing them. • 71% claim that they are using another device when watching the Olympics on TV. • Athletes are not only being identified through their sport, but also through social networking, such as “one of the Games' breakout social stars”. • Broadcasting providers (BBC, NBC, etc.) are breaking boundaries in their coverage and streaming capabilities of live events. According to Facebook, more than 24million people • Trending hashtags – more than 1.7 million mentions of #Sochi2014 worldwide between February 6th and 10th, 2014. • And, guides on how best to follow the Winter Olympics including Facebook, Instagram and Twitter. As a result, we will enjoy the 2014 Winter Games for its sporting competitions, as well as glimpsing how athletes are actually experiencing the Olympics – through pictures, videos, posts, etc. have discussed the Olympics on their site during the first week of the Games. WE HOPE YOU ENJOY READING IT. home EXECUTIVE SUMMARY Click for more info SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 3. What’s happening in Russia Before the Olympics started, Russia was torn between positive and negative emotions towards the Winter Olympics. On the one hand, negative emotions were inspired by topics such as the unclear and high cost of the Games, several scandals and the fear of terrorist attacks. While, on the other hand, the hope that Sochi would be a global success with Olympic standard construction and Russians winning medals on national soil arousing positive emotions. Julya Lipnitskaya – the pride of the Russian Team The youngest Olympic champion is the breakthrough star of Sochi 2014 and a new hero for Russian fans. Evgeni Plushenko retires following a warm-up injury The 31-year-old skater was forced to pull out of the individual men's event before the finals due to back issues. But he did manage to win his second gold earlier last week as part of the team competition before retiring. Disallowed goal in Russia – USA hockey match Fans have taken to the social media to show their disapproval for the referee’s call disallowing a Russian goal during the USA-Russia match. Russia went on to lose the game in a penalty shootout. Unexpected medals for team Russia The opening ceremony was universally well-received by Russians, and by foreigners alike. A large scale, spectacular and imaginative event, a boost to Russian pride. The opening ceremony included Tchaikovsky, ballet, a performance from taTu and 3,500 fireworks. The ceremony did not go entirely seamlessly, with one very visible event when one of the Olympic rings did not open. The four rings have gone viral – you can even get a memorabilia T-shirt of the event. It is the first time in Russian history that a gold medal has been won by their two-men bobsleigh team and a silver medal achieved in the snowboard cross. Weather conditions cause events to be postponed. Russians feel that the Sochi Olympics are going fairly smoothly with great performances from all Olympic athletes. Of course, there are high hopes that the Russian Team will continue to win medals, climbing up the medal chart. Moreover, the Russians hope that the Games will continue in a positive vein and that the weather conditions remain good as the Games head into the final week of the Winter Olympic Games. Many Olympic fans, who came to Sochi for only one or two days, were disappointed when events had to be postponed due to weather conditions. Maria Komissarova rushed to surgery The ski cross racer sustained a fractured vertebra with a dislocation during practice and was rushed off to undergo an emergency sixand-a-half hour operation. home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 4. Who is watching the Games outside of Russia? KEY MOTIVATIONS FOR FOLLOWING THE GAMES INTEREST IN THE SOCHI 2014 WINTER GAMES` 53% Pre-games Support my national team 16-24 years old During-Games 7% 16% 24-34 years old Where people are using their mobile devices (laptops, tablets, and mobiles) to follow Sochi 2014 35-44 years old 17% 18% ARE INTERESTED IN THE FOLLOWING WINTER SPORTS… Responses based on 7+ from a 1-10 scale. 