NEW YORK, Aug. 2, 2012 /PRNewswire-iReach/ -- Stein + Partners Brand Activation (SPBA) has posted the results of the 2012 London Olympics Brand Activation Index (OBI) on CMO.com. OBI is a quantitative research methodology designed to measure the real impact of high-profile TV advertising on a brand's ability to activate extended and positive engagement beyond the airing of the ad.
During and after prime-time TV coverage of the Olympics, SPBA examined what consumers do and say after the commercials air. Specifically, the agency examined search engine queries, Tweets and Facebook posts, hashtag trending, along with the sentiment (positive, negative, or neutral) of that activity. All data, including spend, was normalized to arrive at a balanced index.
"With all the polls and other measures of ad impact, we wanted to take a different and more revealing approach. Super-sized media investments should activate a brand – and that activation is best tracked via multiple measures," says Tom Stein, SPBA President and Chief Creative Officer.
According to the OBI, Nike's Find Your Greatness campaign fared best in terms of activation in the early days of the Olympics.
This campaign exploded in social media and across the search engines. In a single day Nike added 75,000-plus new Facebook likes. Most importantly, people have not stopped talking about Nike: On average, 132,000-plus additional people are talking about the campaign and brand every day.
Visa (Go World campaign) narrowly trailed Nike, using social media to extend its ad impact. All of its social media properties experienced significant spikes and interest across Google increased 27%. Other Olympics Activation Index findings are available at http://www.cmo.com/branding/2012-london-olympics-brand-activation-index-part-1-three-brands-took-home-medals-week-1
In January, SPBA published the inaugural Super Bowl Brand Activation Index (SBAI) highlighting the top five brands whose ad presence in the big game was transcendent.
"Even the best spot in and of itself will not activate a brand. But the right ad can be a catalyst for engagement that ultimately leads to brand activation." says Ted Kohnen, Vice President of Integrated Marketing and author of the SBAI and OI studies. "
Part 1 of the 2012 London Olympics Brand Activation Index covers the first five days of the games (July 27 to July 31). Part 2 will be a full analysis following the completion of the games.
About Stein + Partners Brand Activation
Named 2012 and 2011 Agency of the Year by BtoB Magazine, and 2010 Agency of the Year by the Business Marketing Association, Stein + Partners Brand Activation (http://www.steinbrand.com) is a branding, integrated and interactive agency whose purpose is to activate brands in such categories as financial services, technology, telecommunications, human resource services, business advisory services, education, pharmaceuticals and more. SPBA's client roster includes ADP, Alvogen, Avail-TVN, Chicago Board Options Exchange (CBOE), Curiosityville, InnerWorkinks, IntraLinks, Pearson, PR Newswire, Standard & Poor's, Syniverse, Tata Consultancy Services (TCS), TrustedID, uTest and Wolters Kluwer.
Media Contact: Ted Kohnen Stein and Partners Brand Activation, 6464677065, firstname.lastname@example.org
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