The 2012 London Olympics Brand Activation Index, Part 2


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Brand activation is not a short-term proposition. But as the saying goes, “It’s easier to get to the top than it is to stay there.” The final installment of the OBAI saw two new brands on the podium and one that has solidly established itself.

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The 2012 London Olympics Brand Activation Index, Part 2

  1. 1. By Ted Kohnen, Vice President, Integrated Marketing, Stein + Partners Brand ActivationThe 2012 London Olympics Brand Activation Index, Part 2The games of the 30th Olympiad have come to a Vegas-like close. It seems fitting that Iwrite this installment of the Olympic Brand Activation Index (OBAI) from London,overlooking the Olympic rings hung from the Tower Bridge. I’m in town for a BusinessBranding Network (BBN) meeting on international marketing and, while the Games areover, I can still feel the impact of brands that made major marketing investments in them.My previous post, “The 2012London Olympics BrandActivation Index, Part 1: ThreeBrands That Took Home MedalsIn Week 1,” examined whether theenormous dollars spent byadvertisers effectively “activated”those brands. The OBAI is ameasure of brands whosebroadcast ad presence during theOlympics generated extended andpositive engagement online.Through week one, Nike, Visa,and P&G took home the Gold,Silver and Bronze, respectively, asdetermined by the OBAI methodology described below. Today, we share the medalwinners determined by the application of our methodology to the entire 17 days of theOlympics. 1
  2. 2. Marketers have come to realize that the real value of a strong television presence at theOlympics is not realized through 30 seconds of airtime. Even the best spot in and of itselfwill not activate a brand. But the right ad can be a catalyst for engagement that ultimatelyleads to brand activation. The OBAI looks at that real impact that an investment of$400,000 per spot during the event has on a brand.Brand activation is not a short-term proposition. But as the saying goes, “It’s easier to getto the top than it is to stay there.” The final installment of the OBAI saw two new brandson the podium and one that has solidly established itself.On a scale of 1 to 10, with 10 being the pinnacle of brand activation, the Gold, Silver, andBronze medal winners are:Gold Medal–Fruit of the Loom: MoveOBAI: 9.17Fruit of the Loom finished just out of the medals in the first installment of the OBAI. But,like Usain Bolt, it poured on the power in the home stretch. Fruit of the Loom increasedFacebook likes by more than 10 percent in the final week (more than 3 times otheradvertisers) and more than 66 percent in the past 3 weeks. The percent of people talkingabout the brand shot up 28 percent, while previous medal winners declined. Fruit of theLoom also experienced a 63 percent increase in interest across Google, while many otheradvertisers fell. In fact, this brand’s greatest gains were experienced in the final week ofthe games.Silver Medal–Nike: Find Your Greatness And FuelOBAI: 9.07Nike slipped from the Gold medal spot in week one to Silver–although just medaling is inhonor all should embrace. Nike pivoted from the Find Your Greatness campaign to NikeFuel. The result was nonstop conversation about the brand. Of all Olympic advertisers,the interest in the brand and the campaign stayed strong. While, as a percentage, peopletalking about the brand was lower than its peak time in week one, the decrease was lessthan all other advertisers. And what people had to say was affirming: Ninety percent ofcomments/conversation about the brand and the campaign were positive. Further, Nike’sFacebook campaign page became a top five traffic driver for the main Web site (Googlebeing the primary driver). 2
  3. 3. Bronze Medal–Chevrolet: Chevy Runs Deep/Hundred YearsOBAI: 8.88Another newcomer to the medal stand, Chevrolet, knocks off P&G’s “Thank You Mom”campaign. P&G’s week one performance was significantly accelerated/elevated byNBC’s nonstop montages of moms and dads celebrating their sons or daughtersachievements (think Michael Phelps or Gabby Douglas). But in week two, Chevrolet hitthe gas (sorry--pun intended). Chevy experienced a 500-plus percent increase in peopletalking about the brand and its compelling “love it or return it” offer. This iconic brand,which had a slow start when it first launched the offer in early July, drew strong interestlevels throughout the Olympics. Viewers took to Twitter, resulting in hashtag volume thatwas greater than Coke, Nike, or Visa.To add a subjective thought to this math, in looking back over the volume of data for thepast 17 days I feel like Nike probably received the greatest value for its Olympicinvestment. Nike’s smart, emotional, and exciting advertising led to the most consistentlyactivated performance for its brand, with fewer spikes and fluctuations. And thatperformance continues to activate the Nike brand.Next on the Brand Activation Index editorial calendar will be the World Series, followedby our 2nd annual Super Bowl Brand Activation Index.Methodology Overview Search volume measured across Google, Yahoo, and Bing for branded keywords and key phrases/campaign names of advertisers. Interest as measured by Google Insight. Facebook wall volume for all advertisers and percent change pre- vs. post- Olympics. Sentiment tracking (percentage of comments that were positive, negative or neutral.) Tweet volume and hashtag volume for all advertisers and percent change pre- vs. post-Olympics. Measurements taken prior, during and post U.S. primetime broadcast.Read more: 3