IMPACT REPORT

IMPACT REPORT
12th June, 2014 | Pre-Newsletter
HOW ARE SPONSORS DOING ONLINE?
38,500
7. Hyundai
3%
(976)
6. Visa
5%
In addition to a World Cup term or equivalent
OF THE MAIN SPONSORS, ONLY ADIDAS HAS
GAINED A SIGNIFICANT NUMBER OF
MENTIONS, ACHIEVED VIA THE ‘ALL IN OR
NOTHING’ CAMPAIGN AND #ALLIN HASHTAG.
(1,879)
9. Kia Motors
1%
Budweiser
(252)
McDonald’s
5. Sony
6%
51%
20%
49%
100%
78%
Emirates
50%
Kia Motors
22%
50%
100%
Continental
POSITIVE
NEGATIVE
TOP #SPONSOR HASHTAGS VERSUS
TOP TWEETED @SPONSORS
(2,836)
(2,848)
FORUMS
1,812
2. Budweiser
10%
(3,740)
BLOGS
1,768
Source: OMG Antenna conducted in partnership with repindex Fieldwork: 24th – 30th May, 2014 conducted in 10 languages (English,
German, French, Spanish, Italian, Thai, Simplified Chinese, Portuguese, Russian, Arabic). All Sponsors monitored (Coca-Cola, Adidas,
Hyundai, Kia, Emirates, Sony, Visa, Budweiser, Castrol, Continental, Johnson & Johnson, McDonald’s, Moy Park, Oi, Yingli).
EXECUTIVE
SUMMARY
37%
80%
Hyundai
3. Coca-Cola
7%
35,108
43%
63%
Visa
(416)
36%
57%
Coca-Cola
10. Others
1%
42%
64%
Sony
4. McDonald's
7%
TWITTER
58%
Adidas
(2,192)
Nike (not an official sponsor) is the next
most-mentioned. In Spanish-speaking
USA commentary, Nike actually gets
more mentions than Adidas.
MAIN MENU
Looking at mentions that have positive or negative connotations, excluding
neutral comments
(314)
TOTAL SPONSOR MENTIONS
Despite this success, there is a potential
issue that may arise relating to the wages
of Pakistani workers making the Brazuca
(the official ball of the tournament). While
Pakistan is proud to be making the
Brazuca, ‘Fabriqué au Pakistan’ being
one of the most shared news stories,
focusing on the (low) wages of the
factory workers.
A BREAKDOWN OF THE PASSIONATE MENTIONS
8. Emirates
1%
THE WORLD CUP –
LIVE IN BRAZIL
WHO IS GOING TO
FOLLOW THE WORLD CUP
#
1. Adidas
60%
(23,094)
WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
3,276
@
Adidas
15,314
452
Budweiser
7,928
1,232
Coca-Cola
3,508
64
Visa
3,162
611
McDonald's
1,367
215
Sony
614
76
Hyundai
680
55
Kia Motors
308
0
Continental
296
17
Emirates
132
ONLINE &
SOCIAL MEDIA
REGIONAL
OVERVIEWS
CONTACTS
WHAT IS HAPPENING ONLINE?
USA
TOP 5 LANGUAGES
ARABIC
SPANISH
ENGLISH
1,518,000
12.1%
179,000
1,024,000
15.6%
ENGLAND
Brazil
7.0%
PORTUGUESE
FRENCH
175,000
215,000
TOP COUNTRIES
*with only around 10% of results that can be automatically attributed to a particular country
TOP HASHTAGS #worldcup
153,000
TOP 5
PLAYERS
#brasil2014
#CM2014
#FIFA
#Brazil
125,000
46,000
41,000
35,000
34,000
42,000
27,000
37,000
Lionel Messi is not the top
mentioned player in any single
language, however he is overall.
24,000
Ronaldo’s appeal beyond ‘traditional’ football fans
seems to have helped drive him up the rankings,
as a topless photo of him was widely shared:
“Agora to vendo vantagem dessa copa do mundo
no brasil” - Now I see an advantage to having the
World Cup in Brazil.
The controversy of the week has to go
to Jurgen Klinsmann for the selection
of the US squad. Not only did this
make Donovan the most talked about
player in English, but also #4 overall –
and he isn’t even going to Brazil.
Source: OMG Antenna conducted in partnership with repindex Fieldwork: 24th – 30th May, 2014 conducted in 10 languages (English, German, French, Spanish, Italian, Thai, Simplified
Chinese, Portuguese, Russian, Arabic). All Sponsors monitored (Coca-Cola, Adidas, Hyundai, Kia, Emirates, Sony, Visa, Budweiser, Castrol, Continental, Johnson & Johnson,
McDonald’s, Moy Park, Oi, Yingli).
MAIN MENU
EXECUTIVE
SUMMARY
THE WORLD CUP –
LIVE IN BRAZIL
WHO IS GOING TO
FOLLOW THE WORLD CUP
WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
SOCIAL MEDIA
REGIONAL
OVERVIEWS
CONTACTS
WHAT IS BEING SHARED ONLINE?
TOP 5 TOPICS
1
2
3
4
5
SQUAD SELECTIONS
MY TEAM
WHAT PEOPLE ARE
TALKING ABOUT IN
THE RUN UP TO THE
WORLD CUP?
FOOTBALL FEVER
THE OPPOSITION
Around the world, from Argentina to Australia,
from Mexico to the Middle East, squad selections
have been driving commentary and controversy,
with many countries announcing provisional
squads 1 to 2 weeks before the search period,
and final squads immediately before or during the
search period.
HOSTING ISSUES
Apart from this, a general excitement at the
upcoming tournament, hopes for their team, and
concerns about opponents are the most common
topics of conversation.
Only in Brazil and Germany are the protests
against the tournament frequently discussed.
Source: OMG Antenna conducted in partnership with repindex Fieldwork: 24th – 30th May, 2014 conducted in 10 languages (English,
German, French, Spanish, Italian, Thai, Simplified Chinese, Portuguese, Russian, Arabic). All Sponsors monitored (Coca-Cola, Adidas,
Hyundai, Kia, Emirates, Sony, Visa, Budweiser, Castrol, Continental, Johnson & Johnson, McDonald’s, Moy Park, Oi, Yingli).
MAIN MENU
EXECUTIVE
SUMMARY
THE WORLD CUP –
LIVE IN BRAZIL
WHO IS GOING TO
FOLLOW THE WORLD CUP
WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
SOCIAL MEDIA
REGIONAL
OVERVIEWS
CONTACTS

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