Has Gatorade escaped Tiger Woods?Using Collective Intellect Benchmarks and Sentiment Analysis to Evaluate an Event <br />C...
When Gatorade dropped TigerWoods’sponsorship, how large was the reaction?<br />Gatorade Conversation – Tiger Focused, Acti...
OK, the response was big.  But was the reaction positive?<br />Gatorade Conversation – Tiger Focused, Positive & Negative ...
So is Gatorade clear of Tiger now?  Are Masters’ fans noticing the absence of Gatorade/Tiger ads?<br />Gatorade Conversati...
Thinking of this another way, is it safe to assume that Gatorade’s association with Tiger has ended?<br />Gatorade  Object...
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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.

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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Collective Intellect: Gatorade/Tiger Woods Analysis

  1. 1. Has Gatorade escaped Tiger Woods?Using Collective Intellect Benchmarks and Sentiment Analysis to Evaluate an Event <br />Created by: Justin Wyman<br />justin@collectiveintellect.com<br />
  2. 2. When Gatorade dropped TigerWoods’sponsorship, how large was the reaction?<br />Gatorade Conversation – Tiger Focused, Activity Timeline<br />Event #3: Gatorade Drops Tiger<br />Event #1: Gatorade Label Hoax ,<br />GM drops Tiger, etc<br />Event #2: Tiger Apologizes<br />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).<br />
  3. 3. OK, the response was big. But was the reaction positive?<br />Gatorade Conversation – Tiger Focused, Positive & Negative Sentiment Timeline<br />Event #3: Gatorade Drops Tiger<br />Event #1: Gatorade Label Hoax ,<br />GM drops Tiger, etc<br />Event #2: Tiger Apologizes<br />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. <br />
  4. 4. So is Gatorade clear of Tiger now? Are Masters’ fans noticing the absence of Gatorade/Tiger ads?<br />Gatorade Conversation – Tiger Focused, Activity Timeline<br />Event #4: Masters<br />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.<br />
  5. 5. Thinking of this another way, is it safe to assume that Gatorade’s association with Tiger has ended?<br />Gatorade Object Association: Pre-Drop<br />Gatorade Object Association: Post-Drop<br />#20<br />#1<br />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.<br />

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