WHAT WE’VE BEEN DOING?
BRANDTASY LEAGUE 2015
Inspired by the excitement of the Rugby World
Cup, we are running our Brandtasy League for
When you analyse all of the data in detail, it starts
getting interesting. Take the top of the table for
example: unsurprisingly, given that they paid a
the second time, following both sponsors’ and
hefty sum to be the exclusive supplier of alcoholic
non-sponsors’ activity during the 44 day
drinks in all the stadia, Heineken are clear leaders
tournament. Using our research tool, Sponsor
DNA, we have been investigating brands’
awareness, perceived fit, affinity, purchase intent,
plus overall sponsorship & social engagement.
This data is combined to produce a brand league
table, which is updated once a week. The league
table is accompanied by daily Match Reports
analysing specific brands’ recent activity.
Providing us the opportunity to see which brands
are having the most impact.
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when it comes to brand awareness. However,
excelling in brand awareness alone isn’t enough,
and due to falling short in other criteria such as
social engagement, they are currently sitting in
fifth position. Controversially, the league is
showing that it isn’t necessarily the official
tournament sponsors who are topping the table.
Currently sitting in silver medal position is
Guinness, not a RWC sponsor but a very rugbyfocused brand.
So far, they have produced a huge of amount of
So, our Brandtasy league is giving us a
content, both in the build-up, and reactively,
fascinating insight into the varying success of
with their response to the Japan/South Africa
both sponsors and non-sponsors alike with some
game going viral. Their perceived fit is
surprising results. It gives us an idea into what
amongst the highest, but it’s their impressively
makes a successful sponsorship campaign and a
strong social engagement score that is pushing
detailed analysis of the current campaigns
them to the top. Other non official sponsors in
supporting a high-profile tournament such as the
the top 10 include Adidas and O2.
Rugby World Cup.
Meanwhile, Société Générale are in a different
Given how much movement we have already
situation at the bottom of the table. As one of
seen in the table, it’s still all to play for as to who
the official sponsors of the tournament, having
will end up Brandtasy Champions close of the
Jonny Wilkinson as their ambassador, and a
tournament. Who knows what the brands have up
dedicated RWC website, it may seem
their sleeves, keep an eye on The Brandtasy
surprising that they are currently struggling to
League to find out!
gain awareness. Perhaps they are focusing on
their most profitable market, France.