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We are pleased to share with you the second of a three part series of tracking and observations of the 2014 FIFA World Cup. It’s been an exciting World Cup so far both on and off the pitch with open and entertaining football, controversy and record levels of fan and consumer engagement across all media channels. Some of the best moments are highlighted below: • During the group stages of the 2014 World Cup, football TV audience records have been broken around the globe (specifically: USA, Brazil, France, Netherlands, Germany, Italy, UK, Spain and Japan) keeping it on track to surpass the 3.2 billion reach of the 2010 World Cup South Africa. • A predicted, hype has surrounded the ‘live’ event experience – bringing fans together on social media to experience the emotions, controversies and celebrations that come with the global sporting event. • Football fans watched more than 1.2 billion minutes of World Cup ads on YouTube to date making it the most social World Cup to date. • A record breaking 200 million people generated 815 million Facebook interactions and 300 million Tweets that were recorded during the group stage of the World Cup alone. In this newsletter you will find highlights from local markets around the world on what is trending at this year’s World Cup, as well as gain an understanding of the evolving consumer behaviours and attitudes towards the World Cup. Enjoy, feel free to pass us any questions you may have.
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IMPACT REPORT
8th July, 2014 | Mid-Newsletter
CONTENTS
CO
NTA
CTS
THE WORLD CUP –
LIVE IN BRAZIL
BRANDS AND THE WORLD
CUP
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
EXECUTIVE SUMMARY
REGIONAL OVERVIEWS
WORLD CUP SPONSORS
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
WELCOME!EXECUTIVE SUMMARY
THE WORLD CUP SO FAR
MAIN MENU
During the group stages of the 2014 World Cup, football TV audience records have been broken around the globe, keeping it on track to surpass the 3.2 billion reach of the 2010 World Cup South Africa.The 2014 FIFA World Cup is moving fast, bringing football fans around the world together to experience the emotions, controversies and celebrations that come with the global sporting event. Fans have been able to catch all of the excitement that takes place on the pitch as it happens, as they want to experience the ‘live’ event. As a result, TV audience records have been broken in several countries, including the USA, Brazil, France, Netherlands, Germany, Italy, UK, Spain and Japan.
200 million people generated 815 million Facebook interactions and 300 million Tweets were recorded during the group stage of the World Cup.As Omnicom Media Group predicted, the 2014 FIFA World Cup is the world’s biggest social and mobile sport phenomenon, with Facebook and Twitter both breaking records during the group stage matches. With fans looking to social media platforms to experience and interact with the World Cup, brands are also taking the opportunity to engage with this mass audience. Social media has enabled brands to interact with different target audiences, engaging them in a tailored way. Furthermore, social media has allowed brands to take advantage of reacting to key moments of the event, such as the Suarez incident, maximising their relevance to fans. However, brands that decide to take to social platforms must remember that even if it is a local activation that they are implementing, their audience is global – making local nuances ever important.
Football fans have watched more than 1.2 billion minutes of World Cup ads on YouTube.Although TV remains the main way football fans are watching the World Cup, it is no longer the only avenue for brands to interact with them. Overall, the 2014 World Cup has challenged conventional advertising, with sponsors turning to new and more interactive ways of engaging with fans. We are seeing many different approaches in how brands are trying to be noticed throughout the World Cup, including: athlete brand ambassadors, news hubs, social network accounts and in the moment dynamic media content, among others. With less of a rule book to follow, unofficial sponsor brands are also trying to leverage new marketing channels to increase their brand presence as a result of the World Cup.
In order to capture the progression of the World Cup, we have conducted a mix of different methodologies. For more information about the methodologies used, please click here.
WE HOPE YOU ENJOY THE READ!
The World Cup is well under way and deep down until the knock out stages, with many surprises having taken place; but it is safe to say that the globe has been swept by World Cup fever.While the 2014 FIFA World Cup is the world’s biggest social and mobile sporting phenomenon, TV however still remains the main viewing point.
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
BRANDS AND THE WORLD CUP CONTACTS
Click to see memorable campaigns and social media
LIVE IN BRAZIL
Source: Omnicom Media Group Sonar conducted in partnership with FutureFoundation Fieldwork: 12th – 19th June, 2014 conducted in Rio de Janeiro and São Paulo.
MAIN MENU
TRENDSPOTTERS
The event has now kicked off … and all the attention turned on to the football! As expected, now that the tournament is well under way, the focus has shifted towards the action on the field.Football is now a dominant topic of conversation and many report that while they were not feeling particularly excited at the start of the tournament, now that it is under way (and the Brazilian team remains in the tournament) the excitement levels are rising. However, many say that this tournament has not been as exciting as previous World Cups (although there have been plenty of shocks, including Spain’s exit).
Dissatisfaction with alleged corruption and the cost of the tournament remain but vocal and physical protest is now in the minority – the focus is now firmly on the football.
While many conversations centre around local players, players from Europe (e.g. Van Persie) are also widely discussed. A number of memes have become very popular, often beginning during the matches themselves as viewers make contributions via social media in real time.
Best Regards,RenataRio de Janeiro
Lourenç
o São Paulo
HOW DO THEY FEELABOUT THE EVENT?
