Mercedes-Benz Top Ryder Cup Advertiser To See Engagement From Event's Fans

Ryder Cup fans who interacted last weekend with the event via mentions, retweets, comments and/or post likes on a Ryder Cup, athlete or brand Facebook page or Twitter handle were far more likely to also engage with Mercedes-Benz than they were with any other of the event's sponsors or advertisers, according to data provided exclusively to THE DAILY by data science and media technology firm 4C. Microsoft enjoyed a survey-leading 68,614 social media engagements. However, Mercedes-Benz was the clear No. 1 in 4C's Affinity Index, which measures the number of people who engaged with both the event and the brand, compared to the average of all the brands that received exposure during the event's coverage. Positive sentiment is unrelated to affinity, but still an important indicator of a brand's activation success. 4C CMO Aaron Goldman said, "Chase having lower engagements, but higher affinity means that the brand had fewer total engagements, but that more people who were engaging with the event were also engaging with Chase compared to Microsoft. So affinity is a more complex metric, but reveals the interaction between the brand and event. Ultimately, the purpose of gauging affinities is to identify the most valuable audiences by seeing what people engage with on social media and predict what else they might be interested in."