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’.
According to Socialbakers’ CheerMeter there were more than 16,000 tweets associating Nike with the word Olympic between 27 July and 2 August compared to 9,295 for Adidas.
Furthermore. Nike attracted 166,718 new Facebook fans during the Games versus 80,761 for Adidas.
Data from Experian Hitwise shows that Nike achieved a 6% growth in its number of Facebook fans and a 77% boost in engagement on its Facebook page compared to 2% and 59% respectively for Adidas.
But in terms of website visits, Adidas scored a 44% uplift in traffic compared to 10% for Nike. Of the other official sponsors, Samsung was the biggest winner with a 111% boost in traffic while Cadbury’s saw its visit increase by 41%.
In comparison, McDonalds saw just a 1% uplift in traffic, however non-sponsor Burger King actually saw a 33% decline.