“The atmosphere is very lively and positive. Many felt it would be a logistical disaster with fans having a lot of difficulty getting around but things have been going pretty well so far. It can’t be denied that many of the problems that people predicted have happened, but perhaps they weren’t quite as bad. Most Brazilians seem to be enjoying the football lots, as well as the foreigners, praising the warm welcome from Brazilians and making the most of their time here during the World Cup.”
the World Cup”. -São Paulo
“Most Brazilians thought the opening ceremony was not the way it should be, to show the Brazilian culture of famous and traditional parties like Carnival. They think if it was produced by a Brazilian artist it would be more attractive. They also complained about the choice of international singers to present the event: Jennifer Lopez and Pitbull. The press around the world also complained about the short duration of the event (25 minutes).”(25 minutes)”. -Rio Janeiro
HOW ARE THEY PLANNING TO WATCH
IT?“People are often meeting up and coming together to watch the matches, making every one a social event. From what I’ve seen, it’s independent of age or social grade. Everyone has been very enthusiastic and loud during most matches, no matter who’s playing. But unsurprisingly, it’s always much louder during the Brazil matches. I haven’t really heard of any crazy things because their team’s won.”
-São Paulo WHAT DO THEY THINK OF BRANDS
PARTICIPATING?“There is the constant barrage of adverts on TV in between matches and at half time, but I have seen little evidence of people talking about actions from brands. It seems that now that the football has started, that’s all that anyone is talking about.”
-São Paulo
“Brands that stand out at this point are Nike, Coca-Cola, Itaú (bank) and Skol beer. Some of the Itaú bank campaigns motivated people because of their song “Show your strength, Brazil”. The Skol campaign is also very captivating because it’s a funny way to welcome the tourists abroad.“
-Rio de Janeiro
“I really haven’t seen any brands winning
people’s hearts.”“The main conversation is not
about brands but about the football supporters and the parties that follow victories.”
“Well, people prefer to watch the TV with family and friends, and to have a barbecue. About the tickets, as it’s so expensive, it’s not easy for many Brazilians to be in the stadium. Social media is very funny to see during the games and lots of people follow the game online at the same time as watching live.”
-Rio de Janeiro
MAIN MENU
EXECUTIVE SUMMARY
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
BRANDS AND THE WORLD CUP CONTACTSTHE WORLD CUP –
LIVE IN BRAZIL
ENCOUNTERS DURING THE WORLD CUPBRAND
WHERE THE BRAND WAS ENCOUNTERED
TV
Newspapers, Magazines
Poster
Internet
Mobile
Cinema
Articles Press
Pitch
Competition
Shop Windows
Local Event
Merchandising
PC Games
Athletes Clothing
Social Media
Athlete's Social Media
Other
60%
17%
19%
31%
15%
5%
15%
43%
16%
10%
18%
19%
7%
19%
16%
9%
4%
64%
23%
24%
34%
24%
4%
24%
49%
23%
19%
30%
29%
11%
51%
17%
20%
1%
66%
16%
21%
32%
16%
8%
14%
40%
20%
8%
19%
24%
3%
8%
18%
5%
5%
45%
14%
11%
25%
16%
2%
11%
70%
9%
5%
16%
14%
5%
5%
14%
7%
5%
Sony
Coca-Cola
Adidas
Total
Unsurprisingly, TV is still the main media driving sponsorship awareness. However, advertising around the pitch has a massive impact in driving awareness of brands in a sporting event such as the World Cup, surpassing the Internet, which is more relevant for delivering context for brands around the event rather than building awareness.(Fieldwork conducted in UK, Germany, USA, Brazil and China via smartphones whilst watching a FIFA World Cup game)
NB
: sm
all
sam
ple
siz
es fo
r re
ma
inin
g s
pons
ors
MOST ASSOCIATED BRAND WITH THE CURRENT GAME THEY WERE WATCHING
22%
20%
13%
12%
8%
5%
4%3%2%2%2%
Adidas
Other Non-Sponsors
Nike
Coca-Cola
Sony
McDonald's
Visa
Budweiser
Kia
Emirates
Hyundai
Factors pointed out as reason to remember a sponsor whilst watching a game:
26%
18%
27%
28%
11%
19%
68%*based on spontaneous recall
Claim they have considered purchasing the brand
Claim they have purchased the brand
Claim they have positively recommended
the brand
Claim to feel positive about the brand
Claim to have seen pitch billboard advertising during match
Claim to have seen TV/broadcast advertising
Claim it was the first brand to come to mind
MAIN MENU
EXECUTIVE SUMMARY
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
BRANDS AND THE WORLD CUP CONTACTSTHE WORLD CUP –
LIVE IN BRAZIL
After noticing a brand sponsoring the World Cup….
Source: Omnicom Media Group M:Snapshots, Fieldwork: 24th June – 1st July, 2014: (N = 500 approximately 100 smartphone respondents from UK, Germany, USA, Brazil and Tier 1 China who have been following the World Cup and who were currently watching a FIFA World Cup game).
