omd mid-newsletter 2014 world cup

IMPACT REPORT

8th July, 2014 | Mid-Newsletter

CONTENTS

CO

NTA

CTS

THE WORLD CUP –

LIVE IN BRAZIL

BRANDS AND THE WORLD

CUP

GENERAL INTEREST

ONLINE & SOCIAL MEDIA

EXECUTIVE SUMMARY

REGIONAL OVERVIEWS

WORLD CUP SPONSORS

CLICK ON SECTIONS 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

WELCOME!EXECUTIVE SUMMARY

THE WORLD CUP SO FAR

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During the group stages of the 2014 World Cup, football TV audience records have been broken around the globe, keeping it on track to surpass the 3.2 billion reach of the 2010 World Cup South Africa.The 2014 FIFA World Cup is moving fast, bringing football fans around the world together to experience the emotions, controversies and celebrations that come with the global sporting event. Fans have been able to catch all of the excitement that takes place on the pitch as it happens, as they want to experience the ‘live’ event. As a result, TV audience records have been broken in several countries, including the USA, Brazil, France, Netherlands, Germany, Italy, UK, Spain and Japan.

200 million people generated 815 million Facebook interactions and 300 million Tweets were recorded during the group stage of the World Cup.As Omnicom Media Group predicted, the 2014 FIFA World Cup is the world’s biggest social and mobile sport phenomenon, with Facebook and Twitter both breaking records during the group stage matches. With fans looking to social media platforms to experience and interact with the World Cup, brands are also taking the opportunity to engage with this mass audience. Social media has enabled brands to interact with different target audiences, engaging them in a tailored way. Furthermore, social media has allowed brands to take advantage of reacting to key moments of the event, such as the Suarez incident, maximising their relevance to fans. However, brands that decide to take to social platforms must remember that even if it is a local activation that they are implementing, their audience is global – making local nuances ever important.

Football fans have watched more than 1.2 billion minutes of World Cup ads on YouTube.Although TV remains the main way football fans are watching the World Cup, it is no longer the only avenue for brands to interact with them. Overall, the 2014 World Cup has challenged conventional advertising, with sponsors turning to new and more interactive ways of engaging with fans. We are seeing many different approaches in how brands are trying to be noticed throughout the World Cup, including: athlete brand ambassadors, news hubs, social network accounts and in the moment dynamic media content, among others. With less of a rule book to follow, unofficial sponsor brands are also trying to leverage new marketing channels to increase their brand presence as a result of the World Cup.

In order to capture the progression of the World Cup, we have conducted a mix of different methodologies. For more information about the methodologies used, please click here.

WE HOPE YOU ENJOY THE READ!

The World Cup is well under way and deep down until the knock out stages, with many surprises having taken place; but it is safe to say that the globe has been swept by World Cup fever.While the 2014 FIFA World Cup is the world’s biggest social and mobile sporting phenomenon, TV however still remains the main viewing point.

EXECUTIVE SUMMARY

THE WORLD CUP – LIVE IN BRAZIL

WORLD CUP 2014 SPONSORS

GENERAL INTEREST


REGIONAL OVERVIEWS

BRANDS AND THE WORLD CUP CONTACTS

http://www.fifa.com/worldcup/news/y=2014/m=6/news=fifa-world-cuptm-group-stages-break-new-ground-in-tv-viewing-2388418.html

https://www.facebook.com/photo.php?fbid=10152504713387457&set=a.10152504713312457.1073741834.359129892456&type=3&theater

https://twitter.com/TwitterData/status/482328841466048513

http://www.forbes.com/sites/patrickhanlon/2014/06/23/super-bowl-ad-dominance-ends-with-world-cup-viewers/

Click to see memorable campaigns and social media

LIVE IN BRAZIL

Source: Omnicom Media Group Sonar conducted in partnership with FutureFoundation Fieldwork: 12th – 19th June, 2014 conducted in Rio de Janeiro and São Paulo.

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TRENDSPOTTERS

The event has now kicked off … and all the attention turned on to the football! As expected, now that the tournament is well under way, the focus has shifted towards the action on the field.Football is now a dominant topic of conversation and many report that while they were not feeling particularly excited at the start of the tournament, now that it is under way (and the Brazilian team remains in the tournament) the excitement levels are rising. However, many say that this tournament has not been as exciting as previous World Cups (although there have been plenty of shocks, including Spain’s exit).

Dissatisfaction with alleged corruption and the cost of the tournament remain but vocal and physical protest is now in the minority – the focus is now firmly on the football.

While many conversations centre around local players, players from Europe (e.g. Van Persie) are also widely discussed. A number of memes have become very popular, often beginning during the matches themselves as viewers make contributions via social media in real time.

Best Regards,RenataRio de Janeiro

Lourenç

o São Paulo

HOW DO THEY FEELABOUT THE EVENT?

“The atmosphere is very lively and positive. Many felt it would be a logistical disaster with fans having a lot of difficulty getting around but things have been going pretty well so far. It can’t be denied that many of the problems that people predicted have happened, but perhaps they weren’t quite as bad. Most Brazilians seem to be enjoying the football lots, as well as the foreigners, praising the warm welcome from Brazilians and making the most of their time here during the World Cup.”

the World Cup”. -São Paulo

“Most Brazilians thought the opening ceremony was not the way it should be, to show the Brazilian culture of famous and traditional parties like Carnival. They think if it was produced by a Brazilian artist it would be more attractive. They also complained about the choice of international singers to present the event: Jennifer Lopez and Pitbull. The press around the world also complained about the short duration of the event (25 minutes).”(25 minutes)”. -Rio Janeiro

HOW ARE THEY PLANNING TO WATCH

IT?“People are often meeting up and coming together to watch the matches, making every one a social event. From what I’ve seen, it’s independent of age or social grade. Everyone has been very enthusiastic and loud during most matches, no matter who’s playing. But unsurprisingly, it’s always much louder during the Brazil matches. I haven’t really heard of any crazy things because their team’s won.”

