Phd 2014 World Cup Impact Report from PHD_France

IMPACT REPORT

11th June, 2014 | Pre-Newsletter

CO

NTA

CTS

THE WORLD CUP –

LIVE IN BRAZIL

WHO IS GOING TO

FOLLOW THE WORLD CUP?

GENERAL INTEREST

ONLINE & SOCIAL MEDIA

EXECUTIVE SUMMARY

REGIONAL OVERVIEWS

WORLD CUP SPONSORS

CONTENTS

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WELCOME!

Technological developments have enabled sporting 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 RESPONDENTS ACROSS 17 MARKETS ARE HIGHLY INTERESTED IN 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 RESPONDENTS WILL POST A COMMENT ABOUT 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 RESPONDENTS PLAN TO MULTI-SCREEN WHILE WATCHING THE 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

Predictions about the World Cup

WE HOPE YOU ENJOY THE READ!

EXECUTIVE SUMMARY

THE WORLD CUP – LIVE IN BRAZIL

WORLD CUP 2014 SPONSORS

GENERAL INTEREST


REGIONAL OVERVIEWS

WHO IS GOING TO FOLLOW THE WORLD CUP

CONTACTS

THE WORLD CUP LIVE IN BRAZIL THE 20TH FIFA WORLD CUP AN EVENT BROADCASTED IN 200 COUNTRIES

MOST WORLD CUP APPEARANCES:

Germany

GermanyGermany

Brazil

WON THE MOST TIMES TOP TEAM…Bosnia and Herzegovina

STANDING IN STADIUM

BANNED

AROUND THE WORLD

IN 267 DAYS25

REFS

WORLD CUP DRONES GOAL LINE

TECHNOLOGY

54

3

BrazilItaly

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

FIRSTKICK

“PLAY”

JUNEJULYOFF!

Mascot “Fuleco”

70%

88COUNTRIES

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

BRAZILIAN DOMESTIC FOOTBALL SEASON

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 HYPERLINKS FOR MORE DETAILS

VOTE Adidas Brazuca Football design

“All in One Rhythm” is the official slogan of the 2014 World CupOfficial 2014 World Cup song is called ’We Are One’

Overseasbuyers

Localbuyers

Final Low

Final High

€ 69

€ 11

€ 335€

755

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: 15 th – 31st May, 2014.

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTSMAIN MENU

Purchased

Tic

ke

t P

rice

s

1818

Italy

20 12

http://thebrazilbusiness.com/article/code-of-conduct-for-the-2014-world-cup



http://www.fifa.com/mm/document/fifaqualityprogramme/goal-linetechnology/02/01/77/01/gltweben.pdf



http://www.fifa.com/worldcup/news/y=2014/m=4/news=ticketholders-encouraged-to-limit-environmental-impact-and-win-tickets-2326107.html


http://www.fifa.com/worldcup/news/y=2014/m=4/news=fifa-fan-fest-locations-2323469.html

http://www.adidas-group.com/en/group/stories/brazuca-icon-born/


http://totalfratmove.com/fifa-released-world-cup-ticket-purchases-by-country-america-dominates-the-world-yet-again/






http://www.fifa.com/worldcup/news/y=2014/m=4/news=fifa-fan-fest-locations-2323469.html


Click to see memorable 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: 21st – 30th May, 2014 conducted in Rio de Janeiro and São Paulo.

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTSMAIN MENU

TRENDSPOTTERS

RenataRio de Janeiro

Lourenç

o São Paulo

HOW DO THEY FEELABOUT 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.

WHO IS GOING TO FOLLOW THE 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).

HOW LIKELY ARE THEY TO TALK ABOUT WORLD CUP SPONSORSHIP ACTIVITY?…

KEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP HOW HIGHLY INTERESTED ARE THEY IN UPCOMING SPORTING EVENTS?...

AGE OF THOSE INTERESTED IN 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

OLYMPICS46%

BRAZIL 2014

WORLD CUP64%

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 WATCHING THE WORLD CUP WITH…67%Family 43%

A few friends

HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?...

Asia Pacific

North America

Latin Americ

a

72%

76% 58%

84%

Europe, Middle East

& Africa

INTEREST IN FOOTBALL

are very interested in football

61%High In

tere

st in F

ootball

2008

High In

tere

st in F

ootball

2012

High In

tere

st in fo

otball

2014

0%

20%

40%

60%

38%

58%61%

53.5%46.5%

MA

LE

FEM

ALE

WHERE PEOPLE PLAN TO FOLLOW THE 2014 WORLD CUP(excluding watching)

86%56% will use laptops

HOME

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



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTSMAIN MENU

70%56% will use mobiles

OUT

WORK 64%

35% will use mobiles

Any interest in football and the World Cup

HOW ARE THEY GOING 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 ONLINE DURING THE WORLD CUP

96%will watch live

broadcasted TV

54%MEN ARE MORE LIKELY TO MULTI-SCREEN WHEN WATCHING THE FIFA 2014 WORLD CUP USING A 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%

30%

20%

will use sport websites

will use official websites

HOME WORK OUT

98% 42% 43%Will watch

ON THE GOWill watch at

WORKWill watch at

HOME

VIDEO ON

DEMAND

47%LIVE

STREAM

41%91

%43%

26%

For TV For Desktops For Mobiles21%

53%47%

MA

LE

FE

MA

LE

16-24 24-34 35-44 45-54 55+

11

%

30

%

26

%

18

%

14

%

70% 44% 56

% 32% 26% 23%

62%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

57%

58%

60%

61%

57%

54%

52%

53%

54%

53%

56%

53%

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

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).

