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IMPACT REPORT
11th June, 2014 | Pre-Newsletter
CO
NTA
CTS
THE WORLD CUP –
LIVE IN BRAZIL
WHO IS GOING TO
FOLLOW THE WORLD CUP?
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
EXECUTIVE SUMMARY
REGIONAL OVERVIEWS
WORLD CUP SPONSORS
CONTENTS
Click on sections or flick through slide by slideClick to see
more information where you see this signClick to watch a video, or see content, where you see this sign
WELCOME!
Technological developments have enabled sporting fans to interact with the games, footballers and brands in new ways. Throughout the Sochi Winter Olympics, we saw that the sporting event became more digital, social and mobile.
The 2014 FIFA World Cup, the world’s biggest sporting event, is set to become the most mobile and social event ever!
GLOBALLY, 74% OF RESPONDENTS ACROSS 17 MARKETS ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP.The FIFA World Cup has long been the globe’s biggest sporting and commercial event attracting unrivalled TV audiences, multi-continent interest and investment from a stable of 20 core brands. Now the event, involving 32 nations competing in 64 matches over a month in Brazil, will become the first truly mobile and social event reaching new levels of engagement and consumption from fans across all countries. The intended following of the World Cup is fuelled by the need to experience the event ‘live’ across many countries and to share the experience with the communities of the brand’s target consumers.
64% OF RESPONDENTS WILL POST A COMMENT ABOUT THE WORLD CUP AND 58% WILL FOLLOW OR LIKE A BRAND RELATED TO THE WORLD CUP.This evolution in the way the event will be consumed over the coming month, will require brands to optimise their messaging and communication by putting value on engaging fans and target audiences. This value will only be achieved by complimenting the core content football with additional experiences facilitating entertainment, knowledge or information.
84% OF RESPONDENTS PLAN TO MULTI-SCREEN WHILE WATCHING THE WORLD CUP ON TV OR ANOTHER DEVICE.Second screening and constant connectivity are providing brands with new opportunities to connect with their target audiences. It is, therefore, more important than ever to understand people’s brand perceptions as a result of their sponsorship of, or affiliation to, these events, but also the consumer’s experience of the event – the reasons why they are participating, the devices they are using and the environments in which they are interacting.
In order to capture people’s perceptions, behaviours and experiences of the World Cup, we are conducting quantitative and qualitative research, social listening, local market analysis and interviews with social media experts. For more information about the methodology, please click here.
MAIN MENU
EXECUTIVE SUMMARY
Predictions about the World Cup
WE HOPE YOU ENJOY THE READ!
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
THE WORLD CUP LIVE IN BRAZIL THE 20TH FIFA WORLD CUP AN EVENT BROADCASTED IN 200 COUNTRIES
MOST WORLD CUP APPEARANCES:
Germany
GermanyGermany
Brazil
WON THE MOST TIMES TOP TEAM…Bosnia and Herzegovina
STANDING IN STADIUM
BANNED
AROUND THE WORLD
IN 267 DAYS25
REFS
WORLD CUP DRONES GOAL LINE
TECHNOLOGY
54
3
BrazilItaly
CARBON NEUTRAL
64 matches:
48 group stage games
15 further knock-out stage games
12 different cities,more than any other finals on record.
FIFA FAN FEST V
152,101 2014
70,000 2010
VOLUNTEERS
FIRSTKICK
“PLAY”
JUNEJULYOFF!
Mascot “Fuleco”
70%
88COUNTRIES
TOURED
THE MOST EXPENSIVE WORLD CUP EVER (MORE EXPENSIVE THAN THE 2 PREVIOUS WORLD CUPS COMBINED).
$
New comer
…IS BACK!
Expected attendance
3,300,000
BRAZILIAN DOMESTIC FOOTBALL SEASON
The first kick will be made by a paraplegic teenager in a mind-controlled exoskeleton suit.
Germany has reached the last four on no less than 12 occasions, winning three titles along the way.
Prices
CLICK ON HYPERLINKS FOR MORE DETAILS
VOTE Adidas Brazuca Football design
“All in One Rhythm” is the official slogan of the 2014 World CupOfficial 2014 World Cup song is called ’We Are One’
Overseasbuyers
Localbuyers
Final Low
Final High
€ 69
€ 11
€ 335€
755
TICKET
65%Brazil 154,000 +USA
38,000+ England
18,000+Germany
40,000+Australia
33,000+Colombia
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTSMAIN MENU
Purchased
Tic
ke
t P
rice
s
1818
Italy
20 12
Click to see memorable campaigns and social media
Just days before the opening ceremony of the 2014 FIFA World Cup a mood of mixed emotions prevails in Brazil, with respondents reporting a combination of anxiety, apprehension and frustration as well as excitement and hope about the upcoming tournament. The inflated cost of the tournament, its impact on daily life, the lack of investment in infrastructure (despite promises), corruption…, a widespread concern that Brazil will somehow fail in its obligations, at precisely the time that the world’s eyes are on it.
Nevertheless, we have hopes that once the tournament is underway, the focus will shift towards action on the field and many believe that Brazil is capable of winning the cup (though with stiff competition!).
Best Regards,
LIVE IN BRAZIL
Source: OMG Sonar conducted in partnership with FutureFoundation Fieldwork: 21st – 30th May, 2014 conducted in Rio de Janeiro and São Paulo.
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTSMAIN MENU
TRENDSPOTTERS
RenataRio de Janeiro
Lourenç
o São Paulo
HOW DO THEY FEELABOUT THE EVENT?“Too many Brazilians are focusing on the negative side of the World Cup and are forgetting that this is a country that loves football. Yes, there are lots of problems, and yes, we should be angry at the government and at FIFA, but we shouldn’t let that stop us enjoying this tournament and welcoming all the supporters who are coming over to enjoy it as well”. -Male, 33, Journalist
Most Brazilians will tell you that even if you don’t enjoy football, it’s almost impossible to avoid it during the World Cup. Cities turn into ghost towns when Brazil is playing. Even those who aren’t interested get caught up in the excitement during matches. And whilst there isn’t any excitement just yet, I’m sure it will appear once the event itself starts”. -Student, 22, São Paulo
WHAT DO THEY THINK OF BRANDS PARTICIPATING?“Curiously, very little anger has been directed at the big companies who sponsor the event, despite the monopoly that they will enjoy during the event itself.”-São Paulo
“The anger has mainly been directed at the Brazilian government as the architects of the problems surrounding the World Cup and FIFA as the instigator”-São Paulo
HOW ARE THEY PLANNING TO WATCH IT?“Watching live on TV, hosting/attending World Cup parties and public events, blogging, online videos… all of the above. People will also gather at special FIFA Fan Fests, including one at Copacabana beach and at bars and street parties. If police activity, black blocs [loosely affiliated violent protest groups] and the weather permits. Nothing is clear yet but the sales of HD sets have increased. One can easily expect that everyone will watch at home, at least some of the time”. -Male, 38, Rio de Janeiro
“Friends are already making plans about getting people together and watching it at home on TV, making events of it. Large public events will inevitably be very packed as well, although I don’t know any people who will be going myself” -São Paulo
A number of brands without FIFA
accreditation have had to refer creatively to
the event without explicitly referencing
certain terms.
