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The World Cup and Social Media

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  • 1. Top 12 Social Campaigns of the 2010 FIFA World Cup June 2010 Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter
  • 2. Ranking and Criteria • Only official social media presences were considered for this assessment, meaning the brand has direct affiliation with the social platform • All marketing affiliates including FIFA Partners and FIFA World Cup Sponsors were eligible and considered in the evaluation of World Cup social media campaigns • Each brand’s Social Media presence was rated on the following criteria on a scale of 1-10, with a higher score giving the team a higher rank: Size: Extent and reach of the campaign plus resources used Engagement: Authenticity, quality, and quantity of user interaction Content: Variety and value of media and updates Creativity: Originality, use of platforms, and innovation in the Social Media medium • Tiebreakers are given to the brand with the most user interaction or the unofficial sponsor in the case of a matchup of competing brands *World Cup campaign websites and social platforms assessed on 6/11/10 Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter
  • 3. #1 Budweiser Facebook  Twitter  YouTube Affiliation: Official World Cup Sponsor Campaign: Bud United- Show Your True Colors Breakdown: This is a massive campaign. The brand has placed 32 fans from all 32 World Cup countries under one roof in South Africa. Users vote for the fan from their country to show their support and also influence the actions of the house members. Notable: Bud’s YouTube channel is the 4th most watched since the beginning of the World Cup. The reality show style campaign on YouTube is a first. Bud United also includes a popular iPhone app and a profile pic designer on Facebook. Size Engagement Content Creativity TOTAL 8 7 9 8 32 Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter
  • 4. #2 Nike Facebook  Twitter  YouTube Affiliation: None Campaign: Write The Future Breakdown: Nike’s first World Cup ad launched on Facebook and has dominated Social Media as neither an official sponsor nor partner of the games. The video, launched on May 20, has over 14 million views on YouTube and is getting picked up on blogs as the best use of media during the games by any brand. Notable: Social media monitoring firm Meltwater Buzz assessed sponsors, partners, and key marketers beginning May 24 and found outsider Nike had 26% positive buzz compared to 20% for FIFA Partner Adidas. Size Engagement Content Creativity TOTAL 9 7 8 7 31 Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter
  • 5. #3 Pepsi Facebook  YouTube Affiliation: None Campaign: Oh Africa Breakdown: Pepsi didn’t make a Super Bowl spot for the first time ever but instead turned its focus toward Social Media in 2010, evidenced by this campaign. “Oh Africa” features athlete super stars Messi, Kaka, Drogba, Lampard, Henry, and singer/songwriter Akon. Notable: Coke’s official partnership hasn’t stopped Pepsi from an aggressive ambush. The Facebook Page is nicely integrated, while the YouTube channel is thriving with millions of views from fans in love with Pepsi athletes. Pepsi Max Football Hero is impressive. Size Engagement Content Creativity TOTAL 8 9 7 6 30 Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter
  • 6. #4 Coca-Cola Facebook  YouTube  Website Affiliation: Official FIFA Partner Campaign: The Longest Celebration Breakdown: Coke is showcasing viral futbol videos on YouTube and their official partnership allows fans to listen to music, submit celebrations, and win video awards. The clips are put on a continuous loop to provide the effect of one long non-stop celebration. Notable: Coke created multiple widgets and a new microsite in addition to a custom YouTube channel for Powerade. These user-generated videos have garnered millions of views. Despite this wild success, we question the minimal integration with Facebook and Twitter. Size Engagement Content Creativity TOTAL 7 7 9 7 30 Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter
  • 7. #5 VISA Facebook  YouTube  Website Affiliation: Official FIFA Partner Campaign: VISA Go Fans! Breakdown: Visa has built a YouTube-based campaign encouraging fans to submit a video shouting “Goal!”. This popular cheer has inspired fans of all nations to create a variety of impressive imitations. Notable: VISA has placed “golden cards” among submissions, when clicked on, that give fans a chance to win a trip to South Africa or $100 VISA cards. The more the user watches the videos, the more likely they are to see the cards. VISA also called in NBA superstar Steve Nash to promote the effort on YouTube. Size Engagement Content Creativity TOTAL 9 7 6 8 30 Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter
