+ All Categories
Transcript
Page 1: Winter olympics post event impact report omg

2014 SOCHI WINTER OLYMPIC GAMES

POST EVENT IMPACT REPORT

Page 2: Winter olympics post event impact report omg
Page 3: Winter olympics post event impact report omg

EXECUTIVE SUMMARY Key lessons

Although Sochi had a rocky start with political issues taking centre stage, in the end it was the athletes that captured the world’s attention, changing the tone and becoming more positive. Unfortunately, brands were not able to escape the political issues surrounding the beginning of Sochi 2014. Consumers expect brands to take a stand against political and controversial issues and taking a neutral approach to these issues no longer guarantees brands to walk free from controversy. As seen in Sochi some brands, such as Google, achieved viral success by taking a stand – other brands, such as McDonald’s and Coca-Cola, which remained neutral, found that their social media had been taken over to make a political statement.

Social media has also become a way to leverage brand relationships with consumers, since social media is playing a more important role in these events - for example Samsung and Ellen’s selfie at the Oscars. Expect brands to become more present on numerous social platforms and to use them in exceedingly creative ways. During Sochi, Visa used Tumblr as their Olympic social media hub linking their Facebook, Twitter, g+, YouTube, Instagram and Vine content.

Overall, we have seen that the Olympics have become more digital, social and mobile. With sporting events becoming more accessible, it is only natural that people’s behaviours should also change, affecting the way they consume and interact with these events. It is important not only to take into account people’s perceptions of brands as a result of their sponsorship of or affiliation to these events, but also the consumer’s experience of the event – the reasons why they are participating, the devices they are using and the environments in which they are interacting. By understanding the consumer journey, we can better understand how brands can interact and engage more effectively with consumers during sporting events, such as the Sochi 2014 Winter Olympics.

home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE

WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS

STORIES OF INTEREST home

WE HOPE YOU ENJOY READING IT.

Chelsea Horncastle

INSIGHTS, OMG EMEA

Welcome to our third and final IMPACT REPORT examining the consumer experience of Sochi 2014.

Page 4: Winter olympics post event impact report omg

The Closing Ceremony

SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014

SPONSORS STORIES OF

INTEREST EXECUTIVE SUMMARY

Source: OMG Insights across 81 Markets

billion people, Viewed by over

3 the end of the games marked a

transformation in the hearts of many, with

the Olympic spirit uniting the

countries, 88 causing any problems to fade

into the background. The

closing ceremonies illustrated

a uniting of nations as over

athletes 2,800 marched in together rather than nation

by nation. The ceremony’s

performers, 7,000 Pianos, 62 musicians, 83 all under 21

Impressed, but Russia’s making a joke at their own expense with an intentional Olympic ring

failure was what stole the show for the media. This year’s Winter Olympic games introduced

Olympics, with much of this being due to the X factor of the influence

from the USA’s winter X Games, a trendy less regulated extreme sports

mecca. After years Sochi witnessed the

new medal possibilities 12 since the previous winter

90 1st competitive

women's Olympic

ski jump.

home

NEXT

Page 5: Winter olympics post event impact report omg

How people followed Sochi 2014 in Russia

Where people used their

mobile devices (laptops,

tablets, and mobiles) to follow

Sochi 2014

At home:

At work:

On the go:

45%

55% INTEREST IN THE SOCHI

2014 WINTER GAMES`

89%

WHO THEY WATCHED THE OLYMPICS

WITH…

78% PRE 43% PRE

Watch alone

40%

52%

22%

40%

3%

32%

19%

18%

35%

5%

38%

15%

14%

46%

6%

45%

29%

25%

47%

9%

43%

19%

18%

43%

5%

35%

28%

14%

33%

4%

49%

28%

19%

57%

5%

0% 20% 40% 60% 80% 100%

Laptop

Mobile

Tablet

Desktop

E-ReaderChat with friends

Play games

Search for products to buy

Read news

Look up information about theOlympicsShare their opinions about theeventInteract with online Olympiccontent

HOW THEY FOLLOWED SOCHI 2014… Pre-games

ATTENDED AN EVENT IN RUSSIA

Pre-Games

11% Post-Games

4%

19%

18%

18%

19%

26%

16-24 years old

24-34 years old

35-44 years old

45-54 years old

55+ years old

93%

71%

67%

59%

45%

15%

7%

0%

2%

68%

68%

64%

47%

18%

6%

2%

2%

Support my national team

Support another national team

Support a specific athlete

Experience an international event

Keep up to date with a major event

For the love of winter sports

Will watch, but not by choice

Other

KEY MOTIVATIONS FOR FOLLOWING THE GAMES Pre-games

WERE INTERESTED IN THE FOLLOWING

WINTER SPORTS…

Responses based on 7+ from a 1-10 scale.

