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campaigns and social media
Just days before the opening ceremony of
the 2014 FIFA World Cup a mood of mixed
emotions prevails in Brazil,with
respondents reporting a combination of
anxiety, apprehension and frustration as
well as excitement and hope about the
upcoming tournament.
The inflated cost of the tournament, its impact on daily
life, the lack of investment in infrastructure (despite
promises), corruption…, a widespread concern that Brazil
will somehow fail in its obligations, at precisely the time
that the world’s eyes are on it.
Nevertheless, we have hopes that once the tournament is
underway, the focus will shift towards action on the field
and many believe that Brazil is capable of winning the cup
(though with stiff competition!).
Best Regards,
LIVE IN BRAZIL
Source: OMG Sonar conducted in partnership with FutureFoundation Fieldwork: May 21 –30, 2014
conducted in Rio de Janeiro and São Paulo.
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
MAIN MENU
TRENDSPOTTERS
HOW DO THEY FEEL
ABOUT THE EVENT?
“Too many Brazilians are focusing on the
negative side of the World Cup and are
forgetting that this is a country that loves
football. Yes, there are lots of problems,
and yes, we should be angry at the
government and at FIFA, but we shouldn’t
let that stop us enjoying this tournament
and welcoming all the supporters who are
coming over to enjoy it as well”.
-Male, 33, Journalist
Most Brazilians will tell you that even
if you don’t enjoy football, it’s almost
impossible to avoid it during the
World Cup. Cities turn into ghost
towns when Brazil is playing. Even
those who aren’t interested get
caught up in the excitement during
matches. And whilst there isn’t any
excitement just yet, I’m sure it will
appear once the event itself starts”.
- Student, 22, São Paulo
WHAT DO THEY THINK OF
BRANDS PARTICIPATING?
“Curiously, very little anger has been
directed at the big companies who
sponsor the event, despite the monopoly
that they will enjoy during the event itself.”
- São Paulo
“The anger has mainly been directed at
the Brazilian government as the
architects of the problems surrounding
the World Cup and FIFA as the instigator”
-São Paulo
HOW ARE THEY PLANNING
TO WATCH IT?
“Watching live on TV, hosting/attending
World Cup parties and public events,
blogging, online videos… all of the above.
People will also gather at special FIFA
Fan Fests, including one at Copacabana
beach and at bars and street parties. If
police activity, black blocs [loosely
affiliated violent protest groups] and the
weather permits. Nothing is clear yet but
the sales of HD sets have increased. One
can easily expect that everyone will watch
at home, at least some of the time”.
-Male, 38, Rio de Janeiro
“Friends are already making
plans about getting people
together and watching it at
home on TV, making events of
it. Large public events will
inevitably be very packed as
well, although I don’t know any
people who will be going myself”
- São Paulo
A number of brands
without FIFA
accreditation have had
to refer creatively to
the event without
explicitly referencing
certain terms.
The attempts by local
and international
brands to mark the
World Cup have not
gone unnoticed.](https://image.slidesharecdn.com/omdpre-newsletter2014worldcup6-140613063841-phpapp01/75/OMD-Pre-newsletter-World-Cup-2014-5-2048.jpg)
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OMD Pre-newsletter World Cup 2014
This document provides an overview and analysis of interest in and engagement with the 2014 FIFA World Cup in Brazil across multiple markets and demographics. Some key findings include: - 74% of respondents across 17 markets reported being highly interested in the 2014 World Cup. - 64% of respondents plan to post comments about the World Cup and 58% plan to follow or like a brand related to the event on social media. - 84% of respondents plan to use multiple devices simultaneously while watching the World Cup on TV or other devices.
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OMD Pre-newsletter World Cup 2014
- 1. IMPACT REPORT June 11th,2014 | Pre-Newsletter
- 2. THE WORLD CUP –LIVE IN BRAZIL WHO IS GOING TO FOLLOW THE WORLD CUP? ONLINE & SOCIAL MEDIA EXECUTIVE SUMMARY CONTENTS Click on sections or flick through slide by slide Click to see more information where you see this sign Click to watch a video, or see content, where you see this sign
- 3. WELCOME! Technologicaldevelopments have enabledsporting 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
- 4. THE WORLD CUPLIVE 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% 88 COUNTRIES 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 CONTACTS MAIN MENU Purchased Ticket Prices 18 18 Italy 20 12
