Even though Adidas was official sponsor of 2012 Olympics, Nike still found a way around buying promotional Twitter ads using game related tags. The non-sponsored Nike brand still held 7.7% of total conversations about the London Olympics with Adidas having the better position at only 0.49% of social media. They used tactics that worked by knowing that a mere suggestion of being the event sponsor might be believable since Nike dominates when it comes to what associations most make when it comes to being recognized most. To Ambush Adidas's marketing campaign was their objective and that they did without walking on the line! The digital space can be stopped even though game organiser Locog tried to limit brand relating activities. We all know it can't stop people from making the Nike/Olympics connection and ignoring the fact Adidas spent over 100,00 ML on ads just to beat out Nike. Look at the way marketing can and can't work in today's times and money may not matter.Using Mo Farah with the Twitter tag #makeitcount leads you down a misleading road that is the kind of marketing strategies a top brand has to stay the cherry-on-the-top! I guess digital agency Jam found the research to be true, and it's back to the drawing board for Adidas and all the other 670 ML spent by paid sponsors? Their competition Nike spent much on traditional media with hundreds of billboards in London and on all over T.V. featuring hashtag #indgreatness. Even though Adidas spent tens of millions on hashtag  #takethestage people were still confused who was the real sponsors. Judge for yourself I say! Sandi Jones