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Omnicom World Cup mid-tournament newsletter

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The 2014 FIFA World Cup is moving fast, bringing football fans around the world together to experience the emotions, controversies and celebrations that come with the global sporting event. Fans have …

The 2014 FIFA World Cup is moving fast, bringing football fans around the world together to experience the emotions, controversies and celebrations that come with the global sporting event. Fans have been able to catch all of the excitement that takes place on the pitch as it happens as they want to experience the ‘live’ event.

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  • 1. IMPACT REPORTJuly 8, 2014 | Mid-Newsletter
  • 2. CONTENTS THE WORLD CUP – LIVE IN BRAZIL BRANDS AND THE WORLD CUP ONLINE & SOCIAL MEDIA EXECUTIVE SUMMARY CLICK ON SECTIONS OR FLICK THROUGH SLIDE BY SLIDE Click to see more informationwhere you see this sign Click to watch a video, or see content where you see this sign
  • 3. WELCOME!EXECUTIVE SUMMARY THE WORLD CUP SO FAR MAIN MENU During the group stages of the 2014 World Cup, football TV audience records have been broken around the globe, keeping it on track to surpass the 3.2 billion reach of the 2010 World Cup SouthAfrica. The 2014 FIFA World Cup is moving fast, bringing football fans around the world together to experience the emotions, controversies and celebrations that come with the global sporting event. Fans have been able to catch all of the excitement that takes place on the pitch as it happens as they want to experience the ‘live’ event. As a result, TV audience records have been broken in several countries, including the USA, Brazil, France, Netherlands, Germany, Italy, UK, Spain and Japan. 200 million people generated 815 million Facebookinteractions and 300 million Tweets were recorded during the group stage of the World Cup. As Omnicom Media Group predicted, the 2014 FIFA World Cup is the world’s biggest social and mobile sport phenomenon, with Facebook and Twitter both breaking records during the group stage matches. With fans looking to social media platforms to experience and interact with the World Cup, brands are also taking the opportunity to engage with this mass audience. Social media has enabled brands to interact with different target audiences, engaging them in a tailored way. Furthermore, social media has allowed brands to take advantage of reacting to key moments of the event, such as the Suarez incident, maximising their relevance to fans. However, brands that decide to take to social platforms must remember that even if it is a local activation that they are implementing, their audience is global – making local nuances ever important. Football fans have watched more than 1.2 billion minutes of World Cup ads on YouTube. Although TV remains the main way soccer fans are watching the World Cup, it is no longer the only avenue for brands to interact with them. Overall, the 2014 World Cup has challenged conventional advertising, with sponsors turning to new and more interactive ways of engaging with fans. We are seeing many different approaches in how brands are trying to be noticed throughout the World Cup, including athlete brand ambassadors, news hubs, social network accounts and in the moment dynamic media content, among others. With less of a rule book to follow, unofficial sponsor brands are also trying to leverage new marketing channels to increase their brand presence as a result of the World Cup. In order to capture the progression of the World Cup, we have conducted a mix of different methodologies. For more information about the methodologies used, please click here. WE HOPE YOU ENJOY THE READ! The World Cup is well underway and deep down until the knock-out stages, with many surprises having taken place; but it is safe to say that the globe has been swept by World Cup fever. While the 2014 FIFA World Cup is the world’s biggest social and mobile sporting phenomenon, TV however still remains the main viewing point. EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS
  • 4. Click to see memorable campaigns and social media LIVE IN BRAZIL Source: Omnicom Media Group Sonar conducted in partnership with FutureFoundation Fieldwork: 12th – 19th June, 2014 conducted in Rio de Janeiro and São Paulo. MAIN MENU TREND SPOTTERS The event has now kicked off … and all the attention turned on to soccer! As expected, now that the tournament is well under way, the focus has shifted towards the action on the field. Football is now a dominant topic of conversation and many report that while they were not feeling particularly excited at the start of the tournament, now that it is under way (and the Brazilian team remains in the tournament) the excitement levels are rising. However, many say that this tournament has not been as exciting as