Twitter Bets Big On World Cup, Scores With Engagement Records

twitter-world-cup-final Like Germany's national soccer team, Twitter entered the 2014 World Cup with the highest of expectations. Germany, extremely talented but searching for its first major title for 18 years, passed its test in the biggest way with a 1-0 victory over Argentina in Sunday's championship match. Twitter? Not too shabby either, although the game is far from over for the social media network. Twitter put heavy emphasis on the World Cup, hoping that the world's most popular sporting event would help it attract enough active user growth to meet Wall Street expectations. It riddled the new use [...]


Sit Down Super Bowl. World Cup Final Was The Most Talked About Sports Event Ever On Facebook

facebook-worldcup-final Now what will we talk about? The World Cup, which wrapped up Sunday with Germany's 1-0 victory over Argentina, was the Facebook's biggest social media event ever, with 350 million users participating in conversations about the month-long event, according to the social network. Those users -- more than one-fourth of Facebook's active roster of 1.28 million -- generated three billion posts, comments and likes related to the World Cup during the tournament. Sunday's final also set a Facebook record, with 88 million people generating 280 million interactions, blowing past the 245 million [...]


Top 10 Most Shared Video Ads Of 2014: World Cup Scores 4, Super Bowl Only 1

Shakira World Cup video Almost half of the top ten most viral video ads so far this year are World Cup related spots. Analyzing the most popular branded videos for the first half of 2014, Unruly discovered four of the top ten most shared ads are World Cup related videos, with Shakira's "La La La" taking the top spot. According to Unruly, the Shakira video - a collaboration with yogurt brand Activia - is the fourth most shared ad of all time, generating more than 4.5 million shares. Ads from Nike and Castrol, an official World Cup sponsor, also made Unruly's viral video list. The only Super Bowl ad to keep a spot o [...]


World Cup Disrupts Email Marketing Rates In Brazil & Mexico, But Almost No Impact On U.S.

soccer-world-cup-600 After analyzing email marketing engagement rates during three World Cup games, MailChimp discovered what most of us already assumed: Americans just don't love soccer as much as the rest of the world. With 60 percent of its six-million customers outside the U.S., the email marketing company tracked send and click rates in Brazil, Mexico and the US during three separate World Cup events. MailChimp's findings revealed both Brazil and Mexico email marketing was significantly impacted by the World Cup, while America's email marketing engagement rates were only slightly influenced. World Cup [...]


Waffle House Fires Shot At Belgian Waffles, Scores #WorldCup Engagement Win

waffle-house-tweet Let's face it, most Americans' knowledge of Belgium doesn't extend much further than the breakfast plate. So Waffle House was in perfect position to take advantage of today's big FIFA World Cup game between the United States and Belgium. And the restaurant chain didn't waste the opportunity, firing off a funny broadside this morning: We don't believe in Belgium waffles — Waffle House (@WaffleHouse) June 30, 2014   The fact that the tweet had an error -- it's Belgian Waffles, not Belgium -- made the effort seem more spur of the moment, rather than a pre-baked corporate plan [...]


KLM Learns A Real-Time Marketing Lesson: Avoid Stereotypes

mexico-klm Real-time marketing is a tricky business. You want to be in the moment, you want to be witty and clever, you want to be true to your brand. And you want to do all that without offending potential customers. That final point is the most important -- first do no harm -- and it tripped up Dutch airline KLM in a big way Sunday. Moments after the Netherlands knocked Mexico out of the World Cup, KLM tweeted "Adios Amigos! #NEDMEX" with a photo of an airport departure sign, photoshopped to include a mustachioed, sombrero-wearing icon. The reaction on Twitter was instant and overwhelmin [...]


Twitter Wins Real-Time Marketing Smackdown; Agency Strategist Declares Facebook Organic Reach 100% Dead

snickers-twitter-v-facebook It looks like the perfect A/B test of real-time marketing. One tweet, one Facebook post for all the marbles. Snickers, like many a brand yesterday, joined the bite-jacking fray after Uruguay's Luis Suarez appeared to sink his teeth into an Italian defender during a FIFA World Cup soccer match. Snickers posted similar messages on both Twitter and Facebook. And what happened? The tweet -- "Hey @luis16suarez. Next time you're hungry just grab a Snickers. #worldcup #luissuarez #EatASNICKERS" -- got 39,000 retweets and 17,000 favorites. The Facebook post -- "Next time you're hungry just grab [...]