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTSMAIN 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

2014 WORLD CUP SPONSORS 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

SonyContinental

McDonald’s

Coca-Cola

Oi

Emirates

VisaCastrol

Johnson &

Johnson

Moy Park

Adidas

Hyundai/Kia

Motors

Budweiser

9%

39%

44%

74%

30%

69%

47%

85%

10%

26%

39%

64%

3%

20%

37%

68%

2%

11%

32%

55%

9%

46% 35%

55% 3

7%

71%

43%

71%

4%

25%

38%

66%

11%

55% 3

7%

69%

3%

16%

40%

59%

1%

14%

43%

55%

0%

4%

28%

50%

0%

4%

39%

62%

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).

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTSMAIN MENU

1%

7%

29%

48%

Yingli

HOW ARE SPONSORS DOING ONLINE?

38,500TOTAL SPONSOR MENTIONSIn 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: 24th – 30th May, 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. Budweiser10%(3,740)

3. Coca-Cola7%

(2,848)

4. McDonald's7%

(2,836)

5. Sony6%

(2,192)

6. Visa5%

(1,879)

7. Hyundai3%(976)

8. Emirates1%(314)

9. Kia Motors1%(252)

10. Others1%(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



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTSMAIN MENU

Looking at mentions that have positive or negative connotations, excluding neutral comments

NON OFFICIAL SPONSORS


EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTSMAIN MENU

OTHER WORLD CUP ACTIVATIONS

ACTIVATIONS

PEPSIAs part of its 'Live for Now' campaign Pepsi created a

19-strong “football super squad” for 2014 that includes

longstanding Pepsi brand ambassadors such as Sergio

Aguero and new faces like Germany striker Mario

Gomez. The ‘Pepsi's dream team’ was announced on

the social media as a teaser to Pepsi’s upcoming

football activity this year. Activities will include a global

TV campaign during the World Cup and special

commemorative packaging in the lead-up to the event,

as well as digital content featuring the ‘super squad’.

Pepsi has also launched an interactive ad.

SAMSUNGSamsung "#galaxy11: the

training“ video is the fourth

most-shared World Cup 2014

ad (489,648 shares). Samsung

"#galaxy11: the beginning“ is

the fifth with 397,766 shares.

NIKENike isn’t an official sponsor of the World Cup, but it still spends millions of marketing dollars on this event. Its latest World Cup ad, featuring Real Madrid star Cristiano Ronaldo and other famous footballers as well as, Irina Shayk (model and Ronaldo’s girlfriend). The ad was seen by 78 million people in four days on YouTube and then was released to television. Nike has also launched ‘The Last Game’, a five

minute short film released on the 9th of June.

PANINI A FIFA World Cup Brazil Sticker

Album by Panini is trending all

over the world. Despite the

current prevalence of

technology, millions of football

fans are going old school by

taking part in the decades-old

pastime of trading stickers.

GATORADE Gatorade has also stepped into the ring of companies looking to make their mark on this

year’s World Cup with the launch of a worldwide competition titled “Unreal Around The World”.

The contest calls for footballers everywhere to show their skills on Gatorade’s dedicated

football website. The entrants are asked to create a 1-3 minute video of their best footwork,

which they must submit online to the website’s gallery. The Gatorade team will review the

submissions and select five winners, who will receive a trip for two to one of five Gatorade

Sports Science Institutes. A commercial featuring several football stars, including Lionel Messi

and David Luiz.

GILLETTEMen’s shaving brand Gillette has made its build-up to the World Cup with the launch of its ‘inner steel’ campaign on YouTube, featuring brand ambassadors Lionel Messi and Roger Federer. The video, which has been viewed more than 19 million times, introduces viewers to Gillette’s new special edition range of razors. These are designed in the different colours celebrating football nations around the world.

BEATS BY DRE Beats by Dre launched the commercial ‘The game before the game’, which

features a long of line sport stars: Neymar Jr., Bacary Sagna, Bastian

Schweinsteiger, Blaise Matuidi, Cesc Fàbregas, Daniel Sturridge, Chicharito, Jozy

Altidore, Luis Suárez, Mario Götze, Robin van Persie, with cameos by Neymar da

Silva Sr., LeBron James, Lil Wayne, Nicki Minaj, Rafaella Beckran, Rio Ferdinand,

Serena Williams, Sydney Leroux, Stuart Scott and Thierry Henry. A day after it was

released it already had 4.4 million views on YouTube.

http://topics.bloomberg.com/cristiano-ronaldo/

http://www.youtube.com/watch?v=Iy1rumvo9xc

http://www.youtube.com/watch?v=YW1yZPflIXY


http://youtu.be/3XviR7esUvo


https://www.youtube.com/watch?v=5PFhqOqnhXg


http://youtu.be/TyEpQHTM7LI


http://youtu.be/Hc7oa-e3Blg



http://www.youtube.com/watch?v=v_i3Lcjli84


http://www.youtube.com/watch?v=v_i3Lcjli84




http://www.youtube.com/watch?v=Iy1rumvo9xc

THERE ARE 32 COUNTRIES COMPETING 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

CHILEAUSTRALIA

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 the 3rd of June, 2014. This YouTube video now has over 4 million views.

