Ambush Marketing at the Vancouver Olympics

Ambush Marketing?
Ambush Marketing?

Verizon, Subway & Pepsi among top Ambush marketers at Vancouver Games

Winter Olympics tracked by the TrendTopper Ambush Index

Canadian companies Roots Canada and Lululemon lead Overall Rankings

Austin, Texas.  February 18, 2010 – Verizon, Subway, and Pepsi are among the top ‘Ambush’ marketers for the opening weekend of the Vancouver 2010 Olympic Winter Games according to the TrendTopper Ambush Index (TrendTopper AI™) of Austin-based Global Language Monitor. Ambush marketers are companies that attempt to associate themselves with an event even though they are not ‘official’ sponsors of that event.  Of course, it should be noted that alleged ‘ambush’ marketers generally disagree with this designation, insisting that they are simply pursuing marketing ‘best practices’.

Naming and shaming for Olympic ambush marketers (Reuters)

The TrendTopper Ambush Index tracks brand media presence in relation to the Winter Games.  It’s based upon GLM’s Predictive Quantities Index, a proprietary algorithm that tracks words and phrases in print and electronic media, on the Internet and throughout the blogosphere, now including social media. The words and phrases are tracked in relation to their frequency, contextual usage and appearance in global media outlets.

For the 2009 – 2012 Olympic Quadrennial, there are nine Global Partners:  Coca-Cola, Acer, GE, McDonalds, Omega, Panasonic, Samsung, Visa, and AT&T.  The United States Olympic Committee (USOC) has two additional national partners:  P&G and the Budweiser unit of inBev. The Canadian Olympic committee has a number of local partners, of which five were included:  Deloitte, Tyson Foods, United Airlines, Hilton and Nike.

For this analysis, the alleged Ambush Marketers included:  Verizon, Subway, Pepsi, MasterCard and Adidas in the Global Category. The National Category included Lululemon Athletica, Blenz Coffee, Roots Canada, Scotiabank, and Howe Sound Brewing.    Past sponsors, also,  who continue to enjoy the glow of past Olympic associations, such as: Allstate, Bank of America, Home Depot, and Lenovo were also included in the analysis.

“The TrendTopper MediaBuzz Ambush Index ranks all perceived Olympic sponsors according to their presence in the global media, whether or not they see themselves as such,” said Paul JJ Payack, president and chief word analyst of GLM.  “If they are statistically linked to the Vancouver Games, they qualify for the Ambush Index”.

The IOC defines ambush marketing as leveraging the “goodwill of the Olympic/Paralympic Movement by creating a false, unauthorized association with the Olympic/Paralympic Movement.”  Whether the marketer does this intentionally or inadvertently, it allows the marketer to benefit from an association with the Olympic Brand without providing any financial support to them.

The Top Twenty-five marketers as measured by brand media presence in relation to the Winter Games follow.

Rank (1-25), Marketer, and Affiliation

1.   Roots Canada — alleged Ambush Marketer

2.   Proctor & Gamble — USOC

3.   Deloitte — Canadian

4.   Budweiser unit of inBev — USOC

5.   Lululemon — alleged Ambush Marketer

6.   NBC unit of General Electric — IOC

7.   Tyson Foods — Canada

8.    McDonalds — IOC

9.    Polo Ralph Lauren — USOC

10.  Hilton — Canada

11.   Nike — Canada

12.  Verizon — Alleged Ambushed

13.  AT&T — IOC

14.  Subway — Alleged Ambusher

15.  Pepsi — Alleged Ambusher

16.  Coca-Cola — IOC

17.  MasterCard — Alleged Ambusher

18.  Omega — IOC

19.  United Airlines — Canada

20.  Adidas — Alleged Ambusher

21.  General Electric — IOC

22.  Visa — IOC

23.  Panasonic — IOC

24.  Samsung — IOC

25.  Acer — IOC

Over the course of the last several Olympiads (or quadrennials as they are now called), the IOC has significantly tightened the reins on the use of certain words without permission.  For example, the Canadian Parliament has restricted use of some fairly common words in certain combinations without specific permission.