Brands Can’t Resist Taking Chomp Out Of Luis Suarez World Cup Bite Controversy

whataburger-suarez It probably won't be a laughing matter for Uruguay after star player Luis Suarez is punished for his latest on-field biting incident -- his third since 2010! But the incident proved irresistible for brands trolling for real-time marketing opportunities. Suarez, the controversial striker, was caught on film apparently biting the back of Italian defender Giorgio Chiellini late in Uruguay's 1-0 World Cup Group D victory. The loss knocked Italy out of the World Cup. The alleged bite, likely to be cause for suspension, drove Twitter wild; in the first hour the bite was mentioned 339,269 times on [...]


How To Win With Email During The World Cup (There’s Still Time!)

shutterstock_178258670-world-cup-soccer-ball The World Cup has begun and it finally seems like excitement in the U.S. is on par with the rest of the world. This year, a record 31.5 million Americans tuned into the most recent season of the English Premier League, and with U.S. World Cup viewership steadily on the rise (16.9 million Americans watched in 2006 and 24 million Americans in 2010), interest this year is likely to be the highest ever. Understandably, television advertisers in the U.S. have been quick to jump on this growing audience, raising budgets for soccer events by 43% since the last World Cup to $378 million in 201 [...]


Shakira’s “La La La” Top Trending World Cup Video On YouTube, But Nike’s The Brand To Beat

Shakira World Cup video Ranking its top trending World Cup ads, YouTube has determined Shakira's "La La La" video takes the top spot, but Nike is the big winner with three separate ads making the top ten list. Originally launched on May 22, Shakira's video includes a number of World Cup soccer players. It was produced in conjunction with the yogurt brand Activia to support the World Food Programme's efforts to end world hunger, and doubles as the 2014 World Cup anthem. Since its release, the Shakira video has generated 135,632,593 views. Nike's three ads - taking the No. 2, 4 and 9 spots - all feature World [...]


Newsjacking The #WorldCup: Pizza, Burgers … And ‘Your Lucky Panties’?

victorias-secret The 2014 FIFA World Cup, which some predict will be the biggest social media sporting event of all time, had its U.S. kickoff today and it didn't disappoint. An exciting game, with a dramatic 2-1 U.S. victory over Ghana, it generated 4.9 million tweets according to Twitter's data. So how did the real-time marketers do? Surprisingly, there was less action than I had expected. Perhaps that's because soccer is still considered a niche sport in the United States, or perhaps most brand managers were sitting back and nervously watching the game, but there wasn't much in-the-moment commentary from [...]


#WorldCup Infographic Roundup: Biggest Social Sports Event Ever Could Beat Olympics And Super Bowl Combined

ADI_worldcup_infographic-crop The FIFA World Cup is big, enormous really, with a worldwide television audience of more than 3 billion. And that huge population has marketers salivating and pouring over the data about how best to target soccer fans. How will people watch? Will they discuss the matches more on Twitter or Facebook? Which official sponsors -- or interlopers -- will perform the best? Too early to tell of course -- the month-long tournament began yesterday -- but the infographic industry has been working overtime and has some interesting results and projections. Here are three from RadiumOne, Offerpop and [...]


ESPN Scores Big Traffic Win With World Cup Clips Integrated Into Google Search

worldcup ESPN is getting prime position at the top of Google's search results for World Cup-related searches, thanks to a new deal that will list ESPN video highlights alongside scores and other match information. Here's how it works. Google is showing special boxes at the top of its search results for queries about the World Cup and related information, like this: Searchers who go into the timeline for a particular match will see video clips showing up: Clicking on the clips takes searchers off Google and over to the ESPN FC website where the video is hosted: The deal will surely drive a s [...]


