How Nike is stealing Adidas’shine at the 2012 Olympics
"Nike’s #MakeItCount guerilla campaign has used social, predominantly Twitter’s hashtag culture, in order to steal Adidas’ shine. It has done this in such a way that, even without headline Olympic sponsorship rights, it has generated extensive conversation, equating to almost 100,000 tweets since 1st February. That is an impressive stat when you consider that all mentions of Adidas’ Olympic campaigns since the same date equates to just 37,000 mentions."
Is brand sponsorship of events the next victim of the marketing revolution? It is at least a good example of how brand management is changing.
Very insightful article from eConsultancy