Nike, Coca-Cola, and Emirates Clench Top Three World Cup Social Spots
These brands show what it takes to win.
Argentina, Brazil, and the Netherlands may all be positioned to take the World Cup, but Nike, Coca-Cola, and Emirates are the current champs in terms of social mentions. Social monitoring company Engagor analyzed World Cup sponsors' social campaigns between June 12 and June 24 and discovered that, although not an official sponsor, Nike scored 357,000 related brand mentions while Coca-Cola and Emirates trailed with 297,000 and 169,000, respectively.
“Social media is allowing brands to engage with the three billion-plus football fans worldwide,” says Folke Lemaitre, founder and CEO of Engagor. “It has given teams the ability to grow their fan bases immensely...and has provided fans with the ability to connect with each other about the game on an even larger scale.”
A winning roster
Although Nike is not an official World Cup sponsor, the sportswear company is backing 10 teams—including Brazil, France, and the United States—to compete with opponent and FIFA partner Adidas. In addition, Nike featured several popular athletes—both in avatar and human form—in its “Risk Everything” and “The Last Game” films.
The company also has a “Risk Everything” landing page where fans can shop the official Nike World Cup jerseys and create customized avatar action shots to share with their social circles. To keep the momentum going, Nike is launching the Nike Soccer App on July 10, which will allow users to chat with fellow football fans, shop gear, learn about the athletes, and receive alerts for Nike Academy—the brand's pro-level training program.
As for official FIFA partner Coca-Cola, the beverage company has been pouring its marketing dollars into several World Cup initiatives, including its Happiness Flag, television and digital films, and a music anthem. Similar to Nike, Coca-Cola has also created its own soccer program called Copa Coca-Cola Camp.
Finally, official FIFA partner Emirates showed its football fervor both on and off the ground. For instance, the airline displayed the 2014 FIFA World Cup Winners Trophy in the Dubai Airport and hero images from its #AllTimeGreats commercial—featuring soccer legends Pelé and Cristiano Ronaldo—at airport checkin desks.
Passengers flying one of Emirates' 16 new Boeing 777 aircrafts can watch matches live. Emirates even had Pelé autograph it first Boeing 777 plane—or “Pelé-ane.” Travelers flying via another aircraft can also opt to receive goal-by-goal text updates via the plane's digital screens.
Engagor's Lemaitre says that Nike, Coca-Cola, and Emirates' active fan engagement is what's driving the brands to victory.
“These brands are continuously engaging with followers about the World Cup,” he says. “Each has built a strong social media campaign around the event, showing that they're not resting on their brand name alone.”