The World Cup and Big Brands Play the Social Media Game
The World Cup, now the largest international competition known, truly is a fertile ground for advertisers and sponsors to grow the social media playing field. Coca-Cola, Budweiser, McDonald’s and Visa, for example, are cleverly taking advantage of social media opportunities during the big event.
Coca-Cola on YouTube
Coca-Cola wanted to start the hype for soccer fans around the world early by asking their fans to vote for the best goal celebration in the 2010 World Cup. The Coca-Cola Celebration Award is a heart-warming campaign that celebrates every goal with a $1,500 donation to the “Water for Schools” initiative in Africa. Coca-Cola estimates that every 10 goals celebrated will save 500 children in Africa. Coca-Cola also encourages fans to film and upload their own celebration to compete for prizes—a great way to engage brand loyalists.
Visa launches a Mobil App Planner through Facebook
Visa was a partner for the 2010 Vancouver Olympics and they are continuing their partnership with the FIFA World Cup. Visa introduced Visa Match Planner, a match/game organizer that fans can use to schedule, track scores and standings, and even talk with each other through the Visa Facebook page. The key to the app is that the fans can go to the Visa store [within the app? Or via link? Might want to be more specific about that] and purchase World Cup products and feel more connected as a fan.
Budweiser using YouTube for a “Real World: Africa”
Budweiser developed the Bud House, a community based housing facility where multiple people will live and represent one of their 32 countries. Budweiser will be broadcasting the footage on Bud United, a community on YouTube. Additionally, fans can monitor activity on the brands Facebook page.
McDonald’s Fantasy Soccer Tournament
McDonald’s introduced a social game where players select their own “fantasy” team and then coach a team throughout the tournament. Through the McDonald’s website, the fan can blog, substitute, read the current FIFA news, and even look at statistics from previous games. This is a solid way for McDonalds to create awareness of the World Cup early, and continue the interaction throughout the competition.
World Cup 2010 definitely has an unprecedented volume of social media initiatives and savvy strategies to engage and retain brand loyalists. I look forward to watching the games and possibly even winning one online.