In 2006, FIFA adopted a new commercial strategy introducing
a three-tier sponsorship structure. The first Tier are FIFA Partners, the second are FIFA World Cup
Sponsors and the third are National Supporters for each FIFA event. The first tier has the highest level of association with
FIFA, FIFA events and the development of football worldwide, increasing the value and engagement for both sides. The second tier has rights to the FIFA Confederations Cup and the FIFA World Cup on a global basis, allowing them to use selected marketing assets and media exposure as well as ticketing and hospitality offers for the event. The third tier
allows brands with ties to the hosting countries of FIFA events to promote an association in the domestic market. All
sponsors are provided a wide product category exclusivity, allowing them to distinguish themselves from competing
brands in their category.
BRANDSLESSONS FROM THE 2014 WORLD CUP SO FAR
MAIN MENU
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014 and FIFA.COM (http://www.fifa.com/aboutfifa/organisation/marketing/sponsorship/strategy.html)
So far this World Cup has shown us the power of being a social brand. It has been known that social media has changed the environment in ways brands can interact with consumers – and the brand winners of the 2014 World Cup so far have truly embraced being social. What we are seeing is that there is a strong link between the brands that are the most recalled and their online presence.
Below are some winning behaviours that have been implemented:
• Act globally, while thinking about how local markets might react.
• Adopt a relevant, fun and human tone of voice.
• Have frequent updates, including content that has eye-catching images in order to stand out.
• Use multiple platforms in a coherent and complementary way (such as Tumblr, Instagram, YouTube, Facebook, Twitter, etc.).
• Apply caution when using certain teams and players, thinking about worst-case scenarios such as being eliminated at the group stage.
• Engage your audience by letting them interact with your brand or message in a personal way.
These behaviours can be used both by sponsors and unofficial sponsors, making the competition among brands during sporting events a little more complicated.
Click here to see the evolution of social media so far.
See how brands leverage global events for CSR
FROM Omnicom Media Group’s SPORTS & ENTERTAINMENT SPECIALISTS
POINTS OF VIEW
A list of official FIFA World Cup Partners & Sponsorssince 1982
TYSON HENLYHead of International
Football
FUSE, EMEA
JOSH FARBERAccount DirectorOPTIMUM SPORTS NORTH AMERICA
MAIN MENU
EXECUTIVE SUMMARY
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
BRANDS AND THE WORLD CUP CONTACTSTHE WORLD CUP –
LIVE IN BRAZIL
CLICK ON the icon for more information
2014 WORLD CUP SPONSORSCLICK ON BRANDS FOR MORE INFORMATION
MAIN MENU
EXECUTIVE SUMMARY
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
BRANDS AND THE WORLD CUP CONTACTSTHE WORLD CUP –
LIVE IN BRAZIL
SonyContinental
McDonald’s
Coca-Cola
Oi
Emirates
VisaCastrol
Johnson &
Johnson
Moy Park
Adidas
Hyundai/Kia
Motors
Budweiser
Yingli
OTHER WORLD CUP
ACTIVATIONS PANASONIC
Panasonic has released a new video
clip, “Neymar Jr. Chant”. The live
recorded chant is created with
messages of support collected from
Neymar Jr. fans all over the world and is
set to the sound of his feet touching the
ball during his best 10 plays chosen
according to fan votes. The video has
had more than 1.2 million views.
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
BRANDS AND THE WORLD CUP CONTACTSMAIN
MENU
SAMSUNG“THE MATCH – PART1” is a new video for the Galaxy 11 campaign, which has had more than 11 million views on YouTube. The video shows Messi and Ronaldo running for #GALAXY11 to prove football just might save the planet. Although the video takes place in a fictional world, the products featured are real and available for purchase.
EA SPORT FIFAEA Sport FIFA launched “Landon Donovan –
Always in the game”. Donovan is a very good
football player, but was left off the USA World
Cup team. Although the decision shocked
many, including Donovan himself, the country's
all-time leading goal scorer has at least
managed to make light of the situation. The ad
is centred around Donovan lazing about his
apartment and turning to the new EA Sport's
World Cup video game to be a part of the
event.
NIKE“The Last Game” is a story about a scientist and clones who want to prove that riskless football is more effective. Ronaldo and the other original players disagree and are willing to risk everything to prove the scientist wrong. The short film was released on 9th June and has garnered almost 60 million views. Nike has also launched another activation, #AskZlatan, gaining 14,914 Tweets in the last 19 days.
PEPSI Pepsi Max launched the video “The Unbelievable Game” – #LiveForNow. The brand created the first football pitch using inflatable trick mats and invited six football freestylers and six freerunners to play in one unbelievable game. The video shows off the players’ amazing skills and has gained more than 2.3 million views
HEADS&SHOULDERS
”Lionel Messi Hugs – #HugHeadFirst with Head &
Shoulders” is a video in which Lionel Messi’s fans were
asked if they have the confidence to hug whoever came out
of a box. Next, the doors of box open to reveal Lionel
Messi and the fans were invited to hug him. The video has
had almost 2 million views.
HUBLOTHublot, the official watch of the 2014 FIFA World Cup, has redesigned the usually plain referee board. The luxury Swiss watch brand has given the most utilitarian object in football a cool revamp.
