2014 SOCHI WINTER OLYMPIC GAMES IMPACT REPORT

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1 POST 201 SOCHI WINTER OLYMPIC GAMES EVENT IMPACT REPORT

3 Key lessons Welcome to our third and final IMPACT REPORT examining the consumer experience of Sochi 201. Although Sochi had a rocky start with political issues taking centre stage, in the end it was the athletes that captured the world s attention, changing the tone and becoming more positive. Unfortunately, brands were not able to escape the political issues surrounding the beginning of Sochi 201. Consumers expect brands to take a stand against political and controversial issues and taking a neutral approach to these issues no longer guarantees brands to walk free from controversy. As seen in Sochi some brands, such as Google, achieved viral success by taking a stand other brands, such as McDonald s and Coca-Cola, which remained neutral, found that their social media had been taken over to make a political statement. Social media has also become a way to leverage brand relationships with consumers, since social media is playing a more important role in these events - for example Samsung and Ellen s selfie at the Oscars. Expect brands to become more present on numerous social platforms and to use them in exceedingly creative ways. During Sochi, Visa used Tumblr as their Olympic social media hub linking their Facebook, Twitter, g+, YouTube, Instagram and Vine content. WE HOPE YOU ENJOY READING IT. Overall, we have seen that the Olympics have become more digital, social and mobile. With sporting events becoming more accessible, it is only natural that people s behaviours should also change, affecting the way they consume and interact with these events. It is important not only to take into account people s perceptions of brands as a result of their sponsorship of or affiliation to these events, but also the consumer s experience of the event the reasons why they are participating, the devices they are using and the environments in which they are interacting. By understanding the consumer journey, we can better understand how brands can interact and engage more effectively with consumers during sporting events, such as the Sochi 201 Winter Olympics. Chelsea Horncastle INSIGHTS, OMD EMEA

The Closing Ceremony Viewed by over billion people, the end of

Olympic spirit uniting the 88 countries, causing any problems to

The closing ceremonies illustrated a uniting of nations as over

The ceremony s 62 8 musicians, 7,000 performers, Pianos, all

joke at their own expense with an intentional Olympic ring

This year s Winter Olympic games introduced since the previous

of the influence from the USA s winter X Games, a trendy less

4 The Closing Ceremony Viewed by over billion people, the end of the games marked a transformation in the hearts of many, with the Olympic spirit uniting the 88 countries, causing any problems to fade into the background. The closing ceremonies illustrated a uniting of nations as over 2,800 athletes marched in together rather than nation by nation. The ceremony s 62 8 musicians, 7,000 performers, Pianos, all under 21 new medal possibilities Impressed, but Russia s making a joke at their own expense with an intentional Olympic ring failure was what stole the show for the media. This year s Winter Olympic games introduced since the previous winter 12 Olympics, with much of this being due to the X factor of the influence from the USA s winter X Games, a trendy less regulated extreme sports mecca. After years Sochi witnessed the 90 1 st NEXT competitive women's Olympic ski jump. Source: OMD Insights across 81 Markets

