{"id":47425,"date":"2025-05-23T09:14:00","date_gmt":"2025-05-23T06:14:00","guid":{"rendered":"https:\/\/www.clipnews.gr\/drone-show-by-adidas-digital-listening-analysis\/"},"modified":"2025-05-23T09:20:11","modified_gmt":"2025-05-23T06:20:11","slug":"drone-show-by-adidas-digital-listening-analysis","status":"publish","type":"post","link":"https:\/\/www.clipnews.gr\/en\/drone-show-by-adidas-digital-listening-analysis\/","title":{"rendered":"Drone Show by Adidas: Digital Listening Analysis"},"content":{"rendered":"

How did an Adidas drone show near the Acropolis of Athens cause thousands of reactions in only a couple of hours? Clip News\u2019 team uses the Brandwatch platform to present a digital listening<\/a> analysis. From top hashtags to total sentiment, the following case study shows how new-generation monitoring is turned into a communication strategy tool. \u00a0<\/p>\n

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Public outcry for the Drone Show<\/h3>\n

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.<\/p>\n

Politicians and supporters of Greece\u2019s 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\u2019 commercial exploitation. The dispute led to an investigation by the Athens First Instance Prosecutor\u2019s 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.<\/p>\n

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Key Takeaways<\/h3>\n

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 \u201cAdidas over the Acropolis\u201d and \u201cAdidas ad at Acropolis\u201d. Online news was dominated by the statements of the Greek Minister of Culture, Lina Mendoni, and articles of cultural and political content..\"adidas<\/a><\/p>\n

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Volume over Time<\/h3>\n

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.\"adidas<\/a> \u00a0<\/p>\n

Keywords, Hashtags & Emojis<\/h3>\n

The word cloud flooded with phrases like \u201clawsuits against any other person liable\u201d, \u201cprosecutor intervention\u201d, \u201cexplanations in writing\u201d, \u201cAdidas shoe\u201d. Top hashtags were #adidas, #acropolis \u03ba\u03b1\u03b9 #mendoni. The emojis used were of particular interest. The dominant one was \ud83e\udd21, suggesting irony, criticism and the surge of user emotions.\"adidas<\/a><\/p>\n

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Media Sources<\/h3>\n

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.\"adidas<\/a> \u00a0<\/p>\n

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Sentiment Analysis<\/h3>\n

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.
\"adidas<\/a> \u00a0<\/p>\n

Top Sites and Top X Posters<\/h3>\n

The websites with the biggest influence, based on the Impact* index, were \u201cprotothema.gr\u201d, \u201ciefimerida.gr\u201d, \u201cnews247.gr\u201d. In terms of X accounts, \u201cgrok\u201d and \u201cskaigr\u201d, as well as journalists \u201cNChatzinikolaou\u201d and \u201cKostasVaxevanis\u201d, had the biggest impact, based on their numbers of followers.\"adidas<\/a>*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 \u201cimportant\u201d something is<\/em>. \u200b<\/em>\u00a0\u00a0<\/p>\n

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Why Digital Listening matters<\/h3>\n

The Adidas Drone Show case highlights the importance of digital listening<\/a> 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:<\/p>\n