- 5. Click to seememorable campaigns and social media Just days before the opening ceremony of the 2014 FIFA World Cup a mood of mixed emotions prevails in Brazil,with respondents reporting a combination of anxiety, apprehension and frustration as well as excitement and hope about the upcoming tournament. The inflated cost of the tournament, its impact on daily life, the lack of investment in infrastructure (despite promises), corruption…, a widespread concern that Brazil will somehow fail in its obligations, at precisely the time that the world’s eyes are on it. Nevertheless, we have hopes that once the tournament is underway, the focus will shift towards action on the field and many believe that Brazil is capable of winning the cup (though with stiff competition!). Best Regards, LIVE IN BRAZIL Source: OMG Sonar conducted in partnership with FutureFoundation Fieldwork: May 21 –30, 2014 conducted in Rio de Janeiro and São Paulo. 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 MAIN MENU TRENDSPOTTERS HOW DO THEY FEEL ABOUT THE EVENT? “Too many Brazilians are focusing on the negative side of the World Cup and are forgetting that this is a country that loves football. Yes, there are lots of problems, and yes, we should be angry at the government and at FIFA, but we shouldn’t let that stop us enjoying this tournament and welcoming all the supporters who are coming over to enjoy it as well”. -Male, 33, Journalist Most Brazilians will tell you that even if you don’t enjoy football, it’s almost impossible to avoid it during the World Cup. Cities turn into ghost towns when Brazil is playing. Even those who aren’t interested get caught up in the excitement during matches. And whilst there isn’t any excitement just yet, I’m sure it will appear once the event itself starts”. - Student, 22, São Paulo WHAT DO THEY THINK OF BRANDS PARTICIPATING? “Curiously, very little anger has been directed at the big companies who sponsor the event, despite the monopoly that they will enjoy during the event itself.” - São Paulo “The anger has mainly been directed at the Brazilian government as the architects of the problems surrounding the World Cup and FIFA as the instigator” -São Paulo HOW ARE THEY PLANNING TO WATCH IT? “Watching live on TV, hosting/attending World Cup parties and public events, blogging, online videos… all of the above. People will also gather at special FIFA Fan Fests, including one at Copacabana beach and at bars and street parties. If police activity, black blocs [loosely affiliated violent protest groups] and the weather permits. Nothing is clear yet but the sales of HD sets have increased. One can easily expect that everyone will watch at home, at least some of the time”. -Male, 38, Rio de Janeiro “Friends are already making plans about getting people together and watching it at home on TV, making events of it. Large public events will inevitably be very packed as well, although I don’t know any people who will be going myself” - São Paulo A number of brands without FIFA accreditation have had to refer creatively to the event without explicitly referencing certain terms. The attempts by local and international brands to mark the World Cup have not gone unnoticed.
- 6. WHO IS GOINGTO 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 CONTACTS MAIN MENU 70% 56% will use mobiles 64% 35% will use mobiles
- 7. HOW ARE THEYGOING 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 CUP CREATING, 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 CONTACTS MAIN 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).
- 8. 11% 55% 37% 69% 2014 WORLD CUPSPONSORS 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 CONTACTS MAIN 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).
- 9. HOW ARE SPONSORSDOING ONLINE? 38,500 TOTAL 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 CONTACTS MAIN MENU Looking at mentions that have positive or negative connotations, excluding neutral comments
- 10. NON OFFICIAL SPONSORS 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 CONTACTS MAIN MENU OTHER WORLD CUP ACTIVATIONS ACTIVATIONS
- 11. THERE ARE 32COUNTRIESCOMPETING IN THE 2014 WORLD CUP URUGUAY COSTA RICA ENGLAND ITALY BRAZIL CROATIA MEXICO NIGERIA PORTUGAL BELGIUM COLOMBIA GREECE GHANA JAPAN NETHERLANDS CAMEROON RUSSIA SOUTH KOREA CHILE AUSTRALIA SWITZERLAND ECUADOR FRANCE HONDURAS ARGENTINA BOSNIA-HERZEGOVINA IRAN SPAIN USA GERMANY IVORY COAST ALGERIA WHAT’S HAPPENING? A video was released called #VEMIBRA, featuring Brazil’s biggest celebrities urging Zlatan Ibrahimovic, a Swedish football star whose team didn’t qualify, to make an appearance at the World Cup. He confirmed that he would be “changing vacation plans.” FIFA targets social World Cup fans with Global Stadium digital hub where they will receive "minute-by-minute" updates on events in Brazil. ESPN will be rolling out a new app specifically for viewing World Cup matches called ESPN FC. It is a channel/newsroom dedicated to reporting on football events worldwide. FIFA legalized Turbans and Yarmulkes for the 2014 World Cup Real Madrid star Cristiano Ronaldo has beaten rival Lionel Messi to be named the world’s most marketable footballer. #ProudToPlay: Celebrating equality for all athletes reached 2,620,264 views in one day on June 3, 2014. This YouTube video now has over 4 million views. 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 CONTACTS MAIN MENU
- 12. WHAT IS HAPPENINGONLINE? 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 CONTACTS MAIN MENU ENGLAND 12.1%
- 13. WHAT IS BEINGSHARED 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 CONTACTS MAIN MENU 1 SQUAD SELECTIONS 4 FOOTBALL FEVER 2 MY TEAM 5 THE OPPOSITION 3 HOSTING ISSUES
- 14. FROM SOCIAL MEDIAEXPERTS Source: Twitter and Facebook. Fieldwork: May 15 – June 4, 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 CONTACTS MAIN MENU POINTS OF VIEW CLICK ON THE SOCIAL MEDIA EXPERTS FOR THEIR POINTS OF VIEW
- 15. THE TOP 5MOST-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 CONTACTS MAIN 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 AGAINST ECUADOR 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
