You may have heard some buzz about a small, international soccer tournament that’s taking place at the moment, called the World Cup…
It’s the reason your international friends can’t stop talking about “football.” Also, the reason it’s suddenly socially acceptable to go to a bar at 7 am.
Like most sporting events, The World Cup creates a great marketing opportunity for brands and businesses. Fans are incredibly passionate about their teams, so it dominates conversation during the time it takes place.
Since fans are already talking about sporting events, interactive social media tools work well for these types of campaigns. Social media allows you to connect with fans who are already engaging in conversation online.
By creating a campaign that encourages users to create content, you can effectively become a voice in the conversation.
If you’re having trouble deciding which path to take, we’ve pulled together some of our favorite World Cup inspired campaigns and highlighted the tools they used to propel the conversation.
3 World Cup Marketing Campaigns
1. Twitter Hashtag Vote
If you want to create a trending hashtag, Twitter is the place to do it. The platform lacks location restrictions, which means that everyone has access to the same content. That’s huge when you’re running a campaign that correlates to a global event.
Using a vote elevates your hashtag. Participants are both able to make their voice heard, and control the outcome, which has been proven to boost engagement levels.
FIFA hosted a Twitter vote Using the hashtag #ArmsWideOpen, for the 2014 World Cup Finals, which let Twitter users cast votes for the finalist team they were rooting for the win.
The Twitter vote didn’t determine who actually won the tournament, but people were still rewarded for their participation.
Rio’s most famous landmark was decorated with lights matching the color of each finalist’s flag. The number of #ArmsWideOpen Twitter votes determined how long each flag was left displayed.
The campaign reached a total of 6 million people worldwide, with over 100,000 participants.
2. User-Generated Content
UGC campaigns are always effective, but especially so during massive events like the World Cup. Since fans are already posting often, the momentum is already there. This makes it easier to get a steady stream of content.
Since you’re essentially making your audience co-creators, you’re also aligning yourself with your audience. People are searching also, which raises your chances of getting found. This is particularly great news because research shows that UGC increases brand trust.
Coca-Cola took a trip around the globe for their 2018 World Cup Marketing Campaign, and they took the official trophy with them. By traveling to 6 continents, and over 50 countries, Coke immersed themselves in the excitement of local communities.
Anyone who wasn’t able to see the tour in person was able to experience it through the eyes of the fans, via FanFeed.
Coca-Cola pulled any social media photo using the hashtag #READYFOR into a gallery at the bottom of their website.
Facebook Live, or any live streaming for that matter, is extremely engaging. It has an element of urgency that tends to make people stop and pay attention. Facebook even gives us numbers to prove this: people watch Facebook live video 3x longer than non-live content.
Another great thing about live content is that it lets you have a real-time conversation with your audience. This makes it ideal for timely events like the World Cup, since passionate fans are likely to engage in conversation about their teams of choice. This can get you a lot of reach.
This is not technically a World Cup campaign, but we’re including it anyway because it’s soccer related.
European sports media outlet, Eurosport hosted an engaging Facebook Live stream, that invited the audience to participate. Partnering with Elle France, the stream revolved around a design reveal for the 2017-18 League 1 jerseys.
After the hosts offered their opinion on each jersey’s style, they invited the audience to vote on their favorites using a hashtag poll. The campaign resulted in incredible participation–over 20,000 people commented!
P.S. if you don’t know much about The World Cup, but want to sound like you know what you’re talking about, check this out.
And , if you’re interested in creating a World Cup Social Media Campaign, and need some help on where to start, contact us below!