Social media buzz: which brand made the buzz during the SEA Games 2015?

SEA Games Buzz
Which brand made the buzz during the
SEA Games?
Tesla Insights June 2015

WHY BEING ASSOCIATED TO SEA GAMES IS IMPORTANT?
11 DAYS EVENT
32 SPORTS
11 COUNTRIES
REGION’S
LARGEST
MULTI-SPORT
EXTRAVAGANZA
790.000 TICKETS
SOLD
HOSTED IN
SINGAPORE (4th
time in 56 years!)

METHODOLOGY
For this case study, we have listened to the most
influential conversations associated with the SEA Games
2015 in Singapore from 1/05 to 19/06, and mentioning
at least one of the sponsors of the event which launched
a campaign or created conversations about the games.
We have listened on all platforms : Websites, Facebook,
Twitter, Youtube, Instagram, Blogs, Media, Forums.
We are using the latest social media listening
technology, to gather all the conversations which are
scanned to verify relevancy and analyse the sentiment.
Limitation: social networks privacy settings. We are
not able to listen to private conversations (What’s App,
Facebook).
SEA GAMES BUZZ

WHO GENERATES THE MOST BUZZ?SEA GAMES BUZZ
• There was a total of 1.819 mentions of the SEA Games and a brand together.
• Mediacorp’s channels « Toggle » and « Okto » managed to gather 28% of the conversation about the SEA Games,
especially thanks to the funny video they posted on 10/06 showing the Singapore swimming women team singing the National
Anthem even after a sound system issue.
• Second comes OCBC (25%), but mostly because of the OCBC sponsorship of the Aquatic Center, Square and Arena
mentions, where some games were happening.
• Singtel got 18% of the conversation, with a peak on 5/06 thanks to the retweets on the score table they posted showing
Singapore Team on the top.
OCBC Aquatic Center
OCBC Square
OCBC Arena

WHERE DID THE BUZZ HAPPENS?SEA GAMES BUZZ
• Twitter (micro-blogging) has been a dominant channel to communicate about the SEA Games, thanks to its small format,
excellent for short news. In fact, most of the mentions come from retweets of live information posted by media brands such
as Singtel and Toggle (Mediacorp), but also Today, Channel NewsAsia etc.
• Then comes Facebook, but 72% of the mentions we gathered come from the brands themselves or their partners. Because of
privacy settings, we have access to very few FB posts from particulars.
• The media websites, such as AsiaOne or Channel NewsAsia, have also shared about the SEA Games, involving the brands.
• Instagram was the main channel to share pictures of their interactions with the brands and their associated events
(DBS Marina Regatta, Nila Mascot taking pictures at Changi Airport, or the Gold Edition of 100Plus sent to the fans). 86
different persons have shared on Instagram about their brand.

INFLUENCERS ON TWITTERSEA GAMES BUZZ
• There was 656 different Twitter accounts mentioning the brands and the SEA Games, with 15% of the mentions coming
from the brands themselves.
• We can notice 25 retweets from the same influencer, #DEUSEXFanboy (1.000 followers).
• The official account 28th SEA Games (62.700 followers), the influencer Rae Chuang (3.000 followers), or medias such as
The New paper (113.000 followers) or the media Channel NewsAsia (377.360 followers) refer to OCBC because of the
OCBC Arena & Aquatic Center.

INFLUENCERS ON FACEBOOKSEA GAMES BUZZ
• On Facebook, 72% of the mentions come from the brands themselves or their partners.
• The mentions from the official page « SEA Games 2015 » and the media fan pages as Yahoo and Today are not related to a
campaign but to the OCBC Arena and Aquatic Center were some games happened.
• The fan page Today (241.500 fans) has also talked about Singapore Airlines as carrier for Team Singapore and Volvo for its
remote control miniature cars.
• The Singaporean politician Tan Chuan Jin (47.000 fans) has shared an interview with MediaCorp about the games.

FOCUS ON MEDIACORP
• Mediacorp made videos of the SEA Games available on its internet video services okto and Toggle.
• The video posted on 10/06 about the women swimming team singing the National Anthem even after a problem
with the sound system made a buzz online. We gathered 184 public retweets mentioning that video and Toggle.
• They launched a contest, asking people to upload a video of them doing The Lion’s Roar cheer onto Instagram with the
hashtag #SGLionsRoar but very few videos have been posted.
SEA GAMES BUZZ

FOCUS ON OCBC
• 38% of the 488 public mentions come from media pages, and 28% from Twitter.
• They generally refer to the OCBC Aquatic Centre, Arena or Square. The bank became the exclusive Premier Founding
partner of the Sports Hub in November 2013, and some facilities were renamed. This gives OCBC a high visibility during
events such as the SEA Games.
• OCBC had a pop-up store to sell merchandising, and launched a limited edition UnionPay prepaid cards, which has
been tweeted by the influencer TODAY, Channel News Asia and TODAY Sports.
• An OCBC video commercial starring one Singapore netballer also came back in a few mentions.
SEA GAMES BUZZ

