As I watch my Facebook mini-feed update the latest public opinions and news, I see my screen filled with World Cup commentary. The World Cup Fever has spread from country to country and from one social media platform to another. This enormous amount of wired talk has even broken records, for instance it has set the new tweet record on twitter.
Thursday June 24th during the Japan vs. Denmark match, 3,282 Tweets flew across the stream every second, beating the previous record by almost 200.
Many companies are noticing the passion and excitement in the social media medium during the games and are becoming a part of it. During the earlier round of the World Cup, Coca Cola used twitter to promote trends. Coca Cola’s Global Interactive Marketing Vice President Carol Kruse shared his excitement:
“The amount of impressions in such a short period of time around our whole World Cup campaign, to me it was a phenomenal time. It made this emotional connection at the time, it was great!”
Brian Solis, points out in his blog that in the first 24 hours, Coca-Cola’s Promoted Trend earned 86 million impressions and an engagement rate of 6% compared to approximately 0.02% of people who click on regular online advertisements.
Budweiser and the New York Times also took advantage of the public’s World Cup buzz.
As the official sponsor of the FIFA World Cup, Budweiser took their approach to the next level. The company has utilized all emerging media mediums available, interacting with fans on a daily basis. They have created the website BudUnited.com which uses YouTube to air an original reality series. The channel already has already earned over 3.5 million views with an average engagement time of 11 minutes. And, it’s only going to continue to grow as the World Cup intensifies.
It is nothing new for brands to follow their audience to new mediums and adapt to their targets interest as they change over time. To maintain relevance in the consumer’s eyes, brands must become a part of the likes and dislike of their audience. Using the World Cup as a platform has shown positive results in relation to consumer response and interaction continuing to build brand/ consumer relationships.