-São Paulo WHAT DO THEY THINK OF BRANDS

PARTICIPATING?“There is the constant barrage of adverts on TV in between matches and at half time, but I have seen little evidence of people talking about actions from brands. It seems that now that the football has started, that’s all that anyone is talking about.”

-São Paulo

“Brands that stand out at this point are Nike, Coca-Cola, Itaú (bank) and Skol beer. Some of the Itaú bank campaigns motivated people because of their song “Show your strength, Brazil”. The Skol campaign is also very captivating because it’s a funny way to welcome the tourists abroad.“

-Rio de Janeiro

“I really haven’t seen any brands winning

people’s hearts.”“The main conversation is not

about brands but about the football supporters and the parties that follow victories.”

“Well, people prefer to watch the TV with family and friends, and to have a barbecue. About the tickets, as it’s so expensive, it’s not easy for many Brazilians to be in the stadium. Social media is very funny to see during the games and lots of people follow the game online at the same time as watching live.”

-Rio de Janeiro

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EXECUTIVE SUMMARY


GENERAL INTEREST


REGIONAL OVERVIEWS

BRANDS AND THE WORLD CUP CONTACTSTHE WORLD CUP –

LIVE IN BRAZIL

ENCOUNTERS DURING THE WORLD CUPBRAND

WHERE THE BRAND WAS ENCOUNTERED

TV

Newspapers, Magazines

Poster

Internet

Mobile

Cinema

Articles Press

Pitch

Competition

Shop Windows

Local Event

Merchandising

PC Games

Athletes Clothing

Social Media

Athlete's Social Media

Other

60%

17%

19%

31%

15%

5%

15%

43%

16%

10%

18%

19%

7%

19%

16%

9%

4%

64%

23%

24%

34%

24%

4%

24%

49%

23%

19%

30%

29%

11%

51%

17%

20%

1%

66%

16%

21%

32%

16%

8%

14%

40%

20%

8%

19%

24%

3%

8%

18%

5%

5%

45%

14%

11%

25%

16%

2%

11%

70%

9%

5%

16%

14%

5%

5%

14%

7%

5%

Sony

Coca-Cola

Adidas

Total

Unsurprisingly, TV is still the main media driving sponsorship awareness. However, advertising around the pitch has a massive impact in driving awareness of brands in a sporting event such as the World Cup, surpassing the Internet, which is more relevant for delivering context for brands around the event rather than building awareness.(Fieldwork conducted in UK, Germany, USA, Brazil and China via smartphones whilst watching a FIFA World Cup game)

NB

: sm

all

sam

ple

siz

es fo

r re

ma

inin

g s

pons

ors

MOST ASSOCIATED BRAND WITH THE CURRENT GAME THEY WERE WATCHING

22%

20%

13%

12%

8%

5%

4%3%2%2%2%

Adidas

Other Non-Sponsors

Nike

Coca-Cola

Sony

McDonald's

Visa

Budweiser

Kia

Emirates

Hyundai

Factors pointed out as reason to remember a sponsor whilst watching a game:

26%

18%

27%

28%

11%

19%

68%*based on spontaneous recall

Claim they have considered purchasing the brand

Claim they have purchased the brand

Claim they have positively recommended

the brand

Claim to feel positive about the brand

Claim to have seen pitch billboard advertising during match

Claim to have seen TV/broadcast advertising

Claim it was the first brand to come to mind

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After noticing a brand sponsoring the World Cup….

Source: Omnicom Media Group M:Snapshots, Fieldwork: 24th June – 1st July, 2014: (N = 500 approximately 100 smartphone respondents from UK, Germany, USA, Brazil and Tier 1 China who have been following the World Cup and who were currently watching a FIFA World Cup game).

In 2006, FIFA adopted a new commercial strategy introducing

a three-tier sponsorship structure. The first Tier are FIFA Partners, the second are FIFA World Cup

Sponsors and the third are National Supporters for each FIFA event. The first tier has the highest level of association with

FIFA, FIFA events and the development of football worldwide, increasing the value and engagement for both sides. The second tier has rights to the FIFA Confederations Cup and the FIFA World Cup on a global basis, allowing them to use selected marketing assets and media exposure as well as ticketing and hospitality offers for the event. The third tier

allows brands with ties to the hosting countries of FIFA events to promote an association in the domestic market. All

sponsors are provided a wide product category exclusivity, allowing them to distinguish themselves from competing

brands in their category.

BRANDSLESSONS FROM THE 2014 WORLD CUP SO FAR

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Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014 and FIFA.COM (http://www.fifa.com/aboutfifa/organisation/marketing/sponsorship/strategy.html)

So far this World Cup has shown us the power of being a social brand. It has been known that social media has changed the environment in ways brands can interact with consumers – and the brand winners of the 2014 World Cup so far have truly embraced being social. What we are seeing is that there is a strong link between the brands that are the most recalled and their online presence.

Below are some winning behaviours that have been implemented:

• Act globally, while thinking about how local markets might react.

• Adopt a relevant, fun and human tone of voice.

• Have frequent updates, including content that has eye-catching images in order to stand out.

• Use multiple platforms in a coherent and complementary way (such as Tumblr, Instagram, YouTube, Facebook, Twitter, etc.).

• Apply caution when using certain teams and players, thinking about worst-case scenarios such as being eliminated at the group stage.

• Engage your audience by letting them interact with your brand or message in a personal way.

These behaviours can be used both by sponsors and unofficial sponsors, making the competition among brands during sporting events a little more complicated.

Click here to see the evolution of social media so far.