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTSMAIN MENU


https://www.youtube.com/watch?v=S14QJcI4KNs

http://youtu.be/UH5INa7pun0

http://youtu.be/UH5INa7pun0

https://www.youtube.com/watch?v=S14QJcI4KNs

WHAT IS HAPPENING ONLINE?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

ARABIC179,000

PORTUGUESE175,000

ENGLAND

12.1%

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 brasil” - 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.


EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTSMAIN MENU

WHAT IS BEING SHARED 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 5 TOPICS

MOST SHARED NEWS LINK

MOST SHARED

HASHTAG

#WORLDC

UP

MOST SHARED IMAGEMOST SHARED

VIDEO

@barbiesemken


EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTSMAIN MENU

1 SQUAD SELECTIONS 4 FOOTBALL FEVER

2 MY TEAM 5 THE OPPOSITION

3 HOSTING ISSUES

http://hshtags.com/tags/v/worldcup



https://www.youtube.com/watch?v=jR1XQsCiAKE

http://mashable.com/2014/05/23/brazilian-painting-world-cup/?utm_cid=mash-com-Tw-main-link

https://twitter.com/barbiesemken/status/470314298460622848/photo/1

http://mashable.com/2014/05/23/brazilian-painting-world-cup/?utm_cid=mash-com-Tw-main-link


https://twitter.com/barbiesemken/status/470314298460622848/photo/1

https://www.youtube.com/watch?v=jR1XQsCiAKE

FROM SOCIAL MEDIA EXPERTS

Source: Twitter and Facebook. Fieldwork: 15th – 31st May, 2014.

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTSMAIN MENU

POINTS OF VIEWCLICK ON THE SOCIAL MEDIA EXPERTS FOR THEIR POINTS OF VIEW

ANDREW SAMMSSenior Sales Lead

Twitter

JEN LOUISGlobal Creative StrategyFacebook Creative Shop

Facebook

KJ WEIRGlobal Agency Team

Facebook

THE TOP 5 MOST 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



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTSMAIN MENU

26 millionpeople had over67 millionFacebook 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:

ENGLAND PLAYED THEIR PENULTIMATE FRIENDLY

AGAINST ECUADOR IN MIAMI. DISCUSSION FOCUSED ON TWO THINGS - WHO WOULD BE IN ROY HODGSON'S STARTING 11 AHEAD OF THE START OF THE FIRST GAME VS ITALY...

AND WHO IS RUNNING THE 'BORING JAMES MILNER' TWITTER ACCOUNT? FITTINGLY MILNER THOUGHT IT MIGHT BE THE

MANCHESTER CITY 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

Source: Twitter and Facebook. Fieldwork: 15th – 31st May, 2014.

https://urldefense.proofpoint.com/v1/url?u=https://twitter.com/BoringMilner/status/474306962034028545&k=S62Tl7vLGjW6AAK5ZFwEoQ==%0A&r=8+1hHR/IXRKEw2TEy6OsgCre2dswC6X67EmrCSmXlVQ=%0A&m=6Af9iZn1gTLx+2ehY/DNXr5HrPmzxDabKdY4MPCPUR8=%0A&s=74111337e51817018b26f053217a4b9d76a37f331ee406f212366e7e330a4f9c

https://urldefense.proofpoint.com/v1/url?u=http://www.telegraph.co.uk/sport/football/world-cup/10871145/World-Cup-2014-James-Milner-steps-up-his-hunt-to-find-the-creators-of-Boring-Twitter-account.html&k=S62Tl7vLGjW6AAK5ZFwEoQ==%0A&r=8+1hHR/IXRKEw2TEy6OsgCre2dswC6X67EmrCSmXlVQ=%0A&m=6Af9iZn1gTLx+2ehY/DNXr5HrPmzxDabKdY4MPCPUR8=%0A&s=3bd76dffbb81c059a98fcb50c0891190b1571437189024baba0a88084554df9f

https://urldefense.proofpoint.com/v1/url?u=https://twitter.com/PJags06/status/474266298885873664&k=S62Tl7vLGjW6AAK5ZFwEoQ==%0A&r=8+1hHR/IXRKEw2TEy6OsgCre2dswC6X67EmrCSmXlVQ=%0A&m=6Af9iZn1gTLx+2ehY/DNXr5HrPmzxDabKdY4MPCPUR8=%0A&s=78af332455ba4449130bde779d6cd0bbb9184caa085e7f0195207e74e7385ea0






