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.
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IMPACT REPORTJuly 8, 2014 | Mid-Newsletter
CONTENTS THE WORLD CUP LIVE IN BRAZIL BRANDS AND THE WORLD CUP
ONLINE & SOCIAL MEDIA EXECUTIVE SUMMARY CLICK ON SECTIONS OR
FLICK THROUGH SLIDE BY SLIDE Click to see more informationwhere you
see this sign Click to watch a video, or see content where you see
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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 SouthAfrica.
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 Facebookinteractions 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 worlds 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 soccer 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 underway 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 worlds 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 & SOCIALMEDIA REGIONAL
OVERVIEWS BRANDSAND 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 So Paulo. MAIN MENU TREND SPOTTERS The event has
now kicked off and all the attention turned on to soccer! 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 Spains
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 soccer. While many
conversations center 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, HOW DO THEY FEEL ABOUT 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 cant be
denied that many of the problems that people predicted have
happened, but perhaps they werent quite as bad. Most Brazilians
seem to be enjoying the soccer fields, 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. -So Paulo Most
Brazilians thought the opening ceremony was not the way it should
have been 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 WHAT DO THEY THINK OF BRANDS PARTICIPATING? There is the
constant barrage of advertisements 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 soccer has started,
thats all that anyone is talking about. -So Paulo Brands that stand
out at this point are Nike, Coca- Cola, Ita (bank) and Skol beer.
Some of the Ita bank campaigns motivated people because of their
song Show your strength, Brazil. The Skol campaign is also very
captivating because its a funny way to welcome the tourists. -Rio
de Janeiro I really havent seen any brands winning peoples hearts.
The main conversation is not about brands, but about the soccer
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 its so expensive, its 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 &
SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS THE
WORLD CUP LIVE IN BRAZIL
ENCOUNTERS DURING THE WORLD CUP BRAND WHERE THE BRAND WAS
ENCOUNTERED 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%
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
Total Adidas Coca-Cola Sony 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:smallsamplesizesforremainingsponsors 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 reasonto remember a sponsorwhile 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
& SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP
CONTACTS THE WORLD CUP LIVE IN BRAZIL After noticing a
brandsponsoringthe 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 behaviors 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 Groups SPORTS & ENTERTAINMENT SPECIALISTS POINTS OF VIEW
A list of official FIFA World Cup Partners & Sponsors since
1982 MAIN MENU EXECUTIVE SUMMARY WORLD CUP 2014 SPONSORS GENERAL
INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE
WORLD CUP CONTACTS THE WORLD CUP LIVE IN BRAZIL CLICKON the icon
for more information
2014 WORLD CUP SPONSORS CLICK ON BRANDS FOR MORE INFORMATION
MAIN MENU EXECUTIVE SUMMARY WORLD CUP 2014 SPONSORS GENERAL
INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE
WORLD CUP CONTACTS THE WORLD CUP LIVE IN BRAZIL
OTHER WORLD CUP ACTIVATIONS EXECUTIVE SUMMARY THE WORLD CUP
LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE
& SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP
CONTACTSMAIN MENU 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 June 9th 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
soccer freestylers and six free runners to play in one unbelievable
game. The video shows off the players amazing skills and has gained
more than 2.3 million views. 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 & SOCIALMEDIA REGIONAL
OVERVIEWS BRANDSAND THE WORLD CUP CONTACTSMAIN MENU OMNICOM MEDIA
GROUPS PINTEREST BOARD OF BRAND ACTIVATIONS AND STORIES OF INTEREST
FROM ALL OVER THE WORLD 2014 WORLD CUP SCRAPBOOK In collaboration
with colleagues worldwide producing over 300 relevant pins about
the 2014 World Cup View the Omnicom Media Groups 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 & SOCIALMEDIA REGIONAL
OVERVIEWS BRANDSAND THE WORLD CUP CONTACTSMAIN MENU TOP TOPICS WHAT
IS HAPPENING ONLINE? 1 ROUND OF 16 4 BRAZIL V CHILE: JARAS
MISSEDLAST PENALTY 2 ALGERIA V RUSSIA: SLIMANI SAVED TEAM IN LAST
MINUTES 5 HOLLAND V MEXICO: ROBBENSLAST-MINUTEPENALTY 3 Luis Surez
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 2nd 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, McDonalds,
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 Mller had the most mentions
during week 1 of the World Cup. During the second week, as in most
other languages, Surez became the most mentioned player in German.
