The FIFA World Cup 2014 kicked off in Brazil just over a week ago, but even before the tournament began it was clear that this year’s event was going to have a huge impact on the marketing industry and even more so on social media. A study was released by Adobe Systems that predicted that this year’s World Cup would generate more ‘social buzz’ than any other sporting event, even more than the Sochi 2014 Winter Olympic Games and the 2014 Super Bowl.
Over the next few weeks, the Guardian unveiled that traditional advertising media such as TV and radio will enjoy their usual (and predicted) advertising revenue increase, but it will be social media platforms such as Twitter, YouTube and Facebook that will see the most benefit – although not immediately in overall revenue but definitely in terms of where marketing resources and effort are being directed. Adidas, for example, has launched one of its biggest ever campaigns to support its sponsorship of this year’s World Cup and has opted to spend more on digital marketing than on TV advertising. For the 2010 World Cup in South Africa, only 20 per cent of the brands marketing spend was on digital; this year Tom Ramsden who is the global brand marketing director for Adidas football said that “this will undoubtedly be the most social World Cup ever and probably the most social event in history”.
Social media’s impact on the World Cup has become even more evident through its impact on American fans. Whilst ‘soccer’ might not be the most popular sport in the United States, social media has allowed the World Cup the ability to attract even more spectators than last year’s Super Bowl.
Twitter and Facebook have tweaked functions and come up with new features which allow users customised access to the information that they want to keep track of during the event including keeping up with games, statistics, player’s information and schedules in real time, right at the touch of a button or using hash tags related to the matches.
Sponsors are aware of the power that their stars have on Twitter as well; Christiano Ronaldo, who is the ‘world’s most popular sportsman on Twitter’ with over 26.5 million twitter followers, tweeted Nike’s second World Cup advert which was released on its YouTube page and led to a huge increase in views that topped 70 million in just days of its release.
With research from Nielsen revealing that 60% of the UK’s Twitter users tweet whilst watching live TV, it really will be social media such as Twitter and Facebook that will be some of the best tools marketer’s can use to engage with consumers throughout the tournament.
Whilst you are following the football and the latest digital marketing campaigns over the next few weeks, make sure you check out Brand Recruitment on social media too by liking us on Facebook and following our Twitter and LinkedIn pages to keep up-to-date with all of our latest Marketing and PR vacancies, news updates and more!
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