The attempts by local and international
brands to mark the World Cup have not
gone unnoticed.
WHO IS GOING TO FOLLOW THE WORLD CUP?
Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 (N = 3515 across 17 countries, approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa, Japan, Korea Republic, China, Indonesia, Thailand, Australia, Mexico, Brazil and Argentina and 300 in USA). Regional samples: EMEA N = 1202 (UK, Germany, France, Spain, Russia, Italy, South Africa), APAC N = 1202 (Australia, Thailand, Indonesia, China, Korea Republic, Japan), NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic) and LATAM N = 606 (Mexico, Brazil and Argentina).
HOW LIKELY ARE THEY TO TALK ABOUT WORLD CUP SPONSORSHIP ACTIVITY?…
KEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP HOW HIGHLY INTERESTED ARE THEY IN UPCOMING SPORTING EVENTS?...
AGE OF THOSE INTERESTED IN FOOTBALL
48%
14%
13%
43%
40%
41%
10%
2%
Support my national team
Support another national team
Support a specific athlete
Experience an international event
Keep up to date with a major event
I just love football
Will watch, but not by choice
Other
2016 RIO OLYMPICS 61%
EURO 2016 FRANCE 44%
2018 WINTER
OLYMPICS46%
BRAZIL 2014
WORLD CUP64%
have spoken
to others about recalled sponsorship activity
27%
have talked very positively about recalled activity
22%
10%
28%
26%
18%
18%
16-24 years old
25-34 years old
35-44 years old
45-54 years old
55+ years old
WHO THEY WILL BE WATCHING THE WORLD CUP WITH…67%Family 43%
A few friends
HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?...
Asia Pacific
North America
Latin Americ
a
72%
76% 58%
84%
Europe, Middle East
& Africa
INTEREST IN FOOTBALL
are very interested in football
61%High In
tere
st in F
ootball
2008
High In
tere
st in F
ootball
2012
High In
tere
st in fo
otball
2014
0%
20%
40%
60%
38%
58%61%
53.5%46.5%
MA
LE
FEM
ALE
WHERE PEOPLE PLAN TO FOLLOW THE 2014 WORLD CUP(excluding watching)
86%56% will use laptops
HOME
Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale.
Responses based on 7+ on a 1-10 scale.
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTSMAIN MENU
70%56% will use mobiles
OUT
WORK 64%
35% will use mobiles
Any interest in football and the World Cup
HOW ARE THEY GOING TO FOLLOW IT?HOW THEY WILL FOLLOW THE 2014 WORLD CUP…
HOW THEY WILL WATCH
PEOPLE PLAN TO USE THE FOLLOWING DEVICES WHILE WATCHING THE WORLD CUP
CREATING, SHARING AND INTERACTING ONLINE DURING THE WORLD CUP
96%will watch live
broadcasted TV
54%MEN ARE MORE LIKELY TO MULTI-SCREEN WHEN WATCHING THE FIFA 2014 WORLD CUP USING A MOBILE PHONE OR LAPTOP (BOTH 67%).
72%will use press
53%Will watch a screening at a bar/pub/restaurant
77%will use news
websites
72%63%
53%
30%
20%
will use sport websites
will use official websites
HOME WORK OUT
98% 42% 43%Will watch
ON THE GOWill watch at
WORKWill watch at
HOME
VIDEO ON
DEMAND
47%LIVE
STREAM
41%91
%43%
26%
For TV For Desktops For Mobiles21%
53%47%
MA
LE
FE
MA
LE
16-24 24-34 35-44 45-54 55+
11
%
30
%
26
%
18
%
14
%
70% 44% 56
% 32% 26% 23%
62%Will post a comment
75%are using their mobiles
51%are using their tablets
74%are using their laptops
66%are using their desktops
27%e-readers
57%
58%
60%
61%
57%
54%
52%
53%
54%
53%
56%
53%
Will post a photo
Will post a link
Will comment on a post
Will post a video
Will like an athlete (white bar) or brand page (orange bar)
Will use a FIFA World Cup App
AND THEY PLAN TO CARRY OUT THE FOLLOWING ACTIVITIES:
11% 8% 10
%23%
16%
11%
11% 9%
13%
10%
11%
19%
18%
12%
13% 5%
14%
13%
10%
18%
16%
12%
13% 5%
21%
11% 7% 17
%15%
13%
11% 6%
14%
10%
11%
19%
17%
12%
12% 5%
Chat with friends
Play games
Search for products to buy
Read news
Look up information about the World Cup
Share their opinion about the event
Interact with online World Cup content
Other
E-reader
Desktop
Tablet
Mobile
Laptop
Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork 21st – 28th May, 2014 (N = 3515 across 17 countries, approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa, Japan, Korea Republic, China, Indonesia, Thailand, Australia, Mexico, Brazil and Argentina and 300 in USA). Regional samples: EMEA N = 1202 (UK, Germany, France, Spain, Russia, Italy, South Africa), APAC N = 1202 (Australia, Thailand, Indonesia, China excluded from social media questions, Korea Republic, Japan), NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic) and LATAM N = 606 (Mexico, Brazil and Argentina).
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTSMAIN MENU
MULTI-SCREENERS (USING ANOTHER DEVICE WHILE WATCHING THE WORLD CUP) ARE GENERALLY 24-44 YEARS OLD.
Overall
(Colour) Brand interactions
will listen to radio
2014 WORLD CUP SPONSORS Please note small sample sizes, under N = 200.
CLICK ON BRANDS FOR MORE INFORMATION
Spontaneous recall
Prompted recall
Change in perception
Fit with the World Cup
SonyContinental
McDonald’s
Coca-Cola
Oi
Emirates
VisaCastrol
Johnson &
Johnson
Moy Park
Adidas
Hyundai/Kia
Motors
Budweiser
9%
39%
44%
74%
30%
69%
47%
85%
10%
26%
39%
64%
3%
20%
37%
68%
2%
11%
32%
55%
9%
46% 35%
55% 3
7%
71%
43%
71%
4%
25%
38%
66%
11%
55% 3
7%
69%
3%
16%
40%
59%
1%
14%
43%
55%
0%
4%
28%
50%
0%
4%
39%
62%
For ‘Change in perception’ and ‘Fit’, responses are based on 7+ on a scale of 1-10. Change in perception is based on respondent known sponsorship – Please rate how your perception has changed as a result of their sponsorship of the 2014 World Cup?
Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 (N = 3515 across 17 countries, approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa, Japan, Korea Republic, China, Indonesia, Thailand, Australia, Mexico, Brazil and Argentina and 300 in USA). Regional samples: EMEA N = 1202 (UK, Germany, France, Spain, Russia, Italy, South Africa), APAC N = 1202 (Australia, Thailand, Indonesia, China, Korea Republic, Japan), NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic) and LATAM N = 606 (Mexico, Brazil and Argentina).
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTSMAIN MENU
1%
7%
29%
48%
Yingli
HOW ARE SPONSORS DOING ONLINE?
38,500TOTAL SPONSOR MENTIONSIn 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.
35,108
BLOGS
1,768
FORUMS
1,812
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).
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.
Nike (not an official sponsor) is the next most-mentioned. In Spanish-speaking USA commentary, Nike actually gets more mentions than Adidas.
1. Adidas
60%(23,094)
2. Budweiser10%(3,740)
3. Coca-Cola7%
(2,848)
4. McDonald's7%
(2,836)
5. Sony6%
(2,192)
6. Visa5%
(1,879)
7. Hyundai3%(976)
8. Emirates1%(314)
9. Kia Motors1%(252)
10. Others1%(416)
A BREAKDOWN OF THE PASSIONATE MENTIONS
100%
50%
78%
100%
51%
80%
63%
57%
64%
58%
50%
22%
49%
20%
37%
43%
36%
42%Adidas
Budweiser
Coca-Cola
McDonald’s
Sony
Visa
Hyundai
Emirates
Kia Motors
Continental
POSITIVE
NEGATIVE
TOP #SPONSOR HASHTAGS VERSUS TOP TWEETED @SPONSORS
# @
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
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTSMAIN MENU
Looking at mentions that have positive or negative connotations, excluding neutral comments
NON OFFICIAL SPONSORS
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTSMAIN MENU
OTHER WORLD CUP ACTIVATIONS
ACTIVATIONS
PEPSIAs part of its 'Live for Now' campaign Pepsi created a
19-strong “football super squad” for 2014 that includes
longstanding Pepsi brand ambassadors such as Sergio
Aguero and new faces like Germany striker Mario
Gomez. The ‘Pepsi's dream team’ was announced on
the social media as a teaser to Pepsi’s upcoming
football activity this year. Activities will include a global
TV campaign during the World Cup and special
commemorative packaging in the lead-up to the event,
as well as digital content featuring the ‘super squad’.
Pepsi has also launched an interactive ad.
SAMSUNGSamsung "#galaxy11: the
training“ video is the fourth
most-shared World Cup 2014
ad (489,648 shares). Samsung
"#galaxy11: the beginning“ is
the fifth with 397,766 shares.
NIKENike isn’t an official sponsor of the World Cup, but it still spends millions of marketing dollars on this event. Its latest World Cup ad, featuring Real Madrid star Cristiano Ronaldo and other famous footballers as well as, Irina Shayk (model and Ronaldo’s girlfriend). The ad was seen by 78 million people in four days on YouTube and then was released to television. Nike has also launched ‘The Last Game’, a five
minute short film released on the 9th of June.
PANINI A FIFA World Cup Brazil Sticker
Album by Panini is trending all
over the world. Despite the
current prevalence of
technology, millions of football
fans are going old school by
taking part in the decades-old
pastime of trading stickers.
GATORADE Gatorade has also stepped into the ring of companies looking to make their mark on this
year’s World Cup with the launch of a worldwide competition titled “Unreal Around The World”.
The contest calls for footballers everywhere to show their skills on Gatorade’s dedicated
football website. The entrants are asked to create a 1-3 minute video of their best footwork,
which they must submit online to the website’s gallery. The Gatorade team will review the
submissions and select five winners, who will receive a trip for two to one of five Gatorade
Sports Science Institutes. A commercial featuring several football stars, including Lionel Messi
and David Luiz.
GILLETTEMen’s shaving brand Gillette has made its build-up to the World Cup with the launch of its ‘inner steel’ campaign on YouTube, featuring brand ambassadors Lionel Messi and Roger Federer. The video, which has been viewed more than 19 million times, introduces viewers to Gillette’s new special edition range of razors. These are designed in the different colours celebrating football nations around the world.
BEATS BY DRE Beats by Dre launched the commercial ‘The game before the game’, which
features a long of line sport stars: Neymar Jr., Bacary Sagna, Bastian
Schweinsteiger, Blaise Matuidi, Cesc Fàbregas, Daniel Sturridge, Chicharito, Jozy
Altidore, Luis Suárez, Mario Götze, Robin van Persie, with cameos by Neymar da
Silva Sr., LeBron James, Lil Wayne, Nicki Minaj, Rafaella Beckran, Rio Ferdinand,
Serena Williams, Sydney Leroux, Stuart Scott and Thierry Henry. A day after it was
released it already had 4.4 million views on YouTube.
THERE ARE 32 COUNTRIES COMPETING IN THE 2014 WORLD CUP
URUGUAY
COSTA RICA
ENGLAND
ITALY
BRAZIL
CROATIA
MEXICO
NIGERIA
PORTUGAL
BELGIUM
COLOMBIA
GREECE
GHANA
JAPAN
NETHERLANDS
CAMEROON
RUSSIA
SOUTH KOREA
CHILEAUSTRALIA
SWITZERLAND
ECUADOR
FRANCE
HONDURAS
ARGENTINA
BOSNIA-HERZEGOVINA
IRAN
SPAIN
USA
GERMANY
IVORY COAST
ALGERIA
WHAT’S HAPPENING?
A video was released called #VEMIBRA, featuring Brazil’s biggest celebrities urging Zlatan Ibrahimovic, a Swedish football star whose team didn’t qualify, to make an appearance at the World Cup. He confirmed that he would be “changing vacation plans.”
FIFA targets social World Cup fans with Global Stadium digital hub where they will receive "minute-by-minute" updates on events in Brazil.
ESPN will be rolling out a new app specifically for viewing World Cup matches called ESPN FC. It is a channel/newsroom dedicated to reporting on football events worldwide.
FIFA legalized Turbans and Yarmulkes for the 2014 World Cup
Real Madrid star Cristiano Ronaldo has beaten rival Lionel Messi to be named the world’s most marketable footballer.