80% POST

Watch

with family

46% POST

85% OF RESPONDENTS USED AT LEAST ONE DEVICE (MOBILE

PHONE, LAPTOP, DESKTOP, TABLET, E-READER) TO DO THE

FOLLOWING WHEN WATCHING THE OLYMPICS ON TV:

TOP 3 SPONTANEOUS

RECALLED BRANDS

DURING THE OLYMPICS

CHANGED PERCEPTION

OF BRAND DUE TO

OLYMPIC SPONSORSHIP

Responses based on 7+ on

a scale of 1-10

58%

61% Planned

Did

33%

49% Planned

Did

28%

35% Planned

Did

72%

8%

71%

76%

64%

55%

78%

6%

72%

76%

65%

54%

Figure Skating

Ski Jumping

Men's Ice Hockey

Biathlon

Cross-country Skiing

Alpine Skiing

40%

42%

29%

46%

45%

39% Pre

Post

Pre

Post

Pre

Post

79%

83%

83%

85% Read the news

Chatted with friends

Interacted with online Olympic content

Looked for information related to what they were watching

Source: OMG Snapshots Fieldwork: January 23 – 31, 2014 (N = 401 Russia), Fieldwork: February 28 – March 2, 2014 (N=414 Russia)

95%

53%

86%

59%

25%

45%

54%

15%

11%

94%

37%

87%

47%

21%

40%

39%

14%

10%

TV at home

Press

News websites

Radio

Facebook

Mobile

Pub/bar/resturant

Twitter

Instagram

SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014

SPONSORS STORIES OF

INTEREST EXECUTIVE SUMMARY

For ‘Change in perception’ and ‘Fit’ responses are based on 7+ on a scale of 1-10. Change in perception is based on respondent known sponsorship – Please rate how your

perception has changed as a result of their sponsorship of the 2014 Sochi Winter Olympics?

home

Page 6: Winter olympics post event impact report omg

WERE INTERESTED IN THE FOLLOWING WINTER SPORTS…

Responses based on 7+ from a 1-10 scale.

home

Source: OMG Snapshots Fieldwork: January 23 – 31, 2014 (N = 833 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 – 16, 2014 (N = 855 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada)

Who watched the Games?

EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE

WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS

STORIES OF INTEREST

KEY MOTIVATIONS FOR FOLLOWING THE GAMES

ATTENDED AN EVENT IN RUSSIA

Pre-Games

5%

Where people used

their mobile devices

(laptops, tablets, and

mobiles) to follow Sochi 2014

Women continued to be slightly

more interested in following the

Winter Olympics, although men

were more passionate about the

Games. The main reason to keep

following Sochi 2014 was to

‘support national teams’.

INTEREST IN THE SOCHI 2014 WINTER GAMES`

WHO THEY WERE

WATCHING THE

OLYMPICS WITH… POST

32%

67%

Watch alone

39%

25% Watch with a

few friends

Watch with family

56%

8%

13%

42%

47%

38%

4%

4%

56%

7%

14%

39%

45%

37%

5%

5%

Support my national team

Support another national team

Support a specific athlete

Experience an international event

Keep up to date with a major event

For the love of winter sports

Will watch, but not by choice

Other

16%

17%

17% 19%

32%

16%

16%

17% 18%

33% 16-24 years old

24-34 years old

35-44 years old

45-54 years old

55+ years old

Alpine Skiing

Pre 49%

Post

44%

Men’s ice Hockey

Post 50%

Pre 48%

Speed Skating

Post

46%

Pre 50%

Figure Skating Bobsled

47% Post

Pre

53%

Ski Jumping

Pre-games

61%

63%

58%

46%

75%

67%

77%

85%

Watch with a

few friends

PRE

Watch with family

69%

Watch alone

36%

FE

MA

LE

MA

LE

Pre &

Post-

51%

51% 49%

37

%

38

%

On L

apto

p

PR

E

PO

ST

25

%

12%

On M

obile

PR

E

PO

ST

37

%

23

%

On M

obile

PR

E

PO

ST

75

%

79%

24

% 54

%

54

%

36

%

Post-Games

5%

Pre &

Post 49%

Pre-games

During-Games

7%

Pre-games

Pre

50%

Post

52%

Post

49%

Pre

52%

During

53%

During

47%

home

NEXT

Page 7: Winter olympics post event impact report omg

home

How they watched the Games HOW THEY FOLLOWED SOCHI 2014…

HOW LIKELY WERE THEY TO TALK ABOUT OLYMPIC

SPONSORSHIP ACTIVITY?…

have spoken to

others about recalled

sponsorship activity

12% Post

have talked very

positively about

recalled activity

WOMEN WERE MORE LIKELY TO USE ANOTHER DEVICE WHEN WATCHING

THE OLYMPICS ON TV.

