Q: Have ski resorts capitalized on the World Cup conversation or simply stayed silent?

During the Sochi Olympics we looked at how many resorts were jumping into the conversation about this event. Inextricably tied to winter sports but surrounded by specific rules with significant consequences, the Olympics became a balancing act for many brands. But what about the ongoing World Cup? Have resorts’ capitalized on the somewhat irrelevant buzz or kept to themselves? Here’s what we found.

The Goods
To find our answer we looked at all tweets, Facebook posts, and Instagram photos to see how many posts each day were mentioning the World Cup during the group stage of the tournament (June 12-26). Then we found what percentage of resorts that posted that day posted about the World Cup. So if 100 resorts posted on any given day and 5 mentioned the event, it would be 5%. Here’s how it looks:

Right off the bat we can see that most discussion happened on Twitter with the rate of resorts talking about the World Cup peaking just above 7% on June 22: the day of the USA vs Portugal match. The other peaks comes during the first day of the tournament (June 12), the USA’s first game (June 16), and the USA’s last game of the group stage (Jan 26) as you might expect.

What This Means
While many of us are huge soccer fans, we also recognize that a venn diagram between soccer fans and skiers wouldn’t reveal anything more than a small overlap. Looking at the chart above, the percentage of resorts chatting about the tournament is probably similar to that overlap.

But all skier-soccer-fans don’t gather around certain resorts, they are scattered throughout every resort’s fan count. There’s no right or wrong, but we were a little surprised that more resorts didn’t give even a small amount of love to these skier-soccer-fans and followers.

Next Week, Next Stash
Another resort marketing insight like this one is coming next week. Don’t want to miss it? Stick your email below and we’ll send you a quick email when it drops.