Radisson’s Social Branding Went Through the Roof After Dropping the Vikings

Its best marketing move all summer

Headshot of Christopher Heine

Yesterday may have been Radisson Hotels' best digital marketing performance ever, thanks to dropping its Minnesota Vikings' sponsorship in reaction to the team's troubles with Adrian Peterson.

The hospitality brand decided on Monday night to cut ties with the National Football League franchise, after the Vikings momentarily reinstated Peterson, a star running back who had been suspended for allegedly abusing his 4-year-old son. The marketer immediately began to reap benefits from the move.

On Tuesday alone, according to Amobee Brand Intelligence, Radisson received enough social, Web and mobile impressions to account for 58 percent of its total online consumption (impressions plus mentions) for the last three months. If the Foster City, Calif.-based data provider's analytics hold true for the rest of today, Sept. 16 and Sept. 17 will account for 81 percent of the brand's total online consumption for the summer.

"So basically, Radisson gets a [full] quarter's worth of free publicity for the move, all because they were the company during this current NFL [public relations] crisis willing to take the most definitive stand against domestic violence," said Ammiel Kamon, evp of products and marketing at Amobee Brand Intelligence.

Here are other relevant stats from the last 12 hours, per Kamon's company:

  • There have been about five negative tweets around the Viking brand for every one positive.
  • Twitter sentiment around the Radisson brand has been 62 percent positive, 26 percent neutral and 12 percent negative.

"The positive sentiment around Radisson was mostly thanking them for forcing the NFL to take steps they weren’t willing to take on their own," Kamon explained. "The negative sentiment around Radisson was mostly around people who thought Radisson was overreacting." 

Earlier today, the Vikings announced that Peterson had again been suspended until the abuse case is fully resolved. That development came shortly after Nike revealed that it had withdrawn its sponsorship of the Pro Bowl player.

@Chris_Heine Christopher Heine is a New York-based editor and writer.