The Most Talked About Brand During The World Cup

The Most Talked About Brand During The World Cup
SHARE
THIS



Two adidas teams have reached the FIFA World Cup Final for the first time since 1990.

With adidas-sponsored sides Argentina and Germany making the Final once again, the World’s leading football brand has cemented its success story at the 2014 FIFA World Cup Brazil.

As well as domination on the pitch, adidas is the most talked about brand at the World Cup 2014 across all major social media channels. The adidas campaign, #allin or nothing, is represented strongly across Twitter, YouTube, Facebook, Instagram and Tumblr; posting a combination of planned, anticipated and reactive content for the duration of the five week event.

One result is an increase of 4,865,502* followers across all platforms, more than any other sports brand. adidas also brought the 2014 FIFA World Cup Brazil Official Match Ball, Brazuca, to life with the @Brazuca handle, acquiring over 2.751 million followers during the tournament (currently over 3.32 million followers) and becoming the fastest growing profile of the FIFA World Cup. It has also shown strong results across the “Team Messi” platforms – focused on their hero asset, Leo Messi** who makes the final for the first time.

Throughout the FIFA World Cup adidas has created a real time tactical campaign focusing on share of voice and reactive moments and the results show that it has the fastest growing community (across sports brands) throughout the tournament, showing a 54.7% (1,962,206 mentions)*** share of voice across all key platforms in the tournament 20% higher than the nearest sports brand competitor. This includes 651.720 mentions (33,160 on 09.07.2014) of #allin or nothing on Twitter, more than twice as much than any other brand during the tournament.

Above and beyond the social focus of the campaign, adidas also boasts the highest scoring boot of the tournament (the adidas adizero f50) with 46 goals to date. It also has three of the top scorers in the tournament wearing the adidas adizero f50 boot (Rodriguez 6, Müller 5 and Messi 4), and sponsorship of both teams in the Final.

Tom Ramsden, Global Brand Marketing Director, adidas football said ‘It is fantastic to have two teams in the World Cup Final. Throughout the tournament our goal has been to be the most talked about brand of the World Cup and engage with people all over the world. Having two teams in the Final and, of course, Leo Messi; we are in a great position to tell our #allin or nothing story.’

Further reactive and proactive content is planned by adidas around the World Cup Final which will see the brand further extend its dominance.

Join the adidas football conversation at www.facebook.com/adidasfootball or on Twitter: @adidasfootball #allin or nothing or @brazuca.

*stats taken from simply measured (20:30 09.07.2014)
** https://www.facebook.com/TeamMessi

Please login with linkedin to comment

Latest News

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Domain Boss Anthony Catalano Exits
  • Media

Domain Boss Anthony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]