previous World Cups (although there have been plenty of shocks, including Spain’s exit). Dissatisfaction with alleged corruption and the cost of the tournament remain, but vocal and physical protest is now in the minority – the focus is now firmly on the soccer. While many conversations center around local players, players from Europe (e.g., Van Persie) are also widely discussed. A number of memes have become very popular, often beginning during the matches themselves as viewers make contributions via social media in real time. Best Regards, HOW DO THEY FEEL ABOUT THE EVENT? “The atmosphere is very lively and positive. Many felt it would be a logistical disaster with fans having a lot of difficulty getting around but things have been going pretty well so far. It can’t be denied that many of the problems that people predicted have happened, but perhaps they weren’t quite as bad. Most Brazilians seem to be enjoying the soccer fields, as well as the foreigners, praising the warm welcome from Brazilians and making the most of their time here during the World Cup.” the World Cup”. -São Paulo “Most Brazilians thought the opening ceremony was not the way it should have been to show the Brazilian culture of famous and traditional parties like Carnival. They think if it was produced by a Brazilian artist, it would be more attractive. They also complained about the choice of international singers to present the event: Jennifer Lopez and Pitbull. The press around the world also complained about the short duration of the event (25 minutes).” (25 minutes)”. -Rio Janeiro WHAT DO THEY THINK OF BRANDS PARTICIPATING? “There is the constant barrage of advertisements on TV in between matches and at half time, but I have seen little evidence of people talking about actions from brands. It seems that now that the soccer has started, that’s all that anyone is talking about.” -São Paulo “Brands that stand out at this point are Nike, Coca- Cola, Itaú (bank) and Skol beer. Some of the Itaú bank campaigns motivated people because of their song “Show your strength, Brazil.” The Skol campaign is also very captivating because it’s a funny way to welcome the tourists.“ -Rio de Janeiro “I really haven’t seen any brands winning people’s hearts.” “The main conversation is not about brands, but about the soccer supporters and the parties that follow victories.” “Well, people prefer to watch the TV with family and friends, and to have a barbecue. About the tickets, as it’s so expensive, it’s not easy for many Brazilians to be in the stadium. Social media is very funny to see during the games, and lots of people follow the game online at the same time as watching live.” -Rio de Janeiro MAIN MENU EXECUTIVE SUMMARY WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS THE WORLD CUP – LIVE IN BRAZIL
  • 5. ENCOUNTERS DURING THE WORLD CUP BRAND WHERE THE BRAND WAS ENCOUNTERED 60% 17% 19% 31% 15% 5% 15% 43% 16% 10% 18% 19% 7% 19% 16% 9% 4% 64% 23% 24% 34% 24% 4% 24% 49% 23% 19% 30% 29% 11% 51% 17% 20% 1% 66% 16% 21% 32% 16% 8% 14% 40% 20% 8% 19% 24% 3% 8% 18% 5% 5% 45% 14% 11% 25% 16% 2% 11% 70% 9% 5% 16% 14% 5% 5% 14% 7% 5% TV Newspapers, Magazines Poster Internet Mobile Cinema Articles Press Pitch Competition Shop Windows Local Event Merchandising PC Games Athletes Clothing Social Media Athlete's Social Media Other Total Adidas Coca-Cola Sony Unsurprisingly, TV is still the main media driving sponsorship awareness. However, advertising around the pitch has a massive impact in driving awareness of brands in a sporting event such as the World Cup, surpassing the Internet, which is more relevant for delivering context for brands around the event rather than building awareness. (Fieldwork conducted in UK, Germany, USA, Brazil and China via smartphones whilst watching a FIFA World Cup game) NB:smallsamplesizesforremainingsponsors MOST ASSOCIATED BRAND WITH THE CURRENT GAME THEY WERE WATCHING 22% 20% 13% 12% 8% 5% 4% 3%2%2%2% Adidas Other Non-Sponsors Nike Coca-Cola Sony McDonald's Visa Budweiser Kia Emirates Hyundai Factors pointed out as reasonto remember a sponsorwhile watching a game: 26% 18% 27% 28% 11% 19% 68% *based on spontaneous recall Claim they have considered purchasing the brand Claim they have purchased the brand Claim they have positively recommended the brand Claim to feel positive about the brand Claim to have seen pitch billboard advertising during match Claim to have seen TV/broadcast advertising Claim it was the first brand to come to mind MAIN MENU EXECUTIVE SUMMARY WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS THE WORLD CUP – LIVE IN BRAZIL After noticing a brandsponsoringthe World Cup…. Source: Omnicom Media Group M:Snapshots, Fieldwork: 24th June – 1st July, 2014: (N = 500 approximately 100 smartphone respondents from UK, Germany, USA, Brazil and Tier 1 China who have been following the World Cup and who were currently watching a FIFA World Cup game).