For example, words on Lists 1 and 2 may not be combined.

List 1: Games, 2010, Twenty-ten, 21st, XXIst, 10th, Tenth, Xth, or Medals

List 2: Winter, Gold, Silver, Bronze, Sponsor, Vancouver, or Whistler

In the TrendTopper AI analysis, Marketers are ranked both by category and then overall.  Rankings are calculated, normalized and cross-indexed.

For trend analysis, momentum and velocity calculations, the TrendTopper AI analysis will be run at the halfway point of the Winters Games, with the final tally appearing after the Closing Ceremony.

In addition, a TrendTopper AI ranking of athletes will appear early next week and at the conclusion of the Games.  For more information, call 1.925.367.7557.

More on TrendTopper




Snowmageddon & Snowpocalypse accepted into English Lexicon

Recent East Coast storms push words over qualifying criteria

Austin, Texas,  February 10, 2010 – Snowmageddon and Snowpocalypse have been accepted into English language lexicon, after an unusual string of recent East Coast blizzards pushed the words over the qualifying criteria, according to Austin-based Global Language Monitor.

“Though there is no official agency for accepting new words (or neologisms) into the English Lexicon, the Global Language Monitor since 2003 has been recognizing new words once they meet the criteria of a minimum number of citations across the breadth of the English-speaking world, with the requisite depth of usage on the Internet and in the global print and electronic media,”  said Paul J Payack, president and chief word analyst of GLM.  ”Snowmageddon and Snowpocalypse both crossed those threshholds earlier today with a reference to the string of East Coast blizzards, and are currently being widely used in the global media in dozen of languages today.”

The word ‘Snowpocalypse’ is a combination of ‘portmanteau’ word linking ‘snow’ with ‘apocalypse’.  Apocalypse, itself, can be traced to the ancient Greek word apokalyptein meaning to ‘uncover, restore, reveal or disclose’ (hence the name of the final book of the New Testament).  ’Snowpocalypse’  has hundreds of thousands of citation over the last few years, first exemplified use by Playstation gamers in early 2006.  The words apocalypse and apocalyptic are both frequent expressions of the global media especially when used in reference to any cataclysmic event such as the South Asian Tsunami or the inundation of New Orleans by Hurricane Katrina back in 2005, as GLM then noted.

‘Snowmageddon’ is another portmanteau word that ultimately can be traced to  the same source. The Greek word Harmagedōn and its Hebrew counterpart har məgiddô both refer to the ancient settlement of Megiddo, which stood astride important Middle Eastern trade routes and was subsequently the scene of many important historical battles.  The word ‘Armageddon’ has come to be associated in the popular mind with any end-of-the-world scenario, such as portrayed in the movie of the same name, starring Bruce Willis.  ’Snowmageddon’ has hundreds of thousands of usages over the last few years, exemplified by its publication in The Oregonian in December 2006 (and recent remarks by President Obama earlier this month).



Snowmageddon accepted into English

Snowmageddon and Snowpocalypse


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accepted into English language lexicon

.

Recent East Coast storms push words over qualifying criteria

Austin, TX February 10, 2010 – Snowmageddon and Snowpocalypse have been accepted into English language lexicon, after an unusual string of recent East Coast blizzards pushed the words over the qualifying criteria, according to Austin-based Global Language Monitor.

“Though there is no official agency for accepting new words (or neologisms) into the English Lexicon, the Global Language Monitor since 2003 has been recognizing new words once they meet the criteria of a minimum number of citations across the breadth of the English-speaking world, with the requisite depth of usage on the Internet and in the global print and electronic media,”  said Paul J Payack, president and chief word analyst of GLM.  ”Snowmageddon and Snowpocalypse both crossed those threshholds earlier today with a reference to the string of East Coast blizzards, and are currently being widely used in the global media in dozen of languages today.”

