Summer of Sport! Brands battle for attention on Twitter in a big month for sport – but who will win?

PiQ UK Social Brand Report May2014

PiQ UK Social Brand Report May 2014 #   Brand   Buzz  Score   +/-­‐  

1   Facebook   7810   -­‐  

2   BBC   6816   -­‐  

3   Man  Utd   3834   -­‐  

4   Google   3763   -­‐  

5   Amazon   3479   -­‐  

6   Apple   2485   -­‐  

7   Premier  League   1633   -­‐  

8   eBay   1420   +1  

9   Sky   1400   -­‐1  

10   Tesco   1136   -­‐  

11   xBox   1039   -­‐  

12   BT   710   +2  

13   MicrosoM   648   +6  

14   Pfizer   639   +52  

15   Samsung   630   -­‐  

#   Brand   Buzz  Score   +/-­‐  

16   NePlix   608   -­‐  

17   O2   600   +5  

18   Nike   572   -­‐6  

19   Lego   568   -­‐1  

20   NBA   497   -­‐7  

21   Starbucks   484   -­‐1  

22   Sony   480   +2  

23   Ford   460   -­‐2  

24   NFL   458   +16  

25   Asda   426   -­‐2  

26   General  Electric   421   +1  

27   Nintendo   355   +10  

28   Adidas   345   +7  

29   Oreo   319   +5  

30   Barclays   284   +12  

Adidas goes All In •  We tracked the conversations of the 100k

most influential Twitter users in the UK over May.

•  It was the first time Adidas made it into the PiQ UK Social Brand Report.

•  Rivals Nike dropped 6 places. •  Pfizer was a hot topic too because of their

failed takeover bid for AstraZeneca. •  And it was Nintendo’s turn to make the list by

controversial means…

World Cup Fever Adidas moved into the top 30 for the first time just in time for the World Cup which

starts in June.

Rivals Nike are not official sponsors and their strong social media presence is

likely to be challenged.

We took a look at the mentions and relevance scores for both brands’

hashtags on PiQ Rio, our World Cup audience.

#Allin was mentioned 50% more often.

But #RiskEverything was 50% more relevant to our audience of football

fanatics

Mentions Mentions Relevance Relevance

27k

110x 17k

170x

Contact nt@pi.mu for more info

Champions of Europe •  Adidas-sponsored Real Madrid won

the Champions League in dramatic style in May.

•  The social media response from fans and players alike was huge and Adidas made sure everyone knew it was their boys who went #Allin.

•  They also launched their bold World Cup campaign. Fans were told to opt in to Adidas marketing content during the tournament, so confident are they that their branded content will inspire football fans across the globe.

Football fever of a different sort

The NFL draft caught the attention of fans across the Atlantic.

The sport is now huge in the UK, tickets for all the International games are completely sold out.

A spoon-full of sugar "doesn’t make the medicine go down •  Pfizer were unable to close their takeover deal

with AstraZeneca in May.

•  The details of the American drug company’s failed deal were a big talking point in the UK, where AstraZeneca is headquartered.

Nintendo’s straight talking •  Video game veterans Nintendo apologised for not

allowing same-sex relationships in English-language versions of their new life-simulator game Tomodachi.

•  Disappointed fans were told it was ‘too late’ to change the games limitations.