Nike managed to outperform official Olympic sponsor Adidas on social media during the Games, generating more tweets and pulling in more new Facebook fans.
However Adidas had the last laugh, as it achieved a much bigger spike in traffic during the two weeks.
Non-sponsor Nike was particularly visible around London during the Olympics with a campaign that celebrated everyday athletes. It bought up hundreds of billboards around the city and on the tube featuring the hashtag ‘#findgreatness’.
Adidas, which spent tens of millions of pounds to be an official sponsor, ran a campaign featuring Team GB athletes and the hashtag ‘#takethestage’.
The Olympics is only two days away now, and LOCOG has undertaken a well-publicised crackdown on non-sponsors’ attempts at guerrilla marketing.
However, new data from Experian shows that the overzealous approach to protecting the rights of official sponsors may have backfired.
As of last week, the Olympics was the third most visited sports category online behind football and cycling, while the average time spend on an Olympics website stands at six minutes 33 seconds.
Businesses with strong, consistent, well managed brands have higher market valuations than their competitors, but building brand value involves much more than developing a great looking visual identity.
Brand building is all about managing the customer experience whether that is through your products, packaging, price, advertising communications, website, email marketing or even your sales personnel.
Each time a customer interacts with your brand, that experience defines who you are, how you operate, and how you’re different from your competitors.
Here are three tips for building a stronger brand...
Selling has become tougher. Consumers are more sophisticated and competition more aggressive. We now use multiple touch points and we’ve become immune to age-old models of closing.
In this new age of cynicism, how can marketers cut through and deliver more valuable, immersive experiences and what research techniques should underpin these?
Consider this, just 5% of the brain represents what we consciously process and traditional market research can access. What we subconsciously process accounts for the remaining 95%.
So, if our subconscious is smarter and faster than our conscious mind, why doesn’t more of today’s user experience and communications planning seek to tap into subconscious emotions?
At the time of writing this article, there are just 40-something days left to go until the Olympics begins. And there’s been a lot of chatter so far this year about how well Nike has capitalised on the ‘Summer of Sport’ theme.
So we thought we would take a closer look at how Nike (not a headline Olympic sponsor) has fared compared to headline Olympic sponsor Adidas in the social stakes on some comparable key terms.
Twitter has agreed to prevent brands from using the social network for Olympic 'ambush marketing' attempts.
Games organiser Locog says that it is keen to prevent non-sponsors from using the event as a marketing opportunity at the expense of official Olympic brands.
Sponsorship deals for the event have raked in £670m for Locog, so it's no wonder that it wants to protect its official advertisers.
This issue was recently highlighted by digital agency Jam, which found that non-Olympic sponsor Nike is the brand most associated with the 2012 Games and is far out-performing official sponsor Adidas in terms of recognition.
Innovation. It's brought up in articles, at conferences and in board meetings. But how can we innovate in companies that still don't have the flexibility or the right mind set?
Julie Cottineau, former VP of Brand for Virgin USA, brought the idea that we are all entrepreneurs to Columbia University's Brite Conference this morning. Innovation isn't just for new businesses so how do we bring it to the heart of an established company?
The makers of Facebook football game I AM PLAYR are offering fans physical Nike merchandise for its fictional club River Park FC.
The freemium game’s primary income comes from selling virtual goods including Nike branded football boots and cans of Red Bull, but it sees the physical goods as a useful marketing tool as well as a secondary revenue stream.
Users can buy official Nike shirts and scarves from the game’s f-commerce site, powered by Zibaba, for £34.99 and £9.99 respectively.
Nike has announced a new range of digitally-enabled footwear that uses interactive mobile applications to track and measure the wearer’s movement.
This extends the existing Nike+ product line, which has to date created a community of over 6m users.
Wieden + Kennedy NY has launched Nike Jordan's newest shoe, the CP3.V, with a
180 degree interactive video.
The video puts you into the middle of a fast
break, the most chaotic situation in basketball, and allows you control what goes on around you.
Quick Controls Chaos, created for the Nike Jordan brand, allows you to choose which angle you view the game by sliding your mouse
across the screen. To capitalise on the chaos, you can click on any unusual action on the court to watch it played back in full.