Who really won the battle of World Cup buzz- Nike or Adidas?

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Who really won the battle of World Cup buzz- Nike or Adidas?

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As the world prepared itself for the World Cup, brands prepared themselves for their own world cup with the notable viral videos from Nike with their Write the Future campaign

and Adidas with their Cantinas Originals video

recent post on the 10 Yetis blog compared the PR behind the two campaigns and mentioned a Nielsen study that looked at the buzz online surrounding the two brands. We decided to do a couple of tests of our own to see which brand, when tied to the phrase “world cup”, really has been getting more buzz.  around Nike and Adidas, but we decided to do a couple of tests of our own, including the phrase “world cup” to see which brand has really been the king of online buzz.

We chose to use the same parameters as Nielsen for language and date in order to be able to compare our results – Who says you can’t measure social media? – but expand the search to 25 countries.

Our parameters, then:

  • social media sites only (Video and Photo Sharing, Forums, Consumer opinions, Comments, social networks, Blogs, and Micro-Blogging sites)
  • English language posts/mentions/comments
  • 25 countries
  • May 7th to June 22nd
  • using Video and Photo Sharing, Forums, Consumer opinions, Comments, social networks, Blogs, and Micro-Blogging sites (like Twitter)


The result?

Nike wins , just like the 10 Yetis declare – but the margin is so close!

However, one source that the Nielsen study didn’t talk about was forums. This was certainly surprising, given the percentage of online conversations surrounding Nike and Adidas and the World Cup that take place on forums vs. Blogs and social networks (excluding Twitter):

Because while Nike clearly wins in the forums in English:

Most of that buzz was only over the space of about 5 day immediately following the launch of the “Write the Future” video May 17th:

Even if we look at all of social media (forums, blogs, micro-blogging, video and photo-sharing, comments, social networks), and not just forums in English, it was by and large the one viral video that gave Nike a boost in buzz before things quickly settled back to direct rivalry between the two brands.

So did Nike really win the battle of the buzz?

Leave your comments below.



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