However, Thomas Mller remains overall the most mentioned player in
German with 15,055 mentions (Surez had 8,991). Brazil v Chile more
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:
SUREZSBITINGINCIDENT 266,942 1,245,960 657,936645,152420,595
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
& SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP
CONTACTSMAIN MENU POINTS OF VIEW CLICK ON THE SOCIAL MEDIA EXPERTS
FOR THEIR POINTS OF VIEW
220 MILLION PEOPLE GENERATED1 BILLION FACEBOOK
INTERACTIONSRELATED 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 years 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 Brazils 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 June
28th. FACEBOOK AND TWITTER TALK FOOTBALL EXECUTIVE SUMMARY THE
WORLD CUP LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST
ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND 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
TWEETEDIN RELATION TO THE WORLD CUP DURINGTHE 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 teams own
goal in the opening match was the most-tweeted moment, with 378,085
Tweets per minute. 5. Mario Balotellis 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:
REGIONAL OVERVIEWSCLICK ON EACH REGION TO SEE MORE INFORMATION
MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP LIVE IN BRAZIL WORLD CUP
2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL
OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS
WINNING AVERAGE DURING THE GROUP STAGE 37% EMEA REGIONAL
OVERVIEW REGIONAL POPULATION (Millions) 1,835 MAIN MENU EXECUTIVE
SUMMARY THE WORLD CUP LIVE IN BRAZIL WORLD CUP 2014 SPONSORS
GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS
BRANDSAND THE WORLD CUP CONTACTS Source: OMG Insights across 81
Markets. Fieldwork: 8th 24th June, 2014. WHATS HAPPENING? After
Spains 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. Ghanas 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, Englands 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 PLAYERS BY 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 zil Andrea Pirlo Cristiano Ronaldo Kostas Mitroglou
Miralem Pjanic Igor Akinfeev Mario Manduki Josip Drmic Samuel
EtoYaya Toure Victor MosesKevin Prince Boateng Sofiane Feghouli
CLICK ON INFO SIGNS for more about the athletes +Denmark, Sweden
and Turkey also support Karim Benzema Lionel Messi UAE, KSA, EGYPT
+Latvia supports JavadNekounam PLEASE NOTE THAT THOSE IN BLUE HAVE
PARTICIPATING TEAMS IN THE WORLD CUP, BUT WE HAVE ADDEDINFORMATION
IN YELLOW ABOUT OTHER MARKET SUPPORT MAIN MENU EXECUTIVE SUMMARY
THE WORLD CUP LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL
INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE
WORLD CUP CONTACTS Source: Omnicom Media Group Insights across 81
Markets. Fieldwork: 12th June 2th July, 2014.
