3. EXECUTIVE SUMMARY
Key lessons
Although Sochi had a rocky start with political issues taking centre stage, in the end
it was the athletes that captured the world’s attention, changing the tone and
becoming more positive. Unfortunately, brands were not able to escape the political
issues surrounding the beginning of Sochi 2014. Consumers expect brands to take
a stand against political and controversial issues and taking a neutral approach to
these issues no longer guarantees brands to walk free from controversy. As seen in
Sochi some brands, such as Google, achieved viral success by taking a stand –
other brands, such as McDonald’s and Coca-Cola, which remained neutral, found
that their social media had been taken over to make a political statement.
Social media has also become a way to leverage brand relationships with
consumers, since social media is playing a more important role in these events - for
example Samsung and Ellen’s selfie at the Oscars. Expect brands to become more
present on numerous social platforms and to use them in exceedingly creative
ways. During Sochi, Visa used Tumblr as their Olympic social media hub linking
their Facebook, Twitter, g+, YouTube, Instagram and Vine content.
Overall, we have seen that the Olympics have become more digital, social and
mobile. With sporting events becoming more accessible, it is only natural that
people’s behaviours should also change, affecting the way they consume and
interact with these events. It is important not only to take into account people’s
perceptions of brands as a result of their sponsorship of or affiliation to these
events, but also the consumer’s experience of the event – the reasons why they
are participating, the devices they are using and the environments in which they
are interacting. By understanding the consumer journey, we can better understand
how brands can interact and engage more effectively with consumers during
sporting events, such as the Sochi 2014 Winter Olympics.
home
EXECUTIVE
SUMMARY SOCHI 2014 WHO WILL BE
WATCHING THE GAMES GENERAL INTEREST SOCHI 2014
SPONSORS
STORIES OF
INTERESThome
WE HOPE YOU
ENJOY READING IT.
Chelsea Horncastle
INSIGHTS, OMG EMEA
Welcome to our third and final IMPACT REPORT examining
the consumer experience of Sochi 2014.
4. The Closing Ceremony
SOCHI 2014 WHO WILL BE
WATCHING THE GAMES GENERAL INTEREST SOCHI 2014
SPONSORS
STORIES OF
INTEREST
EXECUTIVE
SUMMARY
Source: OMG Insights across 81 Markets
billion people,
Viewed by over
3the end of the games marked a
transformation in the hearts of many, with
the Olympic spirit uniting the
countries,
88causing any problems to fade
into the background. The
closing ceremonies illustrated
a uniting of nations as over
athletes
2,800marched in together rather than nation
by nation. The ceremony’s
performers,7,000 Pianos,62 musicians,83
all under
21
Impressed, but Russia’s making a joke at their own expense with an intentional Olympic ring
failure was what stole the show for the media. This year’s Winter Olympic games introduced
Olympics, with much of this being due to the X factor of the influence
from the USA’s winter X Games, a trendy less regulated extreme sports
mecca. After years Sochi witnessed the
new medal possibilities
12 since the previous winter
90 1st
competitive
women's Olympic
ski jump.
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5. How people followed
Sochi 2014 in Russia
Where people used their
mobile devices (laptops,
tablets, and mobiles) to follow
Sochi 2014
At home:
At work:
On the go:
45%
55%
INTEREST IN THE SOCHI
2014 WINTER GAMES`
89%
WHO THEY WATCHED THE OLYMPICS
WITH…
78% PRE
43% PRE
Watch alone
40%
52%
22%
40%
3%
32%
19%
18%
35%
5%
38%
15%
14%
46%
6%
45%
29%
25%
47%
9%
43%
19%
18%
43%
5%
35%
28%
14%
33%
4%
49%
28%
19%
57%
5%
0% 20% 40% 60% 80% 100%
Laptop
Mobile
Tablet
Desktop
E-Reader
Chat with friends
Play games
Search for products to buy
Read news
Look up information about the
Olympics
Share their opinions about the
event
Interact with online Olympic
content
HOW THEY FOLLOWED SOCHI 2014… Pre-games
ATTENDED AN EVENT IN RUSSIA
Pre-Games
11%
Post-Games
4%
19%
18%
18%
19%
26%
16-24 years old
24-34 years old
35-44 years old
45-54 years old
55+ years old
93%
71%
67%
59%
45%
15%
7%
0%
2%
68%
68%
64%
47%
18%
6%
2%
2%
Support my national team
Support another national team
Support a specific athlete
Experience an international event
Keep up to date with a major event
For the love of winter sports
Will watch, but not by choice
Other
KEY MOTIVATIONS FOR FOLLOWING THE GAMES Pre-games
WERE INTERESTED IN THE FOLLOWING
WINTER SPORTS…
Responses based on 7+ from a 1-10 scale.