5 How people followed Sochi 201 in Russia KEY MOTIVATIONS FOR FOLLOWING THE GAMES Pre-games Support my national team Support another national team Support a specific athlete Experience an international event Keep up to date with a major event For the love of winter sports Will watch, but not by choice Other 1 18% 7% 6% 0% ATTENDED AN EVENT IN RUSSIA 68% 68% 59% 6% 67% 71% 26% years old 2- years old 5- years old 18% 5-5 years old 18% 55+ years old IN THE SOCHI 201 WINTER GAMES` 89% 9% TOP SPONTANEOUS RECALLED BRANDS DURING THE OLYMPICS CHANGED PERCEPTION OF BRAND DUE TO OLYMPIC HIP Responses based on 7+ on a scale of 1-10 Pre Pre Pre 29% 6% HOW THEY FOLLOWED TV at Press News websites Radio Facebook Mobile Pub/bar/resturant Twitter Instagram 21% 1% 1 10% 7% 2 5% Pre-games 87% 59% 5% 9% 8 OF RESPONDENTS USED AT LEAST ONE DEVICE (MOBILE PHONE, LAPTOP, DESKTOP, TABLET, E-READER) TO DO THE FOLLOWING WHEN WATCHING THE OLYMPICS ON TV: 86% 9 Pre-Games -Games % WERE ED IN THE FOLLOWING WINTER SPORTS Responses based on 7+ from a 1-10 scale. Figure Skating Ski Jumping Men's Ice Hockey Biathlon Cross-country Skiing Alpine Skiing 8% 6% Source: OMD Snapshots Fieldwork: January 2 1, 201 (N = 01 Russia), Fieldwork: February 28 March 2, 201 (N=1 Russia) 5% % 76% 6% 71% 76% Where people used their mobile devices (laptops, tablets, and mobiles) to follow Sochi 201 At : At work: Planned Did 28% On the go: Planned Planned % Did Did 9% 58% 61% 80% POST 78% PRE Watch with family 6% POST % PRE Watch alone WHO THEY WATCHED THE OLYMPICS WITH E-Reader % 5 6% 9% 2 18% 1% 2 18% 1% % % Desktop 6% % % 57% Tablet Mobile Read the news Chatted with friends Interacted with online Olympic content Looked for information related to what they were watching Laptop 8% 1 29% 28% 28% 9% 0% 20% 60% 80% 100% For Change in perception and Fit responses are based on 7+ on a scale of Change in perception is based on respondent known sponsorship Please rate how your perception has changed as a result of their sponsorship of the 201 Sochi Winter Olympics? Chat with friends Play games Search for products to buy Read news 79% 8 8% 8% Look up information about the Olympics Share their opinions about the event Interact with online Olympic content

On Laptop 7% 8% On Mobile 1 2 On Mobile 2% 7% 2% 5% POST 5% 6% 7 PRE PRE POST PRE 79% POST FEMALE MALE Who watched the Games?

up to date with a major event For the love of winter sports Will watch, but not by choice Other During-Games 7% WERE ED IN THE FOLLOWING WINTER SPORTS Responses based on 7+ from a 1-10 scale.

continued to be slightly more interested in following the Winter Olympics, although men were more passionate about the Games. The main reason to keep following Sochi 201 was to support national teams.

6 On Laptop 7% 8% On Mobile 1 2 On Mobile 2% 7% 2% 5% POST 5% 6% 7 PRE PRE POST PRE 79% POST FEMALE MALE Who watched the Games? KEY MOTIVATIONS FOR FOLLOWING THE GAMES ATTENDED AN EVENT IN RUSSIA Pre-Games Support my national team Support another national team Support a specific athlete Experience an international event Keep up to date with a major event For the love of winter sports Will watch, but not by choice Other During-Games 7% WERE ED IN THE FOLLOWING WINTER SPORTS Responses based on 7+ from a 1-10 scale. 7% % % 8% 1% 1% -Games % Pre-games 18% 7% 16% 17% 8% 16% 17% Pre-games 17% 16% 56% 56% 16-2 years old 2- years old 5- years old 5-5 years old 55+ years old During 5% 51% 9% Pre & - 51% Women continued to be slightly more interested in following the Winter Olympics, although men were more passionate about the Games. The main reason to keep following Sochi 201 was to support national teams. Where people used their mobile devices (laptops, tablets, and mobiles) to follow Sochi 201 Pre & 9% During IN THE WINTER GAMES` 61% 6% 58% WHO THEY WERE WATCHING THE OLYMPICS WITH PRE 6% Watch alone 6% Watch with a few friends 7 POST 67% Watch alone Pre-games 2 Watch with a few friends 8 77% NEXT Pre 50% 5 Pre 5% Pre 5 9% Pre 50% 6% 50% Pre 8% Pre 9% % 69% Watch with family 67% Watch with family Ski Jumping Bobsled Figure Skating Speed Skating Men s ice Hockey Alpine Skiing Source: OMD Snapshots Fieldwork: January 2 1, 201 (N = 8 across countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 16, 201 (N = 855 across countries, approximately 200 for Germany, Australia, USA, and Canada)

During games games During games games During games games During games games During games games 18% 18% 18% 21% 17% 2 2% How they watched the Games HOW THEY FOLLOWED TV at Press News websites Radio

10% During Twitter Instagram 8% 1% 16% 1 have spoken to others about recalled sponsorship activity have talked very positively about recalled activity Responses based on 7+ on a 1-10 scale.

