omd 2014 winter olympics mid event impact report

2014 SOCHI WINTER OLYMPIC GAMES

MID EVENT IMPACT REPORT

EXECUTIVE SUMMARY Projections & Trends With the Sochi 2014 Winter Olympics now in full swing, world-class athletes are taking centre stage not only at Sochi, but also online.

Sochi 2014 is living up to our digital and mobile expectations ... and surpassing them.

• 71% claim that they are using another device when watching the Olympics on TV.

• Athletes are not only being identified through their sport, but also through social networking, such as “one of the Games' breakout social stars”.

• Broadcasting providers (BBC, NBC, etc.) are breaking boundaries in their coverage and streaming capabilities of live events.

• Trending hashtags – more than 1.7 million mentions of #Sochi2014 worldwide between February 6th and 10th, 2014.

• And, guides on how best to follow the Winter Olympics including Facebook, Instagram and Twitter.

As a result, we will enjoy the 2014 Winter Games for its sporting competitions, as well as glimpsing how athletes are actually experiencing the Olympics – through pictures, videos, posts, etc.

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WE HOPE YOU ENJOY READING IT.

EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE

WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS

STORIES OF INTEREST home

people

According to

Facebook, more than

have discussed the Olympics

on their site during the first

week of the Games.

million 24 Click for more info

http://mashable.com/2014/02/14/facebook-olympics-map/

Before the Olympics started, Russia was torn

between positive and negative emotions towards

the Winter Olympics. On the one hand, negative

emotions were inspired by topics such as the

unclear and high cost of the Games, several

scandals and the fear of terrorist attacks. While, on

the other hand, the hope that Sochi would be a

global success with Olympic standard construction

and Russians winning medals on national soil

arousing positive emotions.

The opening ceremony was universally well-received

by Russians, and by foreigners alike. A large scale,

spectacular and imaginative event, a boost to Russian

pride. The opening ceremony included Tchaikovsky,

ballet, a performance from taTu and 3,500 fireworks.

The ceremony did not go entirely seamlessly, with one

very visible event when one of the Olympic rings did

not open. The four rings have gone viral – you can

even get a memorabilia T-shirt of the event.

Russians feel that the Sochi Olympics are going fairly

smoothly with great performances from all Olympic

athletes. Of course, there are high hopes that the

Russian Team will continue to win medals, climbing up

the medal chart. Moreover, the Russians hope that the

Games will continue in a positive vein and that the

weather conditions remain good as the Games head

into the final week of the Winter Olympic Games.

What’s happening in Russia

Julya Lipnitskaya – the pride of the

Russian Team The youngest Olympic champion is the

breakthrough star of Sochi 2014 and a new hero

for Russian fans.

Unexpected medals for team Russia It is the first time in Russian history that a gold

medal has been won by their two-men bobsleigh

team and a silver medal achieved in the

snowboard cross.

Evgeni Plushenko retires following a

warm-up injury The 31-year-old skater was forced to pull out of the

individual men's event before the finals due to back

issues. But he did manage to win his second gold

earlier last week as part of the team competition

before retiring.

Disallowed goal in Russia –

USA hockey match Fans have taken to the social media to show their

disapproval for the referee’s call disallowing a Russian

goal during the USA-Russia match. Russia went on to

lose the game in a penalty shootout.

Weather conditions cause events to be

postponed. Many Olympic fans, who came to Sochi for only

one or two days, were disappointed when events

had to be postponed due to weather conditions.

Maria Komissarova rushed to surgery The ski cross racer sustained a fractured

vertebra with a dislocation during practice and

was rushed off to undergo an emergency six-

and-a-half hour operation.

SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014

SPONSORS STORIES OF

INTEREST EXECUTIVE SUMMARY home

http://youtu.be/uU2cSFE78aI

ARE INTERESTED IN THE FOLLOWING WINTER SPORTS…

Responses based on 7+ from a 1-10 scale.

home

Source: OMD Snapshots Fieldwork: January 23 – 31, 2014 (N = 833 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 – 16, 2014 (N = 855 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada)

Who is watching the Games outside of Russia?




KEY MOTIVATIONS FOR FOLLOWING THE GAMES

ARE ATTENDING AN EVENT IN RUSSIA

Pre-Games

5% During-Games

7% Where people are using

their mobile devices

(laptops, tablets, and mobiles)

to follow Sochi 2014

Women continue to be more

interested in following the Winter

Olympics with an increase of 2%

once the Games started. The

main reason to follow Sochi 2014

is to ‘experience an international

event’. People may have slightly

over-claimed their use of mobile

devices, although mobile devices

are being used.