The word ‘Snowpocalypse’ is a combination of ‘portmanteau’ word linking ‘snow’ with ‘apocalypse’.  Apocalypse, itself, can be traced to the ancient Greek word apokalyptein meaning to ‘uncover, restore, reveal or disclose’ (hence the name of the final book of the New Testament).  ’Snowpocalypse’  has hundreds of thousands of citation over the last few years, first exemplified use by Playstation gamers in early 2006.  The words apocalypse and apocalyptic are both frequent expressions of the global media especially when used in reference to any cataclysmic event such as the South Asian Tsunami or the inundation of New Orleans by Hurricane Katrina back in 2005, as GLM then noted.

‘Snowmageddon’ is another portmanteau word that ultimately can be traced to  the same source. The Greek word Harmagedōn and its Hebrew counterpart har məgiddô both refer to the ancient settlement of Megiddo, which stood astride important Middle Eastern trade routes and was subsequently the scene of many important historical battles.  The word ‘Armageddon’ has come to be associated in the popular mind with any end-of-the-world scenario, such as portrayed in the movie of the same name, starring Bruce Willis.  ’Snowmageddon’ has hundreds of thousands of usages over the last few years, exemplified by its publication in The Oregonian in December 2006 (and recent remarks by President Obama earlier this month).

About the Global Language Monitor

Austin-Texas-based Global Language Monitor analyzes and catalogues the latest trends in word usage and word choices, and their impact on the various aspects of culture, with a particular emphasis upon Global English.

English has become the first truly global language with some 1.58 billion speakers as a first, second or auxiliary language. Paul JJ Payack examines its impact on the world economy, culture and society in A Million Words and Counting (Citadel Press, New York, 2009).

The current estimate for the number of words in the English Language stands at 1,003,322.

For more information, call 1.925.367.7557, send email to info@LanguageMonitor.com, or visit www.LanguageMonitor.com.



Trend: Disillusionment, Anger & Outrage on the Rise


Trend:  Disillusionment, Anger & Outrage

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on the Rise Since Obama’s inauguration

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‘Deficit of Trust’ and ‘Numbing weight of our political process’ appear to be keepers

Obama State of the Union at 8th Grade Level; Deft use of Passive Constructions

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Austin, TX February 1, 2010.  According to an exclusive analysis by the Global Language Monitor, the disillusionment, anger, and outrage acknowledged by President Obama in his State of the Union address has been on the rise since Obama’s election in November 2008.

“Much has been written about what the President in his State of the Union message called the ‘numbing weight of our political process’ and the ‘deficit of trust’ it thus engenders,” said Paul JJ Payack, President and Chief Word Analyst.  “The disillusionment, anger and outrage should not be a surprise, especially to students of political language, who have been analyzing what is being said in the political realm over the last 18 months.  (That this comes as a revelation to our political elites, however, should serve, once again, as a sobering lesson or, even, cautionary tale.)”

Though little noticed by the media, GLM found that in early February, just weeks after the Obama inauguration, the ‘words of despair and fear relating to the global economic meltdown were drowning out those of hope in the global media in the ninety days since the US presidential election on November 4, 2008’.

The representative fear-related words chosen:  Fear, Despair, Abandoned, Desperate and/or Desperation.  In its analysis of the global print and electronic media since the US presidential election, GLM found that those words were used with 18-23% more frequency than compared to their use in the ninety days following the terrorist attacks of 9/11 of 2001 and 90-days following the beginning of the Iraq War in March 2003.  (Even the word fear, itself, was at some 85% of the level it was used in the aftermath of both the 9/11 Terrorist Attacks and the onset of the Iraq War.)

In a separate but related study released in late March, Global Language Monitor found that the word ‘outrage’ had been used more in the global media that month than anytime this century, with the previous benchmark being the immediate aftermath of the 9/11 terrorist attacks.  In particular, the word was used in association with the AIG bonuses, which had recently been distributed.

GLM examined the global print and electronic media for the seven days after the following events:  the 9/11 terrorist attacks in, the start of the Iraq War, and the week after the Hurricane Katrina struck the Gulf Coast.

