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IMPACT REPORT July 29, 2014 | Post-Newsletter KEY CONTENTS TAKEAWAYS

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IMPACT REPORT July 29, 2014 | Post-Newsletter KEY CONTENTS TAKEAWAYS IMPACT REPORT July 29, 2014 | Post-Newsletter KEY CONTENTS TAKEAWAYS WORLD CUP AUDIENCE EXECUTIVE THE WORLD SUMMARY CUP – LIVE IN BRAZIL ONLINE & SOCIAL CLICK ON SECTIONS MEDIA OR FLICK THROUGH SLIDE BY SLIDE Click to see more information where you see this sign Click to watch a video, or see content, where you see this sign The World Cup Final had 32.1 million tweets sent during the match between Germany and Argentina, as well as 280m interactions on Facebook from 88m users (the most discussed Facebook event EVER, 35m more interactions than the 2013 Super Bowl). As predicted, viewers took to social channels en masse throughout the tournament, peaking in the Final. In that WELCOME! one game, 32.1 million tweets were sent, reaching a peak of 618,725 tweets per minute at 18:37 local time, as Germany clinched the victory. The majority of tweets were fan led, but many brands, such as Nike, Pepsi, and EXECUTIVE SUMMARY Samsung, jumped on board too, capitalizing on the most social World Cup to date to connect at key moments END OF WORLD CUP of passion. Our social listening revealed that, across the ten languages tracked, there were more than 83 million social comments made. 60% of those were made during the group stage, 28% during the knock-out stage, and 12% in the finals. Unsurprisingly, in these latter stages, German, Portuguese, and Spanish-speaking fans contributed a majority of the conversation, a reminder that most social conversations online are not in English. Adidas was the most successful brand at driving social community growth Our pre-event research revealed that 58% of respondents intended to “follow” or “like” a brand related to the World Cup, while 50% actually did. However, we predicted that this would only be achieved if brands could Olé Olé! Germany won the 2014 FIFA World Cup, just deliver fan value. So, who did this best? Of the official sponsors, Adidas drove the most social community edging out Argentina in the Final. The Final may not growth across Facebook, Twitter, Instagram, and YouTube. The brand took 38% of social mentions among have been the most exciting game but, overall, fans sponsors and a 61% share of sponsor hashtags in Omnicom Media Group’s social tracking study. agree that this has been the best World Cup in 94% watched the World Cup on live broadcast TV and 41% streamed a live match on their years. Who can forget Germany’s brilliant 7-1 win mobile phones over Brazil, or Netherlands’ 5-1 thrashing of Spain, Despite this being the biggest digital and social event in history, it is worth noting that this World Cup’s global TV audiences are predicted to blow the 2010 figures out of the water. This despite the tournament being or the amazing performance of Costa Rica, staged at times of the day unfriendly to a large portion of the population living in APAC and EMEA, where fans everyone’s second favorite team (unless you’re still chose to watch the matches live (90% and 96%, respectively). It is a testament to both the massive growth Italian or English, of course)? in connectivity that countries have achieved in the last 4 years, as well as the quality of the football played. World Cup fever has gripped the globe for a month – what With significant growth across multiple channels, we are seeing more and more new and innovative ways for will we do now that it’s all over? Now, though, it’s time to brands to engage with fans over the course of major events, some of which are discussed in this document. It review who won the Media Cup. In short, although this has also shows that sponsorship is a fantastic way of leveraging the power of football to drive consumer been the biggest digital, social, and mobile event ever, for engagement toward brands – although not the only way, especially with social and online environments actually watching the games, we still preferred television. leveling the playing field for unofficial sponsors to make a mark on the event, too. In order to capture people’s perceptions, behaviors, and experiences of the World Cup, we conducted quantitative and qualitative research, social listening, local market analysis and interviews with social media experts. For more information about the methodology, please click here. WE HOPE YOU ENJOY THE READ! THE WORLD CUP – WORLD CUP FOOTBALL FAN ONLINE & SPONSORS & KEY TAKEAWAYS MEDIA CONTACTS MAIN MENU LIVE IN BRAZIL AUDIENCE ENGAGEMENT SOCIAL MEDIA BRANDS 1 Opening Comments ADDIAS FROM FUSE matches via the dominant medium of TV (93% of post-event. The use of the whole suite of rights in Brands need to work harder fans watched live TV broadcasts during the event). connecting their social media campaigns with their than ever to stand out when other assets, such as