Brand sponsorships for the 2012 Summer Olympics in London round up some of the usual suspects, including Coca-Cola-which boasts itself as the Olympics longest continuous corporate partner since 1928-and McDonald's, which joined the games in 1976. But the story unfolding today lies in the power VOC wields in the game of social media, now challenging corporate policy and impacting change in the interest of public health and truth in advertising.
As this McDonald's NetBase timeline analysis shows, the Passion Intensity Index peaked to 100% as recently as last week, with Net Sentiment ebbing, often below zero, averaging only 6% for the month.
As we recently blogged regarding Ocean Spray Cranberry, other food and beverage entities have come under unprecedented scrutiny, with pressure mounting from consumers, public health advocates and the FDA for these companies to provide scientific evidence of the nutritional/health benefits touted by their marketing.
Last year a class action suit against Kelloggs was settled for claims its Rice Krispies cereal brands are "helping to support your family's immunity." Another suit forced Ferraro, the maker of Nutella, to cite the calorie and sugar counts on the front labels of its hazelnut spread. Class action suits still pend against Quaker Oats, being sued for its "wholesome" marketing claims on products that contain trans fats; General Mills, for the marketing of its Fruit Rolls Ups and Fruit by the Foot as "fruit flavored," and Kraft Foods, over the contention its flour content in Teddy Grahams warrants marketing as a graham.
But I digress. So turning back to McDonald's and its Olympics sponsorship-with VOC social media pressure compounded by UK health advocates and lawmakers challenging the Olympics dissonant brand image association with a fast food chain-the hamburger giant has revamped its promotions with the announcement of new healthy Olympics menu options that stress "favorites under 400 calories." Coinciding with it's the marketing of this new menu, McDonald's also is launching the "Win When the U.S. Wins Gold" game, featuring prizes that include a trip to London for the Olympic closing ceremony, a camera, video games, and even $25,000 in gold coins.
In response, the London Assembly has called for a ban on Olympics sponsorships by McDonalds and Coca-Cola.
As the following behaviors theme cloud reflects, social media analytics can detect predictive behavioral intent that, over time, can anticipate consumer patterns.
As our NetBase analysis reveals, predictably the pitched language used to express key emotions on the social media upheaval is consistent with McDonald's elevated Passion Intensity score. This sentiment isn't singular among many similar posts: McDonald's and Coca Cola, the co-founders of obesity, are official sponsors of the 2012 Olympics...talk about irony!
With obesity on the rise globally, educators, legislators and public health advocates have increased their pressure on fast food chains to modify their menus to include healthier fresh food options. Whatever the cost, McDonald's substantial investment last minute to revamp its Olympic marketing in order to synch up with a "healthy living" theme pales against the brand's risk of sustained social outrage or, worse, the threat of boycott against the family-friendly behemoth. With an estimated one in 10 Olympics meals being consumed at McDonalds in classic "Super Size Me" fashion (presumably not counting athletes), adjacent to the Olympic Stadium the fast food chain has constructed the world's largest yellow arch diner, with the capacity to serve 1200 customers per hour.
The "health" lobby is not all the social uproar is about. Ralph Lauren also was caught off guard by the social media uproar regarding his company's offshore manufacturing of the official London Olympic uniforms, albeit not a new practice for the veteran designer, who has historically made other uniforms abroad. Unfortunately, for Ralph Lauren, time already had run out for corrective measures to manufacture Made In the U.S. uniforms in time to clothe the U.S. athletes for the opening ceremony.
When veteran Olympic sponsors are compelled precipitously by global citizens to shift, or at least revisit standard practice, we recognize that a paradigm shift has occurred. Reputation management now is owned by a new "social" world order.
At stake today is the imperative for brands to adopt an engagement strategy that requires constant listening and authentic response to the global denizen VOC.