INTEREST IN THE SOCHI 2014 WINTER GAMES`

WHO THEY ARE

WATCHING THE

OLYMPICS WITH…

PRE DURING

32%

61%

Watch alone

40%

20% Watch with a

few friends

Watch with family

Pre-games

56%

8%

13%

42%

47%

38%

4%

4%

53%

6%

14%

45%

46%

37%

4%

3%

Support my national team

Support another national team

Support a specific athlete

Experience an international event

Keep up to date with a major event

For the love of winter sports

Will watch, but not by choice

Other

16%

17%

17% 19%

32%

15%

16%

18% 19%

32% 16-24 years old

24-34 years old

35-44 years old

45-54 years old

55+ years old

Figure skating sees the most drastic decline in pre interest at -10%,

where women’s ice hockey sees the only positive increase in interest at 2%.

Pre-games

Alpine Skiing

49%

48%

Men’s ice Hockey

49%

48%

Speed Skating

50%

49%

Figure Skating

52%

42%

Bobsled

51%

53%

Ski Jumping

50%

57%

Pre-games

61%

65%

58%

55%

75%

70%

77%

77%

Watch with family 69%

Watch alone

Watch with a

few friends

36%

FE

MA

LE

MA

LE

Pre-

51%

53%

Pre-

49%

47%

37

%

45

%

On L

apto

p

PR

E

DU

RIN

G

25

%

14

%

On M

obile

PR

E

DU

RIN

G

37

%

28

%

On M

obile

PR

E

DU

RIN

G

75

% 8

9%

29

%

54

%

54

%

43

%

home

How do they watch the Games outside Russia?




HOW THEY ARE FOLLOWING SOCHI 2014…

HOW LIKELY ARE THEY TO TALK ABOUT OLYMPIC

SPONSORSHIP ACTIVITY?…

have spoken to

others about

recalled

sponsorship

activity

10%

83% have talked

very positively

about recalled

activity

WOMEN ARE GENERALLY MORE LIKELY TO USE

ANOTHER DEVICE WHEN WATCHING THE

OLYMPICS ON TV – WHILE MEN ARE MORE

LIKELY TO USE A NUMBER OF DEVICES (64% for

males and 35% for females).

54%

46% 18% 19% 19% 18%

25%

16-24 24-34 35-44 45-54 55+

MEDIA-MESHER IS

GENERALLY 16-44 YEARS OLD.

PEOPLE ARE USING THE FOLLOWING DEVICES WHILE

WATCHING THE OLYMPICS ON TV:

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

41% are using their mobiles

32% are using their tablets

46% are using their laptops

41% are using their desktops

19% e-readers

AND THEY ARE CARRYING OUT THE FOLLOWING ACTIVITIES:

15%

21%

8%

13%

3%

16%

14%

11%

12%

3%

20%

10%

10%

15%

4%

26%

17%

15%

24%

6%

22%

15%

13%

19%

4%

11%

10%

6%

8%

2%

9%

9%

6%

9%

3%

5%

6%

4%

6%

8%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Laptop

Mobile

Tablet

Desktop

E-Reader Chat with friends

Play games

Search for products to buy

Read news

Look up information about the Olympics

Share their opinions about the event

Interact with online Olympic content

Other

Source: OMD Snapshots Fieldwork: January 23 – 31, 2014 (N = 833 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 – 16, 2014 (N = 855 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada)

Responses

based on

7+ on a 1-

10 scale.

Pre-games

93%

59%

53%

40%

32%

28%

24%

14%

8%

91%

55%

46%

36%

30%

25%

16%

12%

6%

TV at home

Press

News websites

Radio

Facebook

Mobile

Pub/bar/resturant

Twitter

Instagram

home

What’s happening?

Canadian Dufour-Lapointe sisters win

Gold and Silver in Women’s moguls Justine and Chloe join Marieele and Christine

Goitschel, French skiers, and Doris and Angelika

Neuner, Austrian lugers, as sisters winning

Olympic gold and silver in the same event.

Dutch twins both take medals in

500m speed skating The Mulder twins won Gold and Bronze.

They also took home the title of being the

first set of twins to win medals in the

same event since 1984.

US Figure Skaters set two new world-records

Meryl Davis and Charlie White both set a new

world-record in short dance (78.89 score) and in

the free programme (116.63 score).

Sharing gold at the Winter Olympics Dominique Gisin, from Switzerland, and Tina

Maze, from Slovenia, made history in the

women's downhill skiing by recording exact ly the

same time and becoming the first athletes ever

to share a Winter Olympics gold medal.

First Ever Female Ski Jumping

Champion German, Carolina Vogt is the first woman to win

a championship in women's ski jumping, a sport

solely for men for 90 years.