7 During games games During games games During games games During games games During games games 18% 18% 18% 21% 17% 2 2% How they watched the Games HOW THEY FOLLOWED TV at Press News websites Radio Facebook Mobile Pub/bar/resturant HOW LIKELY WERE THEY TO TALK ABOUT OLYMPIC HIP ACTIVITY? 10% During Twitter Instagram 8% 1% 16% 1 have spoken to others about recalled sponsorship activity have talked very positively about recalled activity Responses based on 7+ on a 1-10 scale. 2% 28% 2 28% Pre-games 6% 7 games 5% 8% During 59% E-reader Desk-top 1%/ are using their mobiles WOMEN WERE MORE LIKELY TO USE ANOTHER DEVICE WHEN WATCHING THE OLYMPICS ON TV. MEDIA-MESHER (USING ANOTHER DEVICE WHILE WATCHING TV) ARE GENERALLY During games 16- YEARS OLD. 51% During games 9% 5% PEOPLE USED THE FOLLOWING DEVICES WHILE WATCHING THE OLYMPICS ON TV: During games Tablet Mobile Laptop games /28% are using their tablets AND THEY CARRIED OUT THE FOLLOWING ACTIVITIES: % 91% % 6%/6% are using their laptops %/7% are using their desktops /16% e-readers Source: OMD Snapshots Fieldwork: January 2 1, 201 (N = 8 across countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 16, 201 (N = 855 across countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 28-March, 201 (N = 822 across countries, approximately 200 for Germany, Australia, USA and Canada).

What s happened? Japanese figure skater overcomes Yuzuru Hanyu did not allow the earthquake and tsunami that devastated his town and practice rink to destroy his Olympic dreams.

People watched the Sochi Olympics come to a close CLICK ON INFO SIGNS for more information about winter sports athletes on Twitter Colours correspond to TV audience in 1,000: 29,000+ 28,999 1,000

In a game against Canada he managed to stop 55 of 57 shot attempts, leading to tweets comparing him to a brick wall Russian husband and wife duo Russian snowboarding couple Vic Wild and Alena

8 What s happened? Japanese figure skater overcomes Yuzuru Hanyu did not allow the earthquake and tsunami that devastated his town and practice rink to destroy his Olympic dreams. Hanyu made his nation proud by winning gold in the men's free skating. People watched the Sochi Olympics come to a close CLICK ON INFO SIGNS for more information about winter sports athletes on Twitter Colours correspond to TV audience in 1,000: 29, ,999 1,000 1,999,000,999 1, or less Data not shown Latvian goalkeeper impresses all Kristers Gudlevskis is said to have given one of the top hockey performances at Sochi. In a game against Canada he managed to stop 55 of 57 shot attempts, leading to tweets comparing him to a brick wall Russian husband and wife duo Russian snowboarding couple Vic Wild and Alena Zavarzina both won medals in parallel giant slalom just 10 minutes apart. Polish Skier wins gold with broken foot Justyna Kowalczy heroically competed on a fractured ankle in the woman's 10 km cross country skiing race even managing to win a gold medal. NEXT SECTION Russia s youngest Olympic champion Fifteen year old figure skater Yulia Lipnitskaya amazed the crowds at Sochi with her performances, bringing a gold for Russia. The most decorated Winter Olympian Norwegian Biathlete Ole Einar Bjoerndalen won his 1 th career medal at the age of 0, making him the most decorated athlete in Winter Olympics history. Source: OMD Insights across 81 Markets

