The document discusses how the 2014 FIFA World Cup experience will go beyond television screens into social media and mobile engagement. It notes that while TV will remain central to watching matches, platforms like Facebook, Twitter, and YouTube will offer new ways to engage with the event and each other. Marketers are encouraged to leverage these channels through contests, videos and community building around the event to interact with soccer fans. The rise of wearable technology will also allow some fans to stream matches live using devices like smartwatches and Google Glass, making the World Cup experience more personalized than ever before.

1. THE NEW MEDIA AGE
WORLD CUP 2014 –
TECHNOLOGY FEVER
JOHNNY KHAZZOUM

2. THE FIFA WORLD CUP 2014 EXPERIENCE:
BEYOND YOUR TELEVISION SCREEN
There’s still time before the FIFA World Cup 2014 starts airing on your
television screen, but it’s destined to be a whole different experience for
fans, analysts, advertisers and anyone else planning to engage than it
was 4 years ago.
Your TV will remain the king for delivering the best experience for
watching matches, however, social media and mobile will offer
engagements that would otherwise not be accessible and deliver you a
more personal, up-close experience.
Unruly Media’s social video predictions for 2014 reveal that social,
video and mobile has been under the shadow of TV for a number of
years, but this is the year where social video will fetch a greater
marketing pie.

3. THE FIFA WORLD CUP 2014 EXPERIENCE:
BEYOND YOUR TELEVISION SCREEN
And the most popular sporting event in the world already entered the
social and mobile arena few years ago when FIFA, the international
football government body, announced a native YouTube channel and
the national tourism board in Brazil created Brasil Quest for Android
and iOS devices: a game that will familiarize users with the 12 cities
that host FIFA World Cup matches in 2014.
Tweets per Minute stats when Usain Bolt came out on top in London
2012 Olympics were 74,000+ and they went up to a record 185,000
during live action during the Super Bowl 2013. The numbers is
expected to significantly rise when the 2014 World Cup airs in June and
July.

4. THE FIFA WORLD CUP 2014 EXPERIENCE:
BEYOND YOUR TELEVISION SCREEN
How marketers can gain take advantage
Most media experts say that marketers need to interact frequently with
soccer fans through Facebook, Twitter, LinkedIn, Google+ and even social
channels where most of the users are females such as Pinterest. They
also need to provide engaging content in the form of contests, question
polls, exciting videos, match predictions etc. and there should be a focus
on adding-value throughout the tournament. Marketers that reward
consumers are likely to generate a greater ROI out of their campaigns.
Those with decent budgets can start building a community around the
event and then later soft-sell during live matches. Community building
doesn’t necessarily have to come at a cost as advertisers can also
leverage social channels such as Google+ to build a fan base for their
brand based on the event and maintain a sporting dialogue throughout this
season… Content marketing, fan engagement, rewards and digital
interaction will be the top agenda for the next few months.

5. THE FIFA WORLD CUP 2014 EXPERIENCE:
BEYOND YOUR TELEVISION SCREEN
Wearable technology will offer a personalized experience
Wearable technology is going to play an influential role in how
consumers prepare for World Cup 2014. For example, the miCoach
monitoring platform from Adidas is a monitoring system that will take
consumers on a personal fitness journey ahead of the event.
Owners of Galaxy Gear smart watch will also be able to stream live
matches on the go through dedicated FIFA World Cup 2014
applications and a few of those who possess a Google Glass will also
be able to use third-party applications to tune into live matches.
It’s going to be an exciting, and a lot more
personal, World Cup 2014 for all of us.