Published on Sat, Jun 12, 2010 at 11:31 | Source : Reuters
Updated at Sat, Jun 12, 2010 at 11:37
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Ambush marketing gives Nike leg up for World Cup
Nike Inc may not be a World Cup sponsor, but the athletic clothing and shoe giant is the top brand online for consumers tuned into the world's biggest soccer tournament.
Nike Inc may not be a World Cup sponsor, but the athletic clothing and shoe giant is the top brand online for consumers tuned into the world's biggest soccer tournament.
Almost one-third of the online buzz around the World Cup in the month running up to the soccer tournament was focused on Nike, twice as high as rival and official sponsor Adidas AG, according to a Nielsen Co study. The World Cup kicked off on Friday in South Africa.
Nike was mentioned in 30.2% of the English-language messages online tracked by Nielsen from May 7 to June 6, making it the most talked about company in relation to the World Cup. Adidas AG was second at 14.4%.
"Social media has made ambush marketing easier, simply because of the virality of it," said Alex Burmaster, vice president of communications for Nielsen. "Some people call it an echo chamber."
Nielsen studied English-language World Cup related messages on blogs, message boards, groups, videos and image sites, including Flickr, YouTube, Facebook and Twitter.
It studied 10 World Cup sponsors with global footprints, as well as 20 of their rivals that are not sponsors.
