Social media consultancy Sociagility has tracked the social media performance of the main London 2012 Olympics sponsors.
The London 2012 Social Scoreboard shows who's winning based on status/awareness and potential/engagement and ranks sponsors based on performance across different social networks to see who is making the most of their sponsorship.
Niall Cook, co-founder and principal of the agency, said: "We've been tracking performance since 18 April, 100 days out from the official start of the London Games, using our PRINT social media planning system. Whilst some brands are very active, others seem not to be concerned about achieving any social media ROI at all. There are some clear winners already, including P&G, but others like McDonalds appear to be still in the starting blocks."