  • 6. In 2006, FIFA adopted a new commercial strategy introducing a three-tier sponsorship structure. The first Tier are FIFA Partners, the second are FIFA World Cup Sponsors and the third are National Supporters for each FIFA event. The first tier has the highest level of association with FIFA, FIFA events and the development of football worldwide, increasing the value and engagement for both sides. The second tier has rights to the FIFA Confederations Cup and the FIFA World Cup on a global basis, allowing them to use selected marketing assets and media exposure as well as ticketing and hospitality offers for the event. The third tier allows brands with ties to the hosting countries of FIFA events to promote an association in the domestic market. All sponsors are provided a wide product category exclusivity, allowing them to distinguish themselves from competing brands in their category. BRANDSLESSONS FROM THE 2014 WORLD CUP SO FAR MAIN MENU Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014 and FIFA.COM (http://www.fifa.com/aboutfifa/organisation/marketing/sponsorship/strategy.html) So far this World Cup has shown us the power of being a social brand. It has been known that social media has changed the environment in ways brands can interact with consumers – and the brand winners of the 2014 World Cup so far have truly embraced being social. What we are seeing is that there is a strong link between the brands that are the most recalled and their online presence. Below are some winning behaviors that have been implemented: • Act globally, while thinking about how local markets might react. • Adopt a relevant, fun and human tone of voice. • Have frequent updates, including content that has eye-catching images in order to stand out. • Use multiple platforms in a coherent and complementary way (such as Tumblr, Instagram, YouTube, Facebook, Twitter, etc.). • Apply caution when using certain teams and players, thinking about worst-case scenarios such as being eliminated at the group stage. • Engage your audience by letting them interact with your brand or message in a personal way. These behaviours can be used both by sponsors and unofficial sponsors, making the competition among brands during sporting events a little more complicated. Click here to see the evolution of social media so far. See how brands leverage global events for CSR FROM Omnicom Media Group’s SPORTS & ENTERTAINMENT SPECIALISTS POINTS OF VIEW A list of official FIFA World Cup Partners & Sponsors since 1982 MAIN MENU EXECUTIVE SUMMARY WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS THE WORLD CUP – LIVE IN BRAZIL CLICKON the icon for more information
  • 7. 2014 WORLD CUP SPONSORS CLICK ON BRANDS FOR MORE INFORMATION MAIN MENU EXECUTIVE SUMMARY WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS THE WORLD CUP – LIVE IN BRAZIL