80% POST
Watch
with family
46% POST
85% OF RESPONDENTS USED AT LEAST ONE DEVICE (MOBILE
PHONE, LAPTOP, DESKTOP, TABLET, E-READER) TO DO THE
FOLLOWING WHEN WATCHING THE OLYMPICS ON TV:
TOP 3 SPONTANEOUS
RECALLED BRANDS
DURING THE OLYMPICS
CHANGED PERCEPTION
OF BRAND DUE TO
OLYMPIC SPONSORSHIP
Responses based on 7+ on
a scale of 1-10
58%
61%Planned
Did
33%
49%Planned
Did
28%
35% Planned
Did
72%
8%
71%
76%
64%
55%
78%
6%
72%
76%
65%
54%
Figure Skating
Ski Jumping
Men's Ice Hockey
Biathlon
Cross-country Skiing
Alpine Skiing
40%
42%
29%
46%
45%
39%Pre
Post
Pre
Post
Pre
Post
79%
83%
83%
85%Read the news
Chatted with friends
Interacted with online Olympic content
Looked for information related to what they were watching
Source: OMG Snapshots Fieldwork: January 23 – 31,
2014 (N = 401 Russia), Fieldwork: February 28 – March
2, 2014 (N=414 Russia)
95%
53%
86%
59%
25%
45%
54%
15%
11%
94%
37%
87%
47%
21%
40%
39%
14%
10%
TV at home
Press
News websites
Radio
Facebook
Mobile
Pub/bar/resturant
Twitter
Instagram
SOCHI 2014 WHO WILL BE
WATCHING THE GAMES GENERAL INTEREST SOCHI 2014
SPONSORS
STORIES OF
INTEREST
EXECUTIVE
SUMMARY
For ‘Change in perception’ and ‘Fit’ responses are based on 7+ on a scale of 1-10. Change in perception is based on respondent known sponsorship – Please rate how your
perception has changed as a result of their sponsorship of the 2014 Sochi Winter Olympics?
home
6. WERE INTERESTED IN THE FOLLOWING WINTER SPORTS…
Responses based on 7+ from a 1-10 scale.
home
Source: OMG Snapshots Fieldwork: January 23 – 31, 2014 (N = 833 across 4 countries, approximately
200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 – 16, 2014 (N = 855 across 4
countries, approximately 200 for Germany, Australia, USA, and Canada)
Who watched the Games?
EXECUTIVE
SUMMARY SOCHI 2014 WHO WILL BE
WATCHING THE GAMES GENERAL INTEREST SOCHI 2014
SPONSORS
STORIES OF
INTEREST
KEY MOTIVATIONS FOR FOLLOWING THE GAMES
ATTENDED AN EVENT IN RUSSIA
Pre-Games
5%
Where people used
their mobile devices
(laptops, tablets, and
mobiles) to follow Sochi 2014
Women continued to be slightly
more interested in following the
Winter Olympics, although men
were more passionate about the
Games. The main reason to keep
following Sochi 2014 was to
‘support national teams’.