2014 WORLD CUP SPONSORS - EMEA CLICK 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 &
SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP
CONTACTS
MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP LIVE IN BRAZIL WORLD
CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA
REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS SPAIN - DISNEY
Disney has launched the movie Aviones in Spain supporting the
Spanish football team for the World Cup. OTHER WORLD CUP . Source:
Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th
June 2th July, 2014. ACTIVATIONS EMEA UNOFFICIAL SPONSORS
According to a bleacherreport.com ranking, Robin van Persies
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 & SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP
CONTACTS 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. French
supporters at the Brasilia national stadium in Brasilia. Source:
EMIRATES 24/7Sports Source: Omnicom Media Group Insights across 81
Markets. Fieldwork: 12th June 2th July, 2014. TOP TOPICS WHAT IS
HAPPENING ONLINE EMEA 1 ROUND OF 16 2 SPAIN,PORTUGAL AND ITALY ARE
OUT 3 GHANAS ASAMOAH GYAN IS THE TOP AFRICAN GOAL SCORER France has
3,318,919 local fans making them the 5th top nationality following
the page
REGIONAL OVERVIEWSCLICK ON EACH REGION TO SEE MORE INFORMATION
MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP LIVE IN BRAZIL WORLD CUP
2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL
OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS
LATAM REGIONAL OVERVIEW WHATS HAPPENING? REGIONAL POPULATION
(Millions) 582 WINNING AVERAGE DURING THE GROUP STAGE 63% BRAZIL
Brazilians were not impressed by the Opening Ceremony, as they
expected more from the organization. Some blamed politics, and
others FIFA. Overall, it was said that the ceremony must not spoil
the grass on the soccer field. ARGENTINA Argentina wins against
Switzerland 1-0 in extra time. The team will be moving forward to
the quarter-finals of the 2014 Brazil World Cup. CHILE Chiles
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. COLOMBIA As 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. COSTARICA After 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. MAIN MENU EXECUTIVE SUMMARY THE
WORLD CUP LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST
ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS BRADNSAND THE WORLD CUP
CONTACTS Source: Omnicom Media Group Insights across 81 Markets.
Fieldwork: 12th June 2th July, 2014.
TOP PLAYERS BY COUNTRY LATAM CLICK ON INFO SIGNS for more about
the athletes MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP LIVE IN
BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE &
SOCIALMEDIA REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS
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 Surez NEYMAR Jr.
MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP LIVE IN BRAZIL WORLD
CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA
REGIONAL OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS 2014 WORLD CUP
SPONSORS - LATAM CLICK 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 & SOCIALMEDIA
REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork:
12th June 2th July, 2014. OTHER WORLD CUP ACTIVATIONS LATAM BRAZIL
- ITA (National Sponsor) The Brazilian bank Ita launched the Mostra
tua fora 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 TOPICS WHAT IS HAPPENING ONLINE LATAM MAIN MENU EXECUTIVE
SUMMARY THE WORLD CUP LIVE IN BRAZIL WORLD CUP 2014 SPONSORS
GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS
GOINGTO FOLLOW THE WORLD CUP CONTACTS 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.
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. Marcelo Diaz, 52,212m distance covered Ezequiel Lavezzi,
Argentinas new heartthrob El Pocho Source: EMIRATES 24/7Sports
REGIONAL OVERVIEWSCLICK ON EACH REGION TO SEE MORE INFORMATION
MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP LIVE IN BRAZIL WORLD CUP
2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL
OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS
NORTH AMERICA REGIONAL OVERVIEW WINNING AVERAGE DURING THE
GROUP STAGE 33% U.S. & CANADA POPULATION (Millions) 351,307
WHATS 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 Italys team. The U.S. soccer team coach, Jrgen
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. MAIN MENU EXECUTIVE
SUMMARY THE WORLD CUP LIVE IN BRAZIL WORLD CUP 2014 SPONSORS
GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS
GOINGTO FOLLOW THE WORLD CUP CONTACTS Source: Omnicom Media Group
Insights across 81 Markets. Fieldwork: 12th June 2th July,
2014.
TOP PLAYERS BY COUNTRY NORTH AMERICA CLICK ON INFO SIGNS for
more about the athletes MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP
LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE
& SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE
WORLD CUP CONTACTS Clint Dempsey Tim Howard Jozy Altidore USA USA
USA Source: Omnicom Media Group Insights across 81 Markets.
Fieldwork: 12th June 2th July, 2014.
MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP LIVE IN BRAZIL WORLD
CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA
REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS
2014 WORLD CUP SPONSORS - NA CLICK ON BRANDS FOR MORE INFORMATION
ABOUT THE PROGRESSION OF THE SPONSORS BRAND ACTIVATION SPECIFIC TO
EMEA.