Source: OMD Insights across 81 Markets

The world athletes have taken the Olympic stage

CLICK ON INFO SIGNS for more information about winter sports athletes on Twitter

150+ athletes 100+ athletes 50+ athletes 15+ athletes 5+ athletes 1+ athletes No athletes

NEXT SECTION

home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE



Martinez ended up19th but still made

the world take note Coining the phrase “triple Axel jump”, the sole

Philippines competitor inspired the entire nation

to rally behind him and made the world take note

of his performance at Sochi 2014.

Sochi 2014 Sponsors

For ‘Change in perception’ and ‘Fit’ responses are based on 7+ from a 1-10 scale. Change in perception – Please rate how your

perception has changed as a result of their sponsorship of the 2014 Sochi Winter Olympics?

Source: OMD Snapshots Fieldwork: January 23 – 31, 2014

(N = 1234 across 5 countries, approximately 200 for Germany, Australia, USA, Canada and 401 in Russia)

NEXT SECTION




CLICK ON THESE LOGOS to see the progression of these

brands’ Olympic Sponsorships

from 2010 to 2014

Spontaneous recall

Prompted recall

Change in perception

Fit with Olympics

PRE DURING

4%

39%

47%

61%

6%

43%

38%

75%

1%

7%

0%

11%

2%

3%

7%

41%

39%

53%

11%

49%

36%

43%

1%

9%

1%

11%

19%

19%

41%

62%

13%

43%

36%

51%

0%

2%

2%

15%

49%

70%

1%

14%

39%

57%

2%

15%

51%

63%

2%

18%

48%

61%

4%

27%

52%

67%

3%

23%

40%

59%

Olympic Sponsorship




NEXT SECTION

Source: http://www.olympic.org/sponsors/100-years-of-olympic-marketing

100 YEARS OF OLYMPIC MARKETING

Sponsorship

Torino 2006’s sponsorship

programme represented nearly

1% of the total advertising spend

in the Italian market. The

programme brought in 6.14% of

the total sponsorship spending in

the Italian market – 35 times more

than Salt Lake 2002.

Broadcasting

Almost 1,000 hours of live

coverage was made available by

the Turin Olympic Broadcast

Organisation – the most in the

history of the Olympic Winter

Games. Coverage on mobile

phones and HDTV was provided

for the first time.

Sponsorship

Beijing 2008’s domestic

sponsorship programme was a

major contributor in the successful

staging of the Olympic Games,

generating a vast amount of the

required revenue and services.

Broadcasting

The Beijing Games were the most

watched Games in Olympic

history. A record 5,000 hours of

HDTV was provided by the

Olympic Broadcast Services

during the 2008 Games in Beijing.

The IOC also aired coverage in

over 78 countries via its own

digital channel in the Middle East,

Asia and Africa.

Sponsorship

Vancouver OCOG created one of

the most comprehensive

sponsorship programmes ever for

an Olympic Winter Games, with

nine worldwide partners and an

additional 50 suppliers and

sponsors all playing a pivotal role.

Broadcasting

The Winter Olympic Games in

Vancouver in 2010 broke all

records when it came to online

and mobile coverage, attracting

approximately 1.8 billion viewers

worldwide.

Sponsorship

London 2012 had a global reach of

3.6 billion people – the highest in

the history of the Olympic Games

– in 220 countries and territories

around the world. OBS produced

more coverage than ever before

and the broadcasters in turn

broadcast more coverage than

ever before.

Broadcasting

With eleven global TOP Partners,

seven domestic partners, seven

official supporters and 28 official

suppliers, the London 2012

marketing programme was very

successful, raising funds to

support London 2012 and

providing help and expertise for

specific operational needs during

the planning and staging of the

Games.

Lessons from Sochi.

Sochi may be the most social Games

to date with viewers (including prime

ministers and presidents), athletes

and brands taking to social networks

to participate in the Games.

However, with large scale social

media comes a more challenging

task in monitoring social efforts to

ensure optimal performance. Times

are evolving and brands are no

longer in a one-way conversation,

especially in a social setting. People

have used the social media to put

their opinions on the global stage

concerning several political issues

raised by the Sochi 2014 Winter

Games. Controversies included

hashtags and websites involving

Olympic sponsorship being shut

down. Overall, the main lesson to be

taken away is that social media is

great at reaching and engaging

consumers, and even with the right

intentions, sometimes it is the

association with an event or concept

that still needs to be managed and

talked about – or others will instead.

Other Sochi 2014 activations


Non official sponsors

Google is known for changing their logo to

reflect current events. On the first day of the

Games, the search engine promoted a rainbow

Olympic theme logo sending a powerful

message of support to the LGBT community.

