Despite rejecting the chance to become an official partner of the London 2012 Olympic Games, Nike still managed to cross the line first for social engagement while the events played out.
Going on readings from SocialBakers’ CheerMeter tool, Nike grew its Facebook following by a staggering 166,178 over the space of just six days - from the opening ceremony on July 27 through until August 2.
Nike’s fanbase of 10 million+ still pales in significance when compared with Adidas’ count of 15 million users, but the results show there is only one winner when it comes to harnessing the power of Facebook marketing on the big stage. As noted by thedrum.co.uk, Adidas’ Facebook fans grew by 80,761 during the same period - half of Nike’s figure.
Furthermore, Adidas’ partnership with the Olympics still couldn’t lead the brand to a victory in the Twitter race. Nike notched up 16,000 tweets mentioning both the company and the word Olympic, while Adidas could only boast 9,000 following a similar theme. ]
Meanwhile, according to results at cbronline.com, Apple tallied 10,865 Twitter mentions over the six day gap. It was Mars however who topped the podium in this particular event, scoring 29,740.
Jaz Rezab, CEO of Social bakers highlighted that TV commercials and sponsorship were no longer needed to generate hype amongst consumers. Almost blasting Adidas for spending so much time and money in this area, he stated that cunning social media tactics were just as important as more expensive forms of advertising.
“There was a time when primetime slots around major sporting events were essential for maintaining position as a household name; but social media has leveled the playing field,” he told thedrum.co.uk.
“Through its savvy social strategy, Nike demonstrated that you no longer need primetime to create brand buzz.”