  • 8. #6 Adidas Facebook  YouTube Affiliation: Official FIFA Partner Campaign: Adidas Matchups Breakdown: Adidas is putting all their focus on soccer’s grandest stage. Fans can win Adidas prizes by recruiting other fans, voting on which players will perform the best, and simply visiting the custom Facebook tab which houses a slick Flash app. Notable: Adidas dished out the cash to be an official sponsor and try to beat out Nike in revenue for the first time. The campaign utilizes its nearly 1 million fans to support its commercials launched on YouTube. The marquee soccer players in this campaign are plentiful. Size Engagement Content Creativity TOTAL 9 7 7 6 29 Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter
  • 9. #7 Sony Ericsson Facebook  Twitter  YouTube  Website Affiliation: Official FIFA Partner Campaign: South African Wave: Join the Wave Breakdown: Similar at its core to Coca-Cola’s “Longest Celebration”, Sony mounted a creative campaign where users can film themselves doing the wave. Each submission is then added to Sony’s website which features an endless World Cup wave. Notable: The Sony Ericsson world cup website features Facebook’s new “Like” button and the Facebook app boasts over 23k monthly users. Campaign integration with Twitter and Facebook Page leaves room for improvement. Size Engagement Content Creativity TOTAL 7 8 5 9 29 Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter
  • 10. #8 EA Sports Facebook  Twitter  YouTube Affiliation: None Campaign: FIFA World Cup 2010 Breakdown: The video game giant is utilizing social media to pump up sales during the World Cup. The brand encourages fan interaction on Twitter and has amassed a strong following on Facebook. EA Sports has also partnered with Coca-Cola on select ads. Notable: EA is focusing its efforts across the pond, building quite a following. Its YouTube videos rank 3rd most viewed in the UK and its channel is the 32nd most subscribed to of all-time. EA also partnered with Playfish to roll out its first Facebook game - FIFA Superstars. Size Engagement Content Creativity TOTAL 8 7 8 6 29 Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter
  • 11. #9 Castrol Facebook  Twitter  Website Affiliation: Official World Cup Sponsor Campaign: Castrolfootball.com Promotion Breakdown: The British oil company is not wasting this rare chance to connect with futbol fans. Castrol activated Facebook and Twitter accounts to interact with fans by providing an in-depth means to monitor player performance. Fans are able to choose their favorite teams and players to follow. Notable: Castrol has also created an iPhone app that supports its campaign with player, team, and opponent predictors. A dedicated microsite was also created for this campaign and the World Cup. Size Engagement Content Creativity TOTAL 5 8 8 7 28 Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter
  • 12. #10 Carlsberg Facebook  Twitter  YouTube  Website Affiliation: None Campaign: England Team Talk Breakdown: An official sponsor of the England National team, the British brewery has created this campaign to give fans a chance to talk their beloved side while winning free Carlsberg to drink during the World Cup. The official website links directly to the campaign’s YouTube channel. Notable: This campaign features all three major platforms, but Carlsberg could have benefited from more frequent fan interaction on Twitter by identifying and reaching out to English futbol influencers. Size Engagement Content Creativity TOTAL 6 8 6 7 27 Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter
  • 13. #11 Continental Facebook  Twitter  YouTube  Website Affiliation: Official World Cup Sponsor Campaign: ContiSoccerWorld Breakdown: UK based brand (also spelled Continental Tyres) held a YouTube contest for fans to tell them what lengths they would go to be at the World Cup. Fan interaction continues on Facebook with a game called ContiTireKick where users shoot on goal for entry into a sweepstakes for Cup tickets. Notable: Continental adds value to its campaign by drawing fans to its new website where users can follow their favorite team and track stats throughout the World Cup. Size Engagement Content Creativity TOTAL 8 7 6 5 26 Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter
  • 14. #12 McDonald’s YouTube  Website Affiliation: Official World Cup Sponsor Campaign: McDonald’s Ultimate FIFA World Cup Fan Breakdown: McDonald’s, an official sponsor, has a great campaign to send fans to the World Cup with VIP tickets on a dedicated website. However, the only social media that coincides with the website is an unbranded, dedicated YouTube channel. Notable: McDonald’s has hidden itself behind FIFA’s official website, posting only one YouTube video. McDonald’s is a giant on Facebook and Twitter with over 2.4MM and 32k respectively, yet chose to only integrate a share feature to various social media platforms. Size Engagement Content Creativity TOTAL 4 7 3 6 20 Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter
  • 15. www.Activ8Social.com www.facebook/Activ8Social www.twitter.com/Activ8Social www.linkedin.com/companies/Activ8Social contact@Activ8Social.com Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter

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