Although the South Korea came in sixth place in terms of medals at the recent Winter Olympics, a new study from Amobee found the country’s flagship brand Samsung placing first in terms of brand association.
From the time period of 9 to 25 February, Samsung was the brand which saw the most Olympics-related digital content engagement. Some initiatives include giveaways of Galaxy Note 8 phones for Olympic athletes which also caused some confusion if North Korean and Iranian athletes would be able to keep them.
Meanwhile, Ralph Lauren also received 57% as much Olympics-related digital content engagement. It stood out by dressing the United States Olympic team around the opening and closing ceremonies of the games. This includes the suede, frilled gloves of the opening ceremony being talked about, as well as the move from US ice dancers Maia Shibutani and Alex Shibutani who tried to make contact with K-Pop band BTS to give them Ralph Lauren hats with their names on them.
In the same amount of time, Intel received 52% as much Olympics related digital content engagement when compared with Samsung, while McDonald’s had 41% as much digital content engagement. Nike on the other hand, generated 39% as much Olympics related digital content engagement as Samsung.
During the opening ceremony, Intel put on a show which saw drones creating the Olympic rings in the sky which was supposed to be live, and due to technical difficulties aired pre-taped. Although McDonald’s officially ended their decade-long sponsorship of the Olympics, it still provided a popup location of the fast food chain in Olympic village to feed athletes for free. Meanwhile, Nike designed the official US team medal-stand uniforms.
Here are the top 10 brands associated with the Winter Olympics (From 9 to 25 February 2018):
2. Ralph Lauren
9. Under Armour
Other brands that gained some love
From the time period of 17 to 23 February, 50% of digital content engagement surrounding the Atomic Skis brand mentioned Czech Olympian Ester Ledecká, and 32% was American athlete Mikaela Shiffrin related.
This coincided with Ledecká’s gold medal win in the Super-G in alpine skiing at PyeongChang, which saw said to be “the biggest upset in the sport’s Olympic history” according to Amobee as she was primarily known as a snowboarder. It also followed speculation that Ledecká grabbed one of the 35 pairs of Atomic Skis Shiffrin brought to the games to compete. This led to digital content engagement around Atomic Skis increasing by 67%, when comparing the time period of 17 to 23 February 2018 and 10 to 16 February 2018.
Red Stripe, a Jamaican brewed lager owned by Heineken, saw an increase in 130% in digital content engagement after it stepped up to pay for the Jamaica’s team sled, allowing them to compete in the games. This was comparing engagement during 16 to 23 February to 8 to 15 February 2018.
This followed the quitting of Jamaica's women's bobsleigh coach Sandra Kiriasis quit while at the games in a dispute with the Jamaica Bobsleigh Federation. Kiriasis claimed to own the sled they were using, raising uncertainty if the Jamaican team would even be able to compete. In the 16 to 23 February time period, 45% of all Red Stripe digital content engagement has been Olympics related. This was despite the fact that Red Stripe is not legally allowed to mention the Olympics in advertising.
Between 15 to 23 February 2018, the hashtag #RedstripeToTheRescue was used in 468 Tweets, with sentiment around that hashtag being 67% Positive and 33% Neutral. Fans were really happy that Red Stripe was helping the Jamaican Bobsled team out, according to Amobee. In the same time period, there was 825 Tweets using the associated hashtag #SleighAllDay.
Another breakout story was the women's Nigerian Bobsled Team becoming the first team to represent Africa in the sport during the Olympics, with both Visa and Under Armour as sponsors. Between 9 to 25 February 2018, 15% of all Nigerian Bobsled Team digital content engagement was Visa related, and 7% of all Nigerian Bobsled Team digital content engagement being Under Armour related.
Meanwhile, Korean beauty brand Innisfree, which is owned by AmorePacific, saw 5% of all its digital content engagement being Johnny Weir-related between 18 to 23 February 2018. This happened because Weir, a high profile figure skating analyst endorsed the K-Beauty brand on social media.
Amobee’s Brand Intelligence study on the 2018 Winter Olympics in Pyeongchang, South Korea looked at digital content engagement across the web, social, mobile & video. This was done by utilising the Amobee Brand Intelligence platform.