Hitting the Mark: The 2020 Tokyo Olympics

Wazzup Pilipinas!?

In the recently concluded 2020 Tokyo Olympics, Filipino athletes have etched their names in history books as the Philippines’ representatives have brought home the most number of medals ever. These wins include the country’s first gold medal, won by weightlifting champion Ms Hidilyn Diaz, and the other three medals were won by three of the four representatives of the Philippine Boxing Team.

 
With the victories declared and the medals lauded, this has generated buzz in the media, including Twitter, Facebook, Forums, Q&A sites, and other social media channels with user generated content. Isentia’s Award-Winning Media Intelligence and Insights has peered into the top conversations, highly engaged posts, most mentioned athletes, sports events, and common themes, among others. Data used in this study were taken from sources such as: Isentia’s Workbench, Pulsar, Google Trends, and News search.

This paper features the following highlights:

1.) Brands are leveraging on the hype brought by the Filipino victories in the 2020 Tokyo Olympics. There were digital outlets that have been generating social buzz related to the Tokyo Olympics. With the victories declared and the medals lauded, this has generated buzz in the media, including Twitter, Facebook, Forums, Q&A sites, and other social media channels with user-generated content. Isentia's Award-Winning Media Intelligence and Insights have peered into the top conversations, highly engaged posts, most mentioned athletes, sports events, and common themes, among others.

2.) Politics: An Olympic Sport? There were reports of some Philippine political figures accused of credit-grabbing from the Olympic athletes’ victories and record-breaking achievements. The statements made by the figures were met with backlash by social media netizens.

3.) Moment Marketing with Current Events and Victories. Following the athletes' wins, many brands capitalised on the moment and got creative with their congratulatory posts. Some opted to congratulate the athletes and incorporate their logos and taglines, while others integrated their products into the greetings. Brands include Lazada, Starbucks, Nestea, Ever Bilena, L'OREAL, among others.

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