So how did Radisson Hotels get a full quarter\u2019s worth of free publicity in a matter of days? It took a stand. The hospitality brand nnounced on Sept<\/p>\n\n\n\n\n\n\n\n
15 that it would be dropping its sponsorship of the NFL\u2019s Minnesota Vikings in response to the team\u2019s then-lenient treatment of alleged child abuser and star running back Adrian Peterson.<\/p>\n\n\n\n
By the next day alone, according to Adweek<\/em>, Radisson scored its best digital marketing performance ever \u2013 with enough social, web and mobile impressions to account for 58 percent of its total online consumption for the last three months.<\/p>\n\n\n\n Of course, Radisson wasn\u2019t the lone sponsor to publicly criticize the NFL in the wake of its handling of recent player malfeasance. Stern statements (\u201cwe are disappointed with the league\u2019s handling of events. . .,\u201d and the like) were issued by other major benefactors, including PepsiCo, Procter & Gamble, Campbell\u2019s Soup, Visa and, most notably, Anheuser-Busch, which enriches the NFL\u2019s coffers to the tune of a $1.2 Billion sponsorship deal. But no others were willing to join Radisson by putting their foot down and pulling their support.<\/p>\n\n\n\n Radisson was \u201cthe company during this current NFL crisis willing to take the most definitive stand against domestic violence,\u201d Ammiel Kamon of Amobee Brand Intelligence told Adweek<\/em>. He estimated that over the two days after its announcement, Radisson received publicity equivalent to 81 percent of its total online consumption (impressions plus mentions) for the summer.<\/p>\n\n\n\n Twitter response to Radisson ran 62 percent positive, 26 percent neutral and 12 percent negative, Amobee reported. \u201cThe positive sentiment around Radisson was mostly thanking them for forcing the NFL to take steps they weren\u2019t willing to take on their own,\u201d Kamon said. \u201cThe negative sentiment . . . was mostly people who thought Radisson was overreacting.\u201d The Vikings\u2019 brand fared much worse: five negative tweets for every one positive one, according to Amobee\u2019s analytics.<\/p>\n","protected":false},"excerpt":{"rendered":" So how did Radisson Hotels get a full quarter\u2019s worth of free publicity in a matter of days? It took a stand. The hospitality brand nnounced on Sept….<\/p>\n","protected":false},"author":1,"featured_media":123,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[]},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/posts\/181"}],"collection":[{"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/comments?post=181"}],"version-history":[{"count":4,"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/posts\/181\/revisions"}],"predecessor-version":[{"id":274,"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/posts\/181\/revisions\/274"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/media\/123"}],"wp:attachment":[{"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/media?parent=181"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/categories?post=181"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/playnprint.com\/cameron-advertising\/wp-json\/wp\/v2\/tags?post=181"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}