#ProudToPlay: Celebrating equality for all athletes reached 2,620,264 views in one day on the 3rd of June, 2014. This YouTube video now has over 4 million views.
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTSMAIN MENU
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
WHAT IS HAPPENING ONLINE?TOP 5 LANGUAGES
TOP HASHTAGS
TOP 5 PLAYERS
TOP COUNTRIES*with only around 10% of results that can be automatically attributed to a particular country
ENGLISH
1,518,000
SPANISH
1,024,000
FRENCH
215,000
ARABIC179,000
PORTUGUESE175,000
ENGLAND
12.1%
USA
15.6% Brazil
7.0%
#worldcup #brasil2014 #CM2014 #FIFA #Brazil
153,000 125,000 46,000 41,000 35,000
42,000 37,000
34,000
27,000
24,000
Lionel Messi is not the top mentioned player in any single language, however he is overall.
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).
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTSMAIN MENU
WHAT IS BEING SHARED ONLINE?
WHAT PEOPLE ARE TALKING ABOUT IN THE RUN UP TO THE WORLD CUP?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.
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.
TOP 5 TOPICS
MOST SHARED NEWS LINK
MOST SHARED
HASHTAG
#WORLDC
UP
MOST SHARED IMAGEMOST SHARED
VIDEO
@barbiesemken
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
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTSMAIN MENU
1 SQUAD SELECTIONS 4 FOOTBALL FEVER
2 MY TEAM 5 THE OPPOSITION
3 HOSTING ISSUES
FROM SOCIAL MEDIA EXPERTS
Source: Twitter and Facebook. Fieldwork: 15th – 31st May, 2014.
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTSMAIN MENU
POINTS OF VIEWCLICK ON THE SOCIAL MEDIA EXPERTS FOR THEIR POINTS OF VIEW
ANDREW SAMMSSenior Sales Lead
JEN LOUISGlobal Creative StrategyFacebook Creative Shop
KJ WEIRGlobal Agency Team
THE TOP 5 MOST BUZZED ABOUT MOMENTS FROM THE UEFA CHAMPION’S LEAGUE ALL-SPANISH MATCH FINAL BETWEEN REAL MADRID AND ATLÉTICO MADRID:1. Ronaldo gets fouled in the box, and converts
the penalty kick to make it 4-1
2. The final whistle blows, crowning Real Madrid Champions of Europe for the 10th time
3. Marcelo seals the match with a goal to give Real a 3-1 lead
4. Sergio Ramos ties the game in the 93rd minute with a header from a Real corner kick
5. Gareth Bale gives Real Madrid a 2-1 lead in the 110th minute
FACEBOOK AND TWITTER
TALK FOOTBALL
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTSMAIN MENU
26 millionpeople had over67 millionFacebook interactions related to the match.
1. Mexico
2. Indonesia
3. Brazil
4. Spain
5. United States
6. Colombia
7. Peru
8. England
9. France
10.Turkey
The top 10 countries buzzing about the match were:
ENGLAND PLAYED THEIR PENULTIMATE FRIENDLY
AGAINST ECUADOR IN MIAMI. DISCUSSION FOCUSED ON TWO THINGS - WHO WOULD BE IN ROY HODGSON'S STARTING 11 AHEAD OF THE START OF THE FIRST GAME VS ITALY...
AND WHO IS RUNNING THE 'BORING JAMES MILNER' TWITTER ACCOUNT? FITTINGLY MILNER THOUGHT IT MIGHT BE THE
MANCHESTER CITY MASSEUR, THEN THOUGHT IT WASN'T.
As the game got going Phil Jagielka showed how Brazil 2014 is going to be the first
social World Cup with a selfie of himself, Steven Gerrard
and Daniel Sturridge from the bench.
England versus Ecuador mentions focused on Alex Oxlade-
Chamberlain - who had been demonstrating some promising pace until getting a knee injury after 63 minutes. Jack Wilshere
tweeted his hope that The Ox will be fine for Brazil.
UEFA CHAMPIONS LEAGUE
PREPARATION MATCHES
Source: Twitter and Facebook. Fieldwork: 15th – 31st May, 2014.
REGIONAL OVERVIEWS
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTSMAIN MENU
CLICK ON EACH REGION TO SEE MORE INFORMATION
NORTH AMERICA
LATAM
EME
A
APAC
EMEA REGIONAL OVERVIEW
“EUROPEAN NATIONS have won the most
titles in World Cup history, making it to the finals more times than any other region, all but two times.
“Brazil holds the record for most World Cup titles, with five. Runner-
up ITALY has won four.”
“GERMAN star Gerd Muller, regarded as one of the top strikers in the history of football, scored 14 goals at the World Cup. One short of setting a new World Cup record”
“ENGLAND AND GERMANY were the top two ticket requesters in the region with a 96,780 and 134,899 ticket requests respectively.”
“BOSNIA-HERZEGOVINA is making their World Cup debut. The only new nation among the 32 competing.”
INTERESTING FACTSREGIONAL POPULATION(Millions)
1,835NUMBER OF COUNTRIES PARTICIPATING
19
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
WHO IS GOING TO FOLLOW THE WORLD CUP? EMEAKEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP
AGE OF THOSE INTERESTED IN FOOTBALL
48%
13%
8%
43%
37%
44%
7%
2%
Support my national team
Support another national team
Support a specific athlete
Experience an international event
Keep up to date with a major event
I just love football
Will watch, but not by choice
Other
8%
21%
28%
22%
21%16-24 years old
25-34 years old
35-44 years old
45-54 years old
55+ years old
WHO THEY WILL BE WATCHING THE WORLD CUP WITH…
50%A few friends
INTEREST IN FOOTBALL
are very interested in football
64%
2016 RIO OLYMPICS 62%
EURO 2016 FRANCE 53%
2018 WINTER
OLYMPICS 41%
BRAZIL 2014
WORLD CUP 70%
have spoken
to others about recalled sponsorship activity
18%
have talked very positively about recalled activity
83%
55.0%45.0%
MA
LE
FEM
ALE
High Interest in football 2014
0%
10%
20%
30%
40%
50%
60%
70%
ENG
LAN
D
GER
MAN
Y
SPAI
N
FRAN
CERU
SSIA
ITAL
Y
S.
AFRI
CA
66%Family
Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: EMEA N = 1202 (approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa).
HOW HIGHLY INTERESTED ARE THEY IN UPCOMING SPORTING EVENTS?...
HOW LIKELY ARE THEY TO TALK ABOUT WORLD CUP SPONSORSHIP ACTIVITY?…
Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale.