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
UNOFFICIAL SPONSORS
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
BRANDS AND THE WORLD CUP CONTACTSMAIN
MENU
OMNICOM MEDIA GROUP’S PINTEREST BOARD OF BRAND ACTIVATIONS AND STORIES OF INTEREST FROM ALL OVER THE WORLD
2014 WORLD CUP SCRAPBOOKIn collaboration with colleagues worldwide producing over 300 relevant pins about the 2014 World Cup
View the Omnicom Media Group’s
FIFA 2014 World Cup
Pinterest board
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
BRANDS AND THE WORLD CUP CONTACTSMAIN
MENU
TOP TOPICSWHAT IS HAPPENING ONLINE?
1 ROUND OF 16
4 BRAZIL V CHILE: JARA’S MISSED LAST PENALTY
2 ALGERIA V RUSSIA: SLIMANI SAVED TEAM IN LAST MINUTES
5 HOLLAND V MEXICO: ROBBEN’S LAST-MINUTE PENALTY
3
Luis Suárez went from 26,053 mentions overall in week 1 of the World Cup to an additional 1,219,907 in week 2 due to his biting incident.
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2 nd July, 2014 and Omnicom Media Group Antenna conducted in partnership with repindex Fieldwork: 12th – 26th June, 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).
Karim Benzema is the most mentioned player in French with 76,870 mentions in French and 214,584 overall. He has scored three goals for the French team, securing their position in the round of 16, as well as having been a contender for the Golden Boot award.
In German, Thomas Müller had the most mentions during week 1 of the World Cup. During the second week, as in most other languages, Suárez became the most mentioned player in German. However, Thomas Müller remains overall the most mentioned player in German with 15,055 mentions (Suárez had 8,991).
TRENDINGTOPIC
MOST-DISCUSSED MATCH
TRENDING
VIDEO
Brazil v Chilemore than 388,900 mentions per minute on Twitter
The Dutch player Robben has become a subject of various memes, as his fall during the match against Mexico was over-exaggerated.
ITALY V URUGUAY: SUÁREZ’S BITING INCIDENT
266,942
1,245,960657,936
645,152420,595
@BRAZUCA
FASTEST-GROWING
PROFILE
FROM SOCIAL MEDIA EXPERTS
Source: Twitter and Facebook. Fieldwork: 15th – 31st May, 2014.
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
BRANDS AND THE WORLD CUP CONTACTSMAIN
MENU
POINTS OF VIEWCLICK ON THE SOCIAL MEDIA EXPERTS FOR THEIR POINTS OF VIEW
ANDREW SAMMSSenior Sales Lead
TwitterJEN LOUISGlobal Creative StrategyFacebook Creative Shop
220 MILLION PEOPLE GENERATED 1 BILLION FACEBOOK INTERACTIONS RELATED TO THE WORLD CUP FROM JUNE 12-29th. HERE ARE SOME HIGHLIGHTS:1. On June 20th, the World Cup had already driven
more conversations on Facebook than this year’s Super Bowl, Oscars, and the Sochi Olympics combined.
2. The most social group match had over 58 million people and more than 140 million Facebook interactions thanks to Brazil’s win over Croatia in the opening match of the World Cup.
3. When it comes to countries buzzing about the group stage, Brazil wins first place followed by USA, UK, Indonesia and India.
4. Neymar has been the most talked about player during the group stage.
5. 31 million people had 75 million Facebook interactions related to the Brazil v Chile match on 28th June.
FACEBOOK AND TWITTER
TALK FOOTBALL
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
BRANDS AND THE WORLD CUP CONTACTSMAIN
MENU
McDonald's targets 57 countries with '#FryFutbol' campaign. To see what is being shared on Facebook, click here.
See what is trending about the #WorldCup on Facebook:
300 MILLION TWEETED IN RELATION TO THE WORLD CUP DURING THE GROUP STAGE.
HERE ARE SOME HIGHLIGHTS:
You can find animated Twitter World Cup Group Matches maps HERE.
President Obama sent a message to the U.S. soccer team on Vine.
FACEBOOK AND THE WORLD CUP
TWITTER AND THE WORLD CUP
Source: Twitter and Facebook. Fieldwork: 12th June – 2nd July, 2014.
1. We saw the first use of goal line technology in a World Cup and the Adidas ball confidently tweeted ‘Goal’.
2. Rihanna announcing her support (and condolences) for 'her baby Ronaldo’.
3. One super fan that reigns above all others as the campaign #VEMIBRA to get Zlatan Ibrahimovic to ditch his holiday plans and go to Brazil has paid off.
4. Marcelo (@12MarceloV) scoring team’s own goal in the opening match was the most-tweeted moment, with 378,085 Tweets per minute.
5. Mario Balotelli’s Tweet about the fate of #ENG and the Queen as of June 26th had 17,185,016 impressions and 177,109 retweets.