See how brands leverage global events for CSR

FROM Omnicom Media Group’s SPORTS & ENTERTAINMENT SPECIALISTS

POINTS OF VIEW

A list of official FIFA World Cup Partners & Sponsorssince 1982

TYSON HENLYHead of International

Football

FUSE, EMEA

JOSH FARBERAccount DirectorOPTIMUM SPORTS NORTH AMERICA

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CLICK ON the icon for more information

http://www.fifa.com/mm/document/fifafacts/misc-fwcpartn/52/01/15/fs-401_01_fwc-partners.pdf

2014 WORLD CUP SPONSORSCLICK ON BRANDS FOR MORE INFORMATION

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EXECUTIVE SUMMARY


GENERAL INTEREST


REGIONAL OVERVIEWS


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SonyContinental

McDonald’s

Coca-Cola

Oi

Emirates

VisaCastrol

Johnson &

Johnson

Moy Park

Adidas

Hyundai/Kia

Motors

Budweiser

Yingli

OTHER WORLD CUP

ACTIVATIONS PANASONIC

Panasonic has released a new video

clip, “Neymar Jr. Chant”. The live

recorded chant is created with

messages of support collected from

Neymar Jr. fans all over the world and is

set to the sound of his feet touching the

ball during his best 10 plays chosen

according to fan votes. The video has

had more than 1.2 million views.

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GENERAL INTEREST


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BRANDS AND THE WORLD CUP CONTACTSMAIN

MENU

SAMSUNG“THE MATCH – PART1” is a new video for the Galaxy 11 campaign, which has had more than 11 million views on YouTube. The video shows Messi and Ronaldo running for #GALAXY11 to prove football just might save the planet. Although the video takes place in a fictional world, the products featured are real and available for purchase.

EA SPORT FIFAEA Sport FIFA launched “Landon Donovan –

Always in the game”. Donovan is a very good

football player, but was left off the USA World

Cup team. Although the decision shocked

many, including Donovan himself, the country's

all-time leading goal scorer has at least

managed to make light of the situation. The ad

is centred around Donovan lazing about his

apartment and turning to the new EA Sport's

World Cup video game to be a part of the

event.

NIKE“The Last Game” is a story about a scientist and clones who want to prove that riskless football is more effective. Ronaldo and the other original players disagree and are willing to risk everything to prove the scientist wrong. The short film was released on 9th June and has garnered almost 60 million views. Nike has also launched another activation, #AskZlatan, gaining 14,914 Tweets in the last 19 days.

PEPSI Pepsi Max launched the video “The Unbelievable Game” – #LiveForNow. The brand created the first football pitch using inflatable trick mats and invited six football freestylers and six freerunners to play in one unbelievable game. The video shows off the players’ amazing skills and has gained more than 2.3 million views

HEADS&SHOULDERS

”Lionel Messi Hugs – #HugHeadFirst with Head &

Shoulders” is a video in which Lionel Messi’s fans were

asked if they have the confidence to hug whoever came out

of a box. Next, the doors of box open to reveal Lionel

Messi and the fans were invited to hug him. The video has

had almost 2 million views.

HUBLOTHublot, the official watch of the 2014 FIFA World Cup, has redesigned the usually plain referee board. The luxury Swiss watch brand has given the most utilitarian object in football a cool revamp.

Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

UNOFFICIAL SPONSORS

http://topsy.com/s?q=#AskZlatan&window=d19

http://topsy.com/s?q=#AskZlatan&window=d19

https://www.youtube.com/watch?v=WjzKRQNnmdw

http://www.youtube.com/watch?v=4KKgR5YWmYg

http://www.youtube.com/watch?v=2EBtQQceJWU#t=27

http://www.youtube.com/watch?v=jkUcFF4VmO4

http://www.youtube.com/watch?v=Iy1rumvo9xc

http://www.youtube.com/watch?v=ystoqYTciBI

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OMNICOM MEDIA GROUP’S PINTEREST BOARD OF BRAND ACTIVATIONS AND STORIES OF INTEREST FROM ALL OVER THE WORLD

2014 WORLD CUP SCRAPBOOKIn collaboration with colleagues worldwide producing over 300 relevant pins about the 2014 World Cup

View the Omnicom Media Group’s

FIFA 2014 World Cup

Pinterest board


http://www.pinterest.com/OMGEMEA/fifa-2014-world-cup/

http://www.pinterest.com/OMGEMEA/fifa-2014-world-cup/

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TOP TOPICSWHAT IS HAPPENING ONLINE?

1 ROUND OF 16

4 BRAZIL V CHILE: JARA’S MISSED LAST PENALTY

2 ALGERIA V RUSSIA: SLIMANI SAVED TEAM IN LAST MINUTES

5 HOLLAND V MEXICO: ROBBEN’S LAST-MINUTE PENALTY

3

Luis Suárez went from 26,053 mentions overall in week 1 of the World Cup to an additional 1,219,907 in week 2 due to his biting incident.

Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2 nd July, 2014 and Omnicom Media Group Antenna conducted in partnership with repindex Fieldwork: 12th – 26th June, 2014 conducted in 10 languages (English, German, French, Spanish, Italian, Thai, Simplified Chinese, Portuguese, Russian, Arabic). All Sponsors monitored (Coca-Cola, Adidas, Hyundai, Kia, Emirates, Sony, Visa, Budweiser, Castrol, Continental, Johnson & Johnson, McDonald’s, Moy Park, Oi, Yingli).

Karim Benzema is the most mentioned player in French with 76,870 mentions in French and 214,584 overall. He has scored three goals for the French team, securing their position in the round of 16, as well as having been a contender for the Golden Boot award.

In German, Thomas Müller had the most mentions during week 1 of the World Cup. During the second week, as in most other languages, Suárez became the most mentioned player in German. However, Thomas Müller remains overall the most mentioned player in German with 15,055 mentions (Suárez had 8,991).

TRENDINGTOPIC

MOST-DISCUSSED MATCH

TRENDING

VIDEO

Brazil v Chilemore than 388,900 mentions per minute on Twitter

The Dutch player Robben has become a subject of various memes, as his fall during the match against Mexico was over-exaggerated.

