Rating: Galaxy tablets & smartphones sneak into Opening ceremony
Here’s a new slant on the London Olympic Games 2012 theme – Who is winning the sponsorship race? To answer this, Precise – the business information group, has been conducting social media research into sponsor performance at major sporting events over the Summer of 2012. The good news for world leading handset producer, Samsung, is currently winning the latest race – based on a combination of share of voice and favourability. However, this was far from being a forgone conclusion.Precise’s social media analysis reveals that the top sponsors by share of voice have net sentiment scores ranging from +89 to -7.
This illustrates that the sponsors are faring very differently to one-another when they are measured on favourability and not just buzz.
The research also found that the Torch Relay has delivered a significant lift in comments about several of the sponsoring brands, demonstrating genuine engagement with the Relay.
Five per cent of conversations about Samsung directly mention the Torch Relay, for example.
Samsung Galaxy devices were mentioned in more than a third of all comments about Samsung in relation to its sponsorship, following the role they played in the opening ceremony.
Precise says, “Clever product placement is powerful, even when the logo and brand name are not in view.”
James Withey, head of brand insight with Precise observed, “Investing in sponsorship does not automatically curry good favour. The winning brands will be those that are seen to play a meaningful role and bring real benefits to people.”
Despite the ‘clean venue’ policy, the Galaxy S III and Galaxy Note devices featured in the opening ceremony, providing the single most significant boost to the brand within social media.
Based on favourability, Samsung is close to taking first prize with a net sentiment score of +89.
In the volume stakes, it is currently in third place by generating sponsorship-related news that has been widely shared across social media.
So sponsorship does pay, it seems.