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Olympics Marketers Social Efforts Fall Short

Research seen by Marketing Week reveals that London 2012 sponsors must use social media in a more sophisticated way if their messages are to reach the global Olympic audience. The London Games will be the most digitally connected Olympics ever, but most of the Olympic sponsor brands haven't gotten on their Twitter game. When Marketing Week analysed data from YouGov covering the worldwide sponsors and the top two tiers of London 2012 sponsors, it discovered that the Olympics hasn’t been among the top five topics mentioned in relation to most of them since the torch relay began. The only brands for which Olympic-related words are in the top five related topics in that time are Dow Chemical, McDonald’s, Omega, Visa, British Airways and ArcelorMittal.



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