Germany (@DFB_Team) defeats Argentina (@Argentina) to win the#WorldCupFinal on July 13: 618,725 TPM
To-date the Risk Everything campaign, built around “The Last Game” video on YouTube, has generated 6 billion impressions, with more than 2 billion of these via mobile devices. “The Last Game” video alone has generated nearly 65 million views.
New record sales in football – € 2 billion +++ More than 14 million balls in the brazuca design sold +++ More World Cup jerseys sold than ever before – over 8 million units +++ Record sales of Germany jerseys with more than 2 million jerseys sold
&quot;Our soccer revenue is at a record level, and we were the most mentioned brand in social media. With that, we clearly dominated the tournament on the field and off,&quot; Chief Executive Herbert Hainer said Monday.
Investors appeared to agree, with Adidas shares rising 2.5% on Monday.
As well as outfitting several competing national teams, Adidas, which expects to sell over 14 million soccer balls and 8 million jerseys this year, pays FIFA to be an official sponsorship, supply, and licensing rights to the event, a position it has secured until 2030.
Adidas reckons its boost from the World Cup was amplified this year by the might of social media, giving the company what it described as &quot;unparalleled visibility.&quot; The company claimed to have the number one brand on social media, with its TwitterTWTR +0.49% hashtag #allin mentioned 917,000 times on the social-media site, and the brand commanding 55% of social media brand mentions during the World Cup, citing data from the media analytics company Sysomos. That was over 20% ahead of the closest rival sportswear maker, the company claimed.
Building a “Content Bible”A year before the World Cup ever kicked off, Adidas tapped a social media agency called We Are Social to gather content on 100 Adidas-sponsored players. The content includes about 1,000 images and 160 videos that can work with whatever happens during gameplay. By the time December rolled around, We Are Social had set up an hourly calendar for the 32-day World Cup, building content around the games.
Reaching the right people with the right message at the right timeAs gameplay unfolds, it’s been crucial for Adidas and We Are Social to get their messaging and timing right. According to Joe Weston, an account director at We Are Social, Adidas has been delivering its content to screens on the subway in Germany, as well as to flatscreens in German Adidas stores. The content lines up with whatever’s going on – for example, when Adidas player Mats Hummels scored a goal for Germany against France, Adidas started pushing out images of him soon afterwards.
“It’s about telling the right stories at the right time,” Weston said. “We can take something that’s much bigger than social and activate it from German undergrounds to retail stores across the world. Being able to dictate retail space from the content created in this room is massive. And none of the content we push out repeats, on that channel or on others, except for special hero moments.”
“It’s about telling the right stories at the right time,” says Joe Weston, a We Are Social account director. “We can take something that’s much bigger than social and activate it from German undergrounds to retail stores across the world. Being able to dictate retail space from the content created in this room is massive. And none of the content we push out repeats, on that channel or on others, except for special hero moments.”