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Collective Intellect: Gatorade/Tiger Woods Analysis
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Collective Intellect: Gatorade/Tiger Woods Analysis

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Attached is a brief analysis I did as I tested my company's new social media analysis platform. …

Attached is a brief analysis I did as I tested my company's new social media analysis platform.

I was curious to see the reaction in online communications to Gatorade dropping Tiger Woods. Also, from a PR perspective, how worried should Gatorade be about any linger association with Tiger?


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  • 1. Has Gatorade escaped Tiger Woods?Using Collective Intellect Benchmarks and Sentiment Analysis to Evaluate an Event
    Created by: Justin Wyman
    justin@collectiveintellect.com
  • 2. When Gatorade dropped TigerWoods’sponsorship, how large was the reaction?
    Gatorade Conversation – Tiger Focused, Activity Timeline
    Event #3: Gatorade Drops Tiger
    Event #1: Gatorade Label Hoax ,
    GM drops Tiger, etc
    Event #2: Tiger Apologizes
    The above graph shows Gatorade activity as it pertains to Tiger through March. When Gatorade ended his sponsorship (Event 3), the reaction was 4X bigger than previous benchmarks (Events 1 &2).
  • 3. OK, the response was big. But was the reaction positive?
    Gatorade Conversation – Tiger Focused, Positive & Negative Sentiment Timeline
    Event #3: Gatorade Drops Tiger
    Event #1: Gatorade Label Hoax ,
    GM drops Tiger, etc
    Event #2: Tiger Apologizes
    By comparing the ended sponsorship to the sentiment of Events #1 & #2, it’s clear that Gatorade’s decision (#3) was well received. Note how positive sentiment doesn’t exceed negative until that moment, and when it does, it’s by a wide margin.
  • 4. So is Gatorade clear of Tiger now? Are Masters’ fans noticing the absence of Gatorade/Tiger ads?
    Gatorade Conversation – Tiger Focused, Activity Timeline
    Event #4: Masters
    While it’s hard to predict, current conversation shows that there is very little discussion around Gatorade/Tiger and the Masters. It is below the benchmark set by Events #1 & #2.
  • 5. Thinking of this another way, is it safe to assume that Gatorade’s association with Tiger has ended?
    Gatorade Object Association: Pre-Drop
    Gatorade Object Association: Post-Drop
    #20
    #1
    Yes, by running top phrase associations for both pre & post “drop” time frames, you see that Tiger’s association with Gatorade’s brand decreases sharply from #1 to #20.