How did an Adidas drone show near the Acropolis of Athens cause thousands of reactions in only a couple of hours? Clip News’ team uses the Brandwatch platform to present a digital listening analysis. From top hashtags to total sentiment, the following case study shows how new-generation monitoring is turned into a communication strategy tool.
Public outcry for the Drone Show
The recent Adidas drone show that took place at Zappeion Hall caused public outcry. The spectacular show, which included the hologram of a huge Adidas shoe with the Acropolis monument in the background, raised serious questions about whether commercial advertisements near historical locations are proper.
Politicians and supporters of Greece’s cultural heritage denounced the Adidas drone show as a blatant commercialization of the Greek cultural identity. At the same time, reactions flooded social media. Some users mocked the situation, while other expressed serious concerns over the impact of Acropolis’ commercial exploitation. The dispute led to an investigation by the Athens First Instance Prosecutor’s Office and to lawsuits by the Greek Ministry of Culture against any other person liable. On their side, the organizers of the event claim that all legal procedures were followed.
Key Takeaways
Clip News analysts studied 13,090 publicity references from Websites, Blogs and various Social Media channels over the period 15-19 May 2025. Public discussion focused on the commercialization of cultural heritage, with 4,994 unique authors expressing intense opinions, from condemnation to humorous comments.
The trending topics include phrases like “Adidas over the Acropolis” and “Adidas ad at Acropolis”. Online news was dominated by the statements of the Greek Minister of Culture, Lina Mendoni, and articles of cultural and political content..
Volume over Time
Publicity skyrocketed on 16 May 2025, one day after the drone show. Volume exceeded 600 references per hour and buzz stayed quite high until 18 May, proof of the intensity and duration of the reaction in the digital environment.
Keywords, Hashtags & Emojis
The word cloud flooded with phrases like “lawsuits against any other person liable”, “prosecutor intervention”, “explanations in writing”, “Adidas shoe”. Top hashtags were #adidas, #acropolis και #mendoni. The emojis used were of particular interest. The dominant one was 🤡, suggesting irony, criticism and the surge of user emotions.
Media Sources
Out of the publicity sources selected for analysis, 76% of references came from X (formerly Twitter), 21% came from news websites, 2% from Facebook, 1% from Reddit and less than 1% from blogs. As far as the X references are concerned, 55% of the users were men and 45% of the users were women, a sign of broad demographic participation in the discussion.
Sentiment Analysis
Some 48% of the references were negative and 52% of the references were neutral. No positive references were recorded, which proves that the entire situation mostly raised concerns.
Top Sites and Top X Posters
The websites with the biggest influence, based on the Impact* index, were “protothema.gr”, “iefimerida.gr”, “news247.gr”. In terms of X accounts, “grok” and “skaigr”, as well as journalists “NChatzinikolaou” and “KostasVaxevanis”, had the biggest impact, based on their numbers of followers.
*Impact: It is a metric the potential impact of an author, site or mention. It is a logarithmic scale between 0-100 and depicts how “important” something is.
Why Digital Listening matters
The Adidas Drone Show case highlights the importance of digital listening and real-time monitoring. Through advanced social media monitoring and internet monitoring tools, like Brandwatch, brands from every sector, culture and communication officials in this particular case, are able to:
- locate trends and crises at their onset
- analyze sentiment (positive, neutral, negative) and the origin of the discussion
- evaluate data for strategic reactions and repositioning.
For organizations that handle reputation or brand image issues, real-time media monitoring and the analysis of publicity data from different sources are necessary tools in contemporary communication strategy.
Analysis identity
Digital Listening Tool: Brandwatch
Date Range: 15-19/05/2025
Sources: websites, blogs, forums, social media (subject to the limitations of each channel)
Keywording/Analysis: Clip News
Search Restrictions
The Brandwatch platform collects data from websites, blogs, forums, social media (X, Facebook, Reddit, Tumblr, etc.) with the restrictions defined by each channel. For example, discussions in closed forums or Facebook private groups are not collected.
The above analysis provides an indicative approach, taking into account that varying the publicity data sample and time range may produce different insights.
Clip News got the “Best in Media Monitoring” distinguishment for 2024, in Marketing Week’s annual anniversary edition “The Book of Ten 2024”! The distinguishment is the “capstone” of our long and uninterrupted course in the field of publicity monitoring and analysis. As the strategic partner of businesses and agencies since 1992, Clip News has been offering reliable monitoring services from Social Media, Internet, Printed Press, TV and Radio, which support targeted communication and marketing decision-making.
What is “The Book of Ten”
“The Book of Ten” is an institution, an annual review by Marketing Week, that pays tribute to the most important actions and achievements in the field of communication, marketing and the media. The “Best In” distinguishment is all about the top initiatives and projects that stood out thanks to their creativity, innovation and impact on the market. Clip News was selected as the top supplier of Media Monitoring services, a distinguishment that highlights our leadership and substantial contribution to the supply of quality information and strategic analyses to our customers. We thank the team of Marketing Week for the honour, as we thank our customers and associates for their trust all those years.
Milestone year
The year 2024 was a milestone for Clip News, as the company was awarded the Organization of the Year award of the International Association for the Measurement and Evaluation of Communication (AMEC). The award was proof of the company’s commitment to the supply of quality Media Monitoring solutions. In 2024 we also announced the creation of AI tools based on Greek language models, in cooperation with the Aristotle University of Thessaloniki (AUTH). We were also the Host Sponsor of the “FIBEP World Media Intelligence Congress 2024” in Cyprus.
We continue our course
Guided by quality, reliability and constant development, we continue to upgrade our services and open new roads in publicity monitoring and analysis. Regardless of whether we are talking about Social Media, Internet, Printed Press, TV and Radio, our aim is to immediately supply brands and agencies with information that has added value.
