The 2014 FIFA World Cup came to a close two nights ago, with Germany beating Argentina 1-0 in a tense final to win their 4th World Cup trophy. The World Cup is the world’s most watched and talked about sporting event, and the past month has also been an online advertising festival with several global brands getting in on the action. Brands rooted for their countries, and some simply saw the tournament as the perfect opportunity to advertise, with digital campaigns scheduled to coincide with matches.
Several brands got their carefully crafted social media campaigns spot on, while others missed the mark by a mile…or ten.
Who can forget this tweet by KLM which got them a lot of flak from Mexican fans who claimed that it was racist?
As David Iwanow explains, there is a clear difference between stereotyping and racism. It may have rubbed a lot of people the wrong way, but apart from the fact that KLM’s social media team had to sift through thousands of insults in order to see and respond to actual tweets by their customers, I don’t see any major reason why they had to delete the tweet. But that’s just me.
Advertisers have spent millions of dollars/pounds to market their brands and products during the World Cup, as online conversations and reactions among fans take place in real time. According to Campaign Live, UK brands spent “in the region of £500,000 each around the event, with the largest campaigns pushing £1 million” during the World Cup. It has proved to be more effective than traditional advertising in terms of getting more eyeballs viewing the brand message at the same time as they’re watching football on TV. Real-time advertising at work.
A number of German brands celebrated Die Mannschaft’s win in creative ways, and I’m pretty sure that several non-German brands also did the same after the final whistle. Here are some of my favourite celebration tweets by German brands.
I must give an honourable mention to Listerine (yes I know it’s not a German brand) and Brazuca (the official Adidas football).
Here are a few others. Which are some of your favourites?
I look forward to local brands spending more on creative social media campaigns during such events. Currently what I see online where two brands engage each other is often two social media managers at an ad agency sitting two desks away and having a poke at each other using the corporate accounts. It’s a start, though.
What’s on my Playlist?
Jojo – Take Me Home