9 0% 1% 1% 1% % % 6% 1 1% 1 18% 21% 27% 2% 26% % 1% 6% 9% 51% 8% 6 51% 5% 70% 57% 60% 5 6% 61% 60% 67% 59% 60% % 6% 9% 1% 0% 1% % % 1% 1% 7% 7% 1 9% % % 8% 1% 9% 50% 6% 8% 5% % 2 61% 7 60% Sochi 201 Sponsors CLICK ON INFO SIGNS for more brand stories Spontaneous recall Prompted recall Change in perception Fit with Olympics PRE DURING POST NEXT Source: OMD Snapshots Fieldwork: January 2 1, 201 (N = 8 across countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 16, 201 (N = 855 across countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 28-March, 201 (N = 822 across countries, approximately 200 for Germany, Australia, USA and Canada). For Change in perception and Fit responses are based on 7+ on a scale of Change in perception is based on respondent known sponsorship Please rate how your perception has changed as a result of their sponsorship of the 201 Sochi Winter Olympics?

10 66% 6% 50% Sporting Sponsorship High interest for the following sporting events Responses based on 7+ on a scale of % 50% 0% 20% Vancouver Olympics Sochi Olympics 6 6 Looking at high interest of Sochi Olympics Responses based on 7+ from a 1-10 scale 6% 68% 68% 67% London Olympics Rio Olympics 6% Euro Cup 2012 Euro Cup 2016 FIFA World Cup % Looking at high interest of Rio Olympics Responses based on 7+ from a 1-10 scale 61% 67% World Cup 201 6% 6% Top 5 spontaneous recalled brands during the Sochi 201 winter Olympics: Looking at high interest of EURO CUP 2016 Responses based on 7+ from a 1-10 scale % PRE DURING POST 1 1 1% 2 8% 1 7% 6% 9% 6% 6% 6% 5 6% 6% 6% Top 5 prompted recalled brands during the Sochi 201 winter Olympics: PRE DURING POST 1 51% 9% 50% 2 50% 6% % % % 5 % 6% % 6% % People who spoke to others about sponsor activities: Looking at high interest of FIFA WORLD CUP 201 Responses based on 7+ from a 1-10 scale Overall PRE DURING POST 16% A brand recalled 61% 10% Overall % 1% A brand recalled 59% 1 Overall Positive conversations about sponsor activities: Responses based on 10 from a 1-10 scale A brand recalled PRE DURING POST 6% A brand recalled A brand recalled 21% A brand recalled 58% 69% % % % Source: OMD Snapshots Fieldwork: January 2 1, 201 (N = 8 across countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 16, 201 (N = 855 across countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 28-March, 201 (N = 822 across countries, approximately 200 for Germany, Australia, USA and Canada).

What happened? Pedal for No Medal. From Riga to Sochi by bike.

deliver children s messages to the Latvian Olympians.

whole nation. Lifting spirits, the gold medal united the nation so it took a much needed moment to celebrate.

congratulate even those who came in last, embracing Peru s Roberto Carcelen and Nepal s Dachhiri Sherpa.

In solidarity a social media frenzy started entitled I m not naked where women posed topless to show support for Chamoun.

S s most decorated Olympic skier unexpectedly lost his brother last year, who was also on track to compete in Sochi.

Miller took a bronze and does not plan to quit skiing.