ITALY V URUGUAY: SUÁREZ’S BITING INCIDENT

266,942

1,245,960657,936

645,152420,595

@BRAZUCA

FASTEST-GROWING

TWITTER

PROFILE

http://hshtags.com/tags/v/rObben

http://hshtags.com/tags/v/worldcup

http://youtu.be/7-7knsP2n5w

http://www.socialbakers.com/twitter/brazuca

http://hshtags.com/tags/v/rObben

FROM SOCIAL MEDIA EXPERTS

Source: Twitter and Facebook. Fieldwork: 15th – 31st May, 2014.

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REGIONAL OVERVIEWS


MENU

POINTS OF VIEWCLICK ON THE SOCIAL MEDIA EXPERTS FOR THEIR POINTS OF VIEW

ANDREW SAMMSSenior Sales Lead

TwitterJEN LOUISGlobal Creative StrategyFacebook Creative Shop

Facebook

220 MILLION PEOPLE GENERATED 1 BILLION FACEBOOK INTERACTIONS RELATED TO THE WORLD CUP FROM JUNE 12-29th. HERE ARE SOME HIGHLIGHTS:1. On June 20th, the World Cup had already driven

more conversations on Facebook than this year’s Super Bowl, Oscars, and the Sochi Olympics combined.

2. The most social group match had over 58 million people and more than 140 million Facebook interactions thanks to Brazil’s win over Croatia in the opening match of the World Cup.

3. When it comes to countries buzzing about the group stage, Brazil wins first place followed by USA, UK, Indonesia and India.

4. Neymar has been the most talked about player during the group stage.

5. 31 million people had 75 million Facebook interactions related to the Brazil v Chile match on 28th June.

FACEBOOK AND TWITTER

TALK FOOTBALL

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REGIONAL OVERVIEWS


MENU

McDonald's targets 57 countries with '#FryFutbol' campaign. To see what is being shared on Facebook, click here.

See what is trending about the #WorldCup on Facebook:

300 MILLION TWEETED IN RELATION TO THE WORLD CUP DURING THE GROUP STAGE.

HERE ARE SOME HIGHLIGHTS:

You can find animated Twitter World Cup Group Matches maps HERE.

President Obama sent a message to the U.S. soccer team on Vine.

FACEBOOK AND THE WORLD CUP

TWITTER AND THE WORLD CUP

Source: Twitter and Facebook. Fieldwork: 12th June – 2nd July, 2014.

1. We saw the first use of goal line technology in a World Cup and the Adidas ball confidently tweeted ‘Goal’.

2. Rihanna announcing her support (and condolences) for 'her baby Ronaldo’.

3. One super fan that reigns above all others as the campaign #VEMIBRA to get Zlatan Ibrahimovic to ditch his holiday plans and go to Brazil has paid off.

4. Marcelo (@12MarceloV) scoring team’s own goal in the opening match was the most-tweeted moment, with 378,085 Tweets per minute.

5. Mario Balotelli’s Tweet about the fate of #ENG and the Queen as of June 26th had 17,185,016 impressions and 177,109 retweets.

Where people around the world are talking about the World Cup:

https://www.facebook.com/photo.php?fbid=10152487841927457

https://twitter.com/brazuca/status/478268237424365568

https://urldefense.proofpoint.com/v1/url?u=https://twitter.com/rihanna/status/478594449350471680&k=S62Tl7vLGjW6AAK5ZFwEoQ==%0A&r=8+1hHR/IXRKEw2TEy6OsgCre2dswC6X67EmrCSmXlVQ=%0A&m=n0t0sP4KsnlO5b+PDTn+OIGC2aj58y1sjAcZ6G5K+/Q=%0A&s=8bf3a7c72088a9c99f957502e4649bbbe3788565939f45aaf2784f3c21280508



https://urldefense.proofpoint.com/v1/url?u=http://youtu.be/UH5INa7pun0&k=S62Tl7vLGjW6AAK5ZFwEoQ==%0A&r=8+1hHR/IXRKEw2TEy6OsgCre2dswC6X67EmrCSmXlVQ=%0A&m=n0t0sP4KsnlO5b+PDTn+OIGC2aj58y1sjAcZ6G5K+/Q=%0A&s=34a424e47cc98008a81cfdac7f7f73fabf608d8968dad0e09d7f6c562eb4b95d

https://urldefense.proofpoint.com/v1/url?u=https://twitter.com/Ibra_official&k=S62Tl7vLGjW6AAK5ZFwEoQ==%0A&r=8+1hHR/IXRKEw2TEy6OsgCre2dswC6X67EmrCSmXlVQ=%0A&m=n0t0sP4KsnlO5b+PDTn+OIGC2aj58y1sjAcZ6G5K+/Q=%0A&s=3244f9a6c105c6d6232d9ddc72603e973f3f83c52885b1223d178b8bde19f9bf



https://urldefense.proofpoint.com/v1/url?u=https://twitter.com/FIFAWorldCup/status/479443530138779648&k=S62Tl7vLGjW6AAK5ZFwEoQ==%0A&r=8+1hHR/IXRKEw2TEy6OsgCre2dswC6X67EmrCSmXlVQ=%0A&m=n0t0sP4KsnlO5b+PDTn+OIGC2aj58y1sjAcZ6G5K+/Q=%0A&s=a33e3aea7277db3a0e5a07dd1cdf74de2ab0a087b9ac6a208efccf8b5e14388a

https://twitter.com/FinallyMario/status/479738033672306688

https://twitter.com/TwitterData/status/482359477836869632/photo/1




https://urldefense.proofpoint.com/v1/url?u=https://twitter.com/TwitterAdsUK/timelines/467284104644661248&k=S62Tl7vLGjW6AAK5ZFwEoQ==%0A&r=8+1hHR/IXRKEw2TEy6OsgCre2dswC6X67EmrCSmXlVQ=%0A&m=6Af9iZn1gTLx+2ehY/DNXr5HrPmzxDabKdY4MPCPUR8=%0A&s=a908150a9401aa609518d08066ec4a1ae0f1f7b634561cd7867aa14e1a08e923