- 16. REGIONAL OVERVIEWS EXECUTIVE SUMMARY THE WORLDCUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS MAIN MENU CLICK ON EACH REGION TO SEE MORE INFORMATION
- 17. EMEA REGIONAL OVERVIEW havewon the most titles in World Cup history, making it to the finals more times than any other region, all but two times. “Brazil holds the record for most World Cup titles, with five. Runner- up ITALY has won four.” “GERMAN star Gerd Muller, regarded as one of the top strikers in the history of football, scored 14 goals at the World Cup. One short of setting a new World Cup record” “ENGLAND AND GERMANY were the top two ticket requesters in the region with a 96,780 and 134,899 ticket requests respectively.” “BOSNIA-HERZEGOVINA is making their World Cup debut. The only new nation among the 32 competing.” INTERESTING FACTS REGIONAL POPULATION (Millions) 1,835 NUMBER OF COUNTRIES PARTICIPATING 19 Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 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
- 18. WHO IS GOINGTO FOLLOW THE WORLD CUP? EMEA KEY MOTIVATIONS FORFOLLOWINGTHE WORLDCUP AGE OF THOSE INTERESTEDIN FOOTBALL 48% 13% 8% 43% 37% 44% 7% 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 8% 21% 28% 22% 21% 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… 50% A few friends INTEREST IN FOOTBALL are very interested in football 64% 2016 RIO OLYMPICS 62% EURO 2016 FRANCE 53% 2018 WINTER OLYMPICS 41% BRAZIL 2014 WORLD CUP 70% have spoken to others about recalled sponsorship activity 18% have talked very positively about recalled activity 83% 55.0% 45.0% MALE FEMALE 0% 10% 20% 30% 40% 50% 60% 70% High Interest in football 2014 66% Family Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: May 21 –28, 2014 Regional samples: EMEA N = 1202 (approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa). HOW HIGHLY INTERESTEDARE THEY IN UPCOMINGSPORTINGEVENTS?... HOW LIKELY ARE THEY TO TALK ABOUT WORLDCUP SPONSORSHIPACTIVITY?… Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale. 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 HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?... Responses based on 7+ on a 1-10 scale. WHERE PEOPLE PLAN TO FOLLOW THE 2014WORLDCUP (excluding watching) 78% 54% will use laptops 62% 50% will use mobiles 52% 26% will use mobiles 75% 83% 80% 64% 67% 63% 85%
- 19. HOW ARE THEYGOING TO FOLLOW IT? EMEA HOW THEY WILL FOLLOW THE 2014 WORLD CUP… HOW THEY WILL WATCH PEOPLE PLAN TO USE THE FOLLOWING DEVICES WHILE WATCHING THE WORLD CUP CREATING, 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 LAPTOP (62%). 73% will use press 58% Will watch a screening at a bar/pub/restaurant 72% will use news websites 67% 57% 45% 25% 13% will use sport websites will use official websites 98% 31% 38% Will watch ON THE GO Will watch at WORK Will watch at HOME VIDEO ON DEMAND 42% LIVE STREAM 10% 92% 13% 22% For TV For Desktops For Mobiles 17% 53% 47% MALE FEMALE 9% 24% 29% 22% 17% 16-24 24-34 35-44 45-54 55+ 63% 35% 43% 24% 20% 17% 56% Will post a comment 67% are using their mobiles 44% are using their tablets 69% are using their laptops 57% are using their desktops 19% e-readers 48% 49% 52% 51% 48% 43% 42% 43% 44% 43% 48% 42% 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: 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 Desk-top Tablet Mobile Laptop Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: May 21 –28, 2014 Regional samples: EMEA N = 1202 (approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa). 11% 9% 9% 24% 13% 10% 9% 15% 12% 10% 11% 20% 17% 11% 11% 7% 22% 10% 6% 17% 14% 14% 10% 7% 13% 10% 11% 20% 17% 11% 11% 6% 12% 13% 10% 19% 17% 11% 12% 5% 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 MULTI-SCREENERS (USING ANOTHER DEVICE WHILE WATCHING THE WORLD CUP) ARE GENERALLY 24-44 YEARS OLD. Overall (Colour) Brand interactions will listen to radio
- 20. TOP PLAYERS BY COUNTRYEMEA ENGLAND ITALY CROATIA 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 Christiano Ronaldo Kostas Mitroglou Miralem Pjanic Igor Akinfeev Mario Mandžukić Josip Drmic Samuel Eto Yaya Toure Victor Moses Kevin 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 ADDED INFORMATIONIN YELLOW ABOUT OTHER MARKET SUPPORT EMEA Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 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
- 21. 8% 47% 26% 60% 2014 WORLD CUPSPONSORS - EMEA CLICK ON BRAND FOR MORE INFORMATION Spontaneous recall Prompted recall Change in perception Fit with the World Cup 8% 35% 33% 76% 29% 67% 36% 39% 8% 25% 30% 62% 2% 15% 23% 62% 2% 17% 26% 50% 8% 46% 26% 48% 33% 67% 34% 68% 0% 6% 18% 38% 2% 30% 31% 62% 2% 12% 17% 50% 1% 12% 30% 47% 0% 4% 17% 45% 0% 4% 23% 50% Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: May 21 –28, 2014 Regional samples: EMEA N = 1202 (approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa). Please note small sample sizes, under N = 200. 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? 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 EMEA
- 22. OTHER WORLD CUP ACTIVATIONSEMEA Source: OMD Insights across 81 Markets 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 NON OFFICIAL SPONSORS UK ITV, in association with Sony, is inviting people to share their #Goalface through videos and photos. They will then publish the best on Twitter and Facebook, as well as potentially on-air.
