Unless you’ve been living under a rock, you’ll know that the World Cup is currently underway in Brazil. Actually, even if you have been living under a rock, you’d probably know that the World Cup is on. It’s nearly impossible to avoid, particularly since these games are slated to be the most social in sporting history, and so far, it seems that those guesses are correct. Social media is, after all, pervasive and that seems to be the way all major sporting events are going. Despite the fact that The Olympics in Sochi this past year were the most social Olympics to date and The Superbowl XLVIII was the most Tweeted televised event in the 2013/2014 year, the term World Cup (#WorldCup) has received over 19 million mentions on social media as of June 2014 and, sometime this month, is projected to surpass all previous sporting events in terms of social activity. Clearly, the World Cup is getting socially active.
With that being said, social networks are certainly “getting their hands dirty”, in order to leverage off of the highly-publicised worldwide event. The 2014 World Cup series has seen Twitter release “Love Every Second”, a massive brand-broadening campaign, which included an epic promotional video by the famed Goodby & Silverstein, encouraging audiences to take to Twitter during the World Cup. Twitter has even been directly affiliating themselves with soccer federations, “coaching” players on how to use the platform: ‘“[Twitter has] been showing them how they should use the platform, how to use hashtags, how to engage with their fans’”. And to further encourage World Cup tweeting, they have reintroduced ‘hashflags’ which turns tweeted 3-letter country codes into country flag emojis. Not to be left out, Pinterest launched their creative campaign, Places To Watch The World Cup, a few months prior to the start of the games, partnering with media moguls ESPN, TripAdvisor, Conde Nast Traveler and Pinterest users around the globe to identify and pin the best spots in the world to catch a match. And before the World Cup kick off, Google created their very own World Cup page through their Google Trends sections, which makes the matches that much more accessible, by displaying all game information, stats and live coverage & updates. Google even updated Google Street View, so users are able to see both the interior and exterior of the 12 stadiums in Rio where the games are taking place. Oh, and I’m sure you’ve seen Adidas’s “All In, Or Nothing” campaign featuring footballers like Leo Messi, Luis Suarez and Dani Alves. It’s the largest campaign Adidas has launched in sponsorship of the World Cup and the company “opted to spend more on digital marketing than TV ads”.
The 2014 World Cup is providing a massive opportunity for businesses to market and leverage off of and, unlike the Super Bowl or Stanley Cup Playoffs, has mass worldwide appeal: “people in 230 countries and territories are talking about the World Cup on social media platforms. This amounts to people in 90-percent of the World already contributing to the social conversation…”
Social media truly is the marketing behemoth of the 2014 World Cup, which is something that hasn’t been overlooked by the advertising world. Why wouldn’t you get socially active?
The House Of Booje
“Creativity is contagious. Pass it on” – Albert Einstein