FOCUS ON SINGTEL
• Singtel was the official multimedia partner and pay-TV broadcaster. They launched an App for free viewing of the games
(Singtel TV GO).
• On social media, they shared 14 posts before the event and promoted most of them, with video tributes for ordinary
Singaporeans supporting Team SG athletes, with the hashtag #InspiringSG. They gathered 1.8 million views, almost
10.000 likes, 800 shares and 130 comments. The videos on YouTube got 111.000 views.
• On Twitter, they posted 50 tweets, which were live reporting of the event. The score table showing Team SG getting 7 gold
medals on the first day got retweeted 480 times (we gathered 98 public retweets).
• They created a SEA Games microsite with a “Cheer Aggregator” counting Cheers on the site, but also hashtags, watching
videos, sharing or liking Singtel content. They managed to gather almost 2 million Cheers (mostly from video views).
• Their hashtag #InspiringSG has been used 273 times in relation to the SEA Games, and were sometimes used even without
referring to the Singtel campaign.
SEA GAMES BUZZ

FOCUS ON DBS
• DBS was the corporate sponsor of the SEA Games and organized a water sport festival, DBS Marina Regatta, installing
a urban beach where people could enjoy food, beverages, activities and a pool, while watching the sailing races. DBS has
been mentioned 37 times on Instagram with pictures of the Marina Regatta. The event received only positive comments
and has been shared by a few influencers, like The Straits Times (480.000 followers), YourSingapore (1 million fans) or
the Singaporean politician Lee Hsien Loong (800.000 fans).
• They posted pictures of the event on Twitter (26) and on Facebook (10 posts), with around 2.300 likes. Videos posted on
Facebook gathered 7.700 views.
SEA GAMES BUZZ

Focus on Deloitte
• Deloitte created a blog “Finding the extraordinary” sharing the stories of their staff involved in the Games (10 employees were
athletes at the games, for ex).
•They shared regularly about the games on Facebook (31 posts) but with only 117 likes and 5 shares. They also released a
countdown video, which got 400 views.
• As tickets purchase have been facilitated for the staff, which resulted in a few pictures posted from the staff.
• From the 90 mentions we found online, 40% are from Facebook and 44% from Twitter, but mostly posted by Deloitte.
SEA GAMES BUZZ

Focus on Changi Airport
Changi Airport got 73 mentions in relation with the SEA Games:
• 30% are from the news (especially when the Singaporean soccer team Lions XII were welcomed at Changi Airport).
• 30% are from Twitter and 22% are from Instagram, mainly pictures with the mascot Nila who was taking pictures with
people at the Airport during the event.
SEA GAMES BUZZ

FOCUS ON 100PLUS
• As the official drink of the SEA Games, 100Plus created a campaign to cheer for team Singapore and a memorative gold
can. They created a contest, asking people to upload pictures with the limited edition gold can on Instagram with the hashtag
#goforgoldsg and leave words of encouragement for the team.
• They shared 23 posts on Facebook, and received 42.000 likes, almost 1000 shares and 380 comments.
• From the 41 public mentions we gathered, 51% were from Instagram (contest) and 24% were from Twitter.
SEA GAMES BUZZ

FOCUS ON SINGAPORE AIRLINES
• Singapore Airlines Facebook page shared 8 posts with videos focusing on six athletes. Videos got 585.000 views,
6.300 likes, 340 shares and 74 comments. On Youtube, the videos got 7.000 views.
• We collected only 31 mentions online in the public sphere, either from the news or on Instagram. Many people
shared pictures of the freebies received at the event, or pictures with the Singapore Airlines girls, which got very positive
comments.
SEA GAMES BUZZ

WHAT ABOUT THE OTHER BRANDS?SEA GAMES BUZZ
• GP Batteries organized many contests on Facebook, including one to win
tickets, but the winner couldn’t enter the games as it has been reported in
the news. They created a special GP SEA Games power bank, but we didn’t
see any mentions of it.
• Volvo got a few positive mentions with pictures of the car which was
showed at the event.
• McDonald’s didn’t get any mentions about its Surprise Alarm app where
they offered special SEA Games offers.
• Milo launched a contest to « design your own idea of badminton » on a
dedicated page. They got only 41 participants and we didn’t get any public
mentions about this on social media. Only the MILO truck at the Sea
Games got mentioned.

1 How to get visibility online as an event
sponsor?
- Having its brand name as the name of the facilities, or organizing a
parallel event helps a lot to get brand visibility of course (cfr OCBC Arena
or DBS Marina Regatta).
- This case shows again that engaging content is key! The 2 organic buzz
are videos and images which are either strengthening national pride, or
funny, posted live » by Singtel and Toggle, and in direct link with the event.
Twitter is definitely the best channel for that kind of short live information.
- On Facebook, promotion is inevitable! This is the only way nowadays to
get seen on Facebook, and brands such as Singtel or Singapore Airlines
have boosted their visibility with their video tributes thanks to promotion.
Tesla Insights May 2015
CONCLUSIONSSEA GAMES BUZZ

2 How to take advantage of an event to create
engagement?
- Instagram is clearly the new #1 platform for engagement. That is where
people share pictures of special moments with the brand (100Plus gold can,
Nila mascot at Changi Airport, Singapore Airlines girls).
- No photo or video contests have really managed to create engagement,
either because the prize was not relevant, the contest brief was not clear or not
visible enough or because it asked too much effort.
- Creating photos opportunities at the venue is a great way to get
engagement and visibility, as people love more than ever to post original
pictures on Instagram.
Tesla Insights May 2015
CONCLUSIONSSEA GAMES BUZZ

Thank you !
Let your customers decide your next move.
Go where they express emotions.
Let us help you refine the raw data into gold insights.
About Tesla Insights
We are offering actionable social media insights to help you connect with your customers main concerns, passions
and aspirations, in Asian markets.
Please do get in touch for more custom social media insights for your own needs:
www.teslainsights.com
insights@agencetesla.com

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