  • 8. OTHER WORLD CUP ACTIVATIONS EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTSMAIN MENU NIKE “The Last Game” is a story about a scientist and clones who want to prove that riskless football is more effective. Ronaldo and the other original players disagree and are willing to risk everything to prove the scientist wrong. The short film was released on June 9th and has garnered almost 60 million views. Nike has also launched another activation, #AskZlatan, gaining 14,914 Tweets in the last 19 days. PEPSI Pepsi Max launched the video “The Unbelievable Game” – #LiveForNow. The brand created the first football pitch using inflatable trick mats and invited six soccer freestylers and six free runners to play in one unbelievable game. The video shows off the players’ amazing skills and has gained more than 2.3 million views. Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014. UNOFFICIAL SPONSORS
  • 9. EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTSMAIN MENU OMNICOM MEDIA GROUP’S PINTEREST BOARD OF BRAND ACTIVATIONS AND STORIES OF INTEREST FROM ALL OVER THE WORLD 2014 WORLD CUP SCRAPBOOK In collaboration with colleagues worldwide producing over 300 relevant pins about the 2014 World Cup View the Omnicom Media Group’s FIFA 2014 World Cup Pinterest board Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
  • 10. EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTSMAIN MENU TOP TOPICS WHAT IS HAPPENING ONLINE? 1 ROUND OF 16 4 BRAZIL V CHILE: JARA’S MISSEDLAST PENALTY 2 ALGERIA V RUSSIA: SLIMANI SAVED TEAM IN LAST MINUTES 5 HOLLAND V MEXICO: ROBBEN’SLAST-MINUTEPENALTY 3 Luis Suárez went from 26,053 mentions overall in week 1 of the World Cup to an additional 1,219,907 in week 2 due to his biting incident. Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2nd July, 2014 and Omnicom Media Group Antenna conducted in partnership with repindex Fieldwork: 12th – 26th June, 2014 conducted in 10 languages (English, German, French, Spanish, Italian, Thai, Simplified Chinese, Portuguese, Russian, Arabic). All Sponsors monitored (Coca-Cola, Adidas, Hyundai, Kia, Emirates, Sony, Visa, Budweiser, Castrol, Continental, Johnson & Johnson, McDonald’s, Moy Park, Oi, Yingli). Karim Benzema is the most mentioned player in French with 76,870 mentions in French and 214,584 overall. He has scored three goals for the French team, securing their position in the round of 16, as well as having been a contender for the Golden Boot award. In German, Thomas Müller had the most mentions during week 1 of the World Cup. During the second week, as in most other languages, Suárez became the most mentioned player in German. However, Thomas Müller remains overall the most mentioned player in German with 15,055 mentions (Suárez had 8,991). Brazil v Chile more than 388,900 mentions per minute on Twitter The Dutch player Robben has become a subject of various memes, as his fall during the match against Mexico was over-exaggerated. ITALY V URUGUAY: SUÁREZ’SBITINGINCIDENT 266,942 1,245,960 657,936645,152420,595
  • 11. FROM SOCIAL MEDIA EXPERTS Source: Twitter and Facebook. Fieldwork: 15th – 31st May, 2014. EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTSMAIN MENU POINTS OF VIEW CLICK ON THE SOCIAL MEDIA EXPERTS FOR THEIR POINTS OF VIEW
