Samsung records highest social engagement of Olympic sponsors [Video]

Olympic sponsors Samsung, Coca Cola, and Toyota have secured the greatest interest online across both reach and engagement, according to data from Meltwater.

Samsung stole the show globally gaining the highest reach (189m) and engagement (1.11m) of all the major sponsors. Coca Cola scored the second highest engagement (845k) and Omega the second highest reach (62.8m). Sentiment for all brands was overwhelmingly positive or neutral.

Ross Candido, VP Australia, New Zealand and Southeast Asia, Meltwater, said “Providing athletes with a phone was a brilliant move with many using them to take selfies at the medal ceremonies, giving huge exposure. What we assume was Samsung’s assumed exclusive tagging arrangement by the official Olympic social accounts also shows the power of a focused digital strategy and effective hashtag use.

“Their success suggests a strategic exclusivity arrangement and smart influencer partnerships, demonstrating the immense impact a well-executed social campaign can have.”

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