https://twitter.com/TwitterAdsUK/timelines/467284104644661248

https://www.facebook.com/hashtag/fryfutbol

https://www.facebook.com/worldcup/

https://www.facebook.com/worldcup/

https://vine.co/v/MIDFLvaXbDX

https://vine.co/v/MIDFLvaXbDX



https://twitter.com/TwitterData/timelines/479032120136851458

EME

A

REGIONAL OVERVIEWSCLICK ON EACH REGION TO SEE MORE INFORMATION

NORTH AMERICA

LATAM

APAC

MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


WINNING AVERAGE DURING THE GROUP STAGE

37%

EMEA REGIONAL OVERVIEWREGIONAL

POPULATION(Millions)

1,835

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EXECUTIVE SUMMARY



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Source: OMG Insights across 81 Markets. Fieldwork: 8th – 24th June, 2014.

WHAT’S HAPPENING?

After Spain’s elimination in the World Cup, the La Roja team is going to be rebuilt. The 2014 World Cup will be the last international level fixture for many of Spain's stars: David Villa, Xavi, Xabi Alonso and Iker Casdillas are considering retirement.

Ghana’s World Cup team had not been paid for their appearance fees since the World Cup started, since players and the government could not settle on the form of payment. After a decision had been made Ghana government officials pre-financed the payment in cash, put it in a plane and flew $3 million over to Brazil.

A Netherlands fan has had a permanent tattoo in honour of his country's performance at the World Cup in Brazil. The tattoo includes coach Louis van Gaal and captain Robin van Persie placed on his back.

During the final Group D dead rubber with Costa Rica, England’s fans were supporting the team with a MasterCard-style banner: Flights to Rio - £1,200; Enjoying the ambience - £2,000; Accommodation - £2,000; Arriving after elimination - Priceless."

The Union Berlin football club stadium turned into a giant living room for the World Cup. The club invited people to bring their own sofas to the stadium to watch the game together on a 700-inch screen. Around 12,000 fans attended the first game of the World Cup between the host nation and Croatia, around 3,000 watching on sofas.

TOP PLAYERSBY COUNTRY EMEA

ENGLAND

ITALYCROATIA

NIGERIA

PORTUGAL

BELGIUM

GREECE

GHANA

NETHERLANDS

CAMEROON

RUSSIA

SWITZERLAND

FRANCE

BOSNIA-HERZEGOVINA

IRAN

SPAIN

GERMANY

IVORY COAST

ALGERIA

Eden Hazard

Wayne Rooney

Robin van Persie

Andres Iniesta

Mesut Özil

Andrea Pirlo

Cristiano Ronaldo

Kostas Mitroglou

Miralem Pjanic

Igor Akinfeev

Mario Mandžukić

Josip Drmic

Samuel Eto Yaya Toure

Victor Moses Kevin Prince Boateng

Sofiane Feghouli

CLICK ON INFO SIGNS for more about the athletes

+Denmark, Sweden and Turkey also support

Karim Benzema

Lionel MessiUAE, KSA, EGYPT

+Latvia supports

Javad Nekounam

PLEASE NOTE THAT THOSE IN BLUE HAVE PARTICIPATING TEAMS IN THE WORLD CUP, BUT WE HAVE ADDED INFORMATION IN YELLOW ABOUT OTHER MARKET SUPPORT

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2014 WORLD CUP SPONSORS - EMEACLICK ON BRANDS FOR MORE INFORMATION ABOUT THE PROGRESSION OF THE SPONSORS’ BRAND ACTIVATION SPECIFIC TO EMEA.

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EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


SonyContinental

McDonald’s

Coca-Cola

Oi

Emirates

VisaCastrol

Johnson &

Johnson

Moy Park

Adidas

Hyundai/Kia

Motors

Budweiser

Yingli

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SPAIN - DISNEYDisney has launched the movie “Aviones” in Spain supporting the Spanish football team for the World Cup.

.

RUSSIA - BURGER KING

Burger King released a line of new

burgers, the Kurinho and Goal-Burger.

In addition, when customers shout “Go

Russia!” while making an order, a

portion of fries are given on the house.

The changes to their menus can also

be seen in other countries, as well as

their “Whopper Fanatic” ad.

CROATIA - HRVATSKI

TELEKOMThe biggest skyscraper in Zagreb and the

office of Hrvatski Telekom, Sky Office, has

been redecorated with a huge number 17

Croatian national football jersey (the

number of their sponsored player,

Mandžukić) and the tag Passionate

Sponsor.

ENGLAND - SAMSUNG

Samsung Electronics looked to engage

football fans with #Selfie4England.

Samsung celebrated its official supplier

connection to the England football team by

encouraging the public to take a

#Selfie4England for the chance to win

signed England shirts and Samsung

products.

GERMANY - NUTELLA

By connecting its Facebook page with the

hype around the World Cup, Nutella was

one of the fastest growing fan pages at the

start of the World Cup, increasing by

380,870 on the 16th of June alone.


OTHER WORLD CUP

ACTIVATIONS EMEA

JORDAN - PEPSIPepsi launched a football tournament in Jordan whereby fans needed to register a team of 7 players take part. The prize for the winning team of the tournament was a trip to Dubai and for the best player a dream trip to Brazil.

Overall, there were 109,544 interactions on Facebook, which is the highest number of interactions received on a Jordan campaign.

UNOFFICIAL SPONSORS

https://www.youtube.com/watch?v=4DZ2o8MSlDg



According to a bleacherreport.com ranking, Robin van Persie’s goal against Spain is the greatest goal of the 2014 World Cup Group Stage

@Cristiano is the third-highest influencer for the #WorldCup hashtag with 27,528,346 followers.

