World Cup Social Media In Review
July 15, 2014
July 15, 2014
The 2014 World Cup has come to a close after a month of heartbreak and joy for the competing countries—not to mention the brands that invested time and money in developing a digital strategy around the competition. Germany is the champion on the field—did anyone emerge victorious online? Let’s review:
Snapchat “Rio Live” Feed: Snapchat users were surprised by a collection of Snaps from an account called “Rio Live” on Sunday. Snapchat began its steam of photos hours leading up to the match between Argentina and Germany. Snapchatters in Rio were encouraged to send their photos and videos to the “Rio Live” account. After the game started, hundreds of new Snaps were added to the “Our Story” collection for snapchatters around the world to view.
McDonald’s Uruguay offers Luis Suarez a Big Mac: A moment that will live in World Cup lore is Suarez biting Italian defender Giorgio Chiellini. Restaurants with savvy digital teams hopped on the timely topic, including McDonald’s in Uruguay, which suggested Suarez should have had a Big Mac instead and saw more than 77,000 retweets.
Brazuca, the Tweeting World Cup soccer ball: Who’s closer to the action than the official soccer ball of the World Cup? Adidas started a Twitter account for the official ball late last year, and the sassy soccer ball offered commentary throughout the cup. It goes to show having a little fun is often the best way to market your brand online.
Tim Howard memes: While brands had some fun with the amazing performance of the US Team’s goalie, the Internet as a whole takes credit for amazing memes. “Things Tim Howard Could Save” soothed the broken hearts of US fans, Yahoo Sports compiled all of Howard’s saves in a single match into a hypnotizing GIF, and Wikipedia even named Howard Secretary of Defense for a short moment.
Ghana Giraffe Gaffe: Be sure you know what you’re Tweeting about, especially if your business serves that community.
KLM Tweets in Poor Taste: “Adios amigos!” Dutch airline KLM joyfully Tweeted just moments after the Netherlands beat Mexico to move on in the tournament, with a controversial picture accompanying. The ensuing anger forced KLM to issue an apology. Always tread carefully when it comes to humor—it can backfire easily.
Childlike hearbreak from Visa: When the host country lost in a stunning blowout match, Twitter went wild Tweeting pictures of heartbroken Brazil fans. But Visa came under fire for Tweeting the picture of a young child with tears in his eyes. “He doesn’t look old enough to sign a release,” one user replied. Best to stick with the adults in the heat of the moment.
World War II has nothing to do with this: With Germany advancing into the late rounds to ultimately win the 2014 Cup, the Nazi jokes seemed almost inevitable from trolls. But it’s disturbing when the pro-Hitler messages come from a government official, such as Malaysian MP Bung Mokhtar Radin’s Tweet. There was a spike in messages on the social network during Germany’s games that was significant enough for the Anti-Defamation League spoke out against using the terms.
Because you’re worth it. Until…: L’Oreal was quick to hire Belgian fan Axelle Despiegelaere to model its products after cameras spotted the stunning 17-year-old in the stands. The beauty brand was quick to put her to work, filming her receiving hair treatments and promoting the videos online. However, Despiegelaere had the shortest modeling contract in history, since she was summarily dismissed with images of her hunting big game surfaced. It’s good to be timely, but you’ll want to do your research before tying your brand to an unknown quantity.
Did any social media strategies stand out to you during the 2014 World Cup, for good or for ill? Let us know in the comments!