Saturday, July 28, 2012

Consumers Don't Really Know Who Sponsors the Olympics | Global News - Advertising Age

Excellent article showing (to me) that a lot of the sponsors money at the Olympics is wasted.

Consumers Don't Really Know Who Sponsors the Olympics | Global News - Advertising Age: "Marketers spend hundreds of millions of dollars around their Olympic sponsorships, but consumers often don't appear to be aware of who has paid to attach their name to the games. Worse yet, they often think that honor belongs to a major rival.

In an online survey of 1,034 U.S. consumers last week, 37% of respondents identified Nike as an Olympic sponsor, and just 24% said, correctly, that Adidas is one. That may be partly due to Nike's success in identifying its brands with serious athletes of all types. Nike is also a master of ambush marketing, breaking a global campaign today -- the opening day of the Olympic Games in London -- that features ordinary athletes competing around the world in places outside England that happen to be called London. The campaign, from Wieden & Kennedy, is called "Find Your Greatness."

Coca-Cola was cited by 47% of respondents as an Olympic sponsor, more than any other brand, but 28% incorrectly believed that Pepsi is a sponsor."

Post a Comment

ShareThis