UNOFFICIAL SPONSORS MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP
LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE
& SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE
WORLD CUP CONTACTS Source: Omnicom Media Group Insights across 81
Markets. Fieldwork: 12th June 2th July, 2014. OTHER WORLD CUP
ACTIVATIONS NA
TOP TOPICS WHAT IS HAPPENING ONLINE NORTH AMERICA TOP SHARED
VIDEO MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA
REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP CONTACTS 1
US MOVING ON TO KNOCKOUT ROUND: 54,892FACEBOOK AND
TWITTERENGAGEMENTS 2 CLINT DEMPSEY 3 LEAPING LEGENDTIM HOWARD HAS
GAINED A 144X SPIKE IN GOOGLE SEARCH DURINGTHE 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 Dempseys pub in New York.
194,484 FACEBOOK & TWITTER ENGAGEMENTS COMBINED Source: Omnicom
Media Group Insights across 81 Markets. Fieldwork: 12th June 2th
July, 2014. Fans react as they watch a live simulcast at the Civic
Center plaza, San Francisco. 563,524YOUTUBE VIEWS, 101,592 SHARES
Source: EMIRATES 24/7Sports
REGIONAL OVERVIEWSCLICK ON EACH REGION TO SEE MORE INFORMATION
MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP LIVE IN BRAZIL WORLD CUP
2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL
OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS
APAC REGIONAL OVERVIEW WINNING AVERAGE DURING THE GROUP STAGE
0% REGIONAL POPULATION (Millions) 4,200 MAIN MENU EXECUTIVE SUMMARY
THE WORLD CUP LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL
INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO
FOLLOW THE WORLD CUP CONTACTS Source: Omnicom Media Group Insights
across 81 Markets. Fieldwork: 12th June 2th July, 2014. WHATS
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
worlds most expensive places to watch the World Cup at home, this
years 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 PLAYERS BY COUNTRY APAC CLICK ON INFO SIGNS for more about
the athletes MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP LIVE IN
BRAZIL WORLD CUP 2014 SPONSORS GENERAL INTEREST ONLINE &
SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP
CONTACTS 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 - APAC CLICK 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 &
SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO FOLLOW THE WORLD CUP
CONTACTS
OTHER WORLD CUP ACTIVATIONS APAC MAIN MENU EXECUTIVE SUMMARY
THE WORLD CUP LIVE IN BRAZIL WORLD CUP 2014 SPONSORS GENERAL
INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS GOINGTO
FOLLOW THE WORLD CUP CONTACTS Source: Omnicom Media Group Insights
across 81 Markets. Fieldwork: 12th June 2th July, 2014. UNOFFICIAL
SPONSORS
TOP TOPICS WHAT IS HAPPENING ONLINE APAC MAIN MENU EXECUTIVE
SUMMARY THE WORLD CUP LIVE IN BRAZIL WORLD CUP 2014 SPONSORS
GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL OVERVIEWS WHO IS
GOINGTO FOLLOW THE WORLD CUP CONTACTS 1 TIM CAHILLS STUNNINGGOAL
AGAINST THE NETHERLANDS 2 JAPANESE FANS PICKING UP THEIR OWNTRASH
AFTER THE TEAM LOST THE GAME 3 ASIA OUT OF THE WORLD CUP Fans
gathered at giant television screening in Seoul, Korea Republic.
Japanese fans gathered at Tokyos Shibuya shopping district. Source:
EMIRATES 24/7Sports Source: Omnicom Media Group Insights across 81
Markets. Fieldwork: 12th June 2th July, 2014. The Philippines and
India together represent 8.8% of all McDonalds Facebook page
followers To see some of the loudest Japanese fan conversations go
to Sonys One Stadium Live 7,616,766 views, 249,746 shares
REGIONAL OVERVIEWSCLICK ON EACH REGION TO SEE MORE INFORMATION
MAIN MENU EXECUTIVE SUMMARY THE WORLD CUP LIVE IN BRAZIL WORLD CUP
2014 SPONSORS GENERAL INTEREST ONLINE & SOCIALMEDIA REGIONAL
OVERVIEWS BRANDSAND THE WORLD CUP CONTACTS