INTEREST IN THE SOCHI 2014 WINTER GAMES`
WHO THEY WERE
WATCHING THE
OLYMPICS WITH…
POST
32%
67%
Watch
alone
39%
25%
Watch with a
few friends
Watch with family
56%
8%
13%
42%
47%
38%
4%
4%
56%
7%
14%
39%
45%
37%
5%
5%
Support my national team
Support another national team
Support a specific athlete
Experience an international event
Keep up to date with a major event
For the love of winter sports
Will watch, but not by choice
Other
16%
17%
17%19%
32%
16%
16%
17%18%
33%
16-24 years old
24-34 years old
35-44 years old
45-54 years old
55+ years old
Alpine Skiing
Pre 49%
Post
44%
Men’s ice Hockey
Post 50%
Pre 48%
Speed Skating
Post
46%
Pre 50%
Figure SkatingBobsled
47%
Post
Pre
53%
Ski Jumping
Pre-games
61%
63%
58%
46%
75%
67%
77%
85%
Watch with a
few friends
PRE
Watch with
family
69%
Watch
alone
36%
FEMALE
MALE
Pre &
Post-
51%
51% 49%
37%
38%
OnLaptop
PRE
POST
25%
12%
OnMobile
PRE
POST
37%
23%
OnMobile
PRE
POST
75%
79%
24%
54%
54%
36%
Post-Games
5%
Pre &
Post 49%
Pre-games
During-Games
7%
Pre-games
Pre
50%
Post
52%
Post
49%
Pre
52%
During
53%
During
47%
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7. home
How they watched the Games
HOW THEY FOLLOWED SOCHI 2014…
HOW LIKELY WERE THEY TO TALK ABOUT OLYMPIC
SPONSORSHIP ACTIVITY?…
have spoken to
others about recalled
sponsorship activity
12%
Post
have talked very
positively about
recalled activity
WOMEN WERE MORE LIKELY TO USE ANOTHER DEVICE WHEN WATCHING
THE OLYMPICS ON TV.
54%Post
46%Post
18%
19%
19%
18%
25%
21%
18%
19%
17%
24%
16-24 24-34 35-44 45-54 55+
MEDIA-MESHER (USING
ANOTHER DEVICE WHILE
WATCHING TV) ARE GENERALLY
16-44 YEARS OLD.
AND THEY CARRIED OUT THE FOLLOWING ACTIVITIES:
Responses
based on 7+ on a
1-10 scale.
Pre-games Post games
72%Post
During games
51% During games
49%
Duringgames
Postgames
Duringgames
Postgames
Duringgames
Postgames
Duringgames
Postgames
Duringgames
Postgames
41%/39%
are using their mobiles
32%/28%
are using their tablets
46%/46%
are using their laptops
41%/37%
are using their desktops
19%/16%
e-readers
PEOPLE USED THE FOLLOWING DEVICES WHILE
WATCHING THE OLYMPICS ON TV:
During
games
3
3
4
3
3
4
5
6
4
4
3
2
3
3
5
8
9
13
10
12
12
15
21
24
15
19
7
8
8
9
4
6
7
8
11
11
8
10
12
15
11
13
6
6
7
6
4
4
20
21
14
14
8
10
16
17
13
15
11
10
7
9
4
6
13
15
13
16
18
20
27
26
21
22
11
11
10
9
5
5
E-reader
Desk-top
Tablet
Mobile
Laptop
Source: OMG Snapshots Fieldwork: January 23 – 31, 2014 (N = 833 across 4 countries, approximately
200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 – 16, 2014 (N = 855 across 4
countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 28-March 3,
2014 (N = 822 across 4 countries, approximately 200 for Germany, Australia, USA and Canada).
93%
59%
53%
40%
32%
28%
24%
14%
8%
91%
47%
45%
36%
28%
25%
16%
11%
5%
TV at home
Press
News websites
Radio
Facebook
Mobile
Pub/bar/resturant
Twitter
Instagram
Post
games
10%
During
83%
During
EXECUTIVE
SUMMARY SOCHI 2014 WHO WILL BE
WATCHING THE GAMES GENERAL INTEREST SOCHI 2014
SPONSORS
STORIES OF
INTERESThome
8. home
What’s happened?