The ranking of ‘outrage’ usage in the media:

1. AIG Bonuses, 2009

2. 9/11 Terrorist Attacks, 2001

3. Hurricane Katrina, 2005,

4. Iraq War, 2005

State of the Union Linguistic Analysis

In an evaluation of the State of the Union message, GLM found that the President used the passive voice to deflect responsibility (a time-honored SOTU tradition), and according to the White House transcript there was an overabundance of semi-colons (two dozen plus), some used correctly others in a baffling manner.  And then there was the grammatical lapse in disagreement in number:  “Each of these institutions are (sic) full of honorable men and women ….”    For the record, the President’s address came in at the 8.6 grade level, use of the passive was about 5%, the Grade Level was 8.6 (a bit higher than his Grant Park speech), and reading ease at 62 on a scale of 100 (not as easy to read as to hear).

For more details, send email to editor@globallanguagemonitor.com or call 1.925.367.7557.



Anger & Outrage on Rise Since Obama’s inauguration

Trend:  Disillusionment, Anger & Outrage

on the Rise Since Obama’s inauguration

.

‘Deficit of Trust’ and ‘Numbing weight of our political process’ appear to be keepers

Obama State of the Union at 8th Grade Level; Deft use of Passive Constructions

.

Austin, TX February 1, 2010.  According to an exclusive analysis by the Global Language Monitor, the disillusionment, anger, and outrage acknowledged by President Obama in his State of the Union address has been on the rise since Obama’s election in November 2008.

“Much has been written about what the President in his State of the Union message called the ‘numbing weight of our political process’ and the ‘deficit of trust’ it thus engenders,” said Paul JJ Payack, President and Chief Word Analyst.  “The disillusionment, anger and outrage should not be a surprise, especially to students of political language, who have been analyzing what is being said in the political realm over the last 18 months.  (That this comes as a revelation to our political elites, however, should serve, once again, as a sobering lesson or, even, cautionary tale.)”

Though little noticed by the media, GLM found that in early February, just weeks after the Obama inauguration, the ‘words of despair and fear relating to the global economic meltdown were drowning out those of hope in the global media in the ninety days since the US presidential election on November 4, 2008’.

The representative fear-related words chosen:  Fear, Despair, Abandoned, Desperate and/or Desperation.  In its analysis of the global print and electronic media since the US presidential election, GLM found that those words were used with 18-23% more frequency than compared to their use in the ninety days following the terrorist attacks of 9/11 of 2001 and 90-days following the beginning of the Iraq War in March 2003.  (Even the word fear, itself, was at some 85% of the level it was used in the aftermath of both the 9/11 Terrorist Attacks and the onset of the Iraq War.)

In a separate but related study released in late March, Global Language Monitor found that the word ‘outrage’ had been used more in the global media that month than anytime this century, with the previous benchmark being the immediate aftermath of the 9/11 terrorist attacks.  In particular, the word was used in association with the AIG bonuses, which had recently been distributed.

GLM examined the global print and electronic media for the seven days after the following events:  the 9/11 terrorist attacks in, the start of the Iraq War, and the week after the Hurricane Katrina struck the Gulf Coast.

The ranking of ‘outrage’ usage in the media:

1. AIG Bonuses, 2009

2. 9/11 Terrorist Attacks, 2001

3. Hurricane Katrina, 2005,

4. Iraq War, 2005

State of the Union Linguistic Analysis

In an evaluation of the State of the Union message, GLM found that the President used the passive voice to deflect responsibility (a time-honored SOTU tradition), and according to the White House transcript there was an overabundance of semi-colons (two dozen plus), some used correctly others in a baffling manner.  And then there was the grammatical lapse in disagreement in number:  “Each of these institutions are (sic) full of honorable men and women ….”    For the record, the President’s address came in at the 8.6 grade level, use of the passive was about 5%, the Grade Level was 8.6 (a bit higher than his Grant Park speech), and reading ease at 62 on a scale of 100 (not as easy to read as to hear).

For more details, send email to editor@globallanguagemonitor.com or call 1.925.367.7557.



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