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FANS SHOWING THEIR

SUPPORT…

Dutch fans celebrate their team's victory on a live telecast inside the FIFA Fan Fest area.

German fans celebrate during a broadcast at Copacabana beach in Rio de Janeiro.

France supporters at the Brasilia national stadium in Brasilia.

SHARE OF FANS

- FACEBOOK

PAGE

TRENDING VIDEO IN ALGERIA

Source: EMIRATES 24/7Sports


TOP TOPICSWHAT IS HAPPENING ONLINE EMEA

1 ROUND OF 16

2 SPAIN, PORTUGAL AND ITALY ARE OUT

3 GHANA’S ASAMOAH GYAN IS THE TOP AFRICAN GOAL SCORER

GREATESTGOAL

HASHTAG

INFLUENCER

France has 3,318,919 local fans making them the 5th top nationality following the page

http://bleacherreport.com/articles/2109751-world-cup-2014-ranking-the-top-20-goals-from-group-stage-games/page/21

http://bleacherreport.com/articles/2109751-world-cup-2014-ranking-the-top-20-goals-from-group-stage-games/page/21

http://youtu.be/SX0bg_1ADxo

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LATAM REGIONAL OVERVIEW

WHAT’S HAPPENING?

REGIONAL POPULATION(Millions)

582WINNING AVERAGE DURING THE GROUP STAGE

63%

BRAZILBrazilians were not impressed by the Opening Ceremony, as they expected more from the organisation. Some blamed politics, and others FIFA. Overall, it was said that the ceremony must not spoil the grass on the football field.

ARGENTINAArgentina wins against Switzerland 1-0 in extra time. The team will be moving forward to the quarter-finals of the 2014 Brazil World Cup.

CHILEChile’s Mauricio Pinilla has had a tattoo done on his back of his crossbar-hitting shot against Brazil. The tattoo will be a reminder to Pinilla of his effort to secure a goal in the closing seconds of extra time.

COLOMBIAAs the Colombian team played in the World Cup, fans turned to Twitter to engage with the nation in support of their team. The hashtag #Contigomiseleccion (#togethermyteam) was the most popular during their matches, with 46% of the total interactions.

COSTA RICAAfter 24 years of their first World Cup appearance, Costa Rica made the round of sixteen for the first time. The whole country is overjoyed and proud, as their team qualified for the quarter-finals.

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BRADNS AND THE WORLD CUP CONTACTS


TOP PLAYERSBY COUNTRY LATAM


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REGIONAL OVERVIEWS



COLOMBIA

James Rodriguez

BRAZIL

URUGUAY

ARGENTINA

Lionel Messi

CHILE

Alexis Sanchez

ECUADOR

Antonio Valencia

HONDURAS

Carlo Costly

COSTA RICA

Bryan Ruiz Gonzalez

MEXICO

Rafael Marquez Luis Suárez

NEYMAR Jr.

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REGIONAL OVERVIEWS


2014 WORLD CUP SPONSORS - LATAMCLICK ON BRANDS FOR MORE INFORMATION ABOUT THE PROGRESSION OF THE SPONSORS’ BRAND ACTIVATION SPECIFIC TO EMEA.

SonyContinental

McDonald’s

Coca-Cola

Oi

Emirates

VisaCastrol

Johnson &

Johnson

Moy Park

Adidas

Hyundai/Kia

Motors

Budweiser

Yingli

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REGIONAL OVERVIEWS

WHO IS GOING TO FOLLOW THE WORLD CUP

CONTACTS

COLOMBIA - GRUPO AVAL

"Grupo Aval“, an organisation which

unites several banks, has been running

a campaign outlining several types of

goal celebrations in a humorous fashion

to introduce the services offered by the

group.

COSTA RICA - DOS PINOSThe main national dairy brand created an exclusive website to show support, send messages, create personalised avatars and promote contests to win special prizes. The brand also launched special milk packages using various national teams’ T-shirts.

BRAZIL - KFCKFC launched a new Brazilian-themed ad

for the start of the World Cup with the

catchphrase “The only time Brazil is quiet

is when we are eating”.

PUERTO RICO - GATORADEUnder the slogan “Fuelling the unreal”, Gatorade launched a campaign challenging individuals 14 years or older to “discover where efforts can take them”. All participants had the challenge of using their creativity to record a video demonstrating their football skills. The most creative and skillful participants won the opportunity to experience special training sessions organised by Gatorade, attend a variety of athletic testing and other unique experiences.

BRAZIL - BRAHMA Brahma placed large posters representing different World Cup editions on sides of residential buildings near São Paulo Stadium. The brand has also created a special World Cup beer brewed from barley sown on the turf of the team's training ground.

BRAZIL - CLAROClaro, the second-largest

telecom company in Brazil,

leverages its joint Twitter

account with Ronaldo Luís

Nazário de Lima to engage

with fans. Since June 12th,

the brand has been among

the top 10 Twitter brands,

with its fan base increasing

by more than 500,000

followers.


OTHER WORLD CUP

ACTIVATIONS LATAM

BRAZIL - ITAÚ (National Sponsor)The Brazilian bank Itaú launched the “Mostra tua força Brasil” (“Show your strength, Brazil”) video. A rousing anthem features singers Paul Miklos and Fernanda Takai and the clip has had over 17 million views on YouTube.

UNOFFICIAL SPONSORS

http://www.youtube.com/watch?v=i9DYO645eTk

http://www.youtube.com/watch?v=DhxgV0Pp9Zs

https://www.youtube.com/watch?v=a0hio-jfwHY

TOP TOPICSWHAT IS HAPPENING ONLINE LATAM

MOST

SEARCHED

PLAYER

TRENDING

LOCAL SEARCH

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REGIONAL OVERVIEWS


CONTACTS

1 ROUND OF 16

2 ARGENTINA FANS

3 JAMES RODRIGUEZ

Mexican supporters play musical instruments outside the Arena Castelao.

