The ongoing World Cup, the third tournament since Facebooks creation in 2003 and Twitters explosion in 2006, will be the most sociable ever. Twitter saw more tweets before the competition kicked off on Thursday than it did for the whole of the 2010 campaign
Jerry Rice Jersey . Of the 32 competing nations, 30 have official twitter accounts and more than 300 participating players tweet, presenting the po sibility of ever higher levels of player to fan engagement during the tournament.The creation of social media means brands now have a new means by which to attract customers if campaigns are executed properly. Heres a look at some of the social media strategies being employed in Brazil.Adidas unveiled its All In or Nothing campaign, designed to go head-to-head with Nikes Risk Everything initiative. Comprising TV and Youtube ads, All In or Nothing is predominantly social-centric, offering fans the chance to opt out or in of Adidas digital initiatives during the World Cup. The apparel brand is clearly looking to grow its social media audience and launched the campaign at a time when it is rumoured to be chasing a 1.6 billion sales target for its football division, intended to combat declines acro s other key markets. With this in mind, limiting its potential customer base seems strange. Though Adidas has secured significant traction acro s social platforms through its amba sadors, this believes the decision to restrict content based on customers understanding of the brands values seems like an own goal.Official tournament sponsor, Sony, has created the digital initiative, ONE STADIUM LIVE. Optimized for smartphone, tablet, and personal computers the platform collates football-related social media content from Twitter, Facebook,
Bruce Ellington Jersey and Google+ in one place. Topics and posts from around the world will be organized according to peoples interests and relevance, sorted to show the most popular, latest or most relevant football news. Sony believes it is creating a more enhanced experience for fans as the world becomes increasingly connected. However whilst simplifying World Cup content for sports fans is noble, presenting the initiative as an innovation in social
Chris Slayton Jersey media is misplaced. Platforms like Sportlobster have been employing a similar model for a while and with Sportlobster pa sing the 1 million-user mark recently, its clear which brand is more dominant.What looks promising for ONESTADIUMLIVE is its use of team profiles for each of the 32 competing nations. Delivering insights into fans own teams and the opposition satisfies every supporters desire to be tactically and strategically informed. With this tournament only in its infancy, it remains to be seen how succe sful ONESTADIUMLIVE will be.Leveraging the tournaments popularity, Twitter released its World Cup Dream Team based on the social networking sites most mentioned players. Cristiano Ronaldo, Wayne Rooney and Neymar comprise the front three, with Mesut Ozil, Sergio Ramos and Iker Casillas also featuring. The announcement looks like a win for brands such as Nike, Castrol and Adidas, as they sponsor Ronaldo, Neymar and Ozil respectively. With Ronaldo recently announced as the worlds most marketable player, Nike, in particular, is riding high. On examination, its hard to see what the announcement will do for Twitters own PR but with over 250 million users and growing, its not like they need the exposure. If anything it indicates which players fans are most interested in and it will be fascinating to
Solomon Thomas Jersey see how this changes depending on how players perform in the World Cup.Finally, having announced its Galaxy 11 campaign back in November, Samsung last week unveiled the first chapter of its narrative, which saw 13 football stars jet off to space to face a team of alien invaders. Though not strictly linked to the World Cup
Steve Young Jersey , releasing the seven minute video to coincide with the start of the tournament cannot be a coincidence. The multi-platform campaign is designed to draw attention to Samsungs devices, including Galaxy Note 3 and Galaxy gear. The brand stre ses fan engagement will become more crucial as the narrative progre ses, with social media at the heart. Samsung had previously unveiled its amba sadors on social media using the hashtag #Gallaxy11 and the trend has gathered pace ever since. Given the levels of interest and engagement on Twitter, the campaign so far looks succe sful. Spreading the story of the Gallaxy 11 out over a number of chapters, captivates fans attention over a longer period.
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