  • 12. 220 MILLION PEOPLE GENERATED1 BILLION FACEBOOK INTERACTIONSRELATED TO THE WORLD CUP FROM JUNE 12-29th. HERE ARE SOME HIGHLIGHTS: 1. On June 20th, the World Cup had already driven more conversations on Facebook than this year’s Super Bowl, Oscars, and the Sochi Olympics combined. 2. The most social group match had over 58 million people and more than 140 million Facebook interactions thanks to Brazil’s win over Croatia in the opening match of the World Cup. 3. When it comes to countries buzzing about the group stage, Brazil wins first place followed by USA, UK, Indonesia and India. 4. Neymar has been the most talked about player during the group stage. 5. 31 million people had 75 million Facebook interactions related to the Brazil v Chile match on June 28th. FACEBOOK AND TWITTER TALK FOOTBALL EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTSMAIN MENU McDonald's targets 57 countries with '#FryFutbol' campaign. To see what is being shared on Facebook, click here. See what is trending about the #WorldCup on Facebook: 300 MILLION TWEETEDIN RELATION TO THE WORLD CUP DURINGTHE GROUP STAGE. HERE ARE SOME HIGHLIGHTS: You can find animated Twitter World Cup Group Matches maps HERE. President Obama sent a message to the U.S. soccer team on Vine. FACEBOOK AND THE WORLD CUP TWITTER AND THE WORLD CUP Source: Twitter and Facebook. Fieldwork: 12th June – 2nd July, 2014. 1. We saw the first use of goal line technology in a World Cup and the Adidas ball confidently tweeted ‘Goal’. 2. Rihanna announcing her support (and condolences) for 'her baby Ronaldo’. 3. One super fan that reigns above all others as the campaign #VEMIBRA to get Zlatan Ibrahimovic to ditch his holiday plans and go to Brazil has paid off. 4. Marcelo (@12MarceloV) scoring team’s own goal in the opening match was the most-tweeted moment, with 378,085 Tweets per minute. 5. Mario Balotelli’s Tweet about the fate of #ENG and the Queen as of June 26th had 17,185,016 impressions and 177,109 retweets. Where people around the world are talking about the World Cup:
  • 13. REGIONAL OVERVIEWSCLICK ON EACH REGION TO SEE MORE INFORMATION MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS
  • 14. WINNING AVERAGE DURING THE GROUP STAGE 37% EMEA REGIONAL OVERVIEW REGIONAL POPULATION (Millions) 1,835 MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS Source: OMG Insights across 81 Markets. Fieldwork: 8th – 24th June, 2014. WHAT’S HAPPENING? After Spain’s elimination in the World Cup, the La Roja team is going to be rebuilt. The 2014 World Cup will be the last international level fixture for many of Spain's stars: David Villa, Xavi, Xabi Alonso and Iker Casdillas are considering retirement. Ghana’s World Cup team had not been paid for their appearance fees since the World Cup started, since players and the government could not settle on the form of payment. After a decision had been made Ghana government officials pre-financed the payment in cash, put it in a plane and flew $3 million over to Brazil. A Netherlands fan has had a permanent tattoo in honour of his country's performance at the World Cup in Brazil. The tattoo includes coach Louis van Gaal and captain Robin van Persie placed on his back. During the final Group D dead rubber with Costa Rica, England’s fans were supporting the team with a MasterCard-style banner: Flights to Rio - £1,200; Enjoying the ambience - £2,000; Accommodation - £2,000; Arriving after elimination - Priceless." The Union Berlin football club stadium turned into a giant living room for the World Cup. The club invited people to bring their own sofas to the stadium to watch the game together on a 700-inch screen. Around 12,000 fans attended the first game of the World Cup between the host nation and Croatia, around 3,000 watching on sofas.