Contact us today, to find out how we can support your communication needs with the most advanced Media Monitoring solutions.
If you’re a communications professional or work at a PR agency, then you know what it means to start your day with hundreds of media mentions for each client. How much time do you have to read all those articles and posts you receive through media monitoring to extract useful insights? The AI Summary Report by Clip News is here to solve that problem. Through AI–powered clustering and summarization, it transforms publicity monitoring from a chore into a strategic tool.
What is the AI Summary Report
The AI Summary Report is the new, advanced service by Clip News that automatically transforms publicity mentions into thematic clusters with accompanying summaries. It uses artificial intelligence based on OpenAI’s API to provide accurate, natural, and immediately actionable information. In simple terms, you press a button and receive a comprehensive publicity report in your inbox within 60 seconds!
Why Use It
- Time-saving: Reduce up to 90% of the time spent reading and writing publicity reports! With the AI Summary Report, you instantly see what’s being said about you and your competitors, how it’s being said, and why it matters.
- From chaos to structure: Thanks to advanced clustering, the system organizes clippings into thematic groups. Instead of digging through a chaotic mass of articles and posts, you get an automatic map of your publicity landscape.
- Summaries, not just data: Each cluster comes with a summary that concisely presents the relevant information, along with a representative headline.
- Lower cost: Starting at €70/month with scalable packages, it cuts down reporting production costs compared to traditional analytical methods.
Who Needs It
The AI Summary Report is ideal for:
- PR agencies with multiple accounts and heavy workloads
- In-house communication departments of brands with constant media presence
- Crisis communication teams needing real-time updates
- Marketing/branding directors seeking a concise overview of their reputation
Key Benefits at a Glance
- Real-time thematic clustering
- Summaries per topic for instant comprehension
- Report in a Word document ready for presentations
- Bilingual reports (Greek & English)
- Coverage from Websites, Blogs, Press, LinkedIn, X (Twitter), Facebook, Instagram, TikTok, YouTube
- Essential for real-time crisis management
With the AI Summary Report, there’s no need to choose between speed and quality. You get both. And at any time, you can request an in-depth publicity analysis from the Clip News team, when you need the human expertise.
LinkedIn is a global social network, but the conversations that influence your brand are usually local. Most social listening tools treat Greece as a tiny speck in a huge data stream. Clip News reverses this situation by putting Greek-language content, Greek users and the business specifics of our country at the heart of LinkedIn Monitoring. Below is a brief overview of what this means for the Communications, Marketing and PR teams, and how it bridges the gaps left by “one size fits all” tools.
1. Built for the Greek-speaking LinkedIn ecosystem
With more than 2 million local users and 55,000 company pages, Greece is home to a dense professional community that international social listening platforms rarely map correctly. Clip News captures this ecosystem natively: you can follow posts in Greek, delve into hashtags and follow influential opinion leaders in our country.
2. Tracking posts that make sense for reputation management
Select the keywords you want to track and Clip News’ trackers will collect all posts containing keywords, hashtags, brand names, and people you are interested in, whether they have a LinkedIn profile or not. The end result is aggregated valuable information for an overall assessment of your brand image and that of your competitors on the popular social network.
3. Easy-to-use platform for immediate and continuous access
On our user-friendly platform you can view in real-time the posts that concern you, receive notifications in your mail, export the data in PDF and Excel, so that you can make decisions immediately and targeted.
4. Author/user level information for discovering opinion leaders
Traditional API access only provides post metrics. Clip News goes further, automatically collecting each author’s follower count, post title, location and profile photo. You can create accurate lists of micro influencers or key opinion leaders, measure their reach and compare their content performance over time, without manual search.
5. Benchmarking competition with no monthly limits on posts & mentions tracked
Clip News removes limits. Track an entire industry, rank pages based on reactions or post volume, and discover which formats give rivals an advantage.
6. Flexible pricing tailored to Greek budgets
Instead of charging per user, Clip News charges per keyword package, starting from €17 per month for one keyword. This way, a start-up business can track its name today and add terms (competitors, products, hashtags) only when the need (and budget) grows, instead of paying multinational-level prices from the start.
7. Local expert support
Finally, there is the human factor. Clip News has been operating with offices in Athens and Thessaloniki since 1992. When you need to set up a query with keywords and hashtags, you talk to analysts who have an excellent understanding of the local media landscape, without waiting.
The best choice for Greek brands
International social listening platforms operate with several limitations when it comes to the specifics of the Greek language. Clip News reveals what really matters for the Greek audience, verified by expert analysts, in real time and at a cost that suits Greek businesses. If your reputation depends on what people say about your brand in the professional network, do not settle for the “global average”.
Request a demo and see how every LinkedIn post turns into actionable insight.
Clip News Vice-President Katerina Kechagia will be a speaker at the “AI in Marketing Conference” that will be held on 9-10 April 2025 at the OTEAcademy Auditorium by Boussias Events.
During her presentation, titled “AI-Powered Media Monitoring: Transforming Marketing Strategies with Real-Time Insights”, Ms Kechagia will explain how AI transforms the way in which companies and brands monitor and analyse their public image on all information media (online & offline), using real-time data for more flexible and strategic marketing decisions.
The “AI in Marketing” Conference is destined for marketing executives, brand managers, digital strategists and communication professionals, who will have an opportunity to learn how to use AI tools in Media Monitoring, without losing control of the brand narrative.
Clip News’ participation in the “AI in Marketing Conference” highlights the company’s leading role in technology and communication developments, with emphasis on innovation and on added value for its clients.
More information here.
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