IMPACT REPORTJune 11th, 2014 | Pre-Newsletter
WELCOME!
Technologicaldevelopments have enabled sporting
fans to interact with the games, footballers and
brands in new wa...
THE WORLD CUP LIVE IN BRAZIL THE 20TH FIFA WORLD CUP
AN EVENT BROADCASTED IN 200 COUNTRIES
MOST WORLDCUP APPEARANCES:
Germ...
WHO IS GOING TO FOLLOW THE WORLD CUP?
HOW LIKELY ARE THEY TO TALK ABOUT WORLDCUP
SPONSORSHIPACTIVITY?…
KEY MOTIVATIONS FOR...
HOW ARE THEY GOING TO FOLLOW IT?
HOW THEY WILL FOLLOW THE
2014 WORLD CUP…
HOW THEY WILL WATCH
PEOPLE PLAN TO USE THE FOLLO...
11%
55%
37%
69%
2014 WORLD CUP SPONSORS
Please note small sample
sizes, under N = 200.
CLICK ON BRANDS FOR MORE INFORMATIO...
HOW ARE SPONSORS DOING ONLINE?
38,500TOTAL SPONSOR MENTIONS
In addition to a World Cup term or equivalent
OF THE MAIN SPON...
WHAT IS HAPPENING ONLINE?
TOP 5 LANGUAGES
TOP HASHTAGS
TOP 5
PLAYERS
TOP COUNTRIES
*with only around 10% of results that c...
WHAT IS BEING SHARED ONLINE?
WHAT PEOPLE ARE
TALKING ABOUT IN
THE RUN UP TO THE
WORLD CUP?Around the world, from Argentina...
THE TOP 5 MOST-BUZZED ABOUT
MOMENTS FROM THE UEFA
CHAMPION’S LEAGUE ALL-SPANISH
MATCH FINAL BETWEEN REAL
MADRID AND ATLÉTI...
IMPACT REPORT
June 10th, 2014 | Pre Newsletter
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World Cup pre-event newsletter

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World Cup pre-event newsletter

  1. 1. IMPACT REPORTJune 11th, 2014 | Pre-Newsletter
  2. 2. WELCOME! Technologicaldevelopments have enabled sporting fans to interact with the games, footballers and brands in new ways. Throughout the Sochi Winter Olympics, we saw that the sporting event became more digital, social and mobile. The 2014 FIFA World Cup, the world’s biggest sporting event, is set to become the most mobile and social event ever! GLOBALLY, 74% OF RESPONDENTSACROSS 17 MARKETS ARE HIGHLY INTERESTEDIN THE 2014 WORLD CUP. The FIFA World Cup has long been the globe’s biggest sporting and commercial event attracting unrivalled TV audiences, multi-continent interest and investment from a stable of 20 core brands. Now the event, involving 32 nations competing in 64 matches over a month in Brazil, will become the first truly mobile and social event reaching new levels of engagement and consumption from fans across all countries. The intended following of the World Cup is fuelled by the need to experience the event ‘live’ across many countries and to share the experience with the communities of the brand’s target consumers. 64% OF RESPONDENTSWILL POST A COMMENTABOUT THE WORLD CUP AND 58% WILL FOLLOW OR LIKE A BRAND RELATED TO THE WORLD CUP. This evolution in the way the event will be consumed over the coming month, will require brands to optimise their messaging and communication by putting value on engaging fans and target audiences. This value will only be achieved by complimenting the core content football with additional experiences facilitating entertainment, knowledge or information. 84% OF RESPONDENTSPLAN TO MULTI-SCREENWHILE WATCHINGTHE WORLD CUP ON TV OR ANOTHER DEVICE. Second screening and constant connectivity are providing brands with new opportunities to connect with their target audiences. It is, therefore, more important than ever to understand people’s brand perceptions as a result of their sponsorship of, or affiliation to, these events, but also the consumer’s experience of the event – the reasons why they are participating, the devices they are using and the environments in which they are interacting. In order to capture people’s perceptions, behaviours and experiences of the World Cup, we are conducting quantitative and qualitative research, social listening, local market analysis and interviews with social media experts. For more information about the methodology, please click here. MAIN MENU EXECUTIVE SUMMARY Predictionsaboutthe World Cup WE HOPE YOU ENJOY THE READ! 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
  3. 3. THE WORLD CUP LIVE IN BRAZIL THE 20TH FIFA WORLD CUP AN EVENT BROADCASTED IN 200 COUNTRIES MOST WORLDCUP APPEARANCES: Germany Germany Germany Brazil WON THE MOST TIMES TOP TEAM… Bosnia and Herzegovina STANDING IN STADIUM BANNED AROUND THE WORLD IN 267 DAYS 25 REFS WORLD CUP DRONES GOAL LINE TECHNOLOGY 5 4 3 Brazil Italy CARBON NEUTRAL 64 matches: 48 group stage games 15 further knock-out stage games 12 different cities, more than any other finals on record. FIFA FAN FEST V 152,101 2014 70,000 2010 VOLUNTEERS FIRST KICK “PLAY” JUNE JULY Mascot “Fuleco” 70% 88COUNTRIES TOURED THE MOST EXPENSIVE WORLD CUP EVER (MORE EXPENSIVE THAN THE 2 PREVIOUS WORLD CUPS COMBINED). $ New comer …IS BACK! Expected