Adidas UK Takes Olympic Twitter Gold

Following on from the success of the London 2012 Olympic Games, adidas, the Official Sportswear Partner, has revealed figures of its twitter activity during the first ‘social Games’ – racking up 146,078 uses of its official hashtags – approximately 40,000 more than its biggest competitor according to UK twitter statistics by Sysomos.

The Olympic Games also resulted in a 25% growth in twitter followers to the @adidasUK account, thanks in large to ideas such as:

·         The adidas brand started four non-paid for trends on twitter during the Games, including #takethebaton during the opening ceremony.

·         The adidas David Beckham Photobooth stunt delivered over 3 million YouTube views to date. The same event resulted in over 6,000 mentions of #takethestage the same day, while adidas also conducted a Q&A on their twitter channel with global icon David Beckham – the first time he has appeared on twitter.

·         During the 17 days of the Games, adidas conducted various Twitter Q&A’s with their Team GB athletes, including, Jessica Ennis, Sir Chris Hoy and Tom Daley – all of which have a combined twitter audience of over 2.5million fans.

·         From the athletes that adidas sponsor in Team GB, adidas has four of the top five based on social media mentions over the Games period, with Tom Daley (4.3m) at number one, followed by Jessica Ennis, Andy Murray, Sir Chris Hoy, with only Mo Farah making the top five not being sponsored by the brand.

·         To wrap up adidas’ London 2012 campaign, the brand activated its Team GB sponsored athletes and turned around a video of them singing the iconic ‘Don’t Stop Me Now’ song from Queen – achieving 1.25 million views in 3 days.

Nick Craggs, adidas UK marketing director, commented: ‘London 2012 was always pitched as the social games. The adidas brand has been able to show flexibility and the ability to react to the events as they unfolded which has ensured our content has remained relevant as the games ebbed and flowed. 25 % growth of our twitter following is huge for a local market campaign, which has been accelerated by strong emotional content delivered by the adidas brand, such as ‘Team GB Don’t Stop Me Now’ and the ‘Beckham Photobooth’ stunt.’