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?...Responses based on 7+ on a 1-10 scale.
WHERE PEOPLE PLAN TO FOLLOW THE 2014 WORLD CUP(excluding watching)
HOME
OUT
WORK
78%54% will use laptops
62%50% will use mobiles
52%26% will use mobiles
75%
83%80%
64% 67%63%
85%
Any interest in football and the World Cup
HOW ARE THEY GOING TO FOLLOW IT? EMEAHOW THEY WILL FOLLOW THE 2014 WORLD CUP…
HOW THEY WILL WATCH
PEOPLE PLAN TO USE THE FOLLOWING DEVICES WHILE WATCHING THE WORLD CUP
CREATING, SHARING AND INTERACTING ONLINE DURING THE WORLD CUP
96%will watch live
broadcasted TV
64%MEN ARE MORE LIKELY TO MULTI-SCREEN WHEN WATCHING THE FIFA 2014 WORLD CUP USING A LAPTOP (62%).
73%will use press
58%Will watch a screening at a bar/pub/restaurant
72%will use news
websites
67%57%
45%
25%
13%
will use sport websites
will use official websites
HOME WORK OUT
98% 31% 38%Will watch
ON THE GOWill watch at
WORKWill watch at
HOME
VIDEO ON
DEMAND
42%LIVE
STREAM
10%92
%13% 22%
For TV For Desktops For Mobiles17%
53%47%
MA
LE
FE
MA
LE
16-24 24-34 35-44 45-54 55+
9%
24
% 28
%
22
%
17
%
63% 35% 43
% 24% 20% 17%
56%Will post a comment
67%are using their mobiles
44%are using their tablets
69%are using their laptops
57%are usingtheir desktops
19%e-readers
48%
49%
52%
51%
48%
43%
42%
43%
44%
43%
48%
42%
Will post a photo
Will post a link
Will comment on a post
Will post a video
Will like an athlete (white bar) or brand page (orange bar)
Will use a FIFA World Cup App
AND THEY PLAN TO CARRY OUT THE FOLLOWING ACTIVITIES:
Chat with friends
Play games
Search for products to buy
Read news
Look up information about the World Cup
Share their opinion about the event
Interact with online World Cup content
Other
E-reader
Desk-top
Tablet
Mobile
Laptop
Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. 21st – 28th May, 2014 Regional samples: EMEA N = 1202 (approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa).
11% 9% 9% 24
%13%
10% 9% 15
%
12%
10%
11%
20%
17%
11%
11% 7%
22%
10% 6% 17
%14%
14%
10% 7%
13%
10%
11%
20%
17%
11%
11% 6%
12%
13%
10%
19%
17%
11%
12% 5%
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
MULTI-SCREENERS (USING ANOTHER DEVICE WHILE WATCHING THE WORLD CUP) ARE GENERALLY 24-44 YEARS OLD.
Overall
(Colour) Brand interactions
will listen to radio
TOP PLAYERSBY COUNTRY EMEA
ENGLAND
ITALYCROATIA
NIGERIA
PORTUGAL
BELGIUM
GREECE
GHANA
NETHERLANDS
CAMEROON
RUSSIA
SWITZERLAND
FRANCE
BOSNIA-HERZEGOVINA
IRAN
SPAIN
GERMANY
IVORY COAST
ALGERIA
Eden Hazard
Wayne Rooney
Robin Van Persie
Andres Iniesta
Mesut Özil
Andrea Pirlo
Christiano Ronaldo
Kostas Mitroglou
Miralem Pjanic
Igor Akinfeev
Mario Mandžukić
Josip Drmic
Samuel Eto Yaya Toure
Victor Moses Kevin Prince Boateng
Sofiane Feghouli
CLICK ON INFO SIGNS for more about the athletes
+Denmark, Sweden and Turkey also support
Karim Benzema
Lionel MessiUAE, KSA, EGYPT
+Latvia supports
Javad Nekounam
PLEASE NOTE THAT THOSE IN BLUE HAVE PARTICIPATING TEAMS IN THE WORLD CUP, BUT WE HAVE ADDED INFORMATION IN YELLOW ABOUT OTHER MARKET SUPPORT
EMEA
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
2014 WORLD CUP SPONSORS - EMEACLICK ON BRAND FOR MORE INFORMATION
Spontaneous recall
Prompted recall
Change in perception
Fit with the World Cup Sony
Continental
McDonald’s
Coca-Cola
Oi
Emirates
VisaCastrol
Johnson & Johnson
Moy Park
8%
35%
33%
76%
29%
67%
36%
39%
8%
25%
30%
62%
2%
15%
23%
62%
2%
17%
26%
50%
8%
46% 2
6%
48% 3
3%
67%
34%
68%
0%
6%
18%
38%
2%
30%
31%
62%
8%
47%
26%
60%
2%
12%
17%
50%
1%
12%
30%
47%
0%
4%
17%
45%
0%
4%
23%
50%
Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: EMEA N = 1202 (approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa).
Adidas
Hyundai/Kia
Motors
BudweiserPlease note small sample sizes, under N = 200.
For ‘Change in perception’ and ‘Fit’, responses are based on 7+ on a scale of 1-10. Change in perception is based on respondent known sponsorship – Please rate how your perception has changed as a result of their sponsorship of the 2014 World Cup?
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
EMEA
Yingli
OTHER WORLD CUP
ACTIVATIONS EMEA
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
NON OFFICIAL SPONSORS
UKITV, in association with Sony, is inviting people to share their #Goalface through videos and photos. They will then publish the best on Twitter and Facebook, as well as potentially on-air.
NIGERIAPepsi has unveiled the
new Pepsi football
ambassadors Osaze
Odemwingie, Victor
Moses, Daniel
Amokachi and Elderson
Echiéjilé at an event
tagged Samba with
Pepsi.
GERMANYA total of eight aircraft in the Lufthansa fleet will swap their well-known lettering for the new ‘Fanhansa’ logo. It will be the first time that the German company will change its name on some of its aircrafts for a given period, since commencing operations almost 60 years ago. Lufthansa will be flying not just the German national team to Brazil, as partner of the German Football Association, but also thousands of football fans, media representatives and officials.
LITHUANIA
The official www.carlsberg.lt page has
turned into an interactive questionnaire,
where visitors answer questions to find
out what kind of fans they are, although
the company is not officially associated
with the FIFA World Cup.
CROATIAOzujsko beer has launched a campaign with the amusing slogan ‘let the Brazilians dance to our tune’ with Brazilian dancers dancing to a Croatian folk tune.