attendance 3,300,000 BRAZILIANDOMESTIC FOOTBALLSEASON The first kick will be made by a paraplegic teenager in a mind-controlled exoskeleton suit. Germany has reached the last four on no less than 12 occasions, winning three titles along the way. Prices CLICK ON HYPERLINKSFOR MORE DETAILS VOTE Adidas Brazuca Football design “All in One Rhythm” is the official slogan of the 2014 World Cup Official 2014 World Cup song is called ’We Are One’ Overseas buyers Local buyers Final Low Final High TICKET 65%Brazil 154,000 + USA 38,000+ England 18,000+ Germany 40,000+ Australia 33,000+ Colombia Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 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 CONTACTSMAIN MENU Purchased TicketPrices 1818 Italy 20 12
  4. 4. WHO IS GOING TO FOLLOW THE WORLD CUP? HOW LIKELY ARE THEY TO TALK ABOUT WORLDCUP SPONSORSHIPACTIVITY?… KEY MOTIVATIONS FORFOLLOWINGTHE WORLDCUP HOW HIGHLY INTERESTEDARE THEY IN UPCOMINGSPORTINGEVENTS?... AGE OF THOSE INTERESTEDIN FOOTBALL 48% 14% 13% 43% 40% 41% 10% 2% Support my national team Support another national team Support a specific athlete Experience an international event Keep up to date with a major event I just love football Will watch, but not by choice Other 2016 RIO OLYMPICS 61% EURO 2016 FRANCE 44% 2018 WINTER OLYMPICS 46% BRAZIL 2014 WORLD CUP 64% have spoken to others about recalled sponsorship activity 27% have talked very positively about recalled activity 22% 10% 28% 26% 18% 18% 16-24 years old 25-34 years old 35-44 years old 45-54 years old 55+ years old WHO THEY WILL BE WATCHINGTHE WORLDCUPWITH… 67%Family 43%A few friends HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?... Asia Pacific North America Latin America 72% 76% 58% 84% Europe, Middle East & Africa INTEREST IN FOOTBALL are very interested in football 61% 38% 58% 61% 0% 10% 20% 30% 40% 50% 60% 70% High Interest in Football 2008 High Interest in Football 2012 High Interest in football 2014 53.5% 46.5% MALE FEMALE WHERE PEOPLE PLAN TO FOLLOW THE 2014WORLDCUP (excluding watching) 86%56% will use laptops Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale. 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 CONTACTSMAIN MENU 70%56% will use mobiles 64%35% will use mobiles
  5. 5. HOW ARE THEY GOING TO FOLLOW IT? HOW THEY WILL FOLLOW THE 2014 WORLD CUP… HOW THEY WILL WATCH PEOPLE PLAN TO USE THE FOLLOWING DEVICES WHILE WATCHING THE WORLD CUPCREATING, SHARING AND INTERACTING WITH BRANDS ONLINE DURING THE WORLD CUP 96%will watch live broadcasted TV MEN ARE MORE LIKELY TO MULTI- SCREENWHEN WATCHING THE FIFA 2014WORLDCUP USINGA MOBILE PHONE OR LAPTOP (BOTH 67%). 72%will use press 53% Will watch a screening at a bar/pub/restaurant 77%will use news websites 72% 63% 53% 33% 21% will use sport websites will use official websites 98% 42% 43% Will watch ON THE GO Will watch at WORK Will watch at HOME VIDEO ON DEMAND 47% LIVE STREAM 41% 91% 43% 26% For TV For Desktops For Mobiles 21% 53% 47% MALE FEMALE 11% 30% 26% 18% 14% 16-24 24-34 35-44 45-54 55+ 69% 46% 57% 34% 29% 26% 64%Will post a comment 75% are using their mobiles 51% are using their tablets 74% are using their laptops 66% are using their desktops 27% e-readers 58% 59% 62% 62% 59% 55% 54% 54% 56% 54% 58% 54% Will post a photo Will post a link Will comment on a post Will post a video Will like an athlete (white bar) or brand page (orange bar) Will use a FIFA World Cup App AND THEY PLAN TO CARRY OUT THE FOLLOWING ACTIVITIES: 11% 8% 10% 23% 16% 11% 11% 9% 13% 10% 11% 19% 18% 12% 13% 5% 14% 13% 10% 18% 16% 12% 13% 5% 21% 11% 7% 17% 15% 13% 11% 6% 14% 10% 11% 19% 17% 12% 12% 5% Chat with friends Play games Search for products to buy Read news Look up information about the World Cup Share their opinion about the event Interact with online World Cup content Other E-reader Desktop Tablet Mobile Laptop 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 CONTACTSMAIN MENU MULTI-SCREENERS (USING ANOTHER DEVICE WHILE WATCHING THE WORLD CUP) ARE GENERALLY 24-44 YEARS OLD. Overall (Colour) Brand interactions will listen to radio Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork 21st – 28th May, 2014 (N = 3515 across 17 countries, approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa, Japan, Korea Republic, China, Indonesia, Thailand, Australia, Mexico, Brazil and Argentina and 300 in USA). Regional samples: EMEA N = 1202 (UK, Germany, France, Spain, Russia, Italy, South Africa), APAC N = 1202 (Australia, Thailand, Indonesia, China excluded from social media questions, Korea Republic, Japan), NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic) and LATAM N = 606 (Mexico, Brazil and Argentina).