Polish Skier wins gold with broken foot
Justyna Kowalczy heroically competed on a
fractured ankle in the woman's 10 km cross
country skiing race even managing to win a gold
medal.
Latvian goalkeeper impresses all
Kristers Gudlevskis is said to have given one
of the top hockey performances at Sochi. In a
game against Canada he managed to stop 55
of 57 shot attempts, leading to tweets
comparing him to a brick wall
Russian husband and wife duo
Russian snowboarding couple Vic Wild and
Alena Zavarzina both won medals in parallel
giant slalom just 10 minutes apart.
Russia’s youngest Olympic champion
Fifteen year old figure skater Yulia Lipnitskaya
amazed the crowds at Sochi with her
performances, bringing home a gold for Russia.
The most decorated Winter Olympian
Norwegian Biathlete Ole Einar Bjoerndalen won
his 13th career medal at the age of 40, making
him the most decorated athlete in Winter
Olympics history.
Source: OMG Insights across 81 Markets
People watched the Sochi Olympics
come to a close
CLICK ON INFO SIGNS for more information about winter sports athletes on Twitter
29,000+ 28,999 – 14,000 13,999 – 4,000 3,999 – 1,000 999 – 200 199 or less Data not shown
NEXT
SECTION
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EXECUTIVE
SUMMARY SOCHI 2014 WHO WILL BE
WATCHING THE GAMES GENERAL INTEREST SOCHI 2014
SPONSORS
STORIES OF
INTEREST
Japanese figure skater overcomes
Yuzuru Hanyu did not allow the earthquake and
tsunami that devastated his town and practice
rink to destroy his Olympic dreams. Hanyu made
his nation proud by winning gold in the men's
free skating.
Colours correspond to TV audience in 1,000:
home
9. Sochi 2014 Sponsors
For ‘Change in perception’ and ‘Fit’ responses are based on 7+ on a scale of 1-10. Change in
perception is based on respondent known sponsorship – Please rate how your perception has
changed as a result of their sponsorship of the 2014 Sochi Winter Olympics?
NEXT
EXECUTIVE
SUMMARY SOCHI 2014 WHO WILL BE
WATCHING THE GAMES GENERAL INTEREST SOCHI 2014
SPONSORS
STORIES OF
INTEREST
Spontaneous recall
Prompted recall
Change in perception
Fit with Olympics
PRE DURING POST
4%
39%
47%
61%
6%
43%
38%
75%
9%
44%
40%
60%
1%
7%
0%
11%
1%
11%
7%
41%
39%
53%
11%
49%
36%
43%
15%
50%
38%
45%
1%
9%
1%
11%
2%
22%
19%
19%
41%
62%
13%
43%
36%
51%
19%
45%
39%
53%
0%
2%
1%
2%
2%
15%
49%
70%
1%
14%
39%
57%
2%
11%
47%
60%
2%
15%
51%
63%
2%
18%
48%
61%
5%
21%
40%
60%
4%
27%
52%
67%
3%
23%
40%
59%
6%
26%
40%
60%
CLICK ON INFO SIGNS for more brand stories
Source: OMG Snapshots Fieldwork: January 23 – 31, 2014 (N = 833 across 4 countries, approximately
200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 – 16, 2014 (N = 855 across 4
countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 28-March 3,
2014 (N = 822 across 4 countries, approximately 200 for Germany, Australia, USA and Canada).
2%
3%
3%
home
10. Sporting Sponsorship
Source: OMG Snapshots Fieldwork: January 23 – 31, 2014 (N = 833 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 – 16, 2014 (N = 855 across 4 countries, approximately 200 for
Germany, Australia, USA, and Canada) Fieldwork: February 28-March 3, 2014 (N = 822 across 4 countries, approximately 200 for Germany, Australia, USA and Canada).