Where people around the world are talking about the World Cup:
EME
A
REGIONAL OVERVIEWSCLICK ON EACH REGION TO SEE MORE INFORMATION
NORTH AMERICA
LATAM
APAC
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
BRANDS AND THE WORLD CUP CONTACTS
WINNING AVERAGE DURING THE GROUP STAGE
37%
EMEA REGIONAL OVERVIEWREGIONAL
POPULATION(Millions)
1,835
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
BRANDS AND THE WORLD CUP CONTACTS
Source: OMG Insights across 81 Markets. Fieldwork: 8th – 24th June, 2014.
WHAT’S HAPPENING?
After Spain’s elimination in the World Cup, the La Roja team is going to be rebuilt. The 2014 World Cup will be the last international level fixture for many of Spain's stars: David Villa, Xavi, Xabi Alonso and Iker Casdillas are considering retirement.
Ghana’s World Cup team had not been paid for their appearance fees since the World Cup started, since players and the government could not settle on the form of payment. After a decision had been made Ghana government officials pre-financed the payment in cash, put it in a plane and flew $3 million over to Brazil.
A Netherlands fan has had a permanent tattoo in honour of his country's performance at the World Cup in Brazil. The tattoo includes coach Louis van Gaal and captain Robin van Persie placed on his back.
During the final Group D dead rubber with Costa Rica, England’s fans were supporting the team with a MasterCard-style banner: Flights to Rio - £1,200; Enjoying the ambience - £2,000; Accommodation - £2,000; Arriving after elimination - Priceless."
The Union Berlin football club stadium turned into a giant living room for the World Cup. The club invited people to bring their own sofas to the stadium to watch the game together on a 700-inch screen. Around 12,000 fans attended the first game of the World Cup between the host nation and Croatia, around 3,000 watching on sofas.
TOP PLAYERSBY COUNTRY EMEA
ENGLAND
ITALYCROATIA
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
Cristiano 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 MessiUAE, KSA, EGYPT
+Latvia supports
Javad Nekounam
PLEASE NOTE THAT THOSE IN BLUE HAVE PARTICIPATING TEAMS IN THE WORLD CUP, BUT WE HAVE ADDED INFORMATION IN YELLOW ABOUT OTHER MARKET SUPPORT
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
BRANDS AND THE WORLD CUP CONTACTS
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
2014 WORLD CUP SPONSORS - EMEACLICK ON BRANDS FOR MORE INFORMATION ABOUT THE PROGRESSION OF THE SPONSORS’ BRAND ACTIVATION SPECIFIC TO EMEA.
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
BRANDS AND THE WORLD CUP CONTACTS
SonyContinental
McDonald’s
Coca-Cola
Oi
Emirates
VisaCastrol
Johnson &
Johnson
Moy Park
Adidas
Hyundai/Kia
Motors
Budweiser
Yingli
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
BRANDS AND THE WORLD CUP CONTACTS
SPAIN - DISNEYDisney has launched the movie “Aviones” in Spain supporting the Spanish football team for the World Cup.
.
RUSSIA - BURGER KING
Burger King released a line of new
burgers, the Kurinho and Goal-Burger.
In addition, when customers shout “Go
Russia!” while making an order, a
portion of fries are given on the house.
The changes to their menus can also
be seen in other countries, as well as
their “Whopper Fanatic” ad.
CROATIA - HRVATSKI
TELEKOMThe biggest skyscraper in Zagreb and the
office of Hrvatski Telekom, Sky Office, has
been redecorated with a huge number 17
Croatian national football jersey (the
number of their sponsored player,
Mandžukić) and the tag Passionate
Sponsor.
ENGLAND - SAMSUNG
Samsung Electronics looked to engage
football fans with #Selfie4England.
Samsung celebrated its official supplier
connection to the England football team by
encouraging the public to take a
#Selfie4England for the chance to win
signed England shirts and Samsung
products.
GERMANY - NUTELLA
By connecting its Facebook page with the
hype around the World Cup, Nutella was
one of the fastest growing fan pages at the
start of the World Cup, increasing by
380,870 on the 16th of June alone.
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
OTHER WORLD CUP
ACTIVATIONS EMEA
JORDAN - PEPSIPepsi launched a football tournament in Jordan whereby fans needed to register a team of 7 players take part. The prize for the winning team of the tournament was a trip to Dubai and for the best player a dream trip to Brazil.
Overall, there were 109,544 interactions on Facebook, which is the highest number of interactions received on a Jordan campaign.
UNOFFICIAL SPONSORS
According to a bleacherreport.com ranking, Robin van Persie’s goal against Spain is the greatest goal of the 2014 World Cup Group Stage
@Cristiano is the third-highest influencer for the #WorldCup hashtag with 27,528,346 followers.
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
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BRANDS AND THE WORLD CUP CONTACTS
FANS SHOWING THEIR
SUPPORT…
Dutch fans celebrate their team's victory on a live telecast inside the FIFA Fan Fest area.
German fans celebrate during a broadcast at Copacabana beach in Rio de Janeiro.
France supporters at the Brasilia national stadium in Brasilia.