SPAINCruzcampo, an official sponsor of the Spanish
National Football Team, has introduced a new
campaign - #PrestanosTuCorazon (Lend Us
Your Heart) for the World Cup. The idea is to
create a giant flag made of a collection of
crests sent in by participants using their own
Spanish team shirts. The flag will be waved at
every Spanish game at the World Cup. Due to
this brand activation, Cruzcampo has become
a brand with a great number of mentions on
Social Media.
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
WHAT IS HAPPENING ONLINE EMEA
TOP 5 TOPICS
TRENDING NEWS STORY
HASHTAG
INFLUENCERSHARE OF FANS - FACEBOOK PAGE
MOST SHARED
VIDEO
“During the last month this video was in the top trending list for Italy (45%), Portugal (60%) and Spain (53%)”
Official SUPER EAGLES World Cup List Released (2,000+Searches in Nigeria)
BBC Sport’s Twitter account (2.2m followers) is using #FIFA
France has 719,143 local fans making them top of the nationalities following the page
TOP SOCIAL MEDIA
CONTRIBUTORS
UKtwitter.com
tripadvisor.comforums.overclockers.co.uk
@BudweiserUK@FIFAWorldCup@luis16suarez
Spaintwitter.com
juegalaroja.com@M0tivacionesF
@SeFutbol@Todo_LigaBBVA
Germanytwitter.com
gutefrage.netforum.speigel.de@Mopdenhoevel
@DFB_Team@DeinSkySport
Russiatwitter.com
otvet.mail.ru@BestNewsSoccer
@sportexpress@sports_national
Middle East
twitter.comstartimes.com
forum.koora.com@Sports_wo
@ReNgo_Sport@Almoj_alazra8France
twitter.comForum.hardware.fr
sofoot.com@CM2014_
@TotalFoot_@_TortueGeniale_
Italytwitter.com
gaming.ngi.itforum.sky.it@Mondiali_
@BRAZIL2014@ansacalciosport
South Africatwitter.com
@newsWallCoZa@SuperSportBlitz@FifaWorldCup
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
Source: OMG Antenna conducted in partnership with repindex Fieldwork:
24th – 30th May, 2014.
1 SQUAD SELECTIONS 4 FOOTBALL FEVER
2 MY TEAM 5 THE OPPOSITION
3 HOSTING ISSUES
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
EMEA REGIONAL OVERVIEWWHAT’S HAPPENING?
ENGLAND
ITALY
CROATIA
NIGERIA
PORTUGAL
BELGIUM
GREECE
GHANA
NETHERLANDS
CAMEROON
RUSSIA
SWITZERLAND
FRANCEBOSNIA-
HERZEGOVINA
IRAN
SPAIN
GERMANY
IVORY COAST
ALGERIA
Mediaset, the World Cup broadcaster is offering a multi-media coverage of the championship through TV, online, radio, social network and mobile app.
The Portuguese national team has taken a selfie with the President, during a reception before going off to the World Cup. It is being shared on social media and memes have been created around the selfie.
A group of four English fans (and a dog) are walking the roads of South America towards the World Cup in Brazil. The 1,966km journey will take them across three South American countries on foot whilst raising money for charity.
The much awaited announcement of the provisional Ghanaian World Cup Squad caused great surprise, especially the selection of Jeffrey Schlupp, David Accam and Afriyie Acquah.
Construction approval has been granted and the FIFA World Football museum is due to open in Zurich in 2016. The interactive, multimedia ‘world of experiences’ will demonstrate how football touches people’s lives and the world every day, while FIFA is also a major area of the exhibition concept.
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
REGIONAL OVERVIEWS
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTSMAIN MENU
CLICK ON EACH REGION TO SEE MORE INFORMATION
NORTH AMERICA
LATAM
EME
A
APAC
LATAM REGIONAL OVERVIEW
“PELÉ is the youngest goal scorer in FIFA World Cup history and the only player to have won three FIFA World Cups”.
“URUGUAY was the first home of the World Cup, in 1930. They played against Argentina in the finals winning the cup: 4 – 2 to Uruguay”.
“This is MESSI’S third appearance in the World Cup and, despite being one of the world’s most loved players, he has only scored once - in 2006”.
INTERESTING FACTS
REGIONAL POPULATION(Millions)
582
NUMBER OF COUNTRIES PARTICIPATING
9
“LATIN NATIONS Every World Cup held in latinoamerica, (6 in total) was obtained by a latinoamerican team.”
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
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GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
“Although BRAZIL is the team that has won the most World Cups, they have never won the title at home.”
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
WHO IS GOING TO FOLLOW THE WORLD CUP? LATAMKEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP
AGE OF THOSE INTERESTED IN FOOTBALL
70%
10%
10%
49%
39%
43%
6%
1%
Support my national team
Support another national team
Support a specific athlete
Experience an international event
Keep up to date with a major event
I just love football
Will watch, but not by choice
Other
12%
35%
25%
19%
9%
16-24 years old
25-34 years old
35-44 years old
45-54 years old
55+ years old
WHO THEY WILL BE WATCHING THE WORLD CUP WITH…84%Family
INTEREST IN FOOTBALL
are very interested in football
65%
62% 32% 38%
69%
High Interest in football 2014
0%
10%
20%
30%
40%
50%
60%
70%
MEX
ICO
BRAZ
IL
ARG
ENTI
NA
2016 RIO OLYMPICS
EURO 2016 FRANCE
2018 WINTER
OLYMPICS
BRAZIL 2014
WORLD CUPhave spoken
to others about recalled sponsorship activity
27%
have talked very positively about recalled activity
87%
49.7%50.3%
MA
LE
FEM
ALE
83%79%
91%
50%A few friends
Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: LATAM N = 606 (Mexico, Brazil and Argentina).
HOW HIGHLY INTERESTED ARE THEY IN UPCOMING SPORTING EVENTS?...
HOW LIKELY ARE THEY TO TALK ABOUT WORLD CUP SPONSORSHIP ACTIVITY?…
Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale.
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?...Responses based on 7+ on a 1-10 scale.
HOME
OUT
WORK
93%63% will use laptops
76%63% will use mobiles
77%44% will use mobiles
WHERE PEOPLE PLAN TO FOLLOW THE 2014 WORLD CUP(excluding watching)
Any interest in football and the World Cup
HOW ARE THEY GOING TO FOLLOW IT? LATAMHOW THEY WILL FOLLOW THE 2014 WORLD CUP…
HOW THEY WILL WATCH
PEOPLE PLAN TO USE THE FOLLOWING DEVICES WHILE WATCHING THE WORLD CUP
CREATING, SHARING AND INTERACTING ONLINE DURING THE WORLD CUP
97%will watch live
broadcasted TV
59%MEN AND WOMEN ARE EQUALLY LIKELY TO MULTI-SCREEN WHEN WATCHING THE FIFA 2014 WORLD CUP USING A MOBILE PHONE (78%).
