Facebook announced that the World Cup has generated more than one billion interactions, making it the largest event in Facebook history. On top of this, Twitter users have sent 300 million World Cup related tweets. As World Cup fans are utilizing social media to share their favorite moments throughout the games, brands are monitoring the World Cup closely and aligning their content strategy with it. Since the World Cup is coming to an end this Sunday (sadly), we want to share our three favorite marketing moments of the World Cup.
3. Aeroméxico’s Tweet after the Netherlands vs. Mexico game
We appreciate how Aeroméxico was positive and supportive to its national team, despite its loss to Netherlands. This tweet roughly translates to, “Thanks for a great championship. We are proud and look forward to having you home.” To date, this tweet has 7.5 thousand retweets and 6.5 thousand favorites.
2. Adidas’ @Brazuca Twitter Handle
On December 3, 2013, Brazuca, the official game ball of the FIFA World Cup introduced itself with this tweet.
To date, Brazuca has 2.69 million followers and has generated 546 witty tweets in English and Portuguese. He shares with his followers how #ballin he is. One of his tweets boasts about scoring the most goals at the World Cup; another says that he wears Pharrell’s hat better than Pharrell himself.
The @brazuca Twitter handle currently has more followers than the official @Adidasfootball handle and they both utilize different campaign strategies. The @brazuca Twitter adds personality to the games and to the Adidas brand.
1. Nike’s ‘Risk Everything, Campaign
Since Adidas is the official sponsor of the World Cup games, Nike was tasked with developing a creative campaign without mentioning the World Cup. The 372 million views campaign, ‘Risk Everything’, combines the World Cup storyline, product placement and influencers in an effective and clever manner. According to Nike, this campaign has proved to be the brand’s most social and mobile campaign with 22 million campaign engagements to date. At the moment, the hashtag #riskeverything has been used 650,000 times on social media and The Last Game Facebook post is one of the most shared Facebook posts. Nike will be releasing its mobile soccer application tomorrow and users can use its ‘Risk Everything’ microsite to buy their favorite Nike gear.
We wish the remaining teams the best of luck in their quest to win the World Cup. We cannot wait to engage with you on social media this Sunday during the World Cup final.
Sources:
http://mashable.com/2014/06/27/world-cup-numbers/
http://mashable.com/2014/06/30/world-cup-facebook/
http://www.forbes.com/sites/markfidelman/2014/07/01/nike-is-dominating-the-world-cup-heres-why/
