Posts tagged world cup
VIRAL OF THE WEEK: Coca-Cola’s World Cup Mexican Wave
Aug 10th
The World Cup is well and truly over, but that doesn’t mean we can’t keep enjoying the ads.
This Coca-Cola ad featured in a subway in Brazil and was created by created by JWT Sao Paulo and the whole 16-metres was printed by Oce.
The ‘Mexican Wave’ was created by using two lenticular lighted panels. You can see the making of the ad and viewers’ reactions below:
The world loves FIFA, and the ‘world’s game’, of course
Jul 14th
To end the epic journey that was the World Cup in South Africa, The Nielsen Company has revealed just how popular the tournament’s organizer – FIFA – was around the world and provides insight as to who should sponsor the next cup…
During June, the FIFA website proved to be most popular in Brazil – visited by 7.0% of Brazilians online, or 2.8 million people.
In the UK, 2.7 million people (or 6.9%) were logging on the FIFA website, despite the disappointing result from the England squad.
Despite their tournament ending on the 25th June, Switzerland followed with 5.6% of Swiss people online (0.25 million people) visiting FIFA’s site, probably driven by the team’s opening round victory over eventual winners Spain.
The FIFA site offers versions in English, Spanish, German, French, Portuguese, Arabic and International Sign, but not Italian or Japanese. Despite this, 4.8% of Italians online (1.2 million people) still visited the site during June. The lack of the local language did prove too much of an obstacle in Japan where only 0.1% of Japanese people visited the site.
Not only did the FIFA website have the biggest footprint in Brazil but it also witnessed the most engaged audience – Brazilian visitors averaged almost 28 minutes on the site during June. Read the rest of this entry »
Carlsberg reaps the rewards of England’s World Cup loss
Jul 1st
Drinks brands sponsoring World Cup teams continue to benefit most from increased online traffic, according to Experian Hitwise.
Peroni, sponsors of the Italian team and England sponsors, Carlsberg saw the greatest number of UK internet searches of all World Cup sponsors last week.
Searches for Peroni, increased by 50% between the week ending June 19th and the week ending June 26th, although the Italian team were on their way home from South Africa by June 24th.
Peroni’s Experian Hitwise World Cup Index score increased from 100 to 150 based upon the volume of searches for the brand.
What does mean for advertisers? Products that are easily accessible to consumers can often get the most from major event sponsorships. Why? Because they are also affordable. How many times has World Cup sponsor Hyanidi been in the ‘most searched’ for rankings…well, none. Why, a pint of Carlsberg may set you back £3. A Hyundai is more like between £8,000 and £17,000.
And alcohol can help the punters when highly stressed: the promise of a last-16 tie against Germany saw UK internet searches for Carlsberg increase by a third over the week.
Meanwhile, telecoms businesses T-Mobile and Vodafone (down from fourth place in last week’s index) completed the top five, but with a much lower increase in the volume of searches.
The top five performing brands in the Experian Hitwise World Cup Brands Index last week (w/e June 26th):
The results highlight the relative dominance of drinks brands in generating online buzz in the 2010 World Cup.
Budweiser topped the brand index last week with a 25% increase in online searches, while in the first week of the tournament, beer companies made up four of the top five performers.
Overall the best performing sector was food (comfort food like McDonald’s) and drink, with a 4.8% increase in searches, followed by technology and telecoms with a 2.8% increase.
Robin Goad, Research Director for Experian Hitwise, said, “Last week it was those brands sponsoring relative underdogs that did well in terms of online buzz – Westfield with Australia and Kia with Slovakia to name but two. This week, as the group stage of the tournament drew to a close, it was the so called big guns that started to draw more attention: those sponsoring Italy, England and Germany.
“The brands that will fare well for the remainder of the tournament will be those that can respond quickly to what’s happening, adapting campaigns and targeting people with eye-catching and engaging content that makes them stand out from the crowd.”
How the World Cup has influenced UK online behaviour
Jun 23rd
Last week there were were five times as many searches for ‘vuvuzela’ than there were for ‘wayne rooney’, and Bavaria beer was the fifth most visited beer website following its marketing stunt proving the powerful pull the world’s game has on consumers.
Staggeringly, one in every 88 internet searches in the UK was World cup related last week.
The FIFA homepage is the biggest recipient of World Cup search traffic, and last week was the 71h most visited website in the UK, and the fourth most popular sports website.
Yes, sponsorship marketing works! So does ambush marketing it seems….but back to sponsorship and America’s favourite beer brand, Budweiser, made the most of its World Cup involvement last week, coming out on top as the most searched for brand during the second week of the Cup.
Budweiser is an official sponsor as well as a sponsor of the USA team. According to data from Hitwise, UK internet searches for the beer (owned by Belgian beer giant Anheuser-Busch) increased by 25% between the week ending June 12 and the week ending June 19.
Furthermore, its Experian Hitwise World Cup Brands Index score increased from 145 to 182 based upon the volume of searches for the brand.