71%will use the
press
64% Will watch a screening at a bar/pub/restaurant
81%will use news
websites
77%72%
71%
31%
22%
will use sports websites
will use official websites
HOME WORK OUT
98% 57%
43%Will watch
ON THE GOWill watch at
WORKWill watch at
HOME
VIDEO ON
DEMAND
48%LIVE
STREAM
21%92
%31%
26%
For TV For Desktops For Mobiles19%
50%
MA
LE
FE
MA
LE
50%
16-24 24-34 35-44 45-54 55+
12
%
36
%
24
%
20
%
9%
90% 54% 71
% 42% 33% 31%
86%Will post a comment
83%are using their mobiles
51%are using their tablets
80%are using their laptops
72%are using their desktops
28%e-readers
84%
80%
86%
85%
81%
79%
77%
76%
79%
78%
81%
78%
Will post a photo
Will post a link
Will comment on a post
Will post a video
Will like an athlete (white bar) or brand page (orange bar)
Will use a FIFA World Cup App
AND THEY PLAN TO CARRY OUT THE FOLLOWING ACTIVITIES:
Chat with friends
Play games
Search for products to buy
Read news
Look up information about the World Cup
Share their opinion about the event
Interact with online World Cup content
Other
E-reader
Desktop
Tablet
Mobile
Laptop
11% 8% 10
%22%
17%
12%
12%
10%
14%
10% 9% 21
%16%
13%
12% 5%
22%
10% 6% 18
%14%
14%
12% 5%
16%
10% 9% 19
%16%
13%
13% 4%
16%
10% 8% 19
%15%
14%
13% 4%
Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: LATAM N = 606 (Mexico, Brazil and Argentina).
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
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GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
MULTI-SCREENERS (USING ANOTHER DEVICE WHILE WATCHING THE WORLD CUP) ARE GENERALLY 24-34 YEARS OLD.
Overall
(Colour) Brand interactions
will listen to radio
TOP PLAYERS BY COUNTRY LATAM
CLICK ON INFO SIGNS for more about the athletes
COLOMBIA
James Rodriguez
BRAZIL
Neymar jr.
URUGUAY
ARGENTINA
Lionel Messi
CHILE
Alexis Sanchez
ECUADOR
Antonio Valencia
HONDURAS
Carlo Costly
COSTA RICA
Bryan Ruiz Gonzalez
MEXICO
Rafael Marquez
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
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GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
LATAM
Luis Suarez
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
2014 WORLD CUP SPONSORS - LATAMCLICK ON BRAND FOR MORE INFORMATION
Spontaneous recall
Prompted recall
Change in perception
Fit with the World Cup Sony
Continental
McDonald’s
Coca-Cola
Oi
Emirates
VisaCastrol
Johnson & Johnson
Moy Park
Adidas
Hyundai/Kia
Motors
Budweiser
12%
52%
48%
77%
38%
81%
50%
85%
7%
26%
41%
63%
4%
34%
37%
66%
1%
12%
28%
54%
10%
52% 37%
59%
54%
89%
45%
72%
3%
16%
35%
52%
3%
21%
31%
59%
18%
83%
44%
77%
3%
18%
32%
48%
2%
20%
43%
54%
0%
4%
28%
48%
0%
2%
44%
60%
Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: LATAM N = 606 (Mexico, Brazil and Argentina).
Please note small sample sizes, under N = 200.
For ‘Change in perception’ and ‘Fit’, responses are based on 7+ on a scale of 1-10. Change in perception is based on respondent known sponsorship – Please rate how your perception has changed as a result of their sponsorship of the 2014 World Cup?
MAIN MENU
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THE WORLD CUP – LIVE IN BRAZIL
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GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
LATAM
Yingli
OTHER WORLD CUP
ACTIVATIONS LATAM
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
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REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
NON OFFICIAL SPONSORS
ARGENTINADANONE
The company has
launched a campaign
with the hashtag
#Salidelaburbuja
focusing on fans to
enable everyone to get
closer to the product in a
different and more
interactive way.
MEXICOGRUPO MODELOGrupo Modelo gave away more than 1000 trips to the World Cup in Brazil using codes placed in the caps of their products. People participated by answering trivia questions to win tickets.
COLOMBIAARIELAriel in Colombia is leveraging the attention gained by the World Cup by using the official shirt as their main protagonist in their new Ariel liquid ad.
COSTA RICA KOLBIThe national Telecommunications brand in Costa Rica is using Facebook and Twitter to launch daily competitions centred on the World Cup. They have also launched a count down till the World Cup starts.
CHILEENTEL – an official local sponsor tells ‘The King Arthur’ story reinvented for the World Cup. The story of a big history revival is retold where Arturo Vidal plays King Arthur and fans are the soldiers in the fight for Brasilburgo in the World Cup. The campaign uses the hashtag
#vamoscontodo.
HondurasLA CURACAO
A main retail store is offering special
promotions and discounts to their
customers using the World Cup event at
the centre of its communication. Their
slogan, “The World Cup of your life”, can
be found on their website, as well as in
their print, OOH and online ads.
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
TOP 3 TOPICSMOST SHARED
VISUALSHARE OF FANS FACEBOOK
PAGE
MOST SHARED
VIDEOA Brazilian artist has
encapsulated the feelings of the country's
underclass in one painting. In it, a crying
child sits at a table, knife and fork in hand and a
football on his plate. The message is clear: the
country, known for its love of football, does not need it. It needs support for its
underclass.
Brazil, Mexico and Argentina make up 30% of Coca-Cola’s Facebook fans
TOP SOCIAL MEDIA
CONTRIBUTORS
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REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
WHAT IS HAPPENING ONLINE LATAM
1 ARGENTINA MESSI IS COMING
2 BRAZIL ALL ABOUT ‘COPA DO MUNDO’ – THE WORLD CUP
3 MEXICO THE MEXICANS ARE COMING
“During the last month this video was in the top trending list for Columbia (35%), Mexico (35%) and Peru (24%)”
Source: OMG Antenna conducted in partnership with repindex Fieldwork:
24th – 30th May, 2014.
ARGENTINAtwitter.comtaringa.net
@elkaiser63@VarskySports
BRAZILtwitter.com
forum.esporte.uol.com.br@BarbiesemKen
@veja@dilmabr
MEXICOtwitter.comtaringa.net
@EPN@miseleccionmx@telenewsmex
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
LATAM REGIONAL OVERVIEWWHAT’S HAPPENING?