55+ years old Pre-games PRE 19% 50% 49% 48% Ski Jumping Bobsled Figure Skating Speed Skating Men’s ice Hockey On Mobile 42% On Laptop 51% 49% 48% 49% 54% 52% 45% 53% EXECUTIVE SUMMARY 20% Watch with a few friends Watch with a few friends 40% Watch alone 36% Watch alone 69% Watch with family 61% Watch with family Alpine Skiing Figure skating sees the most drastic decline in pre interest at -10%, where women’s ice hockey sees the only positive increase in interest at 2%. home DURING 32% WHO THEY ARE WATCHING THE OLYMPICS WITH… 75% 50% 57% PRE DURING 19% 45-54 years old 37% 5% 17% 54% PRE 32% 32% 43% DURING ARE ATTENDING AN EVENT IN RUSSIA 15% 16% 37% 4% 28% 3% On Mobile 4% Other 38% 14% 29% 37% 4% PRE For the love of winter sports Women continue to be more interested in following the Winter Olympics with an increase of 2% once the Games started. The main reason to follow Sochi 2014 is to ‘experience an international event’. People may have slightly over-claimed their use of mobile devices, although mobile devices are being used. 47% DURING 46% 25% Keep up to date with a major event MALE 42% 45% Experience an international event 77% 55% 89% 14% 70% 58% 47% FEMALE Support a specific athlete Pre-Games 61% 13% 77% 75% 65% 8% 6% Will watch, but not by choice Pre49% Pre51% 56% 53% Support another national team Pre-games 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) SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 5. How do they watch the Games outside Russia? HOW THEY ARE FOLLOWING SOCHI 2014… WOMEN ARE GENERALLY MORE LIKELY TO USE ANOTHER DEVICE WHEN WATCHING THE OLYMPICS ON TV – WHILE MEN ARE MORE LIKELY TO USE A NUMBER OF DEVICES (64% for males and 35% for females). Pre-games TV at home 91% Press 46% 40% Radio Mobile Pub/bar/resturant 35-44 18% 45-54 55+ PEOPLE ARE USING THE FOLLOWING DEVICES WHILE WATCHING THE OLYMPICS ON TV: 14% 12% 6% 24-34 16-24 24% 16% Twitter 19% 25% 54% 28% 25% 19% 18% 32% 30% MEDIA-MESHER IS GENERALLY 16-44 YEARS OLD. 53% 36% Facebook Instagram 46% 59% 55% News websites 93% 8% 41% HOW LIKELY ARE THEY TO TALK ABOUT OLYMPIC SPONSORSHIP ACTIVITY?… 0% 10% E-Reader 3% 46% are using their tablets 20% 30% 41% are using their laptops 40% 50% 60% 70% 19% are using their desktops 80% 90% e-readers 100% 3% 4% 6% 4% 2% 3% Chat with friends 8% Play games Desktop 83% 13% 8% Tablet 12% 11% 15% 24% 10% 19% 9% 6% 13% 15% 8% 6% 6% 4% Search for products to buy Read news Look up information about the Olympics Mobile 21% 14% 10% 17% 15% 10% 9% 6% Share their opinions about the event Interact with online Olympic content Laptop Responses based on 7+ on a 110 scale. home 10% AND THEY ARE CARRYING OUT THE FOLLOWING ACTIVITIES: have spoken to others about recalled sponsorship activity have talked very positively about recalled activity 32% are using their mobiles 15% 16% 20% 26% 22% 11% 9% 5% Other 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 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) EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 6. What’s happening? Martinez ended up19th but still made the world take note Coining the phrase “triple Axel jump”, the sole Philippines competitor inspired the entire nation to rally behind him and made the world take note of his performance at Sochi 2014. The world athletes have taken the Olympic stage 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 Dutch twins both take medals in 500m speed skating The Mulder twins won Gold and Bronze. They also took home the title of being the first set of twins to win medals in the same event since 1984. US Figure Skaters set two new world-records Meryl Davis and Charlie White both set a new world-record in short dance (78.89 score) and in the free programme (116.63 score). NEXT SECTION Canadian Dufour-Lapointe sisters win Gold and Silver in Women’s moguls Justine and Chloe join Marieele and Christine Goitschel, French skiers, and Doris and Angelika Neuner, Austrian lugers, as sisters winning Olympic gold and silver in the same event. Sharing gold at the Winter Olympics Dominique Gisin, from Switzerland, and Tina Maze, from Slovenia, made history in the women's downhill skiing by recording exact ly the same time and becoming the first athletes ever to share a Winter Olympics gold medal. First Ever Female Ski Jumping Champion German, Carolina Vogt is the first woman to win a championship in women's ski jumping, a sport solely for men for 90 years. 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
