Best Marketing Moments At 2014 World Cup
During the 2014 World Cup, records were shattered both on and off the field. Tim Howard from the U.S. Men’s National Soccer Team broke the record for number of saves since 1966 and the 2014 World Cup became the most talked about event ever on social media, with approximately 350 million people generating 3 billion Facebook interactions and 672 million tweets.
While Germany and Argentina battled it out in the final match, brands fought for the world’s attention online. The results? Numerous creative campaigns. New Internet memes. Viral videos and more.
Below are top marketing moments of the 2014 World Cup according to the collective wisdom of the team here at Bully Pulpit Interactive.
Best Cross-Platform Campaign: Hyundai’s #BecauseFutbol
Hyundai’s #BecauseFutbol campaign included two spots “Boom” and “Avoidance” airing on ESPN and Univision, where fans on Twitter were asked to share moments through the #BecauseFutbol hashtag, as well as a Tumblr site with shareable content. As of July 9th, #BecauseFutbol was the top branded hashtag on Twitter within World Cup conversations, generating over 17 million impressions with an engagement rate of 9.98 percent. Hyundai’s Twitter had a 39.5 percent higher follower growth rate during the World Cup than during March and April combined. Meanwhile, the #BecauseFutbol Tumblr site generated 200,000 interactions.
Best Viral Campaign: Nike’s #RiskEverything
Nike’s “Winner Stays” spot holds over 1,256,186 shares and 88,431,959 views on YouTube. The spot starts with young boys playing soccer, when one says, “Guess I’m Cristiano Ronaldo then”, before turning into the real captain of the Portugal national team. The rest of the boys slowly morph into other famous FIFA players as their game goes on.
Best Use of Celebrities: Beats by Dre “The Game Before the Game”
Beats by Dre’s spot “The Game Before the Game” not only showed top FIFA players such as Neymar, Suarez, and Götze prepping for the game by listening to music on Beats headphones, but also included other popular sports stars such as LeBron James and Serena Williams, and music celebrities including Nicki Minaj and Lil Wayne.
Best Use of Rapid Response: Luis Suarez’s Bite
When Uruguay’s Luis Suarez bit Italy’s Giorgio Chiellini during a Group D match, fans were not the only ones to run to social media to joke about it. Brands were there too. Including Bud Light and Listerine, who smartly bought promoted tweets on the #Suarez hashtag promptly after the incident. Snickers also acted fast with engaging creative, tweeting “Hey @luis16suarez. Next time you’re hungry just grab a Snickers. #worldcup #luissuarez #EatASNICKERS” along with an image of Snickers bar with the text “MORE SATISFYING THAN ITALIAN” above it. The tweet generated 47,983 retweets and 21,653 favorites.
Most Unique Campaign: Visa’s Teletransporter, Fanbassadors and Digital Videos
According to Adweek, digital accounts for 30 percent of Visa’s global marketing spend. Visa put it to use during the World Cup, starting with a social tool they created called the Teletransporter, which fed off football fans desire to be in Brazil by allowing visitors on the site to post selfies on the face of 13 different FIFA players and characters, which then created a short shareable video. Visa’s Teletransporter was a part of a larger digital campaign by Visa, which included “Visa Fanbassadors” from eleven countries participating in the World Cup who posted on Instagram, Facebook, Vine and Twitter on behalf of Visa, as well as a robust digital video campaign including their “United in Rivalry” spot which contained Nobel Peace Laureate’s from around the world sharing support for their country’s football teams while trash talking others, ending with the tagline “There’s peace. And then there’s football.”
What were your favorite marketing moments during the 2014 World Cup? Share them in the comments below.