3. EXECUTIVE SUMMARY
Projections & Trends
With the Sochi 2014 Winter Olympics now in full swing, worldclass 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.
According to
Facebook, more than
24million
people
• 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.
have discussed the Olympics
on their site during the first
week of the Games.
WE HOPE YOU ENJOY
READING IT.
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EXECUTIVE
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SOCHI 2014
WHO WILL BE
WATCHING THE GAMES
GENERAL INTEREST
SOCHI 2014
SPONSORS
STORIES OF
INTEREST
4. What’s happening in
Russia
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.
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.
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.
Unexpected medals for team Russia
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.
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.
Weather conditions cause events to be
postponed.
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.
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 sixand-a-half hour operation.
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EXECUTIVE
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SOCHI 2014
WHO WILL BE
WATCHING THE GAMES
GENERAL INTEREST
SOCHI 2014
SPONSORS
STORIES OF
INTEREST
5. Who is watching the
Games outside of Russia?
KEY MOTIVATIONS FOR FOLLOWING THE GAMES
INTEREST IN THE SOCHI 2014 WINTER GAMES`
53%
Pre-games
Support my national team
16-24 years old
During-Games
7%
16%
24-34 years old
Where people are using
their mobile devices
(laptops, tablets, and mobiles)
to follow Sochi 2014
35-44 years old
17%
18%
ARE INTERESTED IN THE FOLLOWING WINTER SPORTS…
Responses based on 7+ from a 1-10 scale.
55+ years old
Pre-games
PRE
19%
50%
49%
48%
Ski Jumping
Bobsled
Figure Skating
Speed Skating
Men’s ice Hockey
On Mobile
42%
On Laptop
51%
49%
48%
49%
54%
52%
45%
53%
EXECUTIVE
SUMMARY
20%
Watch with a
few friends
Watch with a
few friends
40%
Watch
alone
36%
Watch
alone
69%
Watch with family
61%
Watch with family
Alpine Skiing
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%.
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DURING
32%
WHO THEY ARE
WATCHING THE
OLYMPICS WITH…
75%
50%
57%
PRE
DURING
19%
45-54 years old
37%
5%
17%
54% PRE
32%
32%
43% DURING
ARE ATTENDING AN EVENT IN RUSSIA
15%
16%
37%
4%
28%
3%
On Mobile
4%
Other
38%
14% 29%
37%
4%
PRE
For the love of winter sports
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.
47%
DURING
46%
25%
Keep up to date with a major event
MALE
42%
45%
Experience an international event
77%
55%
89%
14%
70%
58%
47%
FEMALE
Support a specific athlete
Pre-Games
61%
13%
77%
75%
65%
8%
6%
Will watch, but not by choice
Pre49%
Pre51%
56%
53%
Support another national team
Pre-games
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)
SOCHI 2014
WHO WILL BE
WATCHING THE GAMES
GENERAL INTEREST
SOCHI 2014
SPONSORS
STORIES OF
INTEREST
6. How do they watch the Games
outside Russia?
HOW THEY ARE FOLLOWING SOCHI 2014…
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).
Pre-games
TV at home
91%
Press
46%
40%
Radio
Mobile
Pub/bar/resturant
35-44
18%
45-54
55+
PEOPLE ARE USING THE FOLLOWING DEVICES WHILE
WATCHING THE OLYMPICS ON TV:
14%
12%
6%
24-34
16-24
24%
16%
Twitter
19%
25%
54%
28%
25%
19%
18%
32%
30%
MEDIA-MESHER IS
GENERALLY 16-44 YEARS OLD.
53%
36%
Facebook
Instagram
46%
59%
55%
News websites
93%
8%
41%
HOW LIKELY ARE THEY TO TALK ABOUT OLYMPIC
SPONSORSHIP ACTIVITY?…
0%
10%
E-Reader
3%
46%
are using their tablets
20%
30%
41%
are using their laptops
40%
50%
60%
70%
19%
are using their desktops
80%
90%
e-readers
100%
3%
4%
6%
4%
2%
3%
Chat with friends
8%
Play games
Desktop
83%
13%
8%
Tablet
12%
11%
15%
24%
10%
19%
9%
6%
13%
15%
8%
6%
6%
4%
Search for products to buy
Read news
Look up information about the Olympics
Mobile
21%
14%
10%
17%
15%
10%
9%
6%
Share their opinions about the event
Interact with online Olympic content
Laptop
Responses
based on
7+ on a 110 scale.