https://urldefense.proofpoint.com/v1/url?u=https://twitter.com/JackWilshere/status/474319735606501376&k=S62Tl7vLGjW6AAK5ZFwEoQ==%0A&r=8+1hHR/IXRKEw2TEy6OsgCre2dswC6X67EmrCSmXlVQ=%0A&m=6Af9iZn1gTLx+2ehY/DNXr5HrPmzxDabKdY4MPCPUR8=%0A&s=be7558c2079e13136784385828c89335d0856dc1fc8ddc9b901a7b2767de1ef8



https://urldefense.proofpoint.com/v1/url?u=https://twitter.com/TwitterAdsUK/timelines/467284104644661248&k=S62Tl7vLGjW6AAK5ZFwEoQ==%0A&r=8+1hHR/IXRKEw2TEy6OsgCre2dswC6X67EmrCSmXlVQ=%0A&m=6Af9iZn1gTLx+2ehY/DNXr5HrPmzxDabKdY4MPCPUR8=%0A&s=a908150a9401aa609518d08066ec4a1ae0f1f7b634561cd7867aa14e1a08e923

https://twitter.com/TwitterAdsUK/timelines/467284104644661248

REGIONAL OVERVIEWS

EXECUTIVE SUMMARY



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REGIONAL OVERVIEWS


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CLICK ON EACH REGION TO SEE MORE INFORMATION

NORTH AMERICA

LATAM

EME

A

APAC

EMEA REGIONAL OVERVIEW

“EUROPEAN NATIONS have won 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 FACTSREGIONAL POPULATION(Millions)

1,835NUMBER OF COUNTRIES PARTICIPATING

19

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WHO IS GOING TO FOLLOW THE WORLD CUP? EMEAKEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP


48%

13%

8%

43%

37%

44%

7%

2%








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 WATCHING THE WORLD CUP WITH…

50%A few friends



64%

2016 RIO OLYMPICS 62%

EURO 2016 FRANCE 53%

2018 WINTER

OLYMPICS 41%

BRAZIL 2014

WORLD CUP 70%

have spoken


18%


83%

55.0%45.0%

MA

LE

FEM

ALE

High Interest in football 2014

0%

10%

20%

30%

40%

50%

60%

70%

ENG

LAN

D

GER

MAN

Y

SPAI

N

FRAN

CERU

SSIA

ITAL

Y

S.

AFRI

CA

66%Family

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: EMEA N = 1202 (approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa).

HOW HIGHLY INTERESTED ARE THEY IN UPCOMING SPORTING EVENTS?...



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HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?...Responses based on 7+ on a 1-10 scale.


HOME

OUT

WORK




75%

83%80%

64% 67%63%

85%


HOW ARE THEY GOING TO FOLLOW IT? EMEAHOW THEY WILL FOLLOW THE 2014 WORLD CUP…

HOW THEY WILL WATCH



96%will watch live

broadcasted TV

64%MEN ARE MORE LIKELY TO MULTI-SCREEN WHEN WATCHING THE FIFA 2014 WORLD CUP USING A LAPTOP (62%).

73%will use press


72%will use news

websites

67%57%

45%

25%

13%



HOME WORK OUT



WORKWill watch at

HOME

VIDEO ON

DEMAND

42%LIVE

STREAM

10%92

%13% 22%


53%47%

MA

LE

FE

MA

LE

16-24 24-34 35-44 45-54 55+

9%

24

% 28

%

22

%

17

%

63% 35% 43

% 24% 20% 17%





57%are usingtheir 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 post a video




Chat with friends

Play games


Read news




Other

E-reader

Desk-top

Tablet

Mobile

Laptop

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. 21st – 28th May, 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%

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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

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 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

EMEA

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2014 WORLD CUP SPONSORS - EMEACLICK ON BRAND FOR MORE INFORMATION

Spontaneous recall

Prompted recall


Fit with the World Cup Sony

Continental

McDonald’s

Coca-Cola

Oi

Emirates

VisaCastrol

Johnson & Johnson

Moy Park

8%

35%

33%

76%

29%

67%

36%

39%

8%

25%

30%

62%

2%

15%

23%

62%

2%

17%

26%

50%

8%

46% 2

6%

48% 3

3%

67%

34%

68%

0%

6%

18%

38%

2%

30%

31%

62%

8%

47%

26%

60%

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: 21st – 28th May, 2014 Regional samples: EMEA N = 1202 (approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa).

Adidas

Hyundai/Kia

Motors

BudweiserPlease note small sample sizes, under N = 200.


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EMEA

Yingli

OTHER WORLD CUP

ACTIVATIONS EMEA

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REGIONAL OVERVIEWS


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UKITV, 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.

NIGERIAPepsi has unveiled the

new Pepsi football

ambassadors Osaze

Odemwingie, Victor

Moses, Daniel

Amokachi and Elderson

Echiéjilé at an event

tagged Samba with

Pepsi.

GERMANYA total of eight aircraft in the Lufthansa fleet will swap their well-known lettering for the new ‘Fanhansa’ logo. It will be the first time that the German company will change its name on some of its aircrafts for a given period, since commencing operations almost 60 years ago. Lufthansa will be flying not just the German national team to Brazil, as partner of the German Football Association, but also thousands of football fans, media representatives and officials.