Twitter Is Using Bing Translation On Mobile Apps, Web Timelines

twitter-bing-translate Twitter's experimentation with Bing's translation engine is accelerating. As reported first by CNET today, users of Twitter's iOS app now can view Bing translations of tweets, a feature that was quietly added to the Android app last month. That the move comes as the FIFA World Cup begins is likely not coincidental. The month-long soccer tournament is expected to be the most discussed social media sporting event ever and the conversation will be multilingual. Twitter stands to gain by helping to bridge language barriers and although online translations can be inexact, having the ability [...]


McDonald’s Buys Twitter’s First Globally Promoted Trend, But Did #FryFutbol Backfire?

McDonald's went all in on social media on opening day of the FIFA World Cup, but it might not have scored the points it was hoping for. The fast food giant, promoting its augmented reality GOL! App that fires up when paired with special McDonald's fries boxes, paid to place #FryFutbol hashtag atop Twitter's trending widget globally. And that was Twitter's first truly global promoted trend, Ross Hoffman, Twitter's director of U.S. brand strategy, told TechCrunch. McDonald's also displayed the hashtag on field-side billboards at the São Paulo stadium where Brazil defeated Croatia, 3 [...]


Facebook And Twitter Want You To Talk About The #WorldCup On Their Field

twitter-worldcup-hub Facebook and Twitter, locked in a battle to be the world's leading source of what used to be called water-cooler conversation, are both targeting the World Cup, the month-long quadrennial soccer event that starts Thursday in Brazil. It's a huge and passionate target audience. FIFA, soccer's international governing body, said that 3.2 million people watched at least one game of the 2010 event. And Twitter and Facebook, hoping for a piece of that action, each rolled out campaigns today aimed at encouraging soccer fans to use their respective platforms to talk about the games. Facebook's [...]


How Trademark Worries Block “World Cup” Ads On Google

worldcup The World Cup is one of the most popular events in the world, far surpassing the popularity of the Super Bowl, with millions of fans tuning in throughout the month-long tournament. Soccer (football, to most) fans have already begun turning to Google for World Cup information, and search volume will continue to surge once play gets underway on June 12. Ironically, in what would seem to be a boon for the ad-driven search engine, the large percentage of "World Cup" results on Google.com will show no ads at all. Google's Keyword Tool in AdWords hints at the revenue potential for the sear [...]


McDonald’s GOL! App Turns Its Fries Into An Augmented Reality World Cup Game

mcd_gol_app The FIFA World Cup kicks off in Brazil next week, but McDonald's has given soccer fans around the world a way to get in on the action right now. As part of their global sponsorship of the FIFA World Cup, McDonald’s changed the red packaging of its fries. Working with The Marketing Store, DDB Chicago helped create 12 new packaging designs – each representing a different artist’s passion for the world’s biggest soccer tournament. DDB Chicago used the packaging as a mechanism to launch McDonald’s customers into a new digital app experience called McDonald’s GOL!. The app is do [...]


Is It Over? Nike, Samsung & Castrol Are Already Dominating World Cup-Related Social Video

unruly-main Soccer's World Cup is still two weeks away, but several brands have already built a commanding lead in the competition to cash in on the most popular sporting event on Earth. Nike, Samsung and Castrol are dominating the social video playing field, according to a report by video metrics firm Unruly, which ranked brands by the total number of shares their World Cup-targeted videos have received on Facebook, Twitter and blogs. As of May 22 when the snapshot was taken, Nike led with 1.28 million, and Samsung (971,504) and Castrol (962,206) had just shy of a million. Fourth-place Coca-Cola wa [...]


World Cup Marketing Reminder: There Are 48.9 Million U.S. Soccer Fans On Facebook

facebook-soccer-sports-fans-600 The World Cup -- the most watched sporting event in the known universe -- is something of a niche phenomenon in the United States, where another sort of football is king. But Facebook reminded marketers in a blog post today that there are legions of soccer fans in the U.S. on Facebook. In fact, the social network reports that of the 500 million soccer fans with Facebook accounts, 48.9 million are from the U.S., the second highest total after Brazil. And these U.S. soccer fans on Facebook are an especially active and connected bunch. They post from 1.7 times to 1.9 times more messages [...]


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