Nissan and the Canadian Football League: Listening to emotions - Using social media conversations to derive the emotions behind the sentiment and response to branding moments in media content

This paper assesses the impact of sponsoring the Canadian Football League's (CFL) 2014 season for Nissan, the car manufacturer.

Nissan and the Canadian Football League: Listening to emotions - Using social media conversations to derive the emotions behind the sentiment and response to branding moments in media content

Raymond Pettit and Andrew ReidRentrak and SponsorHub

Summary

Rentrak and SponsorHub assessed the marketing and media impact of a major sports sponsorship for Nissan over the course of the Canadian Football League's (CFL) 2014 season. This study utilized a methodology for appraising the media value and impact of the sponsorship for Nissan, as well as a unique approach that maps social media conversations to Plutchik's 'Wheel of Emotions'. Plutchik's psychoevolutionary...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands