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Coca-Cola, Nike top lists of Olympics advertisers earning social buzz
Nintendo credited as a late winner thanks to Super Mario showing up at Sunday's closing ceremony.
When it comes to Olympics advertisers earning social and digital buzz, Coca-Cola and Nike took top honors at the just-completed Summer Olympics in Rio.
Social intelligence company Brandwatch focused on Twitter, monitoring tweets that mentioned both the Olympics and one of its official sponsors. Brandwatch says Coca-Cola beat out McDonald’s with about 12,000 mentions during the summer games. The top five overall from Brandwatch’s data are as follows:
Coca-Cola: ~12,000 mentions
McDonald’s: ~11,700 mentions
Visa: ~8,200 mentions
Samsung: ~6,200 mentions
Omega: ~4,300 mentions
Brandwatch says there were more than 23 million tweets about the Olympics, with about 81 percent categorized as positive.
Nike tops Amobee’s digital content engagement
Marketing technology company Amobee monitored digital content engagement during the Olympics and found that Nike was the most successful of all official sponsors. (Amobee defines “digital content engagement” as “what people are seeing, reading, interacting and engaging with on over 600,000 sites on mobile, video, web and social.) Here’s Amobee’s top 10:
5. Ralph Lauren
8. United Airlines
Amobee says Nintendo was the winning brand from Sunday night’s closing ceremonies, thanks to the appearance of Japanese Prime Minister Shinzo Abe dressed as Super Mario — part of the passing of the Olympic torch from Rio to Tokyo, site of the 2020 Summer Olympics.