11 August 2011
While media coverage of Adidas’ stance over the All Black jerseys continues unabated, the flames of discontent have also been fanned in the past few days by an increasingly large number of irate fans venting their opinions on social media platforms.
The snowballing effect of online conversations in relation to Adidas and the All Blacks RWC jerseys, many of them profoundly negative, highlights just how quickly an issue of this highly emotive nature can cascade. From a small average number of related comments daily on Twitter and Facebook last week, the Nielsen BuzzMetrics monitoring service registered a sudden jump to 303 comments on Monday which grew to a further 451 on Tuesday.
As the momentum of discontent continues, more conversations are about the damage that has occurred to the Adidas brand within the NZ market, with people voicing their opinion on Twitter to boycott the brand…
“Well Adidas has stuffed up because of their AB jersey price strategy. I am no longer interested in buying ANYTHING sold by Adidas. REBEL yes”
And the growing discontent is also spilling onto Adidas’ own Facebook Wall page …
“Adidas :(**not buying your products ever again... Greed is the root of all evil!”
“I actually wanted to dislike but there wasn't an option for that..... stop ripping off the NZ public and raping the All Black jersey for the almighty $... I will NEVER buy Adidas again!”
“Hi Adidas. Thanks for ripping off All Blacks fans in World Cup year!!!! NZ used to be a fan of yours but alas no longer.”
"As evidenced over the past few days, iconic brands like Adidas are not immune to negative media coverage and consumer sentiment. It will be interesting to see whether the current momentum of social media buzz around this hot issue continues in the lead up to the Rugby World Cup” comments Tony Boyte, Nielsen Associate Director of Research, Media.
About Nielsen BuzzMetrics
The Nielsen BuzzMetrics service tracks 200,000 unique individuals as well as more than 3,400 message boards and blogs and over 2 million comments in New Zealand. Globally, the service tracks more than 100 million blogs and 100,000 communities, and has more than three billion comments in its database.
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related assets. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, The Netherlands. For more information, please visit www.nielsen.com.
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