WORLD CUP TRENDS: CSE’s Social Branding at the World Cup
Trend: Visibility – Adidas vs. Nike vs. Puma
In the battle of the equipment sponsors, Adidas, Official FIFA Partner of the World Cup, is outdueling Nike and Puma (official providers for teams.) The #allin campaign is reaching grand heights across the social platforms, thanks to player special videos including Messi “arriving” in Rio received X and Portugal’s Nani releasing “My Dream” prior to the Portugal/Germany game.
Adidas’ #allin campaign engagement is receiving 13.3 times more interactions than Puma, 10.3 times more interactions than Nike, and a total of 5.8 times more than Nike and Puma combined.
Trend: Intensity
Budweiser, the Official Beer of 2014 World Cup, has focused their media spend to promote ownership of #ManoftheMatch. In addition to voting online at FIFA.com and via the FIFA app, fans can tweet their vote using #ManoftheMatch to determine the winner of that coveted award. Branding has been pushed both in the digital space as well as on television. The spikes in social activity have been severe as voting opens up at the start of each game’s 2nd half. Information to date on #ManoftheMatch: Total tweets from June 12-16 (at halftime of Iran-Nigeria game): 35,376=9.9x as many #MotM tweets during game hours as opposed to non-game hours.
Trend: Authenticity
Moy Park Chicken is a European provider of organic, corn fed and free range chicken and is an official FIFA World Cup sponsor. As the Spain/Netherlands game started Moy Park Chicken tweeted the following with the corresponding #ChickenFootballers hashtag. “Robin van Poultry #ChickenFootballers Reckon you can do better? We’ll RT the best ones. #WorldCup #NED.”
Throughout the game users tweeted a variety of other name options including: David PECK-em; Robbie FOWLer; Petr Cech-en; PeLAY and even created player cards for some content.