SHARE OF FANS
PAGE
TRENDING VIDEO IN ALGERIA
Source: EMIRATES 24/7Sports
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
TOP TOPICSWHAT IS HAPPENING ONLINE EMEA
1 ROUND OF 16
2 SPAIN, PORTUGAL AND ITALY ARE OUT
3 GHANA’S ASAMOAH GYAN IS THE TOP AFRICAN GOAL SCORER
GREATESTGOAL
HASHTAG
INFLUENCER
France has 3,318,919 local fans making them the 5th top nationality following the page
EME
A
REGIONAL OVERVIEWSCLICK ON EACH REGION TO SEE MORE INFORMATION
NORTH AMERICA
LATAM
APAC
MAIN MENU
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THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
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LATAM REGIONAL OVERVIEW
WHAT’S HAPPENING?
REGIONAL POPULATION(Millions)
582WINNING AVERAGE DURING THE GROUP STAGE
63%
BRAZILBrazilians were not impressed by the Opening Ceremony, as they expected more from the organisation. Some blamed politics, and others FIFA. Overall, it was said that the ceremony must not spoil the grass on the football field.
ARGENTINAArgentina wins against Switzerland 1-0 in extra time. The team will be moving forward to the quarter-finals of the 2014 Brazil World Cup.
CHILEChile’s Mauricio Pinilla has had a tattoo done on his back of his crossbar-hitting shot against Brazil. The tattoo will be a reminder to Pinilla of his effort to secure a goal in the closing seconds of extra time.
COLOMBIAAs the Colombian team played in the World Cup, fans turned to Twitter to engage with the nation in support of their team. The hashtag #Contigomiseleccion (#togethermyteam) was the most popular during their matches, with 46% of the total interactions.
COSTA RICAAfter 24 years of their first World Cup appearance, Costa Rica made the round of sixteen for the first time. The whole country is overjoyed and proud, as their team qualified for the quarter-finals.
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BRADNS AND THE WORLD CUP CONTACTS
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
TOP PLAYERSBY COUNTRY LATAM
CLICK ON INFO SIGNS for more about the athletes
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Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
COLOMBIA
James Rodriguez
BRAZIL
URUGUAY
ARGENTINA
Lionel Messi
CHILE
Alexis Sanchez
ECUADOR
Antonio Valencia
HONDURAS
Carlo Costly
COSTA RICA
Bryan Ruiz Gonzalez
MEXICO
Rafael Marquez Luis Suárez
NEYMAR Jr.
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2014 WORLD CUP SPONSORS - LATAMCLICK ON BRANDS FOR MORE INFORMATION ABOUT THE PROGRESSION OF THE SPONSORS’ BRAND ACTIVATION SPECIFIC TO EMEA.
SonyContinental
McDonald’s
Coca-Cola
Oi
Emirates
VisaCastrol
Johnson &
Johnson
Moy Park
Adidas
Hyundai/Kia
Motors
Budweiser
Yingli
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COLOMBIA - GRUPO AVAL
"Grupo Aval“, an organisation which
unites several banks, has been running
a campaign outlining several types of
goal celebrations in a humorous fashion
to introduce the services offered by the
group.
COSTA RICA - DOS PINOSThe main national dairy brand created an exclusive website to show support, send messages, create personalised avatars and promote contests to win special prizes. The brand also launched special milk packages using various national teams’ T-shirts.
BRAZIL - KFCKFC launched a new Brazilian-themed ad
for the start of the World Cup with the
catchphrase “The only time Brazil is quiet
is when we are eating”.
PUERTO RICO - GATORADEUnder the slogan “Fuelling the unreal”, Gatorade launched a campaign challenging individuals 14 years or older to “discover where efforts can take them”. All participants had the challenge of using their creativity to record a video demonstrating their football skills. The most creative and skillful participants won the opportunity to experience special training sessions organised by Gatorade, attend a variety of athletic testing and other unique experiences.
BRAZIL - BRAHMA Brahma placed large posters representing different World Cup editions on sides of residential buildings near São Paulo Stadium. The brand has also created a special World Cup beer brewed from barley sown on the turf of the team's training ground.
BRAZIL - CLAROClaro, the second-largest
telecom company in Brazil,
leverages its joint Twitter
account with Ronaldo Luís
Nazário de Lima to engage
with fans. Since June 12th,
the brand has been among
the top 10 Twitter brands,
with its fan base increasing
by more than 500,000
followers.
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
OTHER WORLD CUP
ACTIVATIONS LATAM
BRAZIL - ITAÚ (National Sponsor)The Brazilian bank Itaú launched the “Mostra tua força Brasil” (“Show your strength, Brazil”) video. A rousing anthem features singers Paul Miklos and Fernanda Takai and the clip has had over 17 million views on YouTube.
UNOFFICIAL SPONSORS
TOP TOPICSWHAT IS HAPPENING ONLINE LATAM
MOST
SEARCHED
PLAYER
TRENDING
LOCAL SEARCH
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1 ROUND OF 16
2 ARGENTINA FANS
3 JAMES RODRIGUEZ
Mexican supporters play musical instruments outside the Arena Castelao.
A Uruguay supporter shows his teeth before the match Colombia v Uruguay.
Brazilian supporters celebrate after a penalty shoot out at the end of the match Brazil v Chile.
