{"id":13609,"date":"2014-07-15T09:15:42","date_gmt":"2014-07-15T08:15:42","guid":{"rendered":"http:\/\/blog.sotrender.com\/?p=13609"},"modified":"2015-12-01T21:57:48","modified_gmt":"2015-12-01T20:57:48","slug":"fifa-world-cup-facebook","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2014\/07\/fifa-world-cup-facebook\/","title":{"rendered":"FIFA World Cup in Facebook marketing – you don’t need to be a sponsor to hijack news and engage fans"},"content":{"rendered":"

Recently social media\u00a0have been overpowered by football excitement. The biting of Suarez<\/a>, \u00a0the staggering victory of the German team over Brazil\u00a0and finally brave fight for the Cup\u00a0were only a few pretexts for brands to use the real-time marketing.\u00a0Sponsors of the FIFA World Cup paid huge money and tired to use the sponsorship also for social media marketing. However, some of their competitors were referring to the World Cup too, sometimes with big success, as our analysis shows. No matter if you are an official sponsor of a big event or not, you can use it to engage your social media fans.<\/p>\n

<\/p>\n

We analyzed Facebook posts of several FIFA Partners and FIFA World Cup Sponsors, as well as of some of their competitors*\u00a0(full list of profiles can be seen on the bottom of the page) published between\u00a0the first match until last Monday morning (12 June – 11 July 2014). We measured engagement\u00a0using\u00a0the simplest metrics: sum of likes, shares and comments for each post<\/strong>.<\/p>\n

Hot Brazilian model and sponsors’ posts referring to the FIFA World Cup<\/h2>\n

Among\u00a0sponsors and partners, only couple of\u00a0brands, like Visa, focused their communication on the World Cup.\u00a0Others only sometimes referred to this event. As we said, not every brand, that was a partner of FIFA, \u00a0was able to make use of the privileges the sponsorship\u00a0entails. For example, you can’t say that Kia Motors, FIFA Partner, has made good use of the potential of Facebook “football” marketing. Believe us\u00a0or not, even hot Brazilian top model<\/a>, Adriana Lima, did not attract the users’ attention.\u00a0Here are the top 5 posts of \u00a0sponsors and partners of the FIFA World Cup:<\/p>\n

\"FIFA<\/a>

FIFA World Cup 2014 on Facebook. Top posts of FIFA partners<\/p><\/div>\n

Sponsors vs. their competitors – who engaged\u00a0on Facebook?<\/h2>\n

We analyzed also Facebook communication of several competitors of the FIFA World Cup sponsors. Despite the fact that\u00a0they referred to the event more seldom and only 14% of their\u00a0best posts referred to football, \u00a0many of them hijacked the news related to the World Cup faster and in much more humorous and clever way. Below you can see several examples confirming the fact that you don’t have to sponsor big events like the World Cup in order to engage your fans. Which of them you like the most?<\/p>\n

\"\"<\/a>*The analysis covered top posts of\u00a0the time of the World Cup published on Facebook profiles of sponsors and partners: Adidas<\/a>, Kia\u00a0Motors America<\/a>\u00a0, OrangePolska<\/a>, Emirates<\/a>, Sony<\/a>, Visa<\/a>, Budweiser<\/a>, Bud\u00a0Light<\/a>, Castrol<\/a>, Continental<\/a>, McDonald’s\u00a0<\/a>and their competitors: Nike<\/a>, Puma<\/a>, Reebok<\/a>, Mercedes-Benz<\/a>, Toyota USA<\/a>, Volkswagen<\/a>, Lufthansa<\/a>, KLM<\/a>, American Airlines<\/a>, Panasonic<\/a>, Philips<\/a>, SamsungTV<\/a>, American Express<\/a>, MasterCard<\/a>, Discover<\/a>, Skol<\/a>, Carlsberg<\/a>, Stella Artois<\/a>, Total<\/a>, Havoline<\/a>, Valvoline<\/a>, Goodyear<\/a>, Pirelli<\/a>, \u00a0Michelin USA<\/a>, KFC<\/a>, Burger King<\/a>, Tacobell<\/a>.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Recently social media\u00a0have been overpowered by football excitement. The biting of Suarez, \u00a0the staggering victory of the German team over Brazil\u00a0and finally brave fight for the Cup\u00a0were only a few pretexts for brands to use the real-time marketing.\u00a0Sponsors of the FIFA World Cup paid huge money and tired to use the sponsorship also for social […]<\/p>\n","protected":false},"author":31,"featured_media":14927,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1779,1783],"tags":[7,17,331,385,891,893],"yoast_head":"\nFIFA World Cup in Facebook marketing - Sotrender Blog<\/title>\n<meta name=\"description\" content=\"While the emotions after the FIFA World Cup final are still vibrant, Sotrender Team summarizes which brands took full advantage of the football madness.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sotrender.com\/blog\/2014\/07\/fifa-world-cup-facebook\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FIFA World Cup in Facebook marketing - 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