A Uruguay supporter shows his teeth before the match Colombia v Uruguay.

Brazilian supporters celebrate after a penalty shoot out at the end of the match Brazil v Chile.

FANS SHOWING THEIR

SUPPORT…

James Rodriguez appeared to be a possible World Cup top

scorer, and Colombia cruised into the quarter-finals.


TOP

RUNNER

Marcelo Diaz,52,212m distance covered

Ezequiel Lavezzi,Argentina’s new heartthrob “El Pocho”


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NORTH AMERICA REGIONAL OVERVIEW


33%

U.S. & CANADA POPULATION(Millions)

351,307

WHAT’S HAPPENING?

Millions are tuning in to watch the World Cup games. The 2014 FIFA World Cup tournament is being televised on three English language networks (ABC, ESPN #IBelieveThatWeWillWin, ESPN2) and three Spanish language networks (Univision, Univision Deportes, Galavision) in the United States.

Google Canada has launched its first ever OOH campaign to coincide with the World Cup, highlighting geo-targeted trends in real time throughout Toronto. The pop-up murals are located in seven “soccer-loving” locations in the city. For example, in Little Italy murals display searches about Italy’s team.

The U.S. soccer team coach, Jürgen Klinsmann, posted an excuse note on Twitter for people to get out of work and support their national team.

Astronauts watch the World Cup aboard the International Space Station. American astronauts Reid Wiseman and Steven Swanson, and German astronaut Alexander Gerst, are enjoying the games in space.

President Obama has also been swept up in the World Cup, including sending Tweets and Vine messages supporting the U.S. soccer team.

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CONTACTS


http://www.youtube.com/watch?v=6pjliE37ENY

http://cdn.strategyonline.ca/wp/wp-content/uploads/2014/06/hairselect2.jpg

https://twitter.com/WhiteHouse/status/484084550281465856

https://www.youtube.com/watch?v=sLwW3pdXkFo

https://twitter.com/MLS/status/482010400272437248/photo/1

TOP PLAYERSBY COUNTRY NORTH AMERICA


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GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

Clint Dempsey

Tim Howard

Jozy Altidore

USA

USA

USA


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REGIONAL OVERVIEWS


CONTACTS

2014 WORLD CUP SPONSORS - NACLICK ON BRANDS FOR MORE INFORMATION ABOUT THE PROGRESSION OF THE SPONSORS’ BRAND ACTIVATION SPECIFIC TO EMEA.

SonyContinental

McDonald’s

Coca-Cola

Oi

Emirates

VisaCastrol

Johnson &

Johnson

Moy Park

Adidas

Hyundai/Kia

Motors

Budweiser

Yingli

USA - GATORADEGatorade’s new ad, "Bibbidi-

Bobbidi-Boo“ is out. The ad

features Lionel Messi, Landon

Donovan, Sergio Ramos and

David Luiz set to the iconic

theme song from the fairytale

Cinderella. The spot is a play

on the magical transformation

that takes place in the

fairytale, with a football-centric

twist.

UNOFFICIAL SPONSORS

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REGIONAL OVERVIEWS


CONTACTS

USA - MARRIOTMarriott International and U.S. Soccer launched a large-scale digital campaign that features current Team USA member Omar Gonzalez and former football star Alexi Lalas. The campaign gives viewers a behind-the-scenes view of the mayhem leading up to the tournament.

The activation follows an April contest in which Marriott teamed up with Visa, where people had to book a hotel on Marriott.com and pay with a Visa card for a chance to win a trip to the 2014 World Cup.

USA - CAPRISUNCapriSun launched the Brazil Bracket Challenge. Users go online to select the two teams that will advance out of each group. Users can join or create their own leagues and are encouraged to share the site to play with friends and family or meet other football fans.

USA - PEPSIPepsiCo launched a new commercial showcasing Pepsi Cola paired with Lay's chips. The 30-second spot stars Lionel Messi.

USA - DEGREEDegree Men invited football fans to follow

Dempsey’s journey online in a short film

series that chronicles his intense training

and preparation. In addition to the mini

video, Degree also gave fans an

opportunity to win a nine-day trip for two to

cheer on the U.S. in Brazil.


OTHER WORLD CUP

ACTIVATIONS NA

USA - NIKENike has reached out to the local demographic, launching the

“Hall of Phenomenal” in New York City. Visitors were invited to

test out new football shoes, Magista and Mercurial Superfly, as

well as customise and create their own personal football

jerseys. The Hall is also hosting viewings of upcoming football

matches until June 26th.

Nike as also revealed a new app that will allow fans to “talk

football 24/7”, including live chats with professional players and

chances to buy new clothing lines before they hit the stores.

USA - SAMSUNGSamsung has created the Kick app, which provides real-time scores and match analysis on Android tablets. The app also pulls in match details in real time, including who has been given a red or yellow card, scores, shots on goal and possession.

http://www.youtube.com/watch?v=Xbsxqm_5mTk

http://www.youtube.com/watch?v=yywHifw4FrU

http://www.ispot.tv/ad/7D3B/pepsi-futbol-and-pepsi-featuring-lionel-messi

#USMNT

856,777

TOP TOPICSWHAT IS HAPPENING ONLINE NORTH AMERICA

TOP SHARED HASHTA

G

TOP SHARED

VIDEO

FANS SHOWING THEIR

SUPPORT…

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REGIONAL OVERVIEWS


CONTACTS

TOP SHARED

NEWS ON SOCIAL

1 US MOVING ON TO KNOCKOUT ROUND: 54,892 FACEBOOK AND TWITTER ENGAGEMENTS

2 CLINT DEMPSEY

3 LEAPING LEGEND TIM HOWARD HAS GAINED A 144X SPIKE IN GOOGLE SEARCH DURING THE ROUND OF 16

US fan celebrates at a viewing party in Los Angeles, California.