FANS SHOWING THEIR
SUPPORT…
James Rodriguez appeared to be a possible World Cup top
scorer, and Colombia cruised into the quarter-finals.
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
TOP
RUNNER
Marcelo Diaz,52,212m distance covered
Ezequiel Lavezzi,Argentina’s new heartthrob “El Pocho”
Source: EMIRATES 24/7Sports
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NORTH AMERICA REGIONAL OVERVIEW
WINNING AVERAGE DURING THE GROUP STAGE
33%
U.S. & CANADA POPULATION(Millions)
351,307
WHAT’S HAPPENING?
Millions are tuning in to watch the World Cup games. The 2014 FIFA World Cup tournament is being televised on three English language networks (ABC, ESPN #IBelieveThatWeWillWin, ESPN2) and three Spanish language networks (Univision, Univision Deportes, Galavision) in the United States.
Google Canada has launched its first ever OOH campaign to coincide with the World Cup, highlighting geo-targeted trends in real time throughout Toronto. The pop-up murals are located in seven “soccer-loving” locations in the city. For example, in Little Italy murals display searches about Italy’s team.
The U.S. soccer team coach, Jürgen Klinsmann, posted an excuse note on Twitter for people to get out of work and support their national team.
Astronauts watch the World Cup aboard the International Space Station. American astronauts Reid Wiseman and Steven Swanson, and German astronaut Alexander Gerst, are enjoying the games in space.
President Obama has also been swept up in the World Cup, including sending Tweets and Vine messages supporting the U.S. soccer team.
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Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
TOP PLAYERSBY COUNTRY NORTH AMERICA
CLICK ON INFO SIGNS for more about the athletes
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Clint Dempsey
Tim Howard
Jozy Altidore
USA
USA
USA
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
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2014 WORLD CUP SPONSORS - NACLICK ON BRANDS FOR MORE INFORMATION ABOUT THE PROGRESSION OF THE SPONSORS’ BRAND ACTIVATION SPECIFIC TO EMEA.
SonyContinental
McDonald’s
Coca-Cola
Oi
Emirates
VisaCastrol
Johnson &
Johnson
Moy Park
Adidas
Hyundai/Kia
Motors
Budweiser
Yingli
USA - GATORADEGatorade’s new ad, "Bibbidi-
Bobbidi-Boo“ is out. The ad
features Lionel Messi, Landon
Donovan, Sergio Ramos and
David Luiz set to the iconic
theme song from the fairytale
Cinderella. The spot is a play
on the magical transformation
that takes place in the
fairytale, with a football-centric
twist.
UNOFFICIAL SPONSORS
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USA - MARRIOTMarriott International and U.S. Soccer launched a large-scale digital campaign that features current Team USA member Omar Gonzalez and former football star Alexi Lalas. The campaign gives viewers a behind-the-scenes view of the mayhem leading up to the tournament.
The activation follows an April contest in which Marriott teamed up with Visa, where people had to book a hotel on Marriott.com and pay with a Visa card for a chance to win a trip to the 2014 World Cup.
USA - CAPRISUNCapriSun launched the Brazil Bracket Challenge. Users go online to select the two teams that will advance out of each group. Users can join or create their own leagues and are encouraged to share the site to play with friends and family or meet other football fans.
USA - PEPSIPepsiCo launched a new commercial showcasing Pepsi Cola paired with Lay's chips. The 30-second spot stars Lionel Messi.
USA - DEGREEDegree Men invited football fans to follow
Dempsey’s journey online in a short film
series that chronicles his intense training
and preparation. In addition to the mini
video, Degree also gave fans an
opportunity to win a nine-day trip for two to
cheer on the U.S. in Brazil.
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
OTHER WORLD CUP
ACTIVATIONS NA
USA - NIKENike has reached out to the local demographic, launching the
“Hall of Phenomenal” in New York City. Visitors were invited to
test out new football shoes, Magista and Mercurial Superfly, as
well as customise and create their own personal football
jerseys. The Hall is also hosting viewings of upcoming football
matches until June 26th.
Nike as also revealed a new app that will allow fans to “talk
football 24/7”, including live chats with professional players and
chances to buy new clothing lines before they hit the stores.
USA - SAMSUNGSamsung has created the Kick app, which provides real-time scores and match analysis on Android tablets. The app also pulls in match details in real time, including who has been given a red or yellow card, scores, shots on goal and possession.
#USMNT
856,777
TOP TOPICSWHAT IS HAPPENING ONLINE NORTH AMERICA
TOP SHARED HASHTA
G
TOP SHARED
VIDEO
FANS SHOWING THEIR
SUPPORT…
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TOP SHARED
NEWS ON SOCIAL
1 US MOVING ON TO KNOCKOUT ROUND: 54,892 FACEBOOK AND TWITTER ENGAGEMENTS
2 CLINT DEMPSEY
3 LEAPING LEGEND TIM HOWARD HAS GAINED A 144X SPIKE IN GOOGLE SEARCH DURING THE ROUND OF 16
US fan celebrates at a viewing party in Los Angeles, California.
US fans react to the Belgium v USA match at Jack Dempsey’s pub in New York.
