As we approach the last two weeks before to the London 2012 opening ceremony, marketing activity from the official Olympics sponsors shows no signs of letting up. Quite the reverse, in fact, as new campaigns are announced daily.
It’s a far cry from the situation we faced when we started our social media performance tracking on 18 April, with only a handful of brands having activated their sponsorships using social media – and fewer still having any kind of dedicated presence (we’ve examined the ins and outs of these contrasting strategies before).
Over the course of the last few months, we’ve invited any of the sponsors to inform us about their social media activities so we can ensure the London 2012 Social Scoreboard closely reflects the reality. Some have taken us up on that offer, and we’ve updated our tracker accordingly. But for the final fortnight and throughout the games themselves we thought we’d up the ante and take a more proactive approach.
With that in mind we will be reviewing and, if necessary, updating the websites, Twitter accounts, Facebook pages and YouTube channels that contribute to our rankings – for each of the sponsors. Only those profiles with no apparent Olympic-related content anywhere will be excluded from our analysis.
And with less than half the brands previously having a dedicated or designated presence relating to their sponsorship, this will probably result in some interesting changes. So make sure to check the London 2012 Social Scoreboard from Monday 16 July to see how the rankings have altered.