Campaign magazine yesterday ran a report from the "Socialympics" panel debate on the London 2012 Olympics, which it described as "the biggest social media event ever".
The article says:
"Adidas is currently getting around 0.4% of all conversations around the Olympics associated with its brand. Its non-sponsor rival, Nike, is dominating Olympics brand buzz with 7.7%. A lot of this can be attributed to Nike's #makeitcount campaign - a runaway social media success... The campaign resonates with sports fans by associating Nike with training for the Olympics and cleverly skirts Olympic ambush marketing rules."
Goes to show, if you don't have a huge marketing budget, you need to #makeitcount.