194,484 FACEBOOK &
TWITTER ENGAGEMENTS
COMBINEDSource: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
TOP SHARED
VISUAL
US ADVANCE
S TO ROUND OF 16
Fans react as they watch a live simulcast at the Civic Center plaza, San Francisco.
563,524 YOUTUBE VIEWS, 101,592 SHARES
Source: EMIRATES 24/7Sports
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APACREGIONAL OVERVIEW
WINNING AVERAGE DURING THE GROUP STAGE
0%
REGIONAL POPULATION(Millions)
4,200
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Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
WHAT’S HAPPENING?
South Korean newscaster Jang Ye Won became the latest World Cup sensation after a news clip of her covering the Spain v Chile match went viral.
According to a study done by the Adobe Digital Index, the Asia Pacific region is producing 48% of the social buzz around the World Cup. Japan is leading the way with 37% of World Cup mentions.
Weibo has introduced real-time branding during the 2014 FIFA World Cup. Brands are responsible for their own social media scores where Chinese netizens need only enjoy or disapprove of the brands’ reactions to daily matches.
As one of the world’s most expensive places to watch the World Cup at home, this year’s event has brought out the community spirit in Singapore. Thousands of Singaporeans are gathering in venues that broadcast the matches free, staying until the early hours of the morning.
Japanese fans were named the most courteous as reports surface that the Japanese are the only ones to clean up after themselves at the end of matches, even despite losing. Their actions have earned the respect of many worldwide.
TOP PLAYERSBY COUNTRY APAC
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Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
JAPAN
AUSTRALIA
KOREA REPUBLIC
SON HEUNGMIN
SHINJI KAGAWA
TIM CAHILL
2014 WORLD CUP SPONSORS - APACCLICK ON BRANDS FOR MORE INFORMATION ABOUT THE PROGRESSION OF THE SPONSORS’ BRAND ACTIVATION SPECIFIC TO EMEA.
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SonyContinental
McDonald’s
Coca-Cola
Oi
Emirates
VisaCastrol
Johnson &
Johnson
Moy Park
Adidas
Hyundai/Kia
Motors
Budweiser
Yingli
OTHER WORLD CUP
ACTIVATIONS APAC
AUSTRALIA -
SAMSUNG Samsung Australia is
running an online
competition that asks
viewers watching “The Full
Brazilian” on SBS ONE to
look out for a daily code
word. There are daily prizes
to be won and a major prize
of a full VIP weekend in
Sydney for the winner and
their friends.
CHINA - TSINGTAO Tsingtao Beer encouraged fans to upload pictures of
themselves with their favourite player or create a
video to be shared on social media sites such as
Weibo, WeChat, Tencent or QQ-Zone. Top voted
pictures or videos had a chance to win a Golden
Football, free Tsingtao Beer and Tsingtao coupons
THAILAND - KAI HUA ROH Popular magazine “Kai Hua Roh” worked with Line to produce World Cup-themed cartoon character stickers for chat app users. Titled “How to be a Champion”, the stickers inspired everyone to be a champion in any situation taking advantage of the World Cup hype. ‘Kai Hua Roh’ now has the second best-selling sticker shop on Line.
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AUSTRALIA - TAB Australian national sport betting site
TAB and sponsor of the Socceroos,
enlisted the help of Aussie goalkeeping
legend Mark Schwarzer asking bosses
of Australia to allow employees to turn
up late for work after watching the
Socceroos in action.
THAILAND - TESCO
LOTUSTesco Lotus organised a big
Zamba dance event called
the “Zambarobic” to mark the
beginning of the World Cup.
More than 600 people
participated in a five-minute
dance to set a new Guinness
World Record.
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
UNOFFICIAL SPONSORS
TOP TOPICSWHAT IS HAPPENING ONLINE APAC
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1 TIM CAHILL’S STUNNING GOAL AGAINST THE NETHERLANDS
2 JAPANESE FANS PICKING UP THEIR OWN TRASH AFTER THE TEAM LOST THE GAME
3 ASIA OUT OF THE WORLD CUP
FANS SHOWING THEIR
SUPPORT…
Fans gathered at giant television screening in Seoul, Korea Republic.
Japanese fans gathered at Tokyo’s Shibuya shopping district.
Source: EMIRATES 24/7Sports
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
FAN
CONVERSATI
ONS
SHARE OF FANS
PAGE
The Philippines and India together represent 8.8% of all McDonald’s Facebook page followers
To see some of the loudest Japanese fan conversations go to Sony’s One Stadium Live
TOP
VIDEO
7,616,766 views,249,746 shares
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CONTACTS
EME
ANORTH AMERICA
LATAM
APAC
JED MEYER [email protected]
JOSHUA [email protected]
KEBRINA [email protected]
KARINA BESPROSVAN [email protected]
VIRGINIA [email protected]
VERA [email protected]
CHELSEA [email protected]
LILIYA [email protected]
GENEVIEVE [email protected]
YONG SHEL [email protected]
TYSON HENLY [email protected]
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JOSH [email protected]
IMPACT REPORT
8th July, 2014 | Mid-Newsletter