LITHUANIA

The official www.carlsberg.lt page has

turned into an interactive questionnaire,

where visitors answer questions to find

out what kind of fans they are, although

the company is not officially associated

with the FIFA World Cup.

CROATIAOzujsko beer has launched a campaign with the amusing slogan ‘let the Brazilians dance to our tune’ with Brazilian dancers dancing to a Croatian folk tune.

SPAINCruzcampo, an official sponsor of the Spanish

National Football Team, has introduced a new

campaign - #PrestanosTuCorazon (Lend Us

Your Heart) for the World Cup. The idea is to

create a giant flag made of a collection of

crests sent in by participants using their own

Spanish team shirts. The flag will be waved at

every Spanish game at the World Cup. Due to

this brand activation, Cruzcampo has become

a brand with a great number of mentions on

Social Media.


http://youtu.be/NJWxNdEfb5Q

https://www.youtube.com/watch?v=1mjxx4wFL6s&list=UUk-7OdOkl4BTv9_1ljV0ETw


WHAT IS HAPPENING ONLINE EMEA

TOP 5 TOPICS

TRENDING NEWS STORY

HASHTAG

INFLUENCERSHARE OF FANS - FACEBOOK PAGE

MOST SHARED

VIDEO

“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

TOP SOCIAL MEDIA

CONTRIBUTORS

UKtwitter.com

tripadvisor.comforums.overclockers.co.uk

@BudweiserUK@FIFAWorldCup@luis16suarez

Spaintwitter.com

juegalaroja.com@M0tivacionesF

@SeFutbol@Todo_LigaBBVA

Germanytwitter.com

gutefrage.netforum.speigel.de@Mopdenhoevel

@DFB_Team@DeinSkySport

Russiatwitter.com

otvet.mail.ru@BestNewsSoccer

@sportexpress@sports_national

Middle East

twitter.comstartimes.com

forum.koora.com@Sports_wo

@ReNgo_Sport@Almoj_alazra8France

twitter.comForum.hardware.fr

sofoot.com@CM2014_

@TotalFoot_@_TortueGeniale_

Italytwitter.com

gaming.ngi.itforum.sky.it@Mondiali_

@BRAZIL2014@ansacalciosport

South Africatwitter.com

@newsWallCoZa@SuperSportBlitz@FifaWorldCup

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Source: OMG Antenna conducted in partnership with repindex Fieldwork:

24th – 30th May, 2014.

1 SQUAD SELECTIONS 4 FOOTBALL FEVER

2 MY TEAM 5 THE OPPOSITION

3 HOSTING ISSUES




http://youtu.be/XkYAxGt-aUs


EMEA REGIONAL OVERVIEWWHAT’S HAPPENING?

ENGLAND

ITALY

CROATIA

NIGERIA

PORTUGAL

BELGIUM

GREECE

GHANA

NETHERLANDS

CAMEROON

RUSSIA

SWITZERLAND

FRANCEBOSNIA-

HERZEGOVINA

IRAN

SPAIN

GERMANY

IVORY 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.

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REGIONAL OVERVIEWS


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REGIONAL OVERVIEWS

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NORTH AMERICA

LATAM

EME

A

APAC

LATAM REGIONAL OVERVIEW

“PELÉ is 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

“LATIN NATIONS Every World Cup held in latinoamerica, (6 in total) was obtained by a latinoamerican team.”

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CONTACTS

“Although BRAZIL is the team that has won the most World Cups, they have never won the title at home.”


WHO IS GOING TO FOLLOW THE WORLD CUP? LATAMKEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP


70%

10%

10%

49%

39%

43%

6%

1%








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 WATCHING THE WORLD CUP WITH…84%Family



65%

62% 32% 38%

69%


0%

10%

20%

30%

40%

50%

60%

70%

MEX

ICO

BRAZ

IL

ARG

ENTI

NA

2016 RIO OLYMPICS

EURO 2016 FRANCE

2018 WINTER

OLYMPICS

BRAZIL 2014

WORLD CUPhave spoken


27%


87%

49.7%50.3%

MA

LE

FEM

ALE

83%79%

91%

50%A few friends

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: LATAM N = 606 (Mexico, Brazil and Argentina).




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HOME

OUT

WORK






HOW ARE THEY GOING TO FOLLOW IT? LATAMHOW THEY WILL FOLLOW THE 2014 WORLD CUP…

HOW THEY WILL WATCH



97%will watch live

broadcasted TV

59%MEN AND WOMEN ARE EQUALLY LIKELY TO MULTI-SCREEN WHEN WATCHING THE FIFA 2014 WORLD CUP USING A 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


