The Big Opportunity Of Die Hard World Cup Fans

The Big Opportunity Of Die Hard World Cup Fans
SHARE
THIS



Ahead of this year’s World Cup global communications agency We Are Social shares an exclusive preview of GlobalWebIndex’s latest report on the digital behaviours of World Cup fans.

The 2010 World Cup in South Africa was expected to be the social World Cup. We’re now a couple of days away from the 2014 competition and social media’s influence on football has developed beyond recognition. It’s now an undeniable pillar of supporter culture; there are 500 million football fans on Facebook alone.

The report finds that, globally, 68% of online adults aged 16-64 will be following at least some World Cup games, with 24% being Real-Time Fans who will watch as many games live as they can. Second-screening is a prolific behaviour amongst Real-Time Fans and they are a highly attractive group for marketers and brands.

There are two clear reasons for this. Firstly, Real-Time Fans exist in a conversation sweet spot; 50% of tweets about TV in 2013 were sport related, and 91% of Real-Time Fans will use a second screen while watching the World Cup (most often on a mobile or tablet) to talk about the matches.

Secondly, Real-Time Fans are more likely than the average fan to engage with brands in social media. The report suggests that brands play a big part in fans’ social media behaviour and that they’re keen to engage with their favourites.

The GWI report shows that Real-Time Fans are more open to engagement and therefore represent an opportunity for brands, but the quality and relevance of that engagement are still absolutely key.

Whether the focus is a great content strategy or straightforward incentives such as competitions, discounts (as identified by the report) or giveaways, authenticity is essential. Football fans, including Real-Time Fans, have become very savvy to marketing: they know when something doesn’t ‘fit’ and they’ll be more than happy to call out bad fan engagement in a very public way.

If a brand’s target audience is mostly male and between the Real-Time Fan age ranges they’re probably second-screening and talking about football during World Cup matches, giving brands a real chance to engage with this group on social media. This, more than 2010, is the second screen World Cup, and Real-Time Fans are the driver for that.

If you want to know more about the digital behaviours of World Cup fans, you can download the full GWI report here.

Please login with linkedin to comment

Media Ownership Nine

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]