54% Post

46% Post

18

%

19

%

19

%

18

%

25

%

21

%

18

%

19

%

17

%

24

%

16-24 24-34 35-44 45-54 55+

MEDIA-MESHER (USING

ANOTHER DEVICE WHILE

WATCHING TV) ARE GENERALLY

16-44 YEARS OLD.

AND THEY CARRIED OUT THE FOLLOWING ACTIVITIES:

Responses

based on 7+ on a

1-10 scale.

Pre-games Post games

72% Post

During games

51% During games

49%

Duri

ng

ga

me

s

Po

st

ga

me

s

Duri

ng

ga

me

s

Po

st

ga

me

s

Duri

ng

ga

me

s

Po

st

ga

me

s

Duri

ng

ga

me

s

Po

st

ga

me

s

Duri

ng

ga

me

s

Po

st

ga

me

s

41%/39% are using their mobiles

32%/28% are using their tablets

46%/46% are using their laptops

41%/37% are using their desktops

19%/16% e-readers

PEOPLE USED THE FOLLOWING DEVICES WHILE

WATCHING THE OLYMPICS ON TV:

During

games

3

3

4

3

3

4

5

6

4

4

3

2

3

3

5

8

9

13

10

12

12

15

21

24

15

19

7

8

8

9

4

6

7

8

11

11

8

10

12

15

11

13

6

6

7

6

4

4

20

21

14

14

8

10

16

17

13

15

11

10

7

9

4

6

13

15

13

16

18

20

27

26

21

22

11

11

10

9

5

5

E-reader

Desk-top

Tablet

Mobile

Laptop

Source: OMG Snapshots Fieldwork: January 23 – 31, 2014 (N = 833 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 – 16, 2014 (N = 855 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 28-March 3, 2014 (N = 822 across 4 countries, approximately 200 for Germany, Australia, USA and Canada).

93%

59%

53%

40%

32%

28%

24%

14%

8%

91%

47%

45%

36%

28%

25%

16%

11%

5%

TV at home

Press

News websites

Radio

Facebook

Mobile

Pub/bar/resturant

Twitter

Instagram

Post

games

10%

During

83%

During

EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE

WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS

STORIES OF INTEREST home

Page 8: Winter olympics post event impact report omg

home

What’s happened?

Polish Skier wins gold with broken foot

Justyna Kowalczy heroically competed on a

fractured ankle in the woman's 10 km cross

country skiing race even managing to win a gold

medal.

Latvian goalkeeper impresses all Kristers Gudlevskis is said to have given one

of the top hockey performances at Sochi. In a

game against Canada he managed to stop 55

of 57 shot attempts, leading to tweets

comparing him to a brick wall

Russian husband and wife duo

Russian snowboarding couple Vic Wild and

Alena Zavarzina both won medals in parallel

giant slalom just 10 minutes apart.

Russia’s youngest Olympic champion Fifteen year old figure skater Yulia Lipnitskaya

amazed the crowds at Sochi with her

performances, bringing home a gold for Russia.

The most decorated Winter Olympian Norwegian Biathlete Ole Einar Bjoerndalen won

his 13th career medal at the age of 40, making

him the most decorated athlete in Winter

Olympics history.

Source: OMG Insights across 81 Markets

People watched the Sochi Olympics come to a close

CLICK ON INFO SIGNS for more information about winter sports athletes on Twitter

29,000+ 28,999 – 14,000 13,999 – 4,000 3,999 – 1,000 999 – 200 199 or less Data not shown

NEXT SECTION

home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE

WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS

STORIES OF INTEREST

Japanese figure skater overcomes Yuzuru Hanyu did not allow the earthquake and

tsunami that devastated his town and practice

rink to destroy his Olympic dreams. Hanyu made

his nation proud by winning gold in the men's

free skating.