- 23. WHAT IS HAPPENINGONLINE EMEA TOP 5TOPICS “During the last month this video was in the top trending list for Italy (45%), Portugal (60%) and Spain (53%)” Official SUPER EAGLES World Cup List Released (2,000+Searches in Nigeria) BBC Sport’s Twitter account (2.2M followers) is using #FIFA France has 719,143 local fans making them top of the nationalities following the page UK twitter.com tripadvisor.com forums.overclockers.co.uk @BudweiserUK @FIFAWorldCup @luis16suarez Spain twitter.com juegalaroja.com @M0tivacionesF @SeFutbol @Todo_LigaBBVA Germany twitter.com gutefrage.net forum.speigel.de @Mopdenhoevel @DFB_Team @DeinSkySport Russia twitter.com otvet.mail.ru @BestNewsSoccer @sportexpress @sports_national Middle East twitter.com startimes.com forum.koora.com @Sports_wo @ReNgo_Sport @Almoj_alazra8 France twitter.com Forum.hardware.fr sofoot.com @CM2014_ @TotalFoot_ @_TortueGeniale_ Italy twitter.com gaming.ngi.it forum.sky.it @Mondiali_ @BRAZIL2014 @ansacalciosport South Africa twitter.com @newsWallCoZa @SuperSportBlitz @FifaWorldCup 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: OMG Antenna conducted in partnership with repindex Fieldwork: May 24 –30, 2014 . Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 1 SQUAD SELECTIONS 4 FOOTBALL FEVER 2 MY TEAM 5 THE OPPOSITION 3 HOSTING ISSUES
- 24. EMEA REGIONAL OVERVIEW WHAT’SHAPPENING? ENGLAND ITALY CROATIA NIGERIA PORTUGAL BELGIUM GREECE GHANA NETHERLANDS CAMEROON RUSSIA SWITZERLAND FRANCE BOSNIA- HERZEGOVINA IRAN SPAIN GERMANY WEST COAST ALGERIA Mediaset, the World Cup broadcaster is offering a multi-media coverage of the championship through TV, online, radio, social network and mobile app. The Portuguese national team has taken a selfie with the President, during a reception before going off to the World Cup. It is being shared on social media and memes have been created around the selfie. A group of four English fans (and a dog) are walking the roads of South America towards the World Cup in Brazil. The 1,966km journey will take them across three South American countries on foot whilst raising money for charity. The much-awaited announcement of the provisional Ghanaian World Cup Squad caused great surprise, especially the selection of Jeffrey Schlupp, David Accam and Afriyie Acquah. Construction approval has been granted and the FIFA World Football museum is due to open in Zurich in 2016. The interactive, multimedia ‘world of experiences’ will demonstrate how football touches people’s lives and the world every day, while FIFA is also a major area of the exhibition concept. Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 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
- 25. REGIONAL OVERVIEWS EXECUTIVE SUMMARY THE WORLDCUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS MAIN MENU CLICK ON EACH REGION TO SEE MORE INFORMATION
- 26. LATAM REGIONAL OVERVIEW “PELÉis the youngest goal scorer in FIFA World Cup history and the only player to have won three FIFA World Cups”. “URUGUAY was the first home of the World Cup, in 1930. They played against Argentina in the finals winning the cup: 4 – 2 to Uruguay”. “This is MESSI’S third appearance in the World Cup and, despite being one of the world’s most-loved players, he has only scored once - in 2006”. INTERESTING FACTS REGIONAL POPULATION (Millions) 582 NUMBER OF COUNTRIES PARTICIPATING 9 Every World Cup held in latinoamerica, (6 in total) was obtained by a latinoamerican team.” Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 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 “Although BRAZIL is the team that has won the most World Cups, they have never won the title at home.”
- 27. WHO IS GOINGTO FOLLOW THE WORLD CUP? LATAM KEY MOTIVATIONS FORFOLLOWINGTHE WORLDCUP AGE OF THOSE INTERESTEDIN FOOTBALL 70% 10% 10% 49% 39% 43% 6% 1% 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 12% 35% 25% 19% 9% 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… 84% Family INTEREST IN FOOTBALL are very interested in football 65% 62% 32% 38% 69% 0% 10% 20% 30% 40% 50% 60% 70% High Interest in football 2014 2016 RIO OLYMPICS EURO 2016 FRANCE 2018 WINTER OLYMPICS BRAZIL 2014 WORLD CUP have spoken to others about recalled sponsorship activity 27% have talked very positively about recalled activity 87% 49.7% 50.3% MALE FEMALE 83% 79% 91% 50% A few friends Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: May 21 –28, 2014 Regional samples: LATAM N = 606 (Mexico, Brazil and Argentina). HOW HIGHLY INTERESTED ARE THEY IN UPCOMING SPORTINGEVENTS?... HOW LIKELY ARE THEY TO TALK ABOUT WORLDCUP SPONSORSHIPACTIVITY?… Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale. 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 HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?... Responses based on 7+ on a 1-10 scale. 93% 63% will use laptops 76% 63% will use mobiles 77% 44% will use mobiles WHERE PEOPLE PLAN TO FOLLOW THE 2014WORLDCUP (excluding watching)
