Golds for Tom Daley, Gemma Gibbons and Paul Drinkhall in ‘Team GB Twitter Olympics’
London, 14 August 2012: Diver Tom Daley, judoka Gemma Gibbons and table tennis player Paul Drinkhall outperformed their Team GB compatriots in Twitter ‘popularity’, ‘largest percentage growth’ and ‘talkativeness’ during London 2012 a social media study has found.
London 2012 has been described as ‘the first social media Games’ and research into the Twitter activity of all 331 Team GB athletes who are on Twitter by integrated advertising agency www.Inferno-group.com in association with www.Leaderboarded.com across three separate categories provides a compelling digital snapshot of the online popularity of our nation’s athletes.
During London 2012 between the opening ceremony on Friday 27 July 2012 and the closing ceremony on Sunday 12 August 2012, integrated advertising agency Inferno and Leaderboarded measured the personal tweets of Britain’s athletes allocating Gold, Silver and Bronze medals in three Team GB Twitter Olympics events.
The results are now in and demonstrate how both athletes who went into the Games as household names – with the nation’s hopes resting on their shoulders – and relatively unknown Team GB competitors have seen their popularity surge during the Olympics on social media:
1. Team GB’s ‘Largest Percentage Growth’ Twitter Olympians
GOLD Gemma Gibbons (@gemma_gibbons) 5371% increase in followers (26,535 new followers)
SILVER Kristian Thomas (@kristian_thomas) 3312% increase in followers (48,225 new followers)
Team GB’s Gemma Gibbons – who surpassed all expectations to reach the final of the judo under 78kg category, and who dedicated her silver medal to her mother who died of leukaemia – won gold on Inferno’s Team GB Largest Percentage Growth in Twitter followers medal table in association with Leaderboarded.com. She saw her Twitter followers grow by 5371% during the Games. It wasn’t the largest leap in followers, but it was the largest percentage growth and a gigantic gain for Gemma Gibbons’ social media footprint.
The Silver medal went to Kristian Thomas who won Bronze in the team gymnastics. He saw his follower numbers increase by 3312% with bronze going to Chris Mears who reached the final of the men’s 3m springboard diving final and saw his follower numbers increase by 994%.
2. Team GB’s ‘Most Popular’ Twitter Olympians
See the full list at: http://leaderboarded.com/
On Inferno’s Leaderboarded medal table of most popular Team GB Twitter Olympians it’s perhaps no surprise that Team GB diving bronze medalist and London 2012 poster boy Tom Daley secured gold for having the most Twitter followers at the end of the Olympic closing ceremony. His total of 1,388,390 Twitter followers easily trumped triumphant tennis player Andy Murray who struck silver in second place with 1,117,820 followers. Team GB’s girl of the games, heptathlete Jessica Ennis takes the bronze having amassed 643,438 Twitter followers by the end of the closing ceremony: a near three-fold increase in her number of followers during the Games.
3. Team GB’s ‘Most Talkative’ Twitter Olympians
GOLD Paul Drinkhall (@pdrinkhall) 748 tweets
SILVER Karina Bryant (@karinabryantgb) 593 tweets
BRONZE Colin Oates (@kumo49) 505 tweets
See the full list at: http://leaderboarded.com/
The Inferno Leaderboarded medal table of Team GB’s ‘Most Talkative’ Twitter Olympians gave less well-known athletes a chance to shine since the category simply measured Team GB’s Twitter users on the number of tweets they made during the Games.
Paul Drinkhall, who reached the third round of the men’s table tennis singles – before losing to Germany’s world No12 Dimitrij Ovtcharov – secured the gold medal for Team GB’s ‘Most Talkative’ Twitter Olympian. He chalked up a phenomenal 748 personal tweets across the seventeen days of the Games, an average of 44 tweets each day.
Karina Bryant, who won bronze in the women’s +78kg judo, came second thanks to an impressive 593 tweets – an average of more than 34 tweets per day – whilst Colin Oates, who achieved seventh in the under 66kg judo category took the bronze thanks to 505 tweets – an average of just under 30 tweets a day during the Games.
Tim Doust, founding partner at integrated advertising agency www.Inferno-group.com said:
“The 331 Team GB athletes on Twitter have shared their highs and lows, hopes, dreams and experiences with sports fans all over the world during the Olympics and Twitter has given athletes a direct line to fans. Inferno’s Team GB Twitter Olympics medal table in association with Leaderboarded has thrown up some unlikely stars such as Gemma Gibbons and Paul Drinkhall in addition to household names like Tom Daley and goes to show how the Olympics can make individuals into overnight stars on social media.”
Toby Beresford, founder of www.Leaderboarded.com said:
“At Leaderboarded.com we’ve really enjoyed following Team GB’s athletes on Twitter during the Games and to congratulate the winners we will be sending out special Gold, Silver and Bronze medal tweets.”
Inferno is one of London’s fastest growing independent integrated advertising agencies with Clients ranging from Nokia, Electrolux and Unilever to Bauer Media, Visa and Legal & General. Inferno’s latest new business wins have included becoming the global lead creative agency for Nokia Windows, the NSPCC, LinkedIn and Dove Spa. They have won awards at Montreaux Rose, Creative Circle, Marketing Week Engage, One Show New York and the Marketing Society. Launched in 2000 Inferno’s Clients have included Honda, Budweiser, Blackberry, Hiscox, Asda and Sony.
Leaderboarded.com is a next generation community engagement tool that leverages social data to create gamified leaderboards to engage with target audiences. Leaderboarded is a SaaS (Software as a Service) product provided on a monthly basis via the web that can be hourly, daily, weekly or monthly and is the brainchild of Toby Beresford, a British entrepreneur, based out of Google Campus in London’s Tech City.