High interest for the following sporting events
Responses based
on 7+ on a scale of 1-10
Vancouver
Olympics
20%
62% 65%
66%
64%
36% 40%
46%
Sochi
Olympics
London
Olympics
Rio
Olympics
Euro
Cup 2012
Euro
Cup 2016
FIFA World
Cup 2010
50%
30%
40%
50%
60%
Looking at high interest of
Sochi Olympics
Responses based on 7+ from a 1-10 scale
68%64%
67%
69%58%
68%
16-29
30-44
45-54
55+
Looking at high interest of
Rio Olympics
Responses based on 7+ from a 1-10 scale
61%
64%
66%62%
64%
16-29
30-44
45-54
55+
Looking at high interest of
EURO CUP 2016
Responses based on 7+ from a 1-10 scale
46%
34%
Looking at high interest of
FIFA WORLD CUP 2014
Responses based on 7+ from a 1-10 scale
61%
39%
67%
Top 5 spontaneous recalled brands during
the Sochi 2014 winter Olympics:
PRE DURING POST
1 12% 13% 19%
2 8% 11% 15%
3 7% 6% 9%
4 6% 6% 6%
5 6% 6% 6%
43%
43%
34%
40%
16-29
30-44
45-54
55+
59%
52%
42%
44%
16-29
30-44
45-54
55+
Top 5 prompted recalled brands during the
Sochi 2014 winter Olympics:
PRE DURING POST
1 51% 49% 50%
2 50% 45% 45%
3 46% 43% 44%
4 44% 40% 35%
5 44% 36% 33%
People who spoke to others
about sponsor activities:
PRE DURING POST
Positive conversations about
sponsor activities:
Responses based on 10 from a 1-10 scale
Overall
16%
A brand
recalled
11%
Overall
14%
A brand
recalled
10%
Overall
15%
A brand
recalled
12%
PRE DURING POST
36%
A brand
recalled
A brand
recalled
19%
A brand
recalled
21%
World
Cup 2014
EXECUTIVE
SUMMARY SOCHI 2014 WHO WILL BE
WATCHING THE GAMES GENERAL INTEREST SOCHI 2014
SPONSORS
STORIES OF
INTERESThome
11. What happened?
Source: OMG Insights across 81 Markets
Pedal for No Medal. From Riga to Sochi by
bike.
They cycled from Riga to Sochi in 17 days covering
2802 kilometres through Latvia, Lithuania, Poland,
Ukraine and Russia to deliver children’s messages to
the Latvian Olympians.
EXECUTIVE
SUMMARY SOCHI 2014 WHO WILL BE
WATCHING THE GAMES GENERAL INTEREST SOCHI 2014
SPONSORS
STORIES OF
INTEREST
Emotional win for one of USA’s top athletes
Bode Miller, U.S’s most decorated Olympic skier
unexpectedly lost his brother last year, who was also on
track to compete in Sochi. In an interview with NBC after
his race, Miller collapsed in raw emotion over the whole
situation. Miller took home a bronze and does not plan to
quit skiing.
Ukrainian women provide much needed
good news
Ukraine ‘s women’s biathlon relay team won gold,
dedicating the victory to their whole nation. Lifting
spirits, the gold medal united the nation so it took a
much needed moment to celebrate.
True Sportsmanship at Men's Cross Country
Switzerland’s Dario Cologna finishes first but waits at
the finishing line to congratulate even those who came
in last, embracing Peru’s Roberto Carcelen and Nepal’s
Dachhiri Sherpa.
Stripping in solidarity
Images of a photo shoot from Lebanese Jacky Chamoun’s
past surfaced where the skier posed topless. In solidarity a
social media frenzy started entitled “I’m not naked” where
women posed topless to show support for Chamoun.
The Dutch did the most with the least
Sending a mere 41 athletes to Sochi, the
Netherlands still brought home 24 medals, the
best ratio of any other participating country.