  6. 6. 11% 55% 37% 69% 2014 WORLD CUP SPONSORS Please note small sample sizes, under N = 200. CLICK ON BRANDS FOR MORE INFORMATION Spontaneous recall Prompted recall Change in perception Fit with the World Cup 9% 39% 44% 74% 30% 69% 47% 85% 10% 26% 39% 64% 3% 20% 37% 68% 2% 11% 32% 55% 9% 46% 35% 55% 37% 71% 43% 71% 4% 25% 38% 66% 3% 16% 40% 59% 1% 14% 43% 55% 0% 4% 28% 50% 0% 4% 39% 62% 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 CONTACTSMAIN MENU 1% 7% 29% 48% For ‘Change in perception’ and ‘Fit’, responses are based on 7+ on a scale of 1- 10. Change in perception is based on respondent known sponsorship – Please rate how your perception has changed as a result of their sponsorship of the 2014 World Cup? Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 (N = 3515 across 17 countries, approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa, Japan, Korea Republic, China, Indonesia, Thailand, Australia, Mexico, Brazil and Argentina and 300 in USA). Regional samples: EMEA N = 1202 (UK, Germany, France, Spain, Russia, Italy, South Africa), APAC N = 1202 (Australia, Thailand, Indonesia, China, Korea Republic, Japan), NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic) and LATAM N = 606 (Mexico, Brazil and Argentina).
  7. 7. HOW ARE SPONSORS DOING ONLINE? 38,500TOTAL SPONSOR MENTIONS In addition to a World Cup term or equivalent OF THE MAIN SPONSORS, ONLY ADIDAS HAS GAINED A SIGNIFICANT NUMBER OF MENTIONS, ACHIEVED VIA THE ‘ALL IN OR NOTHING’ CAMPAIGN AND #ALLIN HASHTAG. TWITTER 35,108 BLOGS 1,768 FORUMS 1,812 Source: OMG Antenna conducted in partnership with repindex Fieldwork: May 24 –30, 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). Despite this success, there is a potential issue that may arise relating to the wages of Pakistani workers making the Brazuca (the official ball of the tournament). While Pakistan is proud to be making the Brazuca, ‘Fabriqué au Pakistan’ being one of the most shared news stories, focusing on the (low) wages of the factory workers. Nike (not an official sponsor) is the next most-mentioned. In Spanish-speaking USA commentary, Nike actually gets more mentions than Adidas. 1. ADIDAS 60%(23,094) 2. BUDWEISER 10% (3,740) 3. COCA-COLA 7% (2,848) 4. MCDONALD'S 7% (2,836) 5. SONY 6% (2,192) 6. VISA 5% (1,879) 7. HYUNDAI 3% (976) 8. EMIRATES 1% (314) 9. KIA MOTORS 1% (252) 10. OTHERS 1% (416) A BREAKDOWN OF THE PASSIONATE MENTIONS 100% 50% 78% 100% 51% 80% 63% 57% 64% 58% 50% 22% 49% 20% 37% 43% 36% 42%Adidas Budweiser Coca-Cola McDonald’s Sony Visa Hyundai Emirates Kia Motors Continental POSITIVE NEGATIVE TOP #SPONSOR HASHTAGS VERSUS TOP TWEETED @SPONSORS # @ 3,276 Adidas 15,314 452 Budweiser 7,928 1,232 Coca-Cola 3,508 64 Visa 3,162 611 McDonald's 1,367 215 Sony 614 76 Hyundai 680 55 Kia Motors 308 0 Continental 296 17 Emirates 132 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 CONTACTSMAIN MENU Looking at mentions that have positive or negative connotations, excluding neutral comments
