Direct Line Blog

Nike, Coca-Cola, and Emirates Clench Top Three World Cup Social Spots

Share this article:

These brands show what it takes to win.

Foul moves

However, where there are winners, there also must be losers. Pepsi, Visa, and Continental have the fewest social mentions with 32,000, 13,000, and 6,000 respectively.

“The brands at the bottom have made very little push to engage with the World Cup social audience,” Lemaitre says. “Most of their social engagement around the tournament has been reactive and each seems to be primarily focused on other initiatives.”

Pepsi, although not an official sponsor, created a “Now Is What You Make It” TV commercial featuring music artist Janelle Monáe and top soccer players. The spot also has an interactive digital version that allows fans to click on it to unlock hidden features.

Other notable World Cup initiatives from Pepsi include a vending machine that requires people to mimic the pros moves to earn a soda and “Pepsi Beats of the Beautiful Game”—a series of visual soundtracks that pairs short films with anthem songs to illustrate the spirit of the games.

In regards to FIFA partner VISA, the financial services company is promoting its “Everywhere You Want to Be” tagline in full force through social. For instance, the organization asked 32 filmmakers—one for each of the qualifying countries in the World Cup—to create a 90-second video showing what the World Cup means to their country. All of the videos featured the same soundtrack to create the “Samba of the World” microsite. VISA also launched a World Cup-themed video game to teach people about personal finance, appointed a group of “fanbassadors” who capture and curate fans' experiences through video and photo content, and created a “teletransporter” that allows fans to upload an image of themselves in different World Cup scenarios—such as on the field or in a dinner setting with footballer Fabio Cannavaro.

Official sponsor and German automotive manufacturer Continental has also created an entire site dedicated to World Cup coverage. 

The championship continues

But as the World Cup shows, rankings are not always clear cut. For instance, although Coca-Cola has more social mentions than rival Pepsi, Pepsi's mentions have more positive sentiment. According to Engagor, 58% of the sentiment around Pepsi was positive compared to just 14% for Coca-Cola—82% of Coke's sentiment was neutral and 3% was negative.

“This is likely because [Pepsi's marketers] aren't attempting to make a social splash around World Cup or taking advantage of the buzz,” Lemaitre says. “By staying out of the conversation, they are limiting the risk of negative sentiment.”

Likewise, although Nike had nearly four times as many social mentions as Adidas, only 16% of them were positive compared to 23% for Adidas.

If marketers want to have a game-winning social strategy, Lemaitre says that they need to be nimble by engaging with fans consistently and adjusting their campaigns on the fly.

"By actively engaging with fans on an individual basis, brands are able to capture the attention of more followers and create more buzz around their message," he says. "Brands that adjust their strategy in real-time, keep a close eye on the trending topics during the World Cup, and create dedicated campaigns [through hashtags, competitions, etc.] are able to stand out in the crowd."

Looks like the games are not over yet. See the complete social roster below:

Brand

Number of Mentions

Positive Sentiment

Negative Sentiment

Neutral Sentiment

Nike

357,000

16%

10%

73%

Coca-Cola

297,000

14%

3%

82%

Emirates

169,000

19%

1%

80%

KIA

156,000

18%

1%

80%

Volkswagen

122,000

31%

16%

53%

Adidas

  89,000

23%

6%

71%

Hyundai

  56,000

22%

5%

73%

Sony

  44,000

13%

7%

80%

Budweiser

  43,000

35%

2%

63%

MillerCoors

  39,000

45%

12%

44%

Pepsi

  32,000

58%

5%

38%

Visa

  13,000

23%

5%

72%

Continental

    6,000

17%

7%

76%


Page 2 of 2
Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

My Plan to Replace the Postal Service's Truck Fleet

My Plan to Replace the Postal Service's Truck ...

The Postal Service uses its aging fleet as an object of pity. Why not deploy it as a revenue-generating media vehicle instead?

Social Is a Key Part of 24 Hour Fitness' Lead Gen. Regimen

Social Is a Key Part of 24 Hour ...

Peer-to-peer referrals produce healthy conversion rates.

Not Every Small Business Prioritizes Marketing

Not Every Small Business Prioritizes Marketing

Whether or not it's to their detriment, some companies simply aren't interested in marketing, and probably never will be.