Sochi 2014 Brand Marketing Games: Subway Leads P&G for Gold, Red Bull vs. GE for Silver, McDonald’s Falters
Subway Leads P&G for Gold, Red Bull vs. GE for Silver, McDonald’s Falters
Terra Cotta Medals Introduced
Sochi Olympics Week Two, February, 2014 Austin, Texas — After the first full week of the Sochi Winter Games, the marketing medal count finalized with the competition between and among the official sponsors and the Non-affiliated Marketers (NAM) is tight, according to the Global Language Monitor. Some highlights include Subway leading P&G for the Gold, Red Bull contending with GE for Silver, and McDonald’s apparently faltering thus far. The complete details are shown in the charts below.
Also, since no one can be eliminated from the Games once they begin, GLM has introduced the Terra Cotta medal in addition to the traditional Gold, Silver, and Bronze. In the Ancient world, Terra Cotta was considered the least valuable material for permanence (after gold, silver, and bronze).
The Terra Cotta Medal is depicted below.
“While the eyes of the world are focused on the athletes and the intense struggle on the ice and snow in Sochi, the eyes of the marketing world are keenly aware of the battle being waged for the billions of dollars in brand equity for being associated with the Winter Games.” said Paul JJ Payack, President and Chief Word Analyst, the Global Language Monitor.
Some highlights from the longitudinal study:
- P&G has had an extraordinary Olympics thus far and will be in serious contention for the overall Gold.
- Coke has a towering lead over McDonald’s, more a testament to Coke improving and Mickey D’s essentially treading water.
- Rolex has improved , in terms of BAI from 6.1 in London to 144.23 today.
- Red Bull leads the pack in the for Silver contenders. After all, if you jump from a Space Capsule to Earth, you’re must be affiliated with Red Bull.
- GE and Siemens are neck-and-neck; Siemens moved down two spots, while GE was up four.
- Unilever sits comfortably at No. 9, up one from last week.
- Great commercials are bringing home the fact GE is (a lot) more than light bulbs.
- Dow (No. 13) is up 2 this week, while DuPont (No.14) is down 2.
- IBM Global Services and Atos Origin come in at No. 19 and 21, however they are both B-to-B plays and as long as they connect to the right people.
- Omega deserves a higher profile; though they are on the screen for key moments of every competition, they are down in Terra Cotta territory.
- Finally, Where is Nike? They are ready to pounce, but no pouncing evidenced thus far.
The Official Medal Count is shown below. Each organization is classified as Official Worldwide Sponsor (Blue) and Non-affiliated Marketers (green).
Sochi 2014 Brand Marketing Medal Categories are signified by Gold, Silver, Bronze, and Terra Cotta. Each company is ranked by the Brand Affiliation Index (BAI) ranging from high (222.35) to low (4.87). Finally, a comment appears to summarize the current analysis.
The final study will appear after the Olympic Closing Ceremony.