  • 7. PRE Sochi 2014 Sponsors Prompted recall Change in perception to see the progression of these brands’ Olympic Sponsorships from 2010 to 2014 53% 43% 1% 1% 1% 0% 7% 11% 39% 36% 41% 49% 3% 7% 2% 11% 61% 75% 4% 6% 39% 43% 47% 38% Fit with Olympics 9% 11% CLICK ON THESE LOGOS DURING Spontaneous recall 67% 59% 52% 40% 4% 3% 27% 23% 63% 61% 2% 2% 15% 18% 51% 48% 70% 57% 49% 39% 15% 14% 2% 1% 0% 2% 62% 51% 41% 36% 19% 19% 13% 43% NEXT SECTION 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
  • 8. Olympic Sponsorship 100 YEARS OF OLYMPIC MARKETING Lessons from Sochi. Sochi may be the most social Games to date with viewers (including prime ministers and presidents), athletes and brands taking to social networks to participate in the Games. However, with large scale social media comes a more challenging task in monitoring social efforts to ensure optimal performance. Times are evolving and brands are no longer in a one-way conversation, especially in a social setting. People have used the social media to put their opinions on the global stage concerning several political issues raised by the Sochi 2014 Winter Games. Controversies included hashtags and websites involving Olympic sponsorship being shut down. Overall, the main lesson to be taken away is that social media is great at reaching and engaging consumers, and even with the right intentions, sometimes it is the association with an event or concept that still needs to be managed and talked about – or others will instead. Sponsorship Torino 2006’s sponsorship programme represented nearly 1% of the total advertising spend in the Italian market. The programme brought in 6.14% of the total sponsorship spending in the Italian market – 35 times more than Salt Lake 2002. Broadcasting Almost 1,000 hours of live coverage was made available by the Turin Olympic Broadcast Organisation – the most in the history of the Olympic Winter Games. Coverage on mobile phones and HDTV was provided for the first time. Sponsorship Beijing 2008’s domestic sponsorship programme was a major contributor in the successful staging of the Olympic Games, generating a vast amount of the required revenue and services. Broadcasting The Beijing Games were the most watched Games in Olympic history. A record 5,000 hours of HDTV was provided by the Olympic Broadcast Services during the 2008 Games in Beijing. The IOC also aired coverage in over 78 countries via its own digital channel in the Middle East, Asia and Africa. Sponsorship Vancouver OCOG created one of the most comprehensive sponsorship programmes ever for an Olympic Winter Games, with nine worldwide partners and an additional 50 suppliers and sponsors all playing a pivotal role. Broadcasting The Winter Olympic Games in Vancouver in 2010 broke all records when it came to online and mobile coverage, attracting approximately 1.8 billion viewers worldwide. Sponsorship London 2012 had a global reach of 3.6 billion people – the highest in the history of the Olympic Games – in 220 countries and territories around the world. OBS produced more coverage than ever before and the broadcasters in turn broadcast more coverage than ever before. Broadcasting With eleven global TOP Partners, seven domestic partners, seven official supporters and 28 official suppliers, the London 2012 marketing programme was very successful, raising funds to support London 2012 and providing help and expertise for specific operational needs during the planning and staging of the Games. NEXT SECTION Source: http://www.olympic.org/sponsors/100-years-of-olympic-marketing home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 9. Other Sochi 2014 activations Non official sponsors Molson Canadian has created a kegerator (beer fridge) that only opens with a scanned Canadian passport. Once opened anyone is welcome to enjoy a free beer. Molson’s wanted to encourage people to find a Canadian friend and to remind far away Canadians of home. Google is known for changing their logo to reflect current events. On the first day of the Games, the search engine promoted a rainbow Olympic theme logo sending a powerful message of support to the LGBT community. AT&T is taking a public stand against Russia’s anti gay policies winning over thousands of consumers. Unlike the official sponsors AT&T’s real stand for equality improved the public’s opinion