- 28. HOW ARE THEYGOING TO FOLLOW IT? LATAM HOW THEY WILL FOLLOW THE 2014 WORLD CUP… HOW THEY WILL WATCH PEOPLE PLAN TO USE THE FOLLOWING DEVICES WHILE WATCHING THE WORLD CUP CREATING, SHARING AND INTERACTING WITH BRANDS ONLINE DURING THE WORLD CUP 97% will watch live broadcasted TV MEN AND WOMEN ARE EQUALLY LIKELY TO MULTI-SCREENWHEN WATCHING THE FIFA 2014WORLD CUP USINGA MOBILE PHONE (78%). 71% will use the press 64% Will watch a screening at a bar/pub/restaurant 81% will use news websites 77% 72% 71% 31% 22% will use sports websites will use official websites 98% 57% 43% Will watch ON THE GO Will watch at WORK Will watch at HOME VIDEO ON DEMAND 48% LIVE STREAM 21% 92% 31% 26% For TV For Desktops For Mobiles 19% 50% MALE FEMALE 50% 12% 36% 24% 20% 9% 16-24 24-34 35-44 45-54 55+ 90% 54% 71% 42% 33% 31% 86% Will post a comment 83% are using their mobiles 51% are using their tablets 80% are using their laptops 72% are using their desktops 28% e-readers 84% 80% 86% 85% 81% 79% 77% 76% 79% 78% 81% 78% 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: 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 11% 8% 10% 22% 17% 12% 12% 10% 14% 10% 9% 21% 16% 13% 12% 5% 22% 10% 6% 18% 14% 14% 12% 5% 16% 10% 9% 19% 16% 13% 13% 4% 16% 10% 8% 19% 15% 14% 13% 4% Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: May 21 –28, 2014 Regional samples: LATAM N = 606 (Mexico, Brazil and Argentina). 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 MULTI-SCREENERS (USING ANOTHER DEVICE WHILE WATCHING THE WORLD CUP) ARE GENERALLY 24-34 YEARS OLD. Overall (Colour) Brand interactions will listen to radio
- 29. TOP PLAYERS BY COUNTRYLATAM CLICK ON INFO SIGNS for more about the athletes COLOMBIA James Rodriguez BRAZIL Neymar jr. URUGUAY ARGENTINA Lionel Messi CHILE Alexis Sanchez ECUADOR Antonio Valencia HONDURAS Carlo Costly COSTA RICA Bryan Ruiz Gonzalez MEXICO Rafael Marquez Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 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 LATAM Luis Suarez
- 30. 2014 WORLD CUPSPONSORS - LATAM CLICK ON BRAND FOR MORE INFORMATION Spontaneous recall Prompted recall Change in perception Fit with the World Cup 12% 52% 48% 77% 38% 81% 50% 85% 7% 26% 41% 63% 4% 34% 37% 66% 1% 12% 28% 54% 10% 52% 37% 59% 54% 89% 45% 72% 3% 16% 35% 52% 3% 21% 31% 59% 3% 18% 32% 48% 2% 20% 43% 54% 0% 4% 28% 48% 0% 2% 44% 60% Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: May 21 –28, 2014 Regional samples: LATAM N = 606 (Mexico, Brazil and Argentina). Please note small sample sizes, under N = 200. 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? 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 LATAM 18% 83% 44% 77%
- 31. OTHER WORLD CUP ACTIVATIONSLATAM Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 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 NON OFFICIAL SPONSORS COLOMBIA ARIEL Ariel in Colombia is leveraging the attention gained by the World Cup by using the official shirt as their main protagonist in their new Ariel liquid ad. COSTA RICA KOLBI The national Telecommunications brand in Costa Rica is using Facebook and Twitter to launch daily competitions centred on the World Cup. They have also launched a count down till the World Cup starts.
- 32. TOP 3TOPICS A Brazilianartist has encapsulated the feelings of the country's underclass in one painting. In it, a crying child sits at a table, knife and fork in hand and a football on his plate. The message is clear: the country, known for its love of football, does not need it. It needs support for its underclass. Brazil, Mexico and Argentina make up 30% of Coca-Cola’s Facebook fans 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 WHAT IS HAPPENING ONLINE LATAM Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 1 ARGENTINA MESSI IS COMING 2 BRAZIL ALL ABOUT ‘COPA DO MUNDO’ – THE WORLD CUP 3 MEXICO THE MEXICANS ARE COMING “During the last month this video was in the top trending list for Columbia (35%), Mexico (35%) and Peru (24%)” Source: OMG Antenna conducted in partnership with repindex Fieldwork: May 24 –30, 2014 . ARGENTINA twitter.com taringa.net @elkaiser63 @VarskySports BRAZIL twitter.com forum.esporte.uol.com.br @BarbiesemKen @veja @dilmabr MEXICO twitter.com taringa.net @EPN @miseleccionmx @telenewsmex
- 33. LATAM REGIONAL OVERVIEW WHAT’SHAPPENING? COLOMBIA BRAZIL URUGUAY ARGENTINA CHILE ECUADOR HONDURAS COSTA RICA MEXICO Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 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 BRAZIL Brazil is a country that shows its feelings through graffiti. In the shadow of the World Cup, street artists are expressing themselves through spray paint and some of the art proudly celebrates Brazil and its football team. ARGENTINA Social media in Argentina got massive, as a way to follow what’s going on. The AFA launched the official account @Argentina for Twitter and Facebook through an OOH campaign where they share pictures, conferences, quotes and information about other teams. CHILE A caravan left Santiago towards Brazil to experience the World Cup. More than 3000 Chileans are expected to arrive by land to be part of what is called “the red tide”. Chilean fans have bought almost 39000 tickets to events, ranking 7th for the countries who have purchased the most tickets. LATAM The official album stickers, a childhood revival for the World Cup, generates enthusiasm for people of all ages to complete the album engaging fans before the event begins. LATAM A popular online article listing apps that citizens can use during the World Cup to a) be distracted by the event and b) document potential abuses by the state as the event unfolds.