Colours correspond to TV audience in 1,000:

home

Page 9: Winter olympics post event impact report omg

Sochi 2014 Sponsors

For ‘Change in perception’ and ‘Fit’ responses are based on 7+ on a scale of 1-10. Change in

perception is based on respondent known sponsorship – Please rate how your perception has

changed as a result of their sponsorship of the 2014 Sochi Winter Olympics?

NEXT

EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE

WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS

STORIES OF INTEREST

Spontaneous recall

Prompted recall

Change in perception

Fit with Olympics

PRE DURING POST

4%

39

%

47

% 61

%

6%

43

%

38

%

75

%

9%

44

%

40

% 6

0%

1%

7%

0%

11

%

1%

11

%

7%

41

%

39

%

53

%

11

%

49

%

36

%

43

%

15

%

50

%

38

%

45

%

1%

9%

1%

11

%

2%

22

%

19

%

19

%

41

%

62

%

13

%

43

%

36

% 51

%

19

%

45

%

39

% 53

%

0%

2%

1%

2%

2%

15

%

49

% 7

0%

1%

14

%

39

% 5

7%

2%

11

%

47

% 60

%

2%

15

%

51

%

63

%

2%

18

%

48

% 61

%

5%

21

% 4

0%

60

%

4%

27

%

52

% 67

%

3%

23

% 4

0%

59

%

6%

26

% 40

% 6

0%

CLICK ON INFO SIGNS for more brand stories

Source: OMG Snapshots Fieldwork: January 23 – 31, 2014 (N = 833 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 – 16, 2014 (N = 855 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 28-March 3, 2014 (N = 822 across 4 countries, approximately 200 for Germany, Australia, USA and Canada).

2%

3%

3%

home

Page 10: Winter olympics post event impact report omg

Sporting Sponsorship

Source: OMG Snapshots Fieldwork: January 23 – 31, 2014 (N = 833 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 – 16, 2014 (N = 855 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 28-March 3, 2014 (N = 822 across 4 countries, approximately 200 for Germany, Australia, USA and Canada).

High interest for the following sporting events Responses based on 7+ on a scale of 1-10

Vancouver

Olympics

20%

62% 65% 66%

64%

36

% 40%

46%

Sochi

Olympics

London

Olympics

Rio

Olympics

Euro

Cup 2012

Euro

Cup 2016

FIFA World

Cup 2010

50%

30%

40%

50%

60%

Looking at high interest of Sochi Olympics Responses based on 7+ from a 1-10 scale

68% 64%

67%

69% 58%

68%

16-29

30-44

45-54

55+

Looking at high interest of Rio Olympics Responses based on 7+ from a 1-10 scale

61%

64%

66% 62%

64% 16-29

30-44

45-54

55+

Looking at high interest of EURO CUP 2016 Responses based on 7+ from a 1-10 scale

46% 34%

Looking at high interest of FIFA WORLD CUP 2014 Responses based on 7+ from a 1-10 scale

61%

39%

67%

Top 5 spontaneous recalled brands during the Sochi 2014 winter Olympics:

PRE DURING POST

1 12% 13% 19%

2 8% 11% 15%

3 7% 6% 9%

4 6% 6% 6%

5 6% 6% 6%

43%

43% 34%

40% 16-29

30-44

45-54

55+

59%

52%

42%

44% 16-29

30-44

45-54

55+

Top 5 prompted recalled brands during the Sochi 2014 winter Olympics:

PRE DURING POST

1 51% 49% 50%

2 50% 45% 45%

3 46% 43% 44%

4 44% 40% 35%

5 44% 36% 33%

People who spoke to others about sponsor activities:

PRE DURING POST

Positive conversations about sponsor activities: Responses based on 10 from a 1-10 scale

Overall

16%

A brand

recalled

11%

Overall

14%

A brand

recalled

10%

Overall

15%

A brand

recalled

12%

PRE DURING POST

36%

A brand

recalled

A brand

recalled

19%

A brand

recalled

21% World

Cup 2014

EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE

WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS

STORIES OF INTEREST home

Page 11: Winter olympics post event impact report omg

What happened?

Source: OMG Insights across 81 Markets

Pedal for No Medal. From Riga to Sochi by

bike. They cycled from Riga to Sochi in 17 days covering

2802 kilometres through Latvia, Lithuania, Poland,

Ukraine and Russia to deliver children’s messages to

the Latvian Olympians.

EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE

WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS

STORIES OF INTEREST

Emotional win for one of USA’s top athletes Bode Miller, U.S’s most decorated Olympic skier

unexpectedly lost his brother last year, who was also on

track to compete in Sochi. In an interview with NBC after

his race, Miller collapsed in raw emotion over the whole

situation. Miller took home a bronze and does not plan to

quit skiing.

