The World Cup will receive a cumulative audience total of eight billion and FIFA will earn $4bn (£2.3bn) in revenue – ten per cent more than last time. About $1.4bn (£837m) will come from sponsorship deals and the balance from TV rights.
Here’s a summary of the sponsors’ ‘social’ strategies, as reported in PR Week:
Coca-Cola: Launched its biggest ever marketing campaign with a social theme at its heart, inviting the world to celebrate football as a social good.
Created series of short documentary films, created largest photomosaic ever using fan faces and messages, and inviting consumers from around the world to submit video clips capturing their happy moments.
Created most shared World Cup ad of all time, according to their global sponsorship manager, featuring Brazil star Neymar and professional rally driver Ken Block.
Budweiser: Created campaign called ‘Rise as One’ celebrating moments that unit and inspire football fans around the world. Entry to Budweiser’s platform us via an app, its YouTube channel and Facebook Page.
Moy Park: Acquired recently by Brazilian meat giant Marfig, its piggybacking on parent’s sponsorship deal using World-Cup themed products and promotions to drive consumers online and using social media in new ways to engage audience.
McDonalds: Created World Cup fantasy football game and an augmented reality app that allows people to play finger-flick football on their phones.
Sony: Constructed its own social network. The ‘One Stadium Live’ network curates social media content on football topics across six languages from Twitter, Facebook and Google+.
Adidas: Shot more than 100 films being released on social media to support its ‘All in or Nothing’ sponsorship campaign. Also assembled what is probably biggest brand war room* to date.
But remember, you don’t need to be an official sponsor to capitalise on the social media feeding frenzy, as proved by non-official sponsor Nike. The graph above from Bloomsberg BusinessWeek shows the share of World Cup related tweets for May, with Nike just behind official sponsor Adidas.
* A brand war room = gathering the people and skills you need in one place to handle news opportunities and steer online conversation.
Sponsors’ social strategies: source – PR Week, June 2014.
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