- 34. REGIONAL OVERVIEWS EXECUTIVE SUMMARY THE WORLDCUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS MAIN MENU CLICK ON EACH REGION TO SEE MORE INFORMATION
- 35. NORTH AMERICA REGIONAL OVERVIEW Hasa football Power Index, an international football ratings system, of 39.3% to advance past the group stage TEAM USA has appeared in nine World Cups. The best finish was third in 1930 TEAM USA met Germany once in the group stage in 1998 losing 2-0. Current US coach Jurgen Klinsmann scored one of the goals This will mark the third time that TEAM USA has met Ghana in the World Cup TEAM USA will have the worst travel schedule, being forced to travel 9,000+ miles in between matches INTERESTING FACTS U.S & Canada POPULATION (Millions) 351,307 NUMBER OF US STATES THAT ARE BEING REPRESENTED 12 Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 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
- 36. WHO IS GOINGTO FOLLOW THE WORLD CUP? NA KEY MOTIVATIONS FORFOLLOWINGTHE WORLDCUP AGE OF THOSE INTERESTEDIN FOOTBALL 42% 18% 9% 38% 42% 28% 12% 3% 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 7% 22% 23% 17% 31% 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… 55% Family 33% A few friends INTEREST IN FOOTBALL are very interested in football 51% 64% 30% 54% 51% 0% 10% 20% 30% 40% 50% 60% 70% High Interest in football 2014 46% 82% 2016 RIO OLYMPICS EURO 2016 FRANCE 2018 WINTER OLYMPICS BRAZIL 2014 WORLD CUP have spoken to others about recalled sponsorship activity 34% have talked very positively about recalled activity 95% 60.1% 39.9% MALE FEMALE 9% 34% 57% follow in English only follow in English and Spanish follow in Spanishonly Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: May 21 –28, 2014 Regional samples: NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic). HOW HIGHLY INTERESTEDARE THEY IN UPCOMINGSPORTINGEVENTS?... HOW LIKELY ARE THEY TO TALK ABOUT WORLDCUP SPONSORSHIPACTIVITY?… Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale. 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 HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?... Responses based on 7+ on a 1-10 scale. WHERE PEOPLE PLAN TO FOLLOW THE 2014WORLDCUP (excluding watching) 80% 48% will use laptops 50% 43% will use mobiles 48% 26% will use mobiles
- 37. HOW ARE THEYGOING TO FOLLOW IT? NA HOW THEY WILL FOLLOW THE 2014 WORLD CUP… HOW THEY WILL WATCH PEOPLE PLAN TO USE THE FOLLOWING DEVICES WHILE WATCHING THE WORLD CUP CREATING, SHARING AND INTERACTING WITH BRANDS ONLINE DURING THE WORLD CUP 95% Will watch live broadcasted TV MEN ARE MORE LIKELY TO MULTI- SCREENWHEN WATCHING THE FIFA 2014WORLDCUP USINGA LAPTOP (59%). 66% Will use press 43% Will watch a screening at a bar/pub/restaurant 65% Will use news websites 53% 63% 48% 38% 22% Will use sport websites Will use official websites 98% 34% 37% Will watch ON THE GO Will watch at WORK Will watch at HOME VIDEO ON DEMAND 43% LIVE STREAM 15% 89% 19% 20% For TV For Desktops For Mobiles 14% 63% 37% MALE FEMALE 9% 23% 25% 16% 26% 16-24 24-34 35-44 45-54 55+ 64% 44% 54% 34% 32% 26% 52% Will post a comment 63% are using their mobiles 49% are using their tablets 66% are using their laptops 61% are using their desktops 34% e-readers 45% 49% 51% 47% 46% 43% 44% 41% 44% 42% 46% 42% 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: 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 13% 11% 11% 22% 11% 12% 13% 7% 12% 10% 10% 17% 20% 11% 13% 7% 18% 11% 8% 16% 15% 15% 11% 7% 13% 10% 11% 18% 18% 12% 13% 5% 13% 10% 11% 17% 19% 12% 13% 5% Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: May 21 –28, 2014 Regional samples: NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic). 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 MULTI-SCREENERS (USING ANOTHER DEVICE WHILE WATCHING THE WORLD CUP) ARE GENERALLY 35+ YEARS OLD. Overall (Colour) Brand interactions Will listen to radio
- 38. TOP PLAYERS BY COUNTRYNORTH AMERICA Clint Dempsey Tim Howard Jozy Altidore USA USA USA Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 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 CLICK ON INFO SIGNS for more about the athletes
- 39. 2014 WORLD CUPSPONSORS - NA CLICK ON BRAND FOR MORE INFORMATION Spontaneous recall Prompted recall Change in perception Fit with the World Cup 4% 26% 61% 79% 18% 56% 58% 82% 6% 18% 56% 69% 2% 28% 50% 67% 1% 8% 60% 72% 5% 45% 43% 59% 22% 55% 54% 74% 0% 4% 46% 54% 2% 17% 54% 67% 8% 51% 44% 71% 2% 14% 62% 62% 0% 11% 52% 55% 0% 5% 43% 43% 0% 3% 50% 75% Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: May 21 –28, 2014 Regional samples: NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic). 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? 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 Please note small sample sizes, under N = 200. NA
- 40. OTHER WORLD CUP ACTIVATIONSNA NON OFFICIAL SPONSORS Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 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
- 41. TOP 3TOPICS WHAT ISHAPPENING ONLINE NORTH AMERICA Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 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 OFFICIAL 2014 FIFA WC SONG - 54,490,384 YOUTUBE VIEWS 2 23 MAN ROSTER ANNOUNCEMENT - 18,482 FACEBOOK SHARES & TWITTER RETWEETS COMBINED 3 LANDON DONOVANTWEET REGARDINGBEINGLEFT OFF TEAM - 63,009 FACEBOOK LIKES AND 882 RETWEETS Source: OMG Antenna conducted in partnership with repindex Fieldwork: May 24 –30, 2014 . USA - ENGLISH twitter.com reddit.com tripadvisor.com @TVmixUSA @BetTheWorldCup @filmonlive USA - SPANISH twitter.com velocidadmaxima.com @2012MisterChip @miseleccionmx
