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REPORT:
The 2014 FIFA World Cup Online in China
China’s World Cup Wrap Up Powered by
The World Cup is the single most
popular sporting event in the world,
both online and offline
Despite not qualifying, China was heavily
invested online in the ongoings of the
2014 World Cup
Vocabulary
Mentions
# of times the word or
hashtag was posted
about
Engagement
# of forwards,
comments and likes
per post....
Opening Game
In the 24 hours encompassing the opening match, the two
participating teams (#Brazil vs Croatia#) were mentio...
The Tournament
29.75 bn
users read World Cup
related posts
Mailman
INSIGHT
Of the users who were on Weibo while watching t...
Highlight: Germany vs Brazil
The match went so viral on Weibo that a unique hashtag was
developed to describe the result, ...
Mailman
INSIGHT
World Cup Final
#Germany vs Argentina # was mentioned 3,319,000 times during the
24 hours encompassing the...
England has the most followers due to the popularity and long term
presence of the English Premier league and its players ...
Because England already had most of their following established,
there was little room for growth, only gaining 85,000 new...
Player Overview 13,000
forwards on Özil’s
victory post with the
World Cup trophy
The winning player posts received much gr...
Weibo’s flag game allowed users to select their favorite nations
flag to accompany their handle, the country with the most...
To learn more visit mailmangroup.
com
or contact
info@mailmangroup.com
For more of our work about the World Cup….
visit
www.mailmangroup.com/blog
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China's World Cup Wrap Up

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Despite not qualifying for the 2014 FIFA World Cup, Chinese football fans were seemingly engrossed with the ongoings of the event, an interest that carried over to activity on Chinese social media's most subscribed network: Sina Weibo. Mailman took a look at how the event was followed, talked about, and supported online in China in this overview of the World Cup online in China.

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China's World Cup Wrap Up

  1. 1. REPORT: The 2014 FIFA World Cup Online in China China’s World Cup Wrap Up Powered by
  2. 2. The World Cup is the single most popular sporting event in the world, both online and offline
  3. 3. Despite not qualifying, China was heavily invested online in the ongoings of the 2014 World Cup
  4. 4. Vocabulary Mentions # of times the word or hashtag was posted about Engagement # of forwards, comments and likes per post. Exposure # of times a user viewed the hashtag activity page
  5. 5. Opening Game In the 24 hours encompassing the opening match, the two participating teams (#Brazil vs Croatia#) were mentioned over 40,000 times on Sina Weibo. Player accounts were slow to kick off, with only two posts about the opening match from notable players, the more viral of which only received 153 engagement. 12,450,000 ‘World Cup’ mentions in 24 hours surrounding the opening match During the course of the match, Twitter saw over 12.2 million Tweets from 150 countries, reflecting how impressive Weibo’s primarily single-country activity was Mailman INSIGHT
  6. 6. The Tournament 29.75 bn users read World Cup related posts Mailman INSIGHT Of the users who were on Weibo while watching the World Cup, 55.2% were female, and 54.7% were born in the 1990s Between June 12 and July 14, 105 million users made a total of 1.96 billion interactions, 914 million of which were original content According to a report released by Sina Weibo, the most popular players on the platform during the World Cup were 1 - Lionel Messi, 2 - Cristiano Ronaldo, 3 - Neymar JR
  7. 7. Highlight: Germany vs Brazil The match went so viral on Weibo that a unique hashtag was developed to describe the result, #Brazil Weeps#, the posts about which were read by over 32M users, sparking 87,000 comments The Germany vs Brazil hashtag page received over 260,000,000 exposure 1,800,000 Mentions of #GERvBRA over the 24 hours surrounding their game Mailman INSIGHT The first game also sparked a great deal of interest in Neymar, who proceeded to become a fan favorite in China
  8. 8. Mailman INSIGHT World Cup Final #Germany vs Argentina # was mentioned 3,319,000 times during the 24 hours encompassing the World Cup final During the day, Messi was mentioned over 2 million times, while Götze was only mentioned 570,000 times despite scoring the extra- time goal that would see Germany win the World Cup 1.4 billion users read the discussion board ‘# Germany # Cheering’ featured on Weibo’s World Cup blog portal 11,965,000 ‘World Cup’ mentions over the 24 hours surrounding their game
  9. 9. England has the most followers due to the popularity and long term presence of the English Premier league and its players on Weibo Germany was the earliest to join the platform, as early as May 2012, giving them a headstart on the other two teams, however lack of club and league presence made it hard for them to succeed at first 3 National teams have an official Weibo account The Belgian Red Devils joined slightly too late in April, just before the World Cup began, making their presence relatively unknown by users until more than a week into the event Mailman INSIGHT National Team Overview
  10. 10. Because England already had most of their following established, there was little room for growth, only gaining 85,000 new followers Germany attracted the most new fans, with over 500,000 new followers amassed during the competition The Belgian national team’s official Weibo account only saw an increase of 50,000 followers, with the bulk of their growth occurring directly before their last group stage match Mailman INSIGHT National Team Growth 3,650,000 collective fans across the 3 accounts
  11. 11. Player Overview 13,000 forwards on Özil’s victory post with the World Cup trophy The winning player posts received much greater engagement than the DFB team’ s victory post, indicating netizens preference toward players not clubs Mailman INSIGHT Özil and Podolski experienced an increase in Weibo exposure, each growing their followings by approximately 100,000, and their World Cup victory posts reaching around 25,000 engagement each A surprisingly engaged player during the event was Wesley Sneijder, who posted ‘Pay Back’ after the Dutch victory over Spain, which achieved over 8,000 engagement 20,000 forwards on Podolski’s victory post, a selfie on the field with a fellow Germany player
  12. 12. Weibo’s flag game allowed users to select their favorite nations flag to accompany their handle, the country with the most users by the end of the tournament was Germany with 1,963,000 Despite not qualifying for the tournament, Sina allowed users to select the Chinese flag as well, which prompted 1,040,000 users to select China’s flag, the second most used of the program ‘Flag Game’ Overview 3 nations reached more than 1 million flag users, China, Germany, and Argentina Spain’s flag was a favorite worn Chinese netizens leading up to the event, however 30,000 users changed their flag after the team was knocked out in the group stages Mailman INSIGHT
  13. 13. To learn more visit mailmangroup. com or contact info@mailmangroup.com
  14. 14. For more of our work about the World Cup…. visit www.mailmangroup.com/blog

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