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Networked Insights Note: This is the third report in a new series Networked Insights is developing about the Olympics. We will continue to monitor top stories and provide data and analysis throughout the PyeongChang games, and will round out our coverage with a research report answering the question: What is the impact of the Olympics?



With big games comes big spend and this year was no different.


Brands like Toyota, Intel, and Ralph Lauren are investing in the Olympics to not only support the athletes and their core values, but they also leveraged the use of having a captive, engaged international audience as a way to speak about their brand.


From sponsorship deals to promotions to just having the chance to build brand campaigns using the Olympics audience, most of the six brands Networked Insights analyzed are seeing a positive impact from their efforts. But, two brands are actually facing backlash, suggesting their spend and effort on the world’s stage may not be worth it.


When seeking to understand if the spend is worth the bottom line engagement for brands associated with the Olympics, Networked Insights looked at audience emotions. A positive lift for the brand with increased engagement meant the spend and effort were worth it.


The six brands Networked Insights focused on are as follows:



  1. Toyota, campaign with athletes under #TeamToyota
  2. Intel, who during the opening ceremony conducted a light show with drones, a move that broke a world record.
  3. Ralph Lauren, which made the coats for team USA
  4. Oreo, which is heavily leveraging social media and even some of the Team USA uniforms.
  5. Samsung, a Korean company made the phones for all the athletes, except Iran because of international sanctions.
  6. NHL, which wouldn’t allow their players to participate in the winter Olympics.


Audience Engagement on Social Media

From the opening ceremony to today, Intel has still generated the greatest engagement.


Networked Insights BrandEngagement_TopEngagement

This means Intel’s status as a “Worldwide Olympics Partner” and a spend of at least roughly $100 million per four-year Olympic cycle, according to Reuters, may have been worth it.


For that hefty price tag, sponsors, of which there are 13, receive top billing and a chance to showcase their services to spectators at the games and on television. And that’s exactly what Intel did.


Using their technology, spectators are able to engage in real time with the winter games via virtual reality. Also, Intel provided a 5G demonstration, drones, artificial intelligence platforms and various gear for use during the games. Check out more of Intel’s goals and involvement with the Olympics as an international sponsor here.


In-and-Out Burger is successfully capitalizing on the Olympics momentum without having to pay for it. After two athletes, Adam Rippon and Mirai Nagasu were seen eating at the west-coast burger joint while watching the Sochi Olympics four years ago, their moments in the PyeongChang games is exciting sports reporters.


Finally, the NHL remains a primary conversation topic because the organization refused to let their players attend the games because of potential losses to the league. What this means for the NHL’s brand perception is yet unknown, but right now, it is not looking favorable.


Emotional Change by Brand


Two of the six brands Networked Insights is analyzing are experiencing a drop in positive audience emotion.

Networked Insights Olympics Story 3 Emotional Change ByBrand

Because of the NHL’s choice to not allow its players to participate, the organization is seeing a 5.88 percent drop in positive audience sentiment.


Samsung is also experiencing a drop in positive audience sentiment. Before the Olympics, audience sentiment was 83 percent positive and now it is 79 percent positive, a 5 percent drop in positive sentiment. Networked Insights found the drop in sentiment to be mostly due to the brand’s choice to not provide phones to Iran.



Summary


Question: For what brands involved with the Olympics, was the juice worth the squeeze?

Answer: Intel, Ralph Lauren, and Oreo.



For more insights like this, or to analyze brands or campaigns of your own, get in touch with Networked Insights at, hello@77.104.152.116 or at http://networkedinsights.com/contact-us/




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Blog

Networked Insights Note: This is the first report in a new series Networked Insights is developing about the Olympics. We will continue to monitor top stories and provide data and analysis throughout the PyeongChang games, will and round our coverage with a research report answering the question: What is the impact of the Olympics? 


The fluidity of audience opinion has never been more apparent than when we consider their feelings toward North Korea.

For the first time in at least three months, audience opinion about the Democratic People’s Republic of Korea (DPRK) is 60 percent positive; it was 60 percent negative just before the winter games began.

It’s a dramatic shift that audiences believe to be owed almost entirely to the Supreme Leader Kim Jong Un’s actions during the first few days of the PyeongChang Games. Instead of nuclear war, conversations focused on the efforts toward reconciliation.

Winter Olympics 2018 Emotions Shift - Networked Insights


Methodology + Results

Using Kairos, Networked Insights’ audience intelligence platform, we analyzed more than 9 million conversations around North Korea that occurred during the last three months. Of those conversations, almost 60 percent of the audience felt negative about the country, with stressful topics, like nuclear war and nuclear threats being discussed in 17 percent of conversations.

Networked Insights Kairos Emotions Search on North Korea

But when Networked Insights isolated the conversations to opening day to February 13, Kairos pulled up more than 1.5 million conversations, and nearly 60 percent of the audience felt positive about North Korea and the Olympics. And instead of stress, 17 percent of the conversations mentioned keywords relating to pride.

Networked Insights Kairos Emotions Search on North Korea, positive
 

This incredible shift in conversation, Networked Insights found, is mostly because of the DPRK’s recent actions.

When former Supreme Leader Kim Jong Il’s only sister, Kim Yo Jong, arrived at the PyeongChang Games straight from Pyongyang and proudly stood behind U.S. Vice President Mike Pence, audiences understood the act to be a sign that warmer relations are on the horizon, at least from the DPRK.

Without speaking, Kim Yo Jong momentarily arrested the power of an athletic gold-medal win. With only a flash of a smile, she completely shifted entrenched opinions of a country riddled with innumerable human rights violations. With only a brief visit to her rival city, standing behind her U.S. adversary, she conveyed the only message DPRK wanted to be heard: we come in peace; you don’t.

As messages of reconciliation and peace dominated the weekend’s visit, Pence remained seated during the opening ceremonies, and audiences spoke out.

Networked Insights sample tweets about DPRK peace talk and reunification

The move aligned with Pence’s no-nonsense approach toward the DPRK, but the choice interfered with the US-backed South Korea’s ultimate desire for reunification and improving inter-Korean relations. Pence also didn’t attend a pre-opening ceremony dinner, where both Moon and Kim were in attendancefurther driving the point that the U.S. is not backing down, to the chagrin of South Koreans.

Audiences caught-on to the should-be Olympic sport of political charades and most didn’t support, however, there were plenty (more than 40 percent) who were vocal about the “obvious attempts at propaganda.”


One Tweeter wrote, “The media praising North Korea and their Olympic appearance is sickening. You’re essentially saying you support Kim Jong-Un (sic) and his regime.” 

Another, like Jake Tapper, took the moment to re-educate the supportive public about the crimes against humanity.

Negative audience conversations about DPRK and the Olympics

Even so, just as the North Korean cheerleaders ignited shock and awe as they rallied with bright smiles throughout the first-ever joint North and South Korean women’s hockey team, Kim Jong Un’s choices were a win for attention.


For more research like this or to understand other ways that Networked Insights can provide data and analysis for you or your brand, get in touch at networkedinsights.com or hello@77.104.152.116. 

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