And the winner goes to…
By Jessie Brown
With the Rio 2016 Olympics ending in late August, talk of the 11 official Olympic partners is still buzzing. Each of the sponsors spoke to PRWeek about which of their activities had the greatest impact on viewers and partnered with business analytics firm Alva to analyze content 12 months prior to the games and reactions during it. The firm analyzed changes in visibility, likeability and advocacy. The research conducted was global but analyzed English language content only.
Samsung took first place with the top visibility ranking growth of 103 percent. The company believes its focus on the School of Rio videos resonated well with viewers. In addition, the company’s Anthem video had almost 30 million views on YouTube. Samsung also used virtual reality as a tool to show the media and its fans “behind the scenes” views of its ambassadors, like former Olympian Sir Steve Redgrave.
McDonald’s took silver with a visibility increase of 64 percent. Throughout the course of Olympics, the fast food chain gave out free meals in the Olympic Village and had people share photos of their experience.
GE saw its visibility grow 16 percent during the Games, as the company was involved in 187 infrastructure projects in Rio, aiming to provide power, lighting and healthcare services to Rio natives.
Additionally, Coca-Cola’s visibility grew 40 percent and surprisingly had a likeability rating slip of 6 percent, which was due to negative press around the health concerns and allegations that the company prompted a coffee shortage in the Olympic Village. Although these allegations caused a decrease in likeability percentage points, the company agreed that its set up in the Olympic Station created a vibrant hang out spot for athletes, music artists, and other influencers to hang out during the Games.
Overall, the majority of this year’s Olympic sponsors saw growth in both visibility and likeability across the board. It seems as though the 2020 Olympic Sponsors will have a lot to live up to.