The World Cup is one of the largest sporting events in the world. In terms of eyeballs, more people watch it than the Super Bowl, the World Series, or the NBA championships worldwide. For advertisers, the World Cup is a golden opportunity to build brand awareness and engage existing fans.
We’ve already told you about Goal Face, but Chili’s isn’t the only brand looking to cash in on the World Cup with unique and interesting content.
So, who is winning the World Cup of Content?
Beats by Dre- The Game Before the Game
Many brands created ads specifically for the World Cup. Beats has created one of the best with “The Game Before the Game” featuring players preparing to play on the largest stage in sports (and also listening to music via Beats.) The video has been viewed over 10 million times and is a bona fide viral sensation.
Australian National Men’s Team: The Socceroos
Many of the teams competing in the World Cup have a substantial social media presence, but the Australian team does an exemplary job with their account, @Socceroos and the accompanying hashtag, #GoSocceroos. Through their account, the Australian team can directly engage their fans to build excitement for their team.
Brazuca is a soccer ball with 1.4 million Twitter followers. Brazuca tweets in English and Portuguese about its trials and travails during the World Cup. Adidas and the World Cup have created a funny, tongue-in-cheek personality and presence for Brazuca that in turn creates positive user engagement amongst their fans.
Beats by Dre
The headphones company Beats by Dre – now owned by Apple – is a marketing powerhouse. They have partnered with FIFA do deliver special edition Beats over ear headphones. It’s something Beats has consistently done in the past with many sports teams, celebrities, and social media influencers to great effect.
Soccer is the most popular sport on Earth. The players in the tournament represent only a tiny percentage of those who play the game. Instead of highlighting World Cup athletes, in “Gol,” McDonalds has chosen to highlight regular people playing the game, doing trickshots that evoke the old Jordan/Bird “Nothin’ But Net” ads.
Google- Trends, Doodle, Etc.
Google, as usual, crushes free content. Google has created fun themed Google doodles, and a unique “World Cup Trends” to give fans all the content they could ever possibly use.