The Olympics are over, and whether you were watching or not, you probably couldn’t avoid their sponsors’ ads.
Unmetric, a service that tracks brands’ online presence, collected data leading up to the Games to see how sponsors stacked up against each other.
“The Olympics represent the grandest stage in all of sports, bringing together the greatest athletes from around the world. This grandness and competition is mirrored by the brands sponsoring the event in their efforts on social media,” says Unmetric CEO, Lux Narayan. “Within this competitive landscape, brands are doing their best to become the business equivalent of Michael Phelps. This report looks deep inside their efforts to decipher who’s actually winning on Facebook, Twitter and YouTube.”
Coca-Cola took the lead across all networks in numbers, though McDonald’s followed close behind. The fast food chain also responded to fans more quickly than all other sponsors. Watch company Omega lacked the numbers of its competitors, but compensated by posting more engaging content. On the other hand, Panasonic consistently fell behind in most categories.
Overall, Coca-Cola reigned supreme in both numbers and engagement; this is largely due to their Move to the Beat campaign, which allowed fans to upload homemade music videos. Other sponsors lacked similar integrated campaigns.
Source: Mashable.com, unmetric