  • 15. TOP PLAYERS BY COUNTRY EMEA ENGLAND ITALYCROATIA NIGERIA PORTUGAL BELGIUM GREECE GHANA NETHERLANDS CAMEROON RUSSIA SWITZERLAND FRANCE BOSNIA-HERZEGOVINA IRAN SPAIN GERMANY IVORY COAST ALGERIA Eden Hazard Wayne Rooney Robin van Persie Andres Iniesta Mesut Özil Andrea Pirlo Cristiano Ronaldo Kostas Mitroglou Miralem Pjanic Igor Akinfeev Mario Mandžukić Josip Drmic Samuel EtoYaya Toure Victor MosesKevin Prince Boateng Sofiane Feghouli CLICK ON INFO SIGNS for more about the athletes +Denmark, Sweden and Turkey also support Karim Benzema Lionel Messi UAE, KSA, EGYPT +Latvia supports JavadNekounam PLEASE NOTE THAT THOSE IN BLUE HAVE PARTICIPATING TEAMS IN THE WORLD CUP, BUT WE HAVE ADDEDINFORMATION IN YELLOW ABOUT OTHER MARKET SUPPORT MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
  • 16. 2014 WORLD CUP SPONSORS - EMEA CLICK ON BRANDS FOR MORE INFORMATION ABOUT THE PROGRESSION OF THE SPONSORS’ BRAND ACTIVATION SPECIFIC TO EMEA. MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS
  • 17. MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS SPAIN - DISNEY Disney has launched the movie “Aviones” in Spain supporting the Spanish football team for the World Cup. OTHER WORLD CUP . Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014. ACTIVATIONS EMEA UNOFFICIAL SPONSORS
  • 18. According to a bleacherreport.com ranking, Robin van Persie’s goal against Spain is the greatest goal of the 2014 World Cup Group Stage @Cristiano is the third- highest influencer for the #WorldCup hashtag with 27,528,346 followers. MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS Dutch fans celebrate their team's victory on a live telecast inside the FIFA Fan Fest area. German fans celebrate during a broadcast at Copacabana beach in Rio de Janeiro. French supporters at the Brasilia national stadium in Brasilia. Source: EMIRATES 24/7Sports Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014. TOP TOPICS WHAT IS HAPPENING ONLINE EMEA 1 ROUND OF 16 2 SPAIN,PORTUGAL AND ITALY ARE OUT 3 GHANA’S ASAMOAH GYAN IS THE TOP AFRICAN GOAL SCORER France has 3,318,919 local fans making them the 5th top nationality following the page
  • 19. REGIONAL OVERVIEWSCLICK ON EACH REGION TO SEE MORE INFORMATION MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS
  • 20. LATAM REGIONAL OVERVIEW WHAT’S HAPPENING? REGIONAL POPULATION (Millions) 582 WINNING AVERAGE DURING THE GROUP STAGE 63% BRAZIL Brazilians were not impressed by the Opening Ceremony, as they expected more from the organization. Some blamed politics, and others FIFA. Overall, it was said that the ceremony must not spoil the grass on the soccer field. ARGENTINA Argentina wins against Switzerland 1-0 in extra time. The team will be moving forward to the quarter-finals of the 2014 Brazil World Cup. CHILE Chile’s Mauricio Pinilla has had a tattoo done on his back of his crossbar-hitting shot against Brazil. The tattoo will be a reminder to Pinilla of his effort to secure a goal in the closing seconds of extra time. COLOMBIA As the Colombian team played in the World Cup, fans turned to Twitter to engage with the nation in support of their team. The hashtag #Contigomiseleccion (#togethermyteam) was the most popular during their matches, with 46% of the total interactions. COSTARICA After 24 years of their first World Cup appearance, Costa Rica made the round of sixteen for the first time. The whole country is overjoyed and proud, as their team qualified for the quarter-finals. MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRADNSAND THE WORLD CUP CONTACTS Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
  • 21. TOP PLAYERS BY COUNTRY LATAM CLICK ON INFO SIGNS for more about the athletes MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014. COLOMBIA James Rodriguez BRAZIL URUGUAY ARGENTINA Lionel Messi CHILE Alexis Sanchez ECUADOR Antonio Valencia HONDURAS Carlo Costly COSTA RICA Bryan Ruiz Gonzalez MEXICO Rafael Marquez Luis Suárez NEYMAR Jr.
  • 22. MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS 2014 WORLD CUP SPONSORS - LATAM CLICK ON BRANDS FOR MORE INFORMATION ABOUT THE PROGRESSION OF THE SPONSORS’ BRAND ACTIVATION SPECIFIC TO EMEA.