HOME WORK OUT

98% 57%

43%Will watch


WORKWill watch at

HOME

VIDEO ON

DEMAND

48%LIVE

STREAM

21%92

%31%

26%


50%

MA

LE

FE

MA

LE

50%

16-24 24-34 35-44 45-54 55+

12

%

36

%

24

%

20

%

9%

90% 54% 71

% 42% 33% 31%






28%e-readers

84%

80%

86%

85%

81%

79%

77%

76%

79%

78%

81%

78%

Will post a photo

Will post a link


Will post a video




Chat with friends

Play games


Read news




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%


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Overall



TOP PLAYERS BY COUNTRY LATAM


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

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LATAM

Luis Suarez


2014 WORLD CUP SPONSORS - LATAMCLICK ON BRAND FOR MORE INFORMATION

Spontaneous recall

Prompted recall


Fit with the World Cup Sony

Continental

McDonald’s

Coca-Cola

Oi

Emirates

VisaCastrol

Johnson & Johnson

Moy Park

Adidas

Hyundai/Kia

Motors

Budweiser

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%

18%

83%

44%

77%

3%

18%

32%

48%

2%

20%

43%

54%

0%

4%

28%

48%

0%

2%

44%

60%


Please note small sample sizes, under N = 200.


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LATAM

Yingli

OTHER WORLD CUP

ACTIVATIONS LATAM

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ARGENTINADANONE

The company has

launched a campaign

with the hashtag

#Salidelaburbuja

focusing on fans to

enable everyone to get

closer to the product in a

different and more

interactive way.

MEXICOGRUPO MODELOGrupo Modelo gave away more than 1000 trips to the World Cup in Brazil using codes placed in the caps of their products. People participated by answering trivia questions to win tickets.

COLOMBIAARIELAriel 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 KOLBIThe 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.

CHILEENTEL – an official local sponsor tells ‘The King Arthur’ story reinvented for the World Cup. The story of a big history revival is retold where Arturo Vidal plays King Arthur and fans are the soldiers in the fight for Brasilburgo in the World Cup. The campaign uses the hashtag

#vamoscontodo.

HondurasLA CURACAO

A main retail store is offering special

promotions and discounts to their

customers using the World Cup event at

the centre of its communication. Their

slogan, “The World Cup of your life”, can

be found on their website, as well as in

their print, OOH and online ads.


http://www.lacuracaonline.com/honduras/

TOP 3 TOPICSMOST SHARED

VISUALSHARE OF FANS FACEBOOK

PAGE

MOST SHARED

VIDEOA Brazilian artist 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

TOP SOCIAL MEDIA

CONTRIBUTORS

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WHAT IS HAPPENING ONLINE LATAM

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%)”


24th – 30th May, 2014.

ARGENTINAtwitter.comtaringa.net

@elkaiser63@VarskySports

BRAZILtwitter.com

forum.esporte.uol.com.br@BarbiesemKen

@veja@dilmabr

MEXICOtwitter.comtaringa.net

@EPN@miseleccionmx@telenewsmex






LATAM REGIONAL OVERVIEWWHAT’S HAPPENING?

COLOMBIA

BRAZIL

URUGUAY

ARGENTINA

CHILE

ECUADOR

HONDURAS

COSTA RICA

MEXICO

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BRAZILBrazil 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.

ARGENTINASocial 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.

CHILEA 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.

LATAMThe 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.

LATAMA 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.


http://www.businessinsider.com/brazil-world-cup-graffiti-2014-6

http://www.businessinsider.com/brazil-world-cup-graffiti-2014-6

REGIONAL OVERVIEWS

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTSMAIN MENU


NORTH AMERICA

LATAM

EME

A

APAC

NORTH AMERICAREGIONAL OVERVIEW

US MEN’S NATIONAL TEAMHas a Soccer 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 FACTSU.S & Canada POPULATION(Millions)

351,307NUMBER OF US STATES THAT ARE BEING REPRESENTED

12

MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS


WHO IS GOING TO FOLLOW THE WORLD CUP? NAKEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP


42%

18%

9%

38%

42%

28%

12%

3%








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 WATCHING THE WORLD CUP WITH…

55%Family

33%A few friends



51%

64% 30% 54%

51%


0%

10%

20%

30%

40%

50%

60%

70%

USA USA

- HIS

PANIC

46%

82%

2016 RIO OLYMPICS

EURO 2016 FRANCE

2018 WINTER

OLYMPICS

BRAZIL 2014

WORLD CUP

have spoken


34%


95%

60.1%

39.9%

MA

LE

FEM

ALE

9%

34%

57%

follow in English only

follow in English and Spanish

follow in Spanish only

Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic).




MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS



HOME

OUT

WORK





HOW ARE THEY GOING TO FOLLOW IT? NAHOW THEY WILL FOLLOW THE 2014 WORLD CUP…

HOW THEY WILL WATCH



95%will watch live

broadcasted TV

43%MEN ARE MORE LIKELY TO MULTI-SCREEN WHEN WATCHING THE FIFA 2014 WORLD CUP USING A LAPTOP (59%).

