It’s almost a month since we were celebrating the 100 day countdown to the London 2012 Olympics, and we have something special in store to mark that milestone at the end of this week. In the mean time, here’s the fifth in our series of weekly snapshots looking at how the main games sponsors are activating their investments through social media.
Again, there’s been no significant change at the top or bottom, with just a handful of brands swapping places mid-table.
Looking at the Power Grid (the cross-section of status/awareness and potential/engagement) we see Omega moving into the ‘challenging’ quadrant of the grid.
Keep your eyes peeled on Friday for our round up of the first month.
Notes on our methodology
- The PRINT Index™ is calculated using our PRINT™ social media performance measurement methodology, which provides an indicator of a brand’s effective use of social media to drive profile and engagement.
- In this study we’re not measuring any brands other than the main games partners listed on the London 2012 website – for example, we’re not tracking likely ambush marketers. But we’re open to offers!
- Whilst we have factored in multiple channels (sponsorship website, Twitter account, Facebook page and YouTube channel), we are measuring only those sites and accounts designated or dedicated to sponsorship activation by the brands themselves.
- This is a quantitative analysis looking at the numbers using the PRINT™ algorithms based on more than 50 sub-metrics. However, there is clearly an opportunity for more detailed study and commentary (including by the brands themselves) about different brand strategies.
- We’ve spent a good deal of time researching and identifying each brand’s sponsorship activation profiles and accounts for each channel (no easy task), but there may be some we’ve missed. If you think that might be the case, please let us know and we will incorporate in our next update.