Read the Official Press Release
– Sponsorship buzz tracking tools show who’s leading the race for social success in the “mention marathon” –
(London, 19 July 2012) Brands will be able to track the online impact of Olympics sponsorship campaigns thanks to a data visualisation tool and Twitter tracker launched today. Developed by Brandwatch, the social media monitoring company, and MediaCom Sport, the sports marketing division of MediaCom Worldwide, the online applications analyse Twitter activity surrounding the 25 Olympic sponsors.
The Buzz Board (https://labs.brandwatch.com/mediacom/buzzboard) – a data visualisation displaying real-time mentions of Olympic sponsors including Panasonic, BA, Samsung, BP, McDonald’s, Coca Cola and Visa – shows the total volume of mentions as well as the sentiment around the brands involved. Each sponsor is represented by its own athlete-worm, with the adjacent number showing how many Olympic-related tweets have been posted about that brand over the last 28 days.
An Olympic Sponsors Twitter Tracker (http://www.mediacom.com/) is also being launched, combining the social media monitoring and analysis capabilities of Brandwatch with MediaCom Sport’s insight and performance indicator. This tool pulls in Twitter mentions of each sponsor, and awards a performance score based upon a dedicated formula (featuring sentiment, engagement and reach metrics), before ranking them in a league table.
The upcoming games is set to be one of the most popular social media events in sporting history, with Twitter playing a prominent role as host of the online buzz surrounding the various competitions. London expects to break social media sports consumption records, and race ahead of previous Twitter activity benchmarks around sporting events.
Giles Palmer, CEO of Brandwatch, said: “Over the past four years these brands have shelled out serious money to sponsor the games, and they’ll be after huge returns as a result. Tapping into the rise in social media sports consumption, this tool is a real ‘games-changer’: giving brands minute-by-minute feedback on their Twitter performance, something they’ve never had before.”
“We launched a similar data visualisation for Super Bowl 2012, and what we found there was that brands need to act extremely quickly on online feedback. They need to figure out what’s worked well, and what hasn’t. It’s not enough just gathering loads of data and sitting on it. Brands need to be reacting and adjusting their communications in real-time. ”
Marcus John, Global Head of MediaCom Sport said: “We believe that sports sponsorship can be a powerful and sophisticated communications channel for today’s brands, offering them the chance to engage and invigorate target stakeholders as never before. To prove success however, brands must first exploit these channels to add value to the fan experience and then ensure that they understand the success of their campaigns and use any learning to form better strategies to connect with consumers.”
Disclaimer: Neither Brandwatch nor MediaCom are associated, endorsed or have any official connection with the London Organising Committee of the Olympics and Paralympics Games. Any data which is portrayed in the buzz board data-visualisation is publically available data gathered from social media sites and neither Brandwatch nor MediaCom accepts any liability for its content.
Brandwatch is a social media monitoring and analytics company. The Brandwatch tool helps companies find conversations about their brand or market online, in real-time. Powerful insights and analysis on sentiment, market trends, customer opinion and brand reputation are used by over 500 global agencies and brands that rely on Brandwatch to leverage incredible data and give their business the edge. Founded in 2007, Brandwatch is used by names such as HSBC, DDB, Ipsos and Mediacom. Based in Brighton, UK, the company also has offices in New York and Germany. For more information, please visit www.brandwatch.com.
About MediaCom SPORT
MediaCom SPORT is the specialist division of MediaCom Holding providing full service sponsorship and sports rights consultancy. Sport has become an increasingly important marketing platform to MediaCom clients and a vital area for developing revenue and new business streams across the company. MediaCom SPORT adopts a very innovative strategic approach based on detailed consumer insight and state of the art media expertise, providing a unique approach to sponsorship within the industry, working closely with rights holders across all major platforms to provide first hand access for its clients.