The World Cup and Social Media

Top 12 Social Campaignsof the 2010 FIFA World CupJune 2010Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on TwitterRanking and Criteria• Only official social media presences were considered for this assessment, meaning the brand has direct affiliation with the social platform• All marketing affiliates including FIFA Partners and FIFA World Cup Sponsors were eligible and considered in the evaluation of World Cup social media campaigns• Each brand’s Social Media presence was rated on the following criteria on a scale of 1-10, with a higher score giving the team a higher rank:Size: Extent and reach of the campaign plus resources usedEngagement: Authenticity, quality, and quantity of user interactionContent: Variety and value of media and updatesCreativity: Originality, use of platforms, and innovation in the Social Media medium • Tiebreakers are given to the brand with the most user interaction or the unofficial sponsor in the case of a matchup of competing brands*World Cup campaign websites and social platforms assessed on 6/11/10Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter#1 BudweiserFacebook  Twitter  YouTubeAffiliation: Official World Cup SponsorCampaign: Bud United- Show Your True ColorsBreakdown: This is a massive campaign. The brand has placed 32 fans from all 32 World Cup countries under one roof in South Africa. Users vote for the fan from their country to show their support and also influence the actions of the house members.Notable: Bud’s YouTube channel is the 4th most watched since the beginning of the World Cup. The reality show style campaign on YouTube is a first. Bud United also includes a popular iPhone app and a profile pic designer on Facebook.SizeEngagementContentCreativityTOTAL879832Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter#2 NikeFacebook  Twitter  YouTubeAffiliation: NoneCampaign: Write The FutureBreakdown: Nike’s first World Cup ad launched on Facebook and has dominated Social Media as neither an official sponsor nor partner of the games. The video, launched on May 20, has over 14 million views on YouTube and is getting picked up on blogs as the best use of media during the games by any brand.Notable: Social media monitoring firm Meltwater Buzz assessed sponsors, partners, and key marketers beginning May 24 and found outsider Nike had 26% positive buzz compared to 20% for FIFA Partner Adidas.SizeEngagementContentCreativityTOTAL978731Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter#3 PepsiFacebook  YouTubeAffiliation: NoneCampaign: Oh AfricaBreakdown: Pepsi didn’t make a Super Bowl spot for the first time ever but instead turned its focus toward Social Media in 2010, evidenced by this campaign. “Oh Africa” features athlete super stars Messi, Kaka, Drogba, Lampard, Henry, and singer/songwriter Akon.Notable: Coke’s official partnership hasn’t stopped Pepsi from an aggressive ambush. The Facebook Page is nicely integrated, while the YouTube channel is thriving with millions of views from fans in love with Pepsi athletes. Pepsi Max Football Hero is impressive.SizeEngagementContentCreativityTOTAL897630Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter#4 Coca-ColaFacebook  YouTube  WebsiteAffiliation: Official FIFA PartnerCampaign: The Longest CelebrationBreakdown: Coke is showcasing viral futbol videos on YouTube and their official partnership allows fans to listen to music, submit celebrations, and win video awards. The clips are put on a continuous loop to provide the effect of one long non-stop celebration.Notable: Coke created multiple widgets and a new microsite in addition to a custom YouTube channel for Powerade. These user-generated videos have garnered millions of views. Despite this wild success, we question the minimal integration with Facebook and Twitter. SizeEngagementContentCreativityTOTAL779730Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter#5 VISAFacebook  YouTube  WebsiteAffiliation: Official FIFA PartnerCampaign: VISA Go Fans!Breakdown: Visa has built a YouTube-based campaign encouraging fans to submit a video shouting “Goal!”. This popular cheer has inspired fans of all nations to create a variety of impressive imitations.Notable: VISA has placed “golden cards” among submissions, when clicked on, that give fans a chance to win a trip to South Africa or $100 VISA cards. The more the user watches the videos, the more likely they are to see the cards. VISA also called in NBA superstar Steve Nash to promote the effort on YouTube. SizeEngagementContentCreativityTOTAL976830Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter#6 AdidasFacebook  YouTubeAffiliation: Official FIFA PartnerCampaign: Adidas MatchupsBreakdown: Adidas is putting all their focus on soccer’s grandest stage. Fans can win Adidas prizes by recruiting other fans, voting on which players will perform the best, and simply visiting the custom Facebook tab which houses a slick Flash app.Notable: Adidas dished out the cash to be an official sponsor and try to beat out Nike in revenue for the first time. The campaign utilizes its nearly 1 million fans to support its commercials launched on YouTube. The marquee soccer players in this campaign are plentiful.SizeEngagementContentCreativityTOTAL977629Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter#7 Sony EricssonFacebook  Twitter  YouTube  WebsiteAffiliation: Official FIFA PartnerCampaign: South African Wave: Join the WaveBreakdown: Similar at its core to Coca-Cola’s “Longest Celebration”, Sony mounted a creative campaign where users can film themselves doing the wave. Each submission is then added to Sony’s website which features an endless World Cup wave.Notable: The Sony Ericsson world cup website features Facebook’s new “Like” button and the Facebook app boasts over 23k monthly users. Campaign integration with Twitter and Facebook Page leaves room for improvement.SizeEngagementContentCreativityTOTAL785929Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on Twitter#8 EA SportsFacebook  Twitter  YouTubeAffiliation: NoneCampaign: FIFA World Cup 2010Breakdown: The video game giant is utilizing social media to pump up sales during the World Cup. The brand encourages fan interaction on Twitter and has amassed a strong following on Facebook. EA Sports has also partnered with Coca-Cola on select ads.Notable: EA is focusing its efforts across the pond, building quite a following. Its YouTube videos rank 3rdmost viewed in the UK and its channel is the 32nd most subscribed to of all-time. EA also partnered with Playfish to roll out its first Facebook game - FIFA Superstars.SizeEngagementContentCreativityTOTAL878629Top 12 Social World Cup Campaigns  Activ8Social  Like a8s on Facebook  Follow a8s on TwitterDocument Outline

• ÿ
• ÿ
• ÿ
• ÿ
• ÿ
• ÿ
• ÿ