#1: RUSSIAN FEDERATION
Total: 33
#2: NORWAY
Total: 26 #3: CANADA
Total: 25#4: UNITED STATES
Total: 28 #5: NETHERLANDS
Total: 24#6: GERMANY
Total: 19
#7: SWITZERLAND
Total: 11#8: BELARUS
Total: 6
#9: AUSTRIA
Total: 17
#10:FRANCE
Total: 15
Click here to see latest medal table
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12. With 94 days left to the next global
sporting event, the 2014 FIFA World
Cup is already gearing up:
• Jennifer Lopez has shot the video for
World Cup anthem “We are One (Ole
Ola)” which has a carnival vibe and the
song will be performed at the opening
ceremonies on June 12th.
• EA announced the FIFA World Cup
Game which will not be available on the
newer councils (Xbox One and PS4)
due to more of their audience still having
the older versions of game consoles.
• The Official ball of the games has
been revealed.
• McDonald’s is offering a training
programme for volunteers (15,000
people) in Brazil on how to welcome
international fans.
We expect the FIFA social buzz to gain
more momentum leading up to June 12,
2014. As seen in the 2014 Sochi Winter
Olympics, we foresee a more mobile and
digital experience of the World Cup – with
more athletes interacting online, brands
offering more seamless activations across
devices, and viewers further connecting
digitally with the World Cup in search of
ways to enhance their experience of the
games. We will see how our predictions
hold up closer to the event.
home
Sporting events are becoming more social
what we expect to see for the FIFA 2014 World Cup
EXECUTIVE
SUMMARY SOCHI 2014 WHO WILL BE
WATCHING THE GAMES GENERAL INTEREST SOCHI 2014
SPONSORS
STORIES OF
INTEREST
BRAND ACTIVATIONS
Leading up to the World Cup, McDonald’s will be
giving out champion glasses to customers who
purchase an Extra Value Meal with a McFurry. 6
different glass options have been created
themed around Brazil’s World Cup winnings.
This promotion will last until March 5th.
Welcome to the World – World Cup Brazil’s
advertising features children from all nations
cheering on their country in their language.
177,126 views to date.
Coca-Cola launches ‘Moments of Happiness’
campaign as part of its 2014 FIFA World Cup
Anthem. Their song “The World is Ours” has
already generated almost 1 million views and the
Spanish version of the song by Gaby Amaratos
has already reached over 3million views.
Sony has also created a song for the World Cup,
titled ‘We Are One’ and sung by Pitbull and J.Lo
– sneak peaks on Youtube have over 100,000
views. Sony also ran a Super Song competition
featuring Ricky Martin.
Pepsi has started the Superstar Football squad –
signing up superstars Lionel Messi, Jack
Wilshere and Robin van Persi.
Cristiano Ronaldo
73,502,915 Facebook likes
24.5 million Twitter followers
Joseph Yobo
60,880 Facebook likes
Neymar
17,968,708 Facebook likes
9.77 million Twitter followers
Marco Reus
4,285,160 Facebook likes
344 thousand Twitter followers
Wayne Rooney
16,328,088 Facebook likes
8.09 million Twitter followers
Lionel Messi
53,935,087 Facebook likes
978 thousand Twitter followers
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13. CONTACT
EXECUTIVE
SUMMARY SOCHI 2014 WHO WILL BE
WATCHING THE GAMES GENERAL INTEREST SOCHI 2014
SPONSORS
STORIES OF
INTEREST
A special thank you to the
Insights teams across 81
markets that helped us put
these IMPACT REPORTS
together, especially to our
Russian colleagues who went
the extra mile.
home
VERA.SIMPLICIO@OMNICOMMEDIAGROUP.COM
CHELSEA.HORNCASTLE@OMNICOMMEDIAGROUP.COM
VIRGINIA.ALVAREZ@OMNICOMMEDIAGROUP.COM
