The Most Talked About Brand During The World Cup

The Most Talked About Brand During The World Cup

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 or on Twitter: @adidasfootball #allin or nothing or @brazuca.

*stats taken from simply measured (20:30 09.07.2014)

Please login with linkedin to comment

Media Ownership Rinsed The Smith Family

Latest News

AFR Remya Ramesh head of digital experience at Coles for BOSS Young Executive of the Year  Wednesday 16th June 2021 Photo by Eamon Gallagher
  • Media

AFR BOSS Names Winners Of 2021 Boss Young Executives Awards

In a year where ‘business as usual’ is anything but, AFR BOSS reveals six of Australia’s most inspirational and outstanding young leaders who excelled during the pandemic. The six have been crowned the 2021 BOSS Young Executives in the prestigious awards program, now in its 18th year. Run in conjunction with global leadership consulting firm […]

QMS Renews Contract With Manboom
  • Marketing

QMS Renews Contract With Manboom

On first inspection, B&T was hoping to bring you some manboobs news here. But as you'll see, it's a girdle-free read.

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Technology

Index Exchange And MediaMath Join The Human Collective

HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]

by B&T Magazine

B&T Magazine
SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations
  • Media

SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations

SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]