Ukrainian women provide much needed

good news Ukraine ‘s women’s biathlon relay team won gold,

dedicating the victory to their whole nation. Lifting

spirits, the gold medal united the nation so it took a

much needed moment to celebrate.

True Sportsmanship at Men's Cross Country Switzerland’s Dario Cologna finishes first but waits at

the finishing line to congratulate even those who came

in last, embracing Peru’s Roberto Carcelen and Nepal’s

Dachhiri Sherpa.

Stripping in solidarity Images of a photo shoot from Lebanese Jacky Chamoun’s

past surfaced where the skier posed topless. In solidarity a

social media frenzy started entitled “I’m not naked” where

women posed topless to show support for Chamoun.

The Dutch did the most with the least Sending a mere 41 athletes to Sochi, the

Netherlands still brought home 24 medals, the

best ratio of any other participating country.

#1: RUSSIAN FEDERATION

Total: 33

#2: NORWAY

Total: 26 #3: CANADA

Total: 25 #4: UNITED STATES

Total: 28 #5: NETHERLANDS

Total: 24 #6: GERMANY

Total: 19

#7: SWITZERLAND

Total: 11 #8: BELARUS

Total: 6 #9: AUSTRIA

Total: 17

#10:FRANCE

Total: 15

Click here to see latest medal table

home

NEXT

Page 12: Winter olympics post event impact report omg

With 94 days left to the next global sporting event, the 2014 FIFA World Cup is already gearing up:

• Jennifer Lopez has shot the video for World Cup anthem “We are One (Ole Ola)” which has a carnival vibe and the song will be performed at the opening ceremonies on June 12th.

• EA announced the FIFA World Cup Game which will not be available on the newer councils (Xbox One and PS4) due to more of their audience still having the older versions of game consoles.

• The Official ball of the games has been revealed.

• McDonald’s is offering a training programme for volunteers (15,000 people) in Brazil on how to welcome international fans.

We expect the FIFA social buzz to gain more momentum leading up to June 12, 2014. As seen in the 2014 Sochi Winter Olympics, we foresee a more mobile and digital experience of the World Cup – with more athletes interacting online, brands offering more seamless activations across devices, and viewers further connecting digitally with the World Cup in search of ways to enhance their experience of the games. We will see how our predictions hold up closer to the event.

home

Sporting events are becoming more social what we expect to see for the FIFA 2014 World Cup

EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE

WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS

STORIES OF INTEREST

BRAND ACTIVATIONS Leading up to the World Cup, McDonald’s will be

giving out champion glasses to customers who

purchase an Extra Value Meal with a McFurry. 6

different glass options have been created

themed around Brazil’s World Cup winnings.

This promotion will last until March 5th.

Welcome to the World – World Cup Brazil’s

advertising features children from all nations

cheering on their country in their language.

177,126 views to date.

Coca-Cola launches ‘Moments of Happiness’

campaign as part of its 2014 FIFA World Cup

Anthem. Their song “The World is Ours” has

already generated almost 1 million views and the

Spanish version of the song by Gaby Amaratos

has already reached over 3million views.

Sony has also created a song for the World Cup,

titled ‘We Are One’ and sung by Pitbull and J.Lo

– sneak peaks on Youtube have over 100,000

views. Sony also ran a Super Song competition

featuring Ricky Martin.

Pepsi has started the Superstar Football squad –

signing up superstars Lionel Messi, Jack

Wilshere and Robin van Persi.

Cristiano Ronaldo

73,502,915 Facebook likes

24.5 million Twitter followers

Joseph Yobo

60,880 Facebook likes

Neymar

17,968,708 Facebook likes

9.77 million Twitter followers

Marco Reus

4,285,160 Facebook likes

344 thousand Twitter followers

Wayne Rooney

16,328,088 Facebook likes

8.09 million Twitter followers

Lionel Messi

53,935,087 Facebook likes

978 thousand Twitter followers

home

Page 13: Winter olympics post event impact report omg

CONTACT

EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE

WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS

STORIES OF INTEREST

A special thank you to the

Insights teams across 81

markets that helped us put

these IMPACT REPORTS

together, especially to our

Russian colleagues who went

the extra mile.

home

[email protected]

[email protected]

[email protected]

Page 14: Winter olympics post event impact report omg

2014 SOCHI WINTER OLYMPIC GAMES

POST EVENT IMPACT REPORT


Top Related