SBD/February 14, 2014/Olympics

P&G Seen As Winner On Social Media During Sochi Games, With Visa, Samsung Next

If there is an “early gold medal for social media” during the Sochi Games, it would “likely go to Procter & Gamble,” according to Bruce Horovitz of USA TODAY. P&G has been the “most buzzed-about brand” during the Olympics “as measured by YouTube views.” A study by brand insight technology specialist Kontera shows P&G has seen “more than 27 million YouTube views through the first seven days of the Winter Games.” The “silver medal goes to Visa, with 10 million YouTube views,” while a “very distant bronze goes to Samsung, with 1.8 million.” Kontera Exec VP/Product & Marketing Ammiel Kamon noted that P&G and its brands by the start of the Games “had posted 38 different YouTube videos.” The company on the opening day of the Games “already had 15.8 million views for its ‘Pick them Back Up’ YouTube video about moms picking up their kids after they fall.” Kamon said that while P&G has done the “best job garnering interest before the Games, it may be Visa that has most moved the needle during the Games.” The credit card company  has “pushed out videos and ads focusing on stories of real Olympic athletes and how their life goals can sometimes coincide with society's goals” (USA TODAY, 2/14). ADWEEK’s Christopher Heine noted P&G has the top three spots in Ace Metrix’ “Top 10 rankings for Winter Games TV spots.” The ratings are “dominated by packaged-goods, though United Airlines makes an appearance with its ‘Hopes of a Nation’ commercial.” The results are “based on a sample of 500 consumers, while weighing attributes such as persuasion, likeability, relevance [and] desire” (ADWEEK.com, 2/13).

PRIDE & PREJUDICE: In Toronto, Rosie DiManno writes the Olympics are "really an advertising lollapalooza." Close association with the Sochi Games "has been a double-edged sword, however, with demonstrations against Russia’s anti-gay laws beaming in on sponsors to show their displeasure" (TORONTO STAR, 2/14). The GLOBE & MAIL's Susan Krashinsky wrote as the public "raises concerns over Russia’s anti-gay policies ... very few advertisers have taken the opportunity to step up and show support for the LGBT community." Krashinsky: "So why, during an Olympic Games that have highlighted concerns over discrimination and violence against gays, have Canadian advertisers not made a message of support part of their campaign plans? Is it a missed opportunity?" (GLOBE & MAIL, 2/14).

SHOP TIL YOU DROP: The GLOBE & MAIL's Marina Strauss notes Canadian Tire Corp.'s "decision last year to sponsor the Canadian Olympic Team is helping the Toronto-based merchant trumpet its homegrown roots during the Sochi Games in the face of fierce foreign competition." Canadian Tire on Thursday reported Q4 results "that surpassed analysts’ forecasts for the fifth straight quarter" (GLOBE & MAIL, 2/14).
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Olympics, Procter and Gamble

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