66%will use press


65%will use news

websites

53%63%

48%

38%

22%



HOME WORK OUT



WORKWill watch at

HOME

VIDEO ON

DEMAND

43%LIVE

STREAM

15%89

%19%

20%


63%

37%

MA

LE

FE

MA

LE

16-24 24-34 35-44 45-54 55+

9%

23

%

25

%

16

%

26

%

64% 44% 54

% 34% 32% 26%






34%e-readers

45%

49%

51%

47%

46%

43%

44%

41%

44%

42%

46%

42%

Will post a photo

Will post a link


Will post a video




Chat with friends

Play games


Read news




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%


MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

MULTI-SCREENERS (USING ANOTHER DEVICE WHILE WATCHING THE WORLD CUP) ARE GENERALLY 35+ YEARS OLD.

Overall



Laptop

TOP PLAYERSBY COUNTRY NORTH AMERICA

Clint Dempsey

Tim Howard

Jozy Altidore

USA

USA

USA

MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS



2014 WORLD CUP SPONSORS - NACLICK ON BRAND FOR MORE INFORMATION

Spontaneous recall

Prompted recall



4%

26%

61%

79%

18%

56%

57%

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%


Adidas

Hyundai/Kia

Motors

Budweiser

SonyContinental

McDonald’s

Coca-Cola

Oi

Emirates

VisaCastrol

Johnson & Johnson

Moy Park


MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS


NA

Yingli

OTHER WORLD CUP

ACTIVATIONS NA NON OFFICIAL SPONSORS

MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

USAAs this will be ESPN’s last year broadcasting the World Cup on its family of networks within the United States, the brand has excelled itself in its attempts to stir up excitement and support for the upcoming tournament. The channel has released several commercials in anticipation of the games, all of which were well received by the media and the public. Most notably was their recent release of an ad entitled ‘Time Zones’, where the company highlights the collaborative effort made by the world to watch the matches live, all in their varied cultures and habits. ESPN has also gone on to release 32 posters, one for each team, meticulously designed by Brazilian artist, Cristiano Siqueira, followed by a high quality revamp of their existing football-centric website.

USAMillerCoors may have taken the most intelligent route in an

attempt to capture true football fanatics by signing a deal with

Spanish-language television station, Univision, who hold the

broadcasting rights to air this year’s World Cup in Spanish. In

doing this, MillerCoors will effectively reach the coveted

Hispanic demographic by running their football-themed Coors

Light ad during the matches. The ad features Luis Amaranto

Perea, a defender in Colombia’s national team. The vibrant

commercial shows fans around the world joyously watching as

Perea dominates a football match, Coors Light bottles in hand.

This collaboration with Univision will provide stiff competition to

official sponsor and main competitor, A-B InBev.

USAMarriott International and US football are launching a large-scale digital campaign ‘On The Road’, effectively joining the ranks of big name endorsers like Pepsi and Nike who are unofficially showing stateside support for the World Cup. The campaign will feature current Team USA member Omar Gonzalez and former football star Alexi Lalas. The stars will headline a ‘Defenders of Travel’ ad campaign from Marriott. An interactive microsite was launched in May. The purpose of this site is to give fans an inside look at what it's like to suit up for the biggest games on the world stage. The ads will also run on Marriott's web page, as well US Football's site and SportsIllustrated.com. The digital campaign will be part of a football-themed campaign by Marriott, which is the official hotel sponsor of US football.



http://www.youtube.com/watch?v=FHEzQ1ysfEo

http://www.youtube.com/watch?v=NeQfoVMhWH8&feature=share&list=PLu_CKZK3SEq9eYIGX0FeuLKka3T731o3D&index=2

http://www.youtube.com/watch?v=NeQfoVMhWH8&feature=share&list=PLu_CKZK3SEq9eYIGX0FeuLKka3T731o3D&index=2

http://www.youtube.com/watch?v=FHEzQ1ysfEo

TOP 3 TOPICS

MOST SHARED

HASHTAGMOST SHARED VISUAL

MOST SHARED

VIDEO

TOP SOCIAL MEDIA

CONTRIBUTORS

WHAT IS HAPPENING ONLINE NORTH AMERICA

MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

MOST SHARED NEWS ON SOCIAL

US ROSTER DETAIL

S

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 DONOVAN TWEET REGARDING BEING LEFT OFF TEAM - 63,009 FACEBOOK LIKES AND 882 RETWEETS

#USMNT

79,457


24th – 30th May, 2014.

USA - ENGLISH

twitter.comreddit.com

tripadvisor.com@TVmixUSA

@BetTheWorldCup@filmonliveUSA -

SPANISHtwitter.com

velocidadmaxima.com@2012MisterChip@miseleccionmx




http://youtu.be/TGtWWb9emYI

NORTH AMERICA REGIONAL OVERVIEWWHAT’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.

MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS


REGIONAL OVERVIEWS

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTSMAIN MENU


NORTH AMERICA

LATAM

EME

A

APAC

APAC REGIONAL OVERVIEW Interesting factsREGIONAL POPULATION(Millions)

2,188NUMBER OF COUNTRIES PARTICIPATING

3

“SOUTH KOREAis the only Asian country that have 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.

MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS


WHO IS GOING TO FOLLOW THE WORLD CUP? APACKEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP


36%

16%

21%

40%

42%

41%

16%

2%








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 WATCHING THE WORLD CUP WITH…63%Family



61%

59% 43% 49%

61%


0%

10%

20%

30%

40%

50%

60%

70%

JAPA

N

S. K

ORE

A

CHIN

A

IND

ONES

IA

THAI

LAN

D

AUST

RAL

IA

2016 RIO OLYMPICS

EURO 2016 FRANCE

2018 WINTER

OLYMPICS

BRAZIL 2014

WORLD CUP

have spoken


37%


83%

52.2%47.8%

MA

LE

FEM

ALE

36%A few friends

68%

74%

79% 78

% 74%

61%

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).




MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS



HOME

OUT

WORK





HOW ARE THEY GOING 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.



95%will watch live

broadcasted TV

44%MEN ARE MORE LIKELY TO MULTI-SCREEN WHEN WATCHING THE FIFA 2014 WORLD CUP USING A 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%

37%

26%



HOME WORK OUT



WORKWill watch at

HOME

VIDEO ON

DEMAND

49%LIVE

STREAM

18%90

%19% 33%


52%48%

MA

LE

FE

MA

LE

16-24 24-34 35-44 45-54 55+

14

%

35

%

26

%

14

%

12

%

69%

49%

63% 36% 28% 25%






33%e-readers

55%

56%

58%

62%

57%

53%

52%

51%

52%

52%

54%

52%

Will post a photo

Will post a link


Will post a video



Chat with friends

Play games


Read news




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%

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).


MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

Overall



TOP PLAYERSBY COUNTRY


JAPAN

AUSTRALIA

KOREA REPUBLIC

SON HEUNGMIN

SHINJI KAGAWA

TIM CAHILL

MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS


2014 WORLD CUP SPONSORS - APACCLICK ON BRAND FOR MORE INFORMATION

Spontaneous recall

Prompted recall



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% 5

0%

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%

Adidas

Hyundai/Kia

Motors

Budweiser

SonyContinental

McDonald’s

Coca-Cola

Oi

Emirates

VisaCastrol

Johnson & Johnson

Moy Park

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).



MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

Yingli

OTHER WORLD CUP

ACTIVATIONS

SOUTH KOREALG are currently running a spot on TV to

promote their Ultra HD TV sets. The TVC

features popular football and national team

players Koo Ja Chul and Son Heungmin.

APAC

AUSTRALIAThe Sydney Morning Herald will have

sections dedicated to World Cup coverage,

with news, videos, a Socceroos page, squad

lists and a printable draw wall chart on their

digital platform.

APAC REGIONVolkswagen has launched the Onefootball Brasil

app in anticipation of the World Cup. Currently

available for free, Onefootball Brasil serves as a

one-stop platform so that smartphone-equipped

football fanatics can receive the latest news and

information on the event. Fans can also expect

immediate updates and results via live newsfeed,

as well as becoming involved through making

predictions and voting for a preferred ‘Man of the

Match’ in each game.

JAPANJapan’s Saison

Cards and Kirin

Beer have come up

with limited edition

Japan National

Team-designed

credit cards and

bottle designs.

THAILANDTelecommunications provider AIS was the only telecommunications company in Thailand to secure the rights to broadcast the FIFA World Cup matches live via smartphone. The company launched the ‘AIS Let’s Goal Brazil 2014’ campaign to give users a chance to go to Brazil for the event.

MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS


TOP 3 TOPICS

HASHTAG

INFLUENCE

RIN JAPAN

@APPLTABLET

(40,300

FOLLOWERS) IS

USING #WORLDCUP

SHARE OF FANS FACEBOOK PAGE

MOST SHARED

VIDEO

TOP SOCIAL MEDIA

CONTRIBUTORS

WHAT IS HAPPENING ONLINE APAC

Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014.

MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

Australiatwitter.com

bigfooty.comau.fourfourtwo.com

@Socceroos@FifaWorldCup

@QantasAirways

Chinawww.7po.com

tieba.baidu.combbs.zhibo8.cc

@iFiFa2014@nanyangpost

Thailandtwitter.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


24th – 30th May, 2014.

1 AUSTRALIA ALL ABOUT SOCCEROOS

2 CHINA ALL ABOUT FOOTBALL

3 THAILAND ‘MAD’ FOR (EUROPEAN) FOOTBALL




http://youtu.be/TGtWWb9emYI

APAC REGIONAL OVERVIEWWHAT’S HAPPENING?

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



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

REGIONAL OVERVIEWS

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTSMAIN MENU


NORTH AMERICA

LATAM

EME

A

APAC

NORTH AMERICA

LATAM

EME

A

APAC

CONTACTS

KARINA BESPROSVAN [email protected]

VIRGINIA [email protected]

VERA [email protected]

CHELSEA [email protected]

LILIYA [email protected]

JED MEYER [email protected]

JOSHUA [email protected]

KEBRINA ROBINSONKEBRINA.ROBINSONANNALECT.COM

GUY [email protected]

GENEVIEVE [email protected]

YONG SHEL [email protected]

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTSMAIN MENU

TYSON HENLY [email protected]

JOSH [email protected]

IMPACT REPORT11th June, 2014 | Pre-Newsletter

Data & Analytics

Phd 2014 World Cup Impact Report from PHD_France