- 42. NORTH AMERICA REGIONALOVERVIEW WHAT’S HAPPENING? USA Team USA incites confidence and patriotism in those watching America’s national footballers by winning Sunday’s friendly game against Turkey, 2-1. Clint Dempsey took a goal against Turkey 52 minutes in, giving the US a 2 to nil lead. Critics saw vast improvement in comparison with an earlier game, especially since Turkey is a more experienced team, and are optimistic about the team’s ability to advance in the rankings. In recent years, football has grown to become the second-most-popular sport in the US among 12 to 24 year olds with 25 million Americans who tuned into the last World Cup - significantly more than the World Series or NBA finals. This increase is, perhaps, due to the growing Hispanic population in the USA whose love of football is well known. Many brands understand this and are focusing on Hispanic World Cup fans. For example, Spanish-language broadcaster Univision has seen digital ad spend doubled compared to the last World Cup. Additionally, on the US National football Team’s homepage, a Chips Ahoy ad is running in Spanish. Moreover, around 40% of brands are interested in advertising on the international football portal Goal.com to target their messages to a Hispanic audience. Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 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
- 43. REGIONAL OVERVIEWS EXECUTIVE SUMMARY THE WORLDCUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS MAIN MENU CLICK ON EACH REGION TO SEE MORE INFORMATION
- 44. APAC REGIONAL OVERVIEWInteresting facts REGIONAL POPULATION (Millions) 2,188 NUMBER OF COUNTRIES PARTICIPATING 3 is the only Asian country that has made a tangible impact in the World Cup, with their advancement into the semi-finals in 2002.” “SOUTH KOREA is one of the most successful Asian teams. They have participated in 9 World Cup tournaments overall”. ‘During the qualification rounds, JAPAN’s Shinji Okazaki was the top goal-scorer with 8 goals”. “This will be the fourth World Cup outing for Australia who made an extraordinary comeback in 2006 after an almost 40-year hiatus since their inaugural appearance in 1974. Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 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
- 45. WHO IS GOINGTO FOLLOW THE WORLD CUP? APAC KEY MOTIVATIONS FORFOLLOWINGTHE WORLDCUP AGE OF THOSE INTERESTEDIN FOOTBALL 36% 16% 21% 40% 42% 41% 16% 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 13% 32% 24% 14% 16% 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… 63% Family INTEREST IN FOOTBALL are very interested in football 61% 59% 43% 49% 61% 0% 10% 20% 30% 40% 50% 60% 70% High interest in football 2014 2016 RIO OLYMPICS EURO 2016 FRANCE 2018 WINTER OLYMPICS BRAZIL 2014 WORLD CUP have spoken to others about recalled sponsorship activity 37% have talked very positively about recalled activity 83% 52.2% 47.8% MALE FEMALE 36% A few friends 68% 74% 79% 78% 74% 61% HOW HIGHLY INTERESTEDARE THEY IN UPCOMINGSPORTINGEVENTS?... HOW LIKELY ARE THEY TO TALK ABOUT WORLDCUP SPONSORSHIPACTIVITY?… Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale. 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 HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?... Responses based on 7+ on a 1-10 scale. WHERE PEOPLE PLAN TO FOLLOW THE 2014WORLDCUP (excluding watching) 91% 59% will use laptops 78% 64% will use mobiles 73% 41% will use mobiles Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: APAC N = 1202 (Australia, Thailand, Indonesia, China, Korea Republic, Japan).
- 46. HOW ARE THEYGOING TO FOLLOW IT? APAC HOW THEY WILL FOLLOW THE 2014 WORLD CUP… HOW THEY WILL WATCH MULTI-SCREENERS (USING ANOTHER DEVICE WHILE WATCHING THE WORLD CUP) ARE GENERALLY 24-44 YEARS OLD. PEOPLE PLAN TO USE THE FOLLOWING DEVICES WHILE WATCHING THE WORLD CUP CREATING, SHARING AND INTERACTING WITH BRANDS ONLINE DURING THE WORLD CUP 95% Will watch live broadcasted TV MEN ARE MORE LIKELY TO MULTI- SCREENWHEN WATCHING THE FIFA 2014WORLDCUP USINGA MOBILE PHONE (74%). 76% Will use press 48% Will watch a screening at a bar/pub/restaurant 84% Will use news websites 76% 67% 58% 45% 29% Will use sport websites Will use official websites 98% 45% 47% Will watch ON THE GO Will watch at WORK Will watch at HOME VIDEO ON DEMAND 49% LIVE STREAM 18% 90% 19% 33% For TV For Desktops For Mobiles 28% 52% 48% MALE FEMALE 14% 35% 26% 14% 12% 16-24 24-34 35-44 45-54 55+ 69% 56% 65% 40% 38% 32% 63% Will post a comment 80% are using their mobiles 56% are using their tablets 78% are using their laptops 72% are using their desktops 33% e-readers 60% 61% 62% 62% 59% 55% 57% 56% 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) AND THEY PLAN TO CARRY OUT THE FOLLOWING ACTIVITIES: 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 12% 8% 11% 23% 17% 13% 11% 6% 12% 11% 11% 18% 18% 12% 13% 5% 19% 12% 8% 17% 15% 11% 11% 6% 13% 10% 11% 18% 17% 12% 13% 5% 13% 13% 10% 17% 16% 12% 13% 5% Will use a FIFA World Cup App 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 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 Regional samples: APAC N = 1202 (Australia, Thailand, Indonesia, China excluded from social media questions, Korea Republic, Japan).
