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

Its best marketing move all summer

Don’t miss Commerceweek, February 28–29 in NYC, to explore the technology and trends fueling commerce. Get strategic insights from leaders at The New York Times Advertising, Turo, TikTok and more. Register.

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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in