Marketing for the Olympics? Here are three lessons for success

Original Story from MarketingTech
by Nathalie Zimmermann-Nénon, Managing Director, Sports Intelligence business, Kantar Media

The EUROs was a tournament dominated by the unexpected. Few could have predicted Portugal’s final 1-0 win, or Wales reaching their first semi-final since 1958.

Fans flocked to Twitter to register their joy, and surprise – with over 10.7 million tweets posted by Brits during the live broadcasts of the 49 matches alone, driving more than 2.8 billion impressions – making social media the key battleground for real-time engagement.

Our data reveals three universal fan behaviors that brands can harness to conquer the Olympics this August:

1. Fans actively engage across devices

According to our latest Kantar Twitter TV Ratings study - the official industry metric for Twitter TV data in the UK - Brits clocked up an average of over 7,700 tweets per minute during the England/Iceland game, peaking at a huge 54,673 with tensions running high at 9.51pm.

Far from a game of two halves, the ‘as-it-happens’ nature of social media means public opinion changed kick-by-kick.

The extent of mid-match engagement on the companion screen shows that there’s an opportunity for brands that can monitor and tap into the changing mood in real-time, rather than waiting for the final whistle. And with more than 800 events scheduled for the Olympics and Paralympics over the next two months, there are ample opportunities for brands to tap into shifting consumer behavior.

2. Fair weather fans tune in

Kantar Media’s TGI data shows that whilst genuine football fans share many common traits, the EUROs – like many high-profile sporting events – have succeeded in opening up the sport to a much wider audience. In particular, we’ve seen a significant gender shift as the tournament has progressed.

The Kantar Twitter TV Ratings data showed that men far outnumbered women by 8:1 for Twitter engagement at the beginning of the tournament, but by the time Portugal faced up to France in the final match, almost a quarter of EUROs related Tweets from the UK were female-authored.

When it comes to the Olympics, it’s no different.

Our TGI data shows that true athletics fans display a host of shared interests – they read a lot of print newspapers and magazines, show a strong interest in quiz nights and cultural affairs, and have been inspired to undertake more sport since watching the 2012 Olympics. However, they won’t be the only active viewers this summer.

Whilst brands may know their core sports fans well, the ‘one size fits all’ approach could risk them excluding the ‘fair weather’ fans too. Those peripheral groups who occasionally engage with sport represent a clear opportunity for brands to extend their marketing influence around both the Olympics and Paralympics.

View the full article from MarketingTech

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