- 47. TOP PLAYERS BY COUNTRY CLICKON INFO SIGNS for more about the athletes JAPAN AUSTRALIA KOREA REPUBLIC SON HEUNGMIN SHINJI KAGAWA TIM CAHILL Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 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
- 48. 2014 WORLD CUPSPONSORS - APAC CLICK ON BRAND FOR MORE INFORMATION Spontaneous recall Prompted recall Change in perception Fit with the World Cup 11% 40% 52% 70% 30% 68% 55% 86% 16% 29% 43% 65% 4% 18% 46% 77% 3% 7% 44% 61% 11% 44% 44% 62% 37% 70% 50% 74% 0% 5% 31% 53% 6% 26% 49% 72% 12% 48% 42% 73% 4% 20% 55% 69% 1% 14% 54% 62% 0% 4% 38% 60% 1% 5% 39% 75% Please note small sample sizes, under N = 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: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: APAC N = 1202 (Australia, Thailand, Indonesia, China, Korea Republic, Japan). 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?
- 49. OTHER WORLD CUP ACTIVATIONS APAC Source:OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 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
- 50. TOP 3TOPICS WHAT ISHAPPENING ONLINE APAC Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014. 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 Australia twitter.com bigfooty.com au.fourfourtwo.com @Socceroos @FifaWorldCup @QantasAirways China www.7po.com tieba.baidu.com bbs.zhibo8.cc @iFiFa2014 @nanyangpost Thailand twitter.com @conceptzozo @goalthailand @krishofam “During the last month this video was in the top trending list for Indonesia (24%), India (27%) and Malaysia (17%)” Indonesia and India together represent 10.4% of all Nike brand page followers Source: OMG Antenna conducted in partnership with repindex Fieldwork: May 24 –30, 2014 . 1 AUSTRALIA ALL ABOUT SOCCEROOS 2 CHINA ALL ABOUT FOOTBALL 3 THAILAND ‘MAD’ FOR (EUROPEAN) FOOTBALL
- 51. APAC REGIONAL OVERVIEW WHAT’SHAPPENING? Singapore is possibly the most expensive place to watch the World Cup on television, with football fans paying US $90 for the month- long event. This fee is due to an on-going bid by national television provider SingTel to outbid it’s competitor by providing a premium. Singapore reportedly forked out a sum equal to more than a tenth of what the world paid for rights to broadcast the tournament. The 2014 edition of the FIFA World Cup will quite possibly be the most socially active event to date. The number of digital sites and platforms have exploded in APAC since four years ago, and on average Asians are exposed to three or four screens a day. South Koreans are among the most fervent football fans in the region. Coupled with a strong national team, and a positive World Cup streak thus far, we can expect a lot of buzz from this nation. In fact, popular football players are treated much like celebrities, or ‘idols’ in a country with a huge fan base and following. Asians are ready to sacrifice their sleep amid World Cup fever, with over 75% stating that they intend to catch matches that will be likely to be broadcast between 3 – 6am in the region. 26% suggested that they plan to maintain their daily work schedule and catch the nightly matches, while 10% said they plan to call in sick and 8% intend to take annual leave. JAPAN AUSTRALIA REPUBLIC OF KOREA Leaked emails reveal a $5m bribe used by Qatar to win the 2022 World Cup bid to host the event 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
- 52. REGIONAL OVERVIEWS EXECUTIVE SUMMARY THE WORLDCUP – LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS MAIN MENU CLICK ON EACH REGION TO SEE MORE INFORMATION
- 53. CONTACTS KARINA BESPROSVAN KARINA.BESPROSVAN@OMNICOMMEDIAGROUP.COM VIRGINIA ALVAREZ VIRGINIA.ALVAREZ@OMNICOMMEDIAGROUP.COM VERASIMPLICIO VERA.SIMPLICIO@OMNICOMMEDIAGROUP.COM CHELSEA HORNCASTLE CHELSEA.HORNCASTLE@OMNICOMMEDIAGROUP.COM LILIYA GRECHINA LILIYA.GRECHINA@OMNICOMMEDIAGROUP.COM JED MEYER JED.MEYER@ANNALECT.COM JOSHUA MESSINGER JOSHUA.MESSINGER@ANNALECT.COM KEBRINA ROBINSON KEBRINA.ROBINSONANNALECT.COM GUY HEARN GUY.HEARN@OMNICOMMEDIAGROUP.COM GENEVIEVE CHEN GENEVIEVE.CHEN@OMNICOMMEDIAGROUP.COM YONG SHEL VEI SHELVEI.@OMNICOMMEDIAGROUP.COM 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 MAIN MENU TYSON HENLY TYSON.HENLY@FUSEINT.COM JOSH FARBER JOSH.FARBER@OPTIMUMSPORTS.COM
- 54. IMPACT REPORT June 10th,2014 | Pre Newsletter