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Tips for World Cup 2014 success on social media

Approximately 2.3 billion users engaged in real-time with the 2010 World Cup; it’s been predicted that that figure will rise to at least 3 billion this summer. Where sport is concerned, anything can happen from stunning goals to hotly debated red cards to the unpredictable injuries and pitch invasions.

Taking the recent Champions League Final as an example, the hashtag #RealMadridVsAtleticoMadrid received over 1.9 million tweets during the 120-minute nail-biting game. Nielsen’s Social Guide has revealed that 70% of tweets are sent during a programme or game itself, with only 3 of out 10 tweets made during an ad break.

With that in mind, here’s how marketers can prepare for real-time responses on social media.

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Approximately 2.3 billion users engaged in real-time with the 2010 World Cup; it’s been predicted that that figure will rise to at least 3 billion this summer. Where sport is concerned, anything can happen from stunning goals to hotly debated red cards to the unpredictable injuries and pitch invasions.

Taking the recent Champions League Final as an example, the hashtag #RealMadridVsAtleticoMadrid received over 1.9 million tweets during the 120-minute nail-biting game. Nielsen’s Social Guide has revealed that 70% of tweets are sent during a programme or game itself, with only 3 of out 10 tweets made during an ad break.

With that in mind, here’s how marketers can prepare for real-time responses on social media.

Don’t underestimate to the competition

JC Penney came under a lot of scrutiny during last year’s Superbowl, when a couple of mis-spelt tweets were posted throughout the game.

 

 

Though it was later revealed that the tweeter in question was tweeting with mittens on (allegedly), it didn’t stop other brands from making quick, witty responses.

 

 

Though this appears to be harmless banter from both Kia and Snickers, their responses have cleverly intertwined their own marketing campaigns, bringing their brand values and taglines to the forefront of the user’s mind.

Brands must remember to never underestimate the competition - a brand that can seamlessly turn the conversation from you, to them, is one to watch out for.

 

Have a contingency plan

As a brand backing a high-profile sporting event, you need to consider every eventuality. When Andy Murray became the first British man to win Wimbledon since Fred Perry in 1936, his sponsors Adidas responded with a simple tactical ad that went viral.

Adidas 'Wimbledone' ad Andy Murray

While we can only assume that Adidas had a similar asset created in the event that Andy Murray had lost, Novak Djokovic’s sponsor Uniqlo remained remarkably quiet after his Wimbledon loss.

Balance pre-planned content with real time interaction

Even if you didn’t watch last year’s Superbowl, you've probably heard about the blackout that took place during the third quarter. The field was pitch black; the game was at a standstill, and Twitter users jokingly blamed Beyonce’s high-energy performance for shutting down the event.

The blackout happened at 7.38pm local time, and within 10 minutes, Oreo tweeted:

 

 

For viewers, a 30-minute delay is nothing more than a frustration, a break in the most highly anticipated NFL game of the year. However, for marketers and media buyers alike, a 30-minute delay is a nightmare; expensive pre-bought placements down the drain for ads that won’t air.

Oreo’s timely tweet was a result of a 15-strong team of creatives, copywriters and strategists who were prepared to post reactively to any situation. Not only did this allow the team to generate new ideas directly related to the game throughout the night, it meant that new assets and copy were quickly approved by the brand team and posted online.

The biscuit maker's success has reiterated how important it is for brands to leave room for flexibility and reactive content during a live event. With an effective plan, the opportunities for successful World Cup 2014 campaigns on social are limitless!

Picture ©Adidas

 

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