Starbucks is a little closer to the Olympics. NBC

has made sure that there is a rotating crew of

baristas from the Starbucks located all over

Russia working onsite to exclusively provide their

staff with Starbucks coffee during the Winter

Olympics – even though McDonald’s is the

official coffee of the Games.

Red Bull is a rival to Coca Cola as it appeals to

the youth demographic with its connection to

extreme sports. These are becoming more

prominent in the Winter Olympics. Red Bull is

sponsoring several extreme sport athletes.

Molson Canadian has created a kegerator (beer

fridge) that only opens with a scanned Canadian

passport. Once opened anyone is welcome to

enjoy a free beer. Molson’s wanted to encourage

people to find a Canadian friend and to remind

far away Canadians of home.

American Apparel in conjunction with the

Principle 6 campaign (Olympic rule against

discrimination of any kind) is taking a stand

against the anti gay sentiment with their new line

of merchandise. They stand to make it big through

this differentiation as Olympic athletes have even

agreed to wear the line during the Games.




AT&T is taking a public stand against

Russia’s anti gay policies winning over

thousands of consumers. Unlike the

official sponsors AT&T’s real stand for

equality improved the public’s opinion of

the brand leading people to twitter using

the hashtag #ItsOurTime to show

support for the brand.

MORE STORIES

Are you following these #hashtags?





MORE STORIES

A hashtag making sure all curling lovers can share their passion about curling. Tweets keep you up-to-date with scores, great moments and an overall love for the game.

#lovecurling

Originally started on February 15th, 2009 - #Sochi, although it is not the official Sochi hashtag, is playing a very similar role. Tweets date back to before the town was chosen to host the Winter Games and are now keeping you up-to-date with stories associated with them.

#Sochi

Launched to give fans an opportunity to get behind their athletes and view updates of the Games. Countries including GB, USA and Canada are all using the hashtag. Tweets focus on athletes making it to or through the Games.

#roadtosochi

The Sochi 2014 Olympics has made sure that you can stay up-to-date using numerous social networking sites, including the official Sochi 2014 hashtag. Tweets provide you with all aspects of the Winter Games keeping you in the know.

@Sochi2014

Created by a 20 year old Toronto college student, this viral hashtag published on February 4th had already accumulated 303,000 followers by February 8th. Tweets focus on collecting the images, stories and random humour that chronicle Sochi 2014.

@SochiProblems

Followers 337K ~160 mentions an hour

Followers 272K ~41 mentions a minute

~5 mentions an hour

~8 mentions a minute

~8 mentions a minute

#1: NORWAY

Total: 21

#2: USA

Total: 25 #3: GERMANY

Total: 16 #4: RUSSIA

Total: 23 #5: CANADA

Total: 20 #6: NETHERLANDS

Total: 22 #7: SWITZERLAND

Total: 11 #8: BELARUS

Total: 6 #9: FRANCE

Total: 15

#10:POLAND

Total: 4

What’s happening?


Sportsmanship is Still Alive Team Canada’s cross country ski coach rushed to

the rescue of fallen Russian skier who broke his

ski in the fall. The coach got down on the ground

and attached a new ski so Anton Gafarov could

finish the race.

British Olympic Athlete quits Twitter After her negative experience of competing at

the Games, Elise Christie has left Twitter due

to ‘threatening’ messages from so-called

fans.

It’s Jamaica bobsled time… The bobsled team has inspired a song, ‘The

Bobsled Song’. It is said that if you start the

song to coincide with the start of the course

that it fits perfectly with the run. Go to the

video.

75 languages in which to translate your tweets

An account has been established to let users

translate their tweets in 75 languages for free. The

One Hour Translation company from Israel is

providing the service free during the Winter Games.

Gus Kenworthy plans to leave Sochi with

a medal and four puppies Activists, including a Russian billionaire and Gus

Kenworthy have been on the hunt for strays to rescue

from the Russian pest control . Many Russians have

united over efforts to save the dogs.

Tinder is at the Olympic Village. Quoting Jamie Anderson, an American athlete,

“tinder in the Olympic village is next level. It’s all

athletes! In the mountain village it’s all athletes.

It’s hilarious. There are some cuties on there”.




http://www.sochi2014.com/en/medal-standings

http://www.sochi2014.com/en/medal-standings

http://youtu.be/r71JHunY8rI

http://youtu.be/r71JHunY8rI

CONTACT

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2014 SOCHI WINTER OLYMPIC GAMES

MID EVENT IMPACT REPORT

omd 2014 winter olympics mid event impact report

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