  • 23. MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014. OTHER WORLD CUP ACTIVATIONS LATAM BRAZIL - ITAÚ (National Sponsor) The Brazilian bank Itaú launched the “Mostra tua força Brasil” (“Show your strength, Brazil”) video. A rousing anthem features singers Paul Miklos and Fernanda Takai and the clip has had over 17 million views on YouTube. UNOFFICIAL SPONSORS
  • 24. TOP TOPICS WHAT IS HAPPENING ONLINE LATAM MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS 1 ROUND OF 16 2 ARGENTINA FANS 3 JAMES RODRIGUEZ Mexican supporters play musical instruments outside the Arena Castelao. A Uruguay supporter shows his teeth before the match Colombia v Uruguay. Brazilian supporters celebrate after a penalty shoot out at the end of the match Brazil v Chile. James Rodriguez appeared to be a possible World Cup top scorer, and Colombia cruised into the quarter-finals. Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014. Marcelo Diaz, 52,212m distance covered Ezequiel Lavezzi, Argentina’s new heartthrob “El Pocho” Source: EMIRATES 24/7Sports
  • 25. REGIONAL OVERVIEWSCLICK ON EACH REGION TO SEE MORE INFORMATION MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS
  • 26. NORTH AMERICA REGIONAL OVERVIEW WINNING AVERAGE DURING THE GROUP STAGE 33% U.S. & CANADA POPULATION (Millions) 351,307 WHAT’S HAPPENING? Millions are tuning in to watch the World Cup games. The 2014 FIFA World Cup tournament is being televised on three English language networks (ABC, ESPN #IBelieveThatWeWillWin, ESPN2) and three Spanish language networks (Univision, Univision Deportes, Galavision) in the United States. Google Canada has launched its first ever OOH campaign to coincide with the World Cup, highlighting geo-targeted trends in real time throughout Toronto. The pop-up murals are located in seven “soccer-loving” locations in the city. For example, in Little Italy murals display searches about Italy’s team. The U.S. soccer team coach, Jürgen Klinsmann, posted an excuse note on Twitter for people to get out of work and support their national team. Astronauts watch the World Cup aboard the International Space Station. American astronauts Reid Wiseman and Steven Swanson, and German astronaut Alexander Gerst, are enjoying the games in space. President Obama has also been swept up in the World Cup, including sending Tweets and Vine messages supporting the U.S. soccer team. MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
  • 27. TOP PLAYERS BY COUNTRY NORTH AMERICA CLICK ON INFO SIGNS for more about the athletes MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS Clint Dempsey Tim Howard Jozy Altidore USA USA USA Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
  • 28. MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS 2014 WORLD CUP SPONSORS - NA CLICK ON BRANDS FOR MORE INFORMATION ABOUT THE PROGRESSION OF THE SPONSORS’ BRAND ACTIVATION SPECIFIC TO EMEA.
  • 29. UNOFFICIAL SPONSORS MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014. OTHER WORLD CUP ACTIVATIONS NA
  • 30. TOP TOPICS WHAT IS HAPPENING ONLINE NORTH AMERICA TOP SHARED VIDEO MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS 1 US MOVING ON TO KNOCKOUT ROUND: 54,892FACEBOOK AND TWITTERENGAGEMENTS 2 CLINT DEMPSEY 3 LEAPING LEGENDTIM HOWARD HAS GAINED A 144X SPIKE IN GOOGLE SEARCH DURINGTHE ROUND OF 16 US fan celebrates at a viewing party in Los Angeles, California. US fans react to the Belgium v USA match at Jack Dempsey’s pub in New York. 194,484 FACEBOOK & TWITTER ENGAGEMENTS COMBINED Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014. Fans react as they watch a live simulcast at the Civic Center plaza, San Francisco. 563,524YOUTUBE VIEWS, 101,592 SHARES Source: EMIRATES 24/7Sports
  • 31. REGIONAL OVERVIEWSCLICK ON EACH REGION TO SEE MORE INFORMATION MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS
  • 32. APAC REGIONAL OVERVIEW WINNING AVERAGE DURING THE GROUP STAGE 0% REGIONAL POPULATION (Millions) 4,200 MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014. WHAT’S HAPPENING? South Korean newscaster Jang Ye Won became the latest World Cup sensation after a news clip of her covering the Spain v Chile match went viral. According to a study done by the Adobe Digital Index, the Asia Pacific region is producing 48% of the social buzz around the World Cup. Japan is leading the way with 37% of World Cup mentions. Weibo has introduced real-time branding during the 2014 FIFA World Cup. Brands are responsible for their own social media scores where Chinese netizens need only enjoy or disapprove of the brands’ reactions to daily matches. As one of the world’s most expensive places to watch the World Cup at home, this year’s event has brought out the community spirit in Singapore. Thousands of Singaporeans are gathering in venues that broadcast the matches free, staying until the early hours of the morning. Japanese fans were named the most courteous as reports surface that the Japanese are the only ones to clean up after themselves at the end of matches, even despite losing. Their actions have earned the respect of many worldwide.