11 What happened? Pedal for No Medal. From Riga to Sochi by bike. They cycled from Riga to Sochi in 17 days covering 2802 kilometres through Latvia, Lithuania, Poland, Ukraine and Russia to deliver children s messages to the Latvian Olympians. Ukrainian women provide much needed good news Ukraine s women s biathlon relay team won gold, dedicating the victory to their whole nation. Lifting spirits, the gold medal united the nation so it took a much needed moment to celebrate. True Sportsmanship at Men's Cross Country Switzerland s Dario Cologna finishes first but waits at the finishing line to congratulate even those who came in last, embracing Peru s Roberto Carcelen and Nepal s Dachhiri Sherpa. Stripping in solidarity Images of a photo shoot from Lebanese Jacky Chamoun s past surfaced where the skier posed topless. In solidarity a social media frenzy started entitled I m not naked where women posed topless to show support for Chamoun. Emotional win for one of USA s top athletes Bode Miller, U.S s most decorated Olympic skier unexpectedly lost his brother last year, who was also on track to compete in Sochi. In an interview with NBC after his race, Miller collapsed in raw emotion over the whole situation. Miller took a bronze and does not plan to quit skiing. #1: RUSSIAN FEDERATION Total: #2: NORWAY Total: 26 #: CANADA #: UNITED STATES Total: 25 Total: 28 #5: NETHERLANDS #6: GERMANY Total: 2 Total: 19 #7: SWITZERLAND #8: BELARUS Total: 11 Total: 6 #9: AUSTRIA Total: 17 NEXT #10:FRANCE Total: 15 Click here to see latest medal table The Dutch did the most with the least Sending a mere 1 athletes to Sochi, the Netherlands still brought 2 medals, the best ratio of any other participating country. Source: OMD Insights across 81 Markets

EA announced the FIFA World Cup Game which will not be available on the newer councils (Xbox One and PS) due to more of their audience still having the older versions of game consoles.

We expect the FIFA social buzz to gain more momentum leading up to June 12, 201.

12 Sporting events are becoming more social what we expect to see for the FIFA 201 World Cup BRAND ACTIVATIONS With 9 days left to the next global sporting event, the 201 FIFA World Cup is already gearing up: Jennifer Lopez has shot the video for World Cup anthem We are One (Ole Ola) which has a carnival vibe and the song will be performed at the opening ceremonies on June 12th. EA announced the FIFA World Cup Game which will not be available on the newer councils (Xbox One and PS) due to more of their audience still having the older versions of game consoles. The Official ball of the games has been revealed. McDonald s is offering a training programme for volunteers (15,000 people) in Brazil on how to welcome international fans. We expect the FIFA social buzz to gain more momentum leading up to June 12, 201. As seen in the 201 Sochi Winter Olympics, we foresee a more mobile and digital experience of the World Cup with more athletes interacting online, brands offering more seamless activations across devices, and viewers further connecting digitally with the World Cup in search of ways to enhance their experience of the games. We will see how our predictions hold up closer to the event. Cristiano Ronaldo 7,502,915 Facebook likes 2.5 million Twitter followers Joseph Yobo 60,880 Facebook likes Neymar 17,968,708 Facebook likes 9.77 million Twitter followers Marco Reus,285,160 Facebook likes thousand Twitter followers Wayne Rooney 16,28,088 Facebook likes 8.09 million Twitter followers Lionel Messi 5,95,087 Facebook likes 978 thousand Twitter followers Leading up to the World Cup, McDonald s will be giving out champion glasses to customers who purchase an Extra Value Meal with a McFurry. 6 different glass options have been created themed around Brazil s World Cup winnings. This promotion will last until March 5 th. Welcome to the World World Cup Brazil s advertising features children from all nations cheering on their country in their language. 177,126 views to date. Coca-Cola launches Moments of Happiness campaign as part of its 201 FIFA World Cup Anthem. Their song The World is Ours has already generated almost 1 million views and the Spanish version of the song by Gaby Amaratos has already reached over million views. Sony has also created a song for the World Cup, titled We Are One and sung by Pitbull and J.Lo sneak peaks on Youtube have over 100,000 views. Sony also ran a Super Song competition featuring Ricky Martin. Pepsi has started the Superstar Football squad signing up superstars Lionel Messi, Jack Wilshere and Robin van Persi.

13 A special thank you to the OMD Insights across 81 markets that helped us put these IMPACT REPORTS together, especially to our Russian colleagues who went the extra mile. CONTACT

14 POST 201 SOCHI WINTER OLYMPIC GAMES EVENT IMPACT REPORT

NOC plug-in to the YOG

NOC SERVICES UPDATE SPORTS UPDATE IOC YOG AMBASSADORs LEARN & SHARE VOLUNTEER & ENGAGEMENT MASCOT & EMBLEM KEY DATES NOC plug-in to the YOG The 2 nd Winter Youth Olympic Games in Lillehammer 2016 EDITION