of the brand leading people to twitter using the hashtag #ItsOurTime to show support for the brand. Starbucks is a little closer to the Olympics. NBC has made sure that there is a rotating crew of baristas from the Starbucks located all over Russia working onsite to exclusively provide their staff with Starbucks coffee during the Winter Olympics – even though McDonald’s is the official coffee of the Games. MORE STORIES American Apparel in conjunction with the Principle 6 campaign (Olympic rule against discrimination of any kind) is taking a stand against the anti gay sentiment with their new line of merchandise. They stand to make it big through this differentiation as Olympic athletes have even agreed to wear the line during the Games. Red Bull is a rival to Coca Cola as it appeals to the youth demographic with its connection to extreme sports. These are becoming more prominent in the Winter Olympics. Red Bull is sponsoring several extreme sport athletes. 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
  • 10. Are you following these #hashtags? @SochiProblems Followers 337K ~160 mentions an hour Created by a 20 year old Toronto college student, this viral hashtag published on February 4 th had already accumulated 303,000 followers by February 8th. Tweets focus on collecting the images, stories and random humour that chronicle Sochi 2014. @Sochi2014 Followers 272K ~41 mentions a minute The Sochi 2014 Olympics has made sure that you can stay up-to-date using numerous social networking sites, including the official Sochi 2014 hashtag. Tweets provide you with all aspects of the Winter Games keeping you in the know. #roadtosochi ~5 mentions an hour MORE STORIES Launched to give fans an opportunity to get behind their athletes and view updates of the Games. Countries including GB, USA and Canada are all using the hashtag. Tweets focus on athletes making it to or through the Games. #Sochi ~8 mentions a minute Originally started on February 15th, 2009 - #Sochi, although it is not the official Sochi hashtag, is playing a very similar role. Tweets date back to before the town was chosen to host the Winter Games and are now keeping you up-to-date with stories associated with them. #lovecurling ~8 mentions a minute A hashtag making sure all curling lovers can share their passion about curling. Tweets keep you up-todate with scores, great moments and an overall love for the game. 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
  • 11. What’s happening? #1: NORWAY Total: 21 It’s Jamaica bobsled time… The bobsled team has inspired a song, ‘The Bobsled Song’. It is said that if you start the song to coincide with the start of the course that it fits perfectly with the run. Go to the video. #2: USA Total: 25 #3: GERMANY Total: 16 #4: RUSSIA British Olympic Athlete quits Twitter After her negative experience of competing at the Games, Elise Christie has left Twitter due to ‘threatening’ messages from so-called fans. Total: 23 #5: CANADA #6: NETHERLANDS 75 languages in which to translate your tweets An account has been established to let users translate their tweets in 75 languages for free. The One Hour Translation company from Israel is providing the service free during the Winter Games. Gus Kenworthy plans to leave Sochi with a medal and four puppies Total: 22 Total: 20 #7: SWITZERLAND Total: 11 #8: BELARUS Total: 6 Activists, including a Russian billionaire and Gus Kenworthy have been on the hunt for strays to rescue from the Russian pest control . Many Russians have united over efforts to save the dogs. #9: FRANCE Total: 15 #10:POLAND Sportsmanship is Still Alive Team Canada’s cross country ski coach rushed to the rescue of fallen Russian skier who broke his ski in the fall. The coach got down on the ground and attached a new ski so Anton Gafarov could finish the race. Total: 4 Tinder is at the Olympic Village. Quoting Jamie Anderson, an American athlete, “tinder in the Olympic village is next level. It’s all athletes! In the mountain village it’s all athletes. It’s hilarious. There are some cuties on there”. 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
  • 12. 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
  • 13. MID EVENT IMPACT REPORT 2014 SOCHI WINTER OLYMPIC GAMES

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