Budweiser was the only brand featured in last week’s Index to retain its position in the top five. The remaining top four positions in the table were this week filled by sponsors from a variety of categories, with car manufacturer Kia in second place and significantly outperforming its larger automotive rivals.
Kia (Slovakian team sponsor and FIFA partner) saw UK internet searches increase by 13.2% and its Brand Index improve from 91 to 103. Fiat was the next best performing automotive brand with an 8.2% increase in searches. Australian shopping centre giant, Westfield, completed the top five along with Vodafone and Adidas.
It’s interesting that the brands that performed well in the Experian Hitwise World Cup Brands Index this week were those sponsoring the ‘underdog’ teams: Kia (Slovakia), Westfield (Australia), Vodafone (Greece) and Budweiser (USA), said Hitwise Research Director Robin Goad. But given the poor performances of some of the favourites in the opening games, this isn’t perhaps so surprising.
Meanwhile, following the 20-fold increase in searches for vuvuzelas, there was a further 4-fold increase in searches last week. During the week ending June19 there were five times as many searches for ‘vuvuzela’ than for ‘wayne rooney’, the England team’s most searched for player.
Bavaria, the Dutch larger that is currently awaiting punishment from FIFA for its earlier ambush marketing stunt during the Holland and Denmark game, was the fifth most visited beer website in the UK on June 15.
VIRALS THAT DON’T DIE: Nike rewriting the future
Jun 18th
This week’s viral that won’t die is our most recent one yet, it’s from May this year and debuted at the height of anticipation for this year’s World Cup in South Africa.
This campaign came out in advance of the Cup as Nike is not actually a sponsor but rather an ‘official partner’.
The epic campaign is three minutes long and features a host of football stars including Wayne Rooney and Christiano Ronaldo.
The epic ‘Write the Future’ spot, in less than one month, has set a new record for most views of a viral video ad, according to web video analytics company Visible Measures.
It beat the previous record holder, another Nike ad called “Earl and Tiger” featuring golfer Tiger Woods after his heavily publicized return to the sport.
Ad agency Wieden+Kennedy produced the ad, which was directed by illustrious Mexican filmmaker Alejandro González Iñárritu. Nike VP Trevor Edwards was quoted in Advertising Age saying the ad is “among the best we’ve ever done.”
The ad has had more than 15.7 million views on YouTube.
Cristiano Ronaldo wins the search popularity crown
Jun 16th
World Cup fever is at an all time high this year, but you’d be surprised about where our patriotism lies when it comes to our most loved players.
Rio Ferdinand is the most searched for footballer in the UK this World Cup season and Cristiano Ronaldo is the most popular around the world, according to statistics from Hitwise Intelligence.
At the beginning of the Cup, one in every 155 search terms typed into a search engine in the UK were World Cup related.
Injured England captain Rio Ferdinand was the most searched for footballer in the UK during the week ending 05/06/10, and he was joined in the top 10 at number three by Theo Walcott, another England star who isn’t actually playing in South Africa.
Here is the full top 10 list:
1. Rio Ferdinand
2. Joe Cole
3. Theo Walcott
4. Cristiano Ronaldo
5. Wayne Rooney
6. Steven Gerrard
7. Fernando Torres
8. Frank Lampard
9. John Terry
10. Emile Heskey
Former Manchester United winger and Portugal captain Cristiano Ronaldo was in the fourth place in the UK, but was the most searched for player in all of the other countries studied including France, USA, Brazil, Australia and New Zealand.
The lists of the most searched players in different countries in the tables below reveal the global popularity of the football’s biggest stars.
People all over the world are searching for Cristiano Ronaldo, while Spanish players are also extremely popular – Fernando Torres, Cesc Fabregas and David Villa appear high up on many of the lists. Read the rest of this entry »
Nike takes on Adidas with Facebook film starring Ronaldo
May 21st
As Facebook grapples with staff over privacy concerns and deals with users boycotting the site, it still has managed to remind us of its power over advertisers.
Everyone wants to be on Facebook, everyone in the marketing world that is. If you’re not on Facebook, you’re out of touch. And after all, there are over 500 million people there.
This strength has been proven by Nike’s decision to exclusively launch its new World Cup advertising campaign.
The campaign kicks off today with a 10 minutes film on Facebook featuring Cristiano Ronaldo, Didier Drogba and Wayne Rooney. You can see it here.
The video is only viewable to Facebook users and can only be viewed after the viewer has clicked on the ‘Like’ button.
The film includes a three-minute advertisement, called “Write the Future,” and intersperses on-field action with reactions from viewers all over the world.
In June, Nike also plans to roll out an Elf Yourself-type online experience that lets consumers generate ripple videos and visuals from their own photos.
Since Nike is vying with Adidas for supremacy in the Football category, both view the World Cup as a major battle and perhaps social media is the perfect field in which to play it on.
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