pitch boards, is also key as The social culture of football, with fans sharing their the power of the pitch board exposure is still activating the world’s “live” experience with friends and family, and valuable in an integrated approach. extending this experience to engaging with a wider biggest sporting platform: social community group via other devices, has led In summary, brands need to plan ahead in order to to a multi-layered communication need for brands be “spontaneous” during the event, harnessing the Once again, we have seen the global to optimise their communications and sponsorship fast-moving and unpredictable real-life stories they phenomenon of football deliver the world’s approach. If this is done well - as seen by Adidas' can use to engage with their target fans and biggest sporting event, with records being preparation and creation of a “content bible” used consumers. “Official” brands (with a FIFA achieved both on the pitch (number of goals to continually engage and entertain their target relationship) that use their full set of rights and scored) and off it (global TV audiences) at the audiences in real time - then significant payback engage with fans in a relevant sporting and FIFA World Cup 2014 in Brazil. But what are the and share of voice can be achieved (Adidas entertaining way (we still see that the top five most implications for the brands involved, both achieved the highest share, 38% of brand mentions tweeted moments all relate to the sporting elements official sponsors and unofficial ones, as we across social media platforms of all the Official and matches, although the Suárez moment did also digest the findings of the most global and social Sponsors, globally). If it is not done well, the fluid get considerable traction) will gain significant FIFA World Cup in history? nature of social media channels may open the door recognition. If consistent with a wider strategy, the to unofficial brands (who have not invested in effect will last beyond the event and defend against As predicted in our pre-event report in June, the significant rights fees to become associated as other brands (both “Official” and “unofficial”) during FIFA World Cup has proven to be the most global Official FIFA Partners) gaining more of a link to the intense and global media interest during the (even the US came to the party with record those same audiences, as is suggested by the fact event. audiences and interest) and social event in history, that 36% of hashtag mentions are actually from thanks to a combination of technology and social “unofficial sponsors” including Nike, Beats by Dre While the FIFA World Cup platform has evolved to evolution since the last edition in 2010. This was and Puma. present a new level of engagement opportunity for highlighted by records being broken on both major brands and their target audiences, an evolution and social platforms – Twitter (the Final set a new It should also be remembered that the sponsorship realignment of the communication approach built Tweets-per-minute record) and Facebook (the Final of an event, such as a World Cup, should be an on the cornerstone of live TV media value will was the most talked about sporting event in FB integral part of the brand’s overall marketing and continue to achieve things that no other platform history). In addition, we saw the growth of "second communications strategy. The event, as impactful can deliver – as both football and the FIFA World screen’ culture - nearly one in two fans (45% of as it is, only lasts four weeks and therefore the Cup go from strength to strength. women and 55% of men, globally) engaged during approach, preparation, and layers should also the matches on other devices while watching the reflect the overall brand direction both pre- and Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: May 21st – July 13th, 2014. THE WORLD CUP – WORLD CUP FOOTBALL FAN ONLINE & SPONSORS & KEY TAKEAWAYS MEDIA CONTACTS MAIN MENU LIVE IN BRAZIL AUDIENCE ENGAGEMENT SOCIAL MEDIA BRANDS WORLD CUP: KEY TAKEAWAYS Click to see CLICK ON ANY TOPIC FOR MORE INFORMATION key social takeaways HOWEVER, WE STILL NEED KNOW YOUR TO THINK ABOUT AUDIENCE THE MULTISCREEN THE WORLD CUP BROKE Globally, 46% followed the World As Facebook and Twitter SPORTING TV AUDIENCE broke records for interactions RECORDS AROUND Cup to support their national during the World Cup, fans THE WORLD teams. Click to turned to social media (Facebook 66%, Instagram PEOPLE EXPERIENCE THE EVENT Despite this World Cup being the find out more most social event ever, TV also 73% and Twitter 45%) to DIFFERENTLY LIVE IN BRAZIL about fan cemented its role as the main behaviors or to share their passion, favorite Find out more from our trend spotters media for following the sporting compare regional pictures and comment with event – with 94% of fans claiming who have experienced the event in the differences.
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