  • 33. TOP PLAYERS BY COUNTRY APAC CLICK ON INFO SIGNS for more about the athletes MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014. JAPAN AUSTRALIA KOREA REPUBLIC SON HEUNGMIN SHINJI KAGAWA TIM CAHILL
  • 34. 2014 WORLD CUP SPONSORS - APAC CLICK ON BRANDS FOR MORE INFORMATION ABOUT THE PROGRESSION OF THE SPONSORS’ BRAND ACTIVATION SPECIFIC TO EMEA. MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS
  • 35. OTHER WORLD CUP ACTIVATIONS APAC MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014. UNOFFICIAL SPONSORS
  • 36. TOP TOPICS WHAT IS HAPPENING ONLINE APAC MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS 1 TIM CAHILL’S STUNNINGGOAL AGAINST THE NETHERLANDS 2 JAPANESE FANS PICKING UP THEIR OWNTRASH AFTER THE TEAM LOST THE GAME 3 ASIA OUT OF THE WORLD CUP Fans gathered at giant television screening in Seoul, Korea Republic. Japanese fans gathered at Tokyo’s Shibuya shopping district. Source: EMIRATES 24/7Sports Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014. The Philippines and India together represent 8.8% of all McDonald’s Facebook page followers To see some of the loudest Japanese fan conversations go to Sony’s One Stadium Live 7,616,766 views, 249,746 shares
  • 37. REGIONAL OVERVIEWSCLICK ON EACH REGION TO SEE MORE INFORMATION MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS
  • 38. CONTACTS JED MEYER JED.MEYER@ANNALECT.COM JOSHUA MESSINGER JOSHUA.MESSINGER@ANNALECT.COM KEBRINA ROBINSON KEBRINA.ROBINSON@ANNALECT.COM KARINA BESPROSVAN KARINA.BESPROSVAN@OMNICOMMEDIAGROUP.COM VIRGINIA ALVAREZ VIRGINIA.ALVAREZ@OMNICOMMEDIAGROUP.COM VERA SIMPLICIO VERA.SIMPLICIO@OMNICOMMEDIAGROUP.COM CHELSEA HORNCASTLE CHELSEA.HORNCASTLE@OMNICOMMEDIAGROUP.COM LILIYA GRECHINA LILIYA.GRECHINA@OMNICOMMEDIAGROUP.COM GUY HEARN GUY.HEARN@OMNICOMMEDIAGROUP.COM GENEVIEVE CHEN GENEVIEVE.CHEN@OMNICOMMEDIAGROUP.COM YONG SHEL VEI SHELVEI..YONG@OMNICOMMEDIAGROUP.COM TYSON HENLY TYSON.HENLY@FUSEINT.COM EXECUTIVE SUMMARY THE WORLD CUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTSMAIN MENU JOSH FARBER JOSH.FARBER@OPTIMUMSPORTS.COM
  • 39. IMPACT REPORTJuly 8, 2014 | Mid-Newsletter