Nike are read to compete in the Olympics marketing events with some "ambush" tactics on Twitter - something the London Organising Committee of the Olympic and Paralympic Games (LOCOG) will struggle to police.
Nike are not an official sponsor of the Games (hence LOCOG's interest in keeping non-sponsors with minimal exposure) but digital agency 104 Proof have been commissioned to keep Nike competitive against their major (and Olympic official) rival Adidas.
According to the Drum, Team USA basketball will be supported by Jordan brand #riseabove hashtag campaign as well as other Nike-branded Twitter activity that will reach Olympics fans instantly all around the world.
140 Proof co-founder John Moonigian III said: “When people who are simultaneously watching sports and tweeting, see a promoted tweet about the real-time game or score, then it’s not an ad anymore, but an information tool.
“To identify our target, we focus on what accounts people follow on Twitter, rather than what they post. That’s because a lot more people read content on Twitter than post content.”
Success will be measure by the number of retweets, replies, sharing and positive sentiment with Moonigan stressing: “Simple affirmations like ‘LOL’ are not counted as being as valuable as people adding photos or their own thoughts.”
Tuesday, July 17, 2012
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