US fans react to the Belgium v USA match at Jack Dempsey’s pub in New York.

194,484 FACEBOOK &

TWITTER ENGAGEMENTS

COMBINEDSource: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

TOP SHARED

VISUAL

US ADVANCE

S TO ROUND OF 16

Fans react as they watch a live simulcast at the Civic Center plaza, San Francisco.

563,524 YOUTUBE VIEWS, 101,592 SHARES


https://twitter.com/ussoccer/status/482229693991903232

https://www.youtube.com/watch?v=gyWVia7hzGs

http://www.emirates247.com/sports/fifa-world-cup-brazil-2014/fifa-world-cup-which-teams-have-most-passionate-fans-2014-07-02-1.552920

EME

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REGIONAL OVERVIEWS


APACREGIONAL OVERVIEW


0%

REGIONAL POPULATION(Millions)

4,200

MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS


WHAT’S HAPPENING?

South Korean newscaster Jang Ye Won became the latest World Cup sensation after a news clip of her covering the Spain v Chile match went viral.

According to a study done by the Adobe Digital Index, the Asia Pacific region is producing 48% of the social buzz around the World Cup. Japan is leading the way with 37% of World Cup mentions.

Weibo has introduced real-time branding during the 2014 FIFA World Cup. Brands are responsible for their own social media scores where Chinese netizens need only enjoy or disapprove of the brands’ reactions to daily matches.

As one of the world’s most expensive places to watch the World Cup at home, this year’s event has brought out the community spirit in Singapore. Thousands of Singaporeans are gathering in venues that broadcast the matches free, staying until the early hours of the morning.

Japanese fans were named the most courteous as reports surface that the Japanese are the only ones to clean up after themselves at the end of matches, even despite losing. Their actions have earned the respect of many worldwide.

TOP PLAYERSBY COUNTRY APAC


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GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS


JAPAN

AUSTRALIA

KOREA REPUBLIC

SON HEUNGMIN

SHINJI KAGAWA

TIM CAHILL

2014 WORLD CUP SPONSORS - APACCLICK ON BRANDS FOR MORE INFORMATION ABOUT THE PROGRESSION OF THE SPONSORS’ BRAND ACTIVATION SPECIFIC TO EMEA.

MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

SonyContinental

McDonald’s

Coca-Cola

Oi

Emirates

VisaCastrol

Johnson &

Johnson

Moy Park

Adidas

Hyundai/Kia

Motors

Budweiser

Yingli

OTHER WORLD CUP

ACTIVATIONS APAC

AUSTRALIA -

SAMSUNG Samsung Australia is

running an online

competition that asks

viewers watching “The Full

Brazilian” on SBS ONE to

look out for a daily code

word. There are daily prizes

to be won and a major prize

of a full VIP weekend in

Sydney for the winner and

their friends.

CHINA - TSINGTAO Tsingtao Beer encouraged fans to upload pictures of

themselves with their favourite player or create a

video to be shared on social media sites such as

Weibo, WeChat, Tencent or QQ-Zone. Top voted

pictures or videos had a chance to win a Golden

Football, free Tsingtao Beer and Tsingtao coupons

THAILAND - KAI HUA ROH Popular magazine “Kai Hua Roh” worked with Line to produce World Cup-themed cartoon character stickers for chat app users. Titled “How to be a Champion”, the stickers inspired everyone to be a champion in any situation taking advantage of the World Cup hype. ‘Kai Hua Roh’ now has the second best-selling sticker shop on Line.

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CONTACTS

AUSTRALIA - TAB Australian national sport betting site

TAB and sponsor of the Socceroos,

enlisted the help of Aussie goalkeeping

legend Mark Schwarzer asking bosses

of Australia to allow employees to turn

up late for work after watching the

Socceroos in action.

THAILAND - TESCO

LOTUSTesco Lotus organised a big

Zamba dance event called

the “Zambarobic” to mark the

beginning of the World Cup.

More than 600 people

participated in a five-minute

dance to set a new Guinness

World Record.


UNOFFICIAL SPONSORS

TOP TOPICSWHAT IS HAPPENING ONLINE APAC

MAIN MENU

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


CONTACTS

1 TIM CAHILL’S STUNNING GOAL AGAINST THE NETHERLANDS

2 JAPANESE FANS PICKING UP THEIR OWN TRASH AFTER THE TEAM LOST THE GAME

3 ASIA OUT OF THE WORLD CUP

FANS SHOWING THEIR

SUPPORT…

Fans gathered at giant television screening in Seoul, Korea Republic.

Japanese fans gathered at Tokyo’s Shibuya shopping district.



FAN

CONVERSATI

ONS

SHARE OF FANS

FACEBOOK

PAGE

The Philippines and India together represent 8.8% of all McDonald’s Facebook page followers

To see some of the loudest Japanese fan conversations go to Sony’s One Stadium Live

TOP

VIDEO

7,616,766 views,249,746 shares

http://football.sony.net/onestadiumlive/en/

https://www.youtube.com/watch?v=Gk4vnVsx2wc

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REGIONAL OVERVIEWS


CONTACTS

EME

ANORTH AMERICA

LATAM

APAC

JED MEYER [email protected]

JOSHUA [email protected]

KEBRINA [email protected]

KARINA BESPROSVAN [email protected]

VIRGINIA [email protected]

VERA [email protected]

CHELSEA [email protected]

LILIYA [email protected]

GUY [email protected]

GENEVIEVE [email protected]

YONG SHEL [email protected]

TYSON HENLY [email protected]

EXECUTIVE SUMMARY



GENERAL INTEREST


REGIONAL OVERVIEWS


MENU

JOSH [email protected]

IMPACT REPORT

8th July, 2014 | Mid-Newsletter

omd mid-newsletter 2014 world cup

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