home
10%
AND THEY ARE CARRYING OUT THE FOLLOWING ACTIVITIES:
have spoken to
others about
recalled
sponsorship
activity
have talked
very positively
about recalled
activity
32%
are using their mobiles
15%
16%
20%
26%
22%
11%
9%
5%
Other
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
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)
EXECUTIVE
SUMMARY
SOCHI 2014
WHO WILL BE
WATCHING THE GAMES
GENERAL INTEREST
SOCHI 2014
SPONSORS
STORIES OF
INTEREST
7. What’s happening?
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.
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
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).
NEXT
SECTION
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.
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
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SOCHI 2014
WHO WILL BE
WATCHING THE GAMES
GENERAL INTEREST
SOCHI 2014
SPONSORS
STORIES OF
INTEREST
8. PRE
Sochi 2014 Sponsors
Prompted recall
Change in perception
to see the progression of these
brands’ Olympic Sponsorships
from 2010 to 2014
53%
43%
1%
1%
1%
0%
7%
11%
39%
36%
41%
49%
3%
7%
2%
11%
61%
75%
4%
6%
39%
43%
47%
38%
Fit with Olympics
9%
11%
CLICK ON THESE LOGOS
DURING
Spontaneous recall
67%
59%
52%
40%
4%
3%
27%
23%
63%
61%
2%
2%
15%
18%
51%
48%
70%
57%
49%
39%
15%
14%
2%
1%
0%
2%
62%
51%
41%
36%
19%
19%
13%
43%
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Source: OMD Snapshots Fieldwork: January 23 – 31, 2014
(N = 1234 across 5 countries, approximately 200 for Germany, Australia, USA, Canada and 401 in Russia)
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?
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EXECUTIVE
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SOCHI 2014
WHO WILL BE
WATCHING THE GAMES
GENERAL INTEREST
SOCHI 2014
SPONSORS
STORIES OF
INTEREST
9. Olympic Sponsorship
100 YEARS OF OLYMPIC MARKETING
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.
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.
NEXT
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Source: http://www.olympic.org/sponsors/100-years-of-olympic-marketing
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EXECUTIVE
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SOCHI 2014
SPONSORS
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INTEREST
10. Other Sochi 2014 activations
Non official sponsors
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.
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.
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.
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.
MORE
STORIES
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.
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.
Source: OMD Insights across 81 Markets
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EXECUTIVE
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SOCHI 2014
WHO WILL BE
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GENERAL INTEREST
SOCHI 2014
SPONSORS
STORIES OF
INTEREST
11. Are you following these #hashtags?
@SochiProblems
Followers 337K
~160 mentions an hour
Created by a 20 year old Toronto college student,
this viral hashtag published on February 4 th had
already accumulated 303,000 followers by February
8th. Tweets focus on collecting the images, stories
and random humour that chronicle Sochi 2014.
@Sochi2014
Followers 272K
~41 mentions a minute
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.
#roadtosochi
~5 mentions an hour
MORE
STORIES
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.
#Sochi
~8 mentions a minute
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.
#lovecurling
~8 mentions a minute
A hashtag making sure all curling lovers can share
their passion about curling. Tweets keep you up-todate with scores, great moments and an overall love
for the game.
Source: OMD Insights across 81 Markets
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EXECUTIVE
SUMMARY
SOCHI 2014
WHO WILL BE
WATCHING THE GAMES
GENERAL INTEREST
SOCHI 2014
SPONSORS
STORIES OF
INTEREST
12. What’s happening?
#1: NORWAY
Total: 21
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.
#2: USA
Total: 25
#3: GERMANY
Total: 16
#4: RUSSIA
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.
Total: 23
#5: CANADA
#6: NETHERLANDS
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
Total: 22
Total: 20
#7: SWITZERLAND
Total: 11
#8: BELARUS
Total: 6
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.
#9: FRANCE
Total: 15
#10:POLAND
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.
Total: 4
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”.
Source: OMD Insights across 81 Markets
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EXECUTIVE
SUMMARY
SOCHI 2014
WHO WILL BE
WATCHING THE GAMES
GENERAL INTEREST
SOCHI 2014
SPONSORS
STORIES OF
INTEREST
