We’re tracking all sponsor hashtag mentions during the World Cup. And Nike! Here’s the story (updated each day):

We’ve used Datasift to track mentions of the main hashtags being used by each of the World Cup sponsors and partners. We’ve then used Tableau to visualise the data. The view above is updated each day. We are taking a 10% sample of all tweets.

We realise that hashtags are only one way of measuring success: the number of clicks or views on links is another measure of success; we aren’t measuring that here.