By Julian Steinforth, Expedition PR
The first part of the article on how the FIFA World Cup was breaking new records for social media marketing discussed the level of social media activities on Twitter, Facebook, and Instagram, among others, as well as the type of content that was shared by millions of soccer fans around the world.
The second part takes a look at some of the brands that had successful marketing campaigns during the World Cup, getting fans engaged about sportswear and solar power.
Let’s start with adidas, a designer and manufacturer of sports apparel and shoes, and one of the official World Cup sponsors. About 100 athletes that participated in the World Cup had a signed sponsorship contract with adidas. The company had created a “Content Bible” of 1,000 images and 160 videos that the social media marketing could use during the Games to feature the players and tailor messages based on game outcomes. The result, over 1.6 million tweets, retweets and replies mentioned the brand during the first weeks of the tournament. The company’s YouTube audience also doubled, with more than 200,000 new subscribers since the Games started. By showing 4 to 5 YouTube videos a day adidas gained 90.3 million views for their World Cup videos in total.