  8. 8. WHAT IS HAPPENING ONLINE? TOP 5 LANGUAGES TOP HASHTAGS TOP 5 PLAYERS TOP COUNTRIES *with only around 10% of results that can be automatically attributed to a particular country ENGLISH 1,518,000 SPANISH 1,024,000 FRENCH 215,000 ARABIC 179,000 PORTUGUESE 175,000 USA 15.6% Brazil 7.0% #worldcup #brasil2014 #CM2014 #FIFA #Brazil 153,000 125,000 46,000 41,000 35,000 42,000 37,000 34,000 27,000 24,000 Lionel Messi is not the top mentioned player in any single language, however he is overall. Ronaldo’s appeal beyond ‘traditional’ football fans seems to have helped drive him up the rankings, as a topless photo of him was widely shared: “Agora to vendo vantagem dessa copa do mundo no Brazil” - Now I see an advantage to having the World Cup in Brazil. The controversy of the week has to go to Jurgen Klinsmann for the selection of the US squad. Not only did this make Donovan the most talked about player in English, but also #4 overall – and he isn’t even going to Brazil. Source: OMG Antenna conducted in partnership with repindex Fieldwork: May 24 –30, 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). 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 CONTACTSMAIN MENU ENGLAND 12.1%
  9. 9. WHAT IS BEING SHARED ONLINE? WHAT PEOPLE ARE TALKING ABOUT IN THE RUN UP TO THE WORLD CUP?Around the world, from Argentina to Australia, from Mexico to the Middle East, squad selections have been driving commentary and controversy, with many countries announcing provisional squads 1 to 2 weeks before the search period, and final squads immediately before or during the search period. Apart from this, a general excitement at the upcoming tournament, hopes for their team, and concerns about opponents are the most common topics of conversation. Only in Brazil and Germany are the protests against the tournament frequently discussed. TOP 5TOPICS Source: OMG Antenna conducted in partnership with repindex Fieldwork: May 24 –30, 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). 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 CONTACTSMAIN MENU 1 SQUAD SELECTIONS 4 FOOTBALL FEVER 2 MY TEAM 5 THE OPPOSITION 3 HOSTING ISSUES
  10. 10. THE TOP 5 MOST-BUZZED ABOUT MOMENTS FROM THE UEFA CHAMPION’S LEAGUE ALL-SPANISH MATCH FINAL BETWEEN REAL MADRID AND ATLÉTICO MADRID: 1. Ronaldo gets fouled in the box, and converts the penalty kick to make it 4-1 2. The final whistle blows, crowning Real Madrid Champions of Europe for the 10th time 3. Marcelo seals the match with a goal to give Real a 3-1 lead 4. Sergio Ramos ties the game in the 93rd minute with a header from a Real corner kick 5. Gareth Bale gives Real Madrid a 2-1 lead in the 110th minute FACEBOOK AND TWITTER TALK FOOTBALL 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 CONTACTSMAIN MENU 26 million people had over 67million Facebook interactions related to the match. 1. Mexico 2. Indonesia 3. Brazil 4. Spain 5. United States 6. Colombia 7. Peru 8. England 9. France 10.Turkey The top 10 countries buzzing about the match were: ENGLANDPLAYED THEIR PENULTIMATE FRIENDLY AGAINSTECUADOR IN MIAMI. DISCUSSIONFOCUSEDON TWO THINGS- WHO WOULD BE IN ROY HODGSON'SSTARTING11 AHEAD OF THE START OF THE FIRST GAME VS ITALY... AND WHO IS RUNNINGTHE 'BORING JAMES MILNER' TWITTER ACCOUNT? FITTINGLY MILNERTHOUGHT IT MIGHT BE THE MANCHESTERCITY MASSEUR,THEN THOUGHT IT WASN'T. As the game got going Phil Jagielka showed how Brazil 2014 is going to be the first social World Cup with a selfie of himself, Steven Gerrard and Daniel Sturridge from the bench. England versus Ecuador mentions focused on Alex Oxlade- Chamberlain - who had been demonstrating some promising pace until getting a knee injury after 63 minutes. Jack Wilshere tweeted his hope that The Ox will be fine for Brazil. UEFA CHAMPIONS LEAGUE PREPARATION MATCHES
  11. 11. IMPACT REPORT June 10th, 2014 | Pre Newsletter
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