Global sporting events like the World Cup are the most social events we have. The 2014 World Cup in Brazil broke records, with 116 million mentions, and many brands are searching for viable ways to be a part of the conversation. During the 2014 World Cup, we tracked the online conversation throughout each game. See who came out on top and what that meant for their brands, as well as how Twitter Live Studio used social data to expand their partnerships.

2. WORLD CUP 2014:
A COLLABORATION WITH TWITTER

3. THE WORLD CUP CAN CONNECT
INDIVIDUALS AND HUMANITY.
Partnering with Twitter, we wanted to use the World Cup as an opportunity to show how
brands can truly connect. We set out to:
• Educate key decision makers about marketing in the moment by visualising their data
live in a way that they can understand.
• Bring marketing out of theory by physically displaying Twitter data and creating
excitement.
• Make it easy for Twitter Staff to visualise a brand’s data.

4. The World Cup unites people around the globe. Every four
years, countries stand behind their teams and the world
watches as players take the pitch to represent their nation. As
technology evolves, second screen experiences are
increasingly the norm -- and that was expected to be no
different for this year’s World Cup.
Twitter is loved for the instantaneously ways we can share our
reactions and thoughts and be brought together around one
conversation. The speed and real-time nature of the platform
enable users to feel instantly connected to others. The world
draws closer and we remember our humanness when we
laugh or respond to the same tweet or event. The World Cup
represented itself as the perfect opportunity to connect
individuals and humanity through Twitter.
WHAT WAS THE OPPORTUNITY?

5. PUTTING TWITTER IN THE MOMENT
01

6. LOOK FOR THE STORY.
The World Cup was expected to be -- and proved to be -- the biggest moment on Twitter
to date. But how do you tell that story and teach brands to do the same?

7. IN THE MOMENT MARKETING
Twitter UK’s Oli Snoddy & Will Scougal commissioned us to
provide Twitter Live Studio with our Command Centre
visualisations. We tracked and visualised more than 30 brands
over four weeks during the workshops —providing over 400
animated views on their data.
This helped the brand and sales team highlight the
importance of marketing in the moment and real-time to
brand clients.
We realized that when brands saw the power of data and
social visualisations they would be able to fully understand
the power of “In the Moment” marketing.

8. By placing our visualisations in the UK Twitter Live Studio, the
team was able to wow clients and highlight powerful timely
insights to senior brand managers and it quickly became a
major marketing point, helping driving sales.
Live events are particularly powerful to showcase users’
natural inclinations on the platform and how brands can
capitalize on this.
In addition to providing the visualisations at the Live Studio,
Twitter UK and France also offered a World Cup version of
Buzz Radar to key clients, including Beats by Dre, Paddy
Power and adidas.
As an added benefit of high value promoted tweet packages,
these large brands were optimized to mobilize quickly around
any real-time marketing as a result of their social efforts.
GETTING BRANDS INVOLVED

9. THE DATA
Together, we tracked the matches and online conversation.
The tournament saw more than 116 million mentions, over 4
million photos tagged and a reach of more than 463 billion.
Memes abounded, from #ThingsTimHowardCouldSave to
#SadBrazilians to #Persieing.
Beats by Dre, adidas and Paddy Power were able to
immediately -- at any point in the tournament -- see the
impact of their efforts. Beats by Dre came out as the second
most mentioned brand during the World Cup, owning 19% of
the conversation. adidas won the hashtag war, claiming more
than 79% of branded hashtag conversations.

10. This translated to direct sales for adidas. adidas reported a
new record in football sales of €2bn this year, with more than
8 million official jerseys, which is 1.5 million more than the last
World Cup. Not surprisingly, their best-selling jersey was
tournament champions Germany.
BRAND VALUE

11. THE RESULT
With these stats and our visualisations, Twitter Live Studio was able to show the power of
marketing smartly during live events and in the moment.

12. A BIT ABOUT
BUZZ RADAR

13. BUZZ RADAR IS AN INDUSTRY LEADER IN
CAPTURING AND VISUALISING REAL-TIME
DATA AND CONTENT.
We make social data simple, engaging and powerful --
faster than anyone else. Real-time data helps you spot
emerging trends and react quickly to feedback. Whether a
brand, agency or event planner, we can help you unlock
your data, quickly interpret it and broadcast it better.

14. LEARN MORE AND
START USING DATA TO
GLEAN INSIGHTS AT
BUZZRADAR.COM

15. THANK YOU
BUZZRADAR.COM