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.
Most of the Olympic sponsor brands don’t yet appear to be strongly associated with the Games on Twitter. Worse, YouGov’s BrandIndex tool, which measures brand health, shows that few of the sponsors appear to be significantly benefiting from their association with London 2012.
Find out more at Marketing Week.
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