COLOMBIA
BRAZIL
URUGUAY
ARGENTINA
CHILE
ECUADOR
HONDURAS
COSTA RICA
MEXICO
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CONTACTS
BRAZILBrazil is a country that shows its feelings through graffiti. In the shadow of the World Cup, street artists are expressing themselves through spray paint and some of the art proudly celebrates Brazil and its football team.
ARGENTINASocial media in Argentina got massive, as a way to follow what’s going on. The AFA launched the official account @Argentina for twitter and Facebook through an OOH campaign where they share pictures, conferences, quotes and information about other teams.
CHILEA caravan left Santiago towards Brazil to experience the World Cup. More than 3000 Chileans are expected to arrive by land to be part of what is called “the red tide”. Chilean fans have bought almost 39000 tickets to events, ranking 7th for the countries who have purchased the most tickets.
LATAMThe official album stickers, a childhood revival for the World Cup, generates enthusiasm for people of all ages to complete the album engaging fans before the event begins.
LATAMA popular online article listing apps that citizens can use during the World Cup to a) be distracted by the event and b) document potential abuses by the state as the event unfolds.
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
REGIONAL OVERVIEWS
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTSMAIN MENU
CLICK ON EACH REGION TO SEE MORE INFORMATION
NORTH AMERICA
LATAM
EME
A
APAC
NORTH AMERICAREGIONAL OVERVIEW
US MEN’S NATIONAL TEAMHas a Soccer Power Index, an international football ratings system, of 39.3% to advance past the group stage
TEAM USA has appeared in nine World Cups. The best finish was third in 1930
TEAM USA met Germany once in the group stage in 1998 losing 2-0. Current US coach Jurgen Klinsmann scored one of the goals
This will mark the third time that
TEAM USA has met Ghana in the World Cup
TEAM USA will have the worst travel schedule, being forced to travel 9,000+ miles in between matches
INTERESTING FACTSU.S & Canada POPULATION(Millions)
351,307NUMBER OF US STATES THAT ARE BEING REPRESENTED
12
MAIN MENU
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GENERAL INTEREST
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REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
WHO IS GOING TO FOLLOW THE WORLD CUP? NAKEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP
AGE OF THOSE INTERESTED IN FOOTBALL
42%
18%
9%
38%
42%
28%
12%
3%
Support my national team
Support another national team
Support a specific athlete
Experience an international event
Keep up to date with a major event
I just love football
Will watch, but not by choice
Other
7%
22%
23%17%
31% 16-24 years old
25-34 years old
35-44 years old
45-54 years old
55+ years old
WHO THEY WILL BE WATCHING THE WORLD CUP WITH…
55%Family
33%A few friends
INTEREST IN FOOTBALL
are very interested in football
51%
64% 30% 54%
51%
High Interest in football 2014
0%
10%
20%
30%
40%
50%
60%
70%
USA USA
- HIS
PANIC
46%
82%
2016 RIO OLYMPICS
EURO 2016 FRANCE
2018 WINTER
OLYMPICS
BRAZIL 2014
WORLD CUP
have spoken
to others about recalled sponsorship activity
34%
have talked very positively about recalled activity
95%
60.1%
39.9%
MA
LE
FEM
ALE
9%
34%
57%
follow in English only
follow in English and Spanish
follow in Spanish only
Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic).
HOW HIGHLY INTERESTED ARE THEY IN UPCOMING SPORTING EVENTS?...
HOW LIKELY ARE THEY TO TALK ABOUT WORLD CUP SPONSORSHIP ACTIVITY?…
Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale.
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?...Responses based on 7+ on a 1-10 scale.
WHERE PEOPLE PLAN TO FOLLOW THE 2014 WORLD CUP(excluding watching)
HOME
OUT
WORK
80%48% will use laptops
50%43% will use mobiles
48%26% will use mobiles
Any interest in football and the World Cup
HOW ARE THEY GOING TO FOLLOW IT? NAHOW THEY WILL FOLLOW THE 2014 WORLD CUP…
HOW THEY WILL WATCH
PEOPLE PLAN TO USE THE FOLLOWING DEVICES WHILE WATCHING THE WORLD CUP
CREATING, SHARING AND INTERACTING ONLINE DURING THE WORLD CUP
95%will watch live
broadcasted TV
43%MEN ARE MORE LIKELY TO MULTI-SCREEN WHEN WATCHING THE FIFA 2014 WORLD CUP USING A LAPTOP (59%).
66%will use press
43%Will watch a screening at a bar/pub/restaurant
65%will use news
websites
53%63%
48%
38%
22%
will use sport websites
will use official websites
HOME WORK OUT
98% 34% 37%Will watch
ON THE GOWill watch at
WORKWill watch at
HOME
VIDEO ON
DEMAND
43%LIVE
STREAM
15%89
%19%
20%
For TV For Desktops For Mobiles14%
63%
37%
MA
LE
FE
MA
LE
16-24 24-34 35-44 45-54 55+
9%
23
%
25
%
16
%
26
%
64% 44% 54
% 34% 32% 26%
52%Will post a comment
63%are using their mobiles
49%are using their tablets
66%are using their laptops
61%are using their desktops
34%e-readers
45%
49%
51%
47%
46%
43%
44%
41%
44%
42%
46%
42%
Will post a photo
Will post a link
Will comment on a post
Will post a video
Will like an athlete (white bar) or brand page (orange bar)
Will use a FIFA World Cup App
AND THEY PLAN TO CARRY OUT THE FOLLOWING ACTIVITIES:
Chat with friends
Play games
Search for products to buy
Read news
Look up information about the World Cup
Share their opinion about the event
Interact with online World Cup content
Other
E-reader
Desktop
Tablet
Mobile
13%
11%
11%
22%
11%
12%
13% 7%
12%
10%
10%
17%
20%
11%
13% 7%
18%
11% 8% 16
%15%
15%
11% 7%
13%
10%
11%
18%
18%
12%
13% 5%
13%
10%
11%
17%
19%
12%
13% 5%
Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic).
MAIN MENU
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GENERAL INTEREST
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REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
MULTI-SCREENERS (USING ANOTHER DEVICE WHILE WATCHING THE WORLD CUP) ARE GENERALLY 35+ YEARS OLD.
Overall
(Colour) Brand interactions
will listen to radio
Laptop
TOP PLAYERSBY COUNTRY NORTH AMERICA
Clint Dempsey
Tim Howard
Jozy Altidore
USA
USA
USA
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CLICK ON INFO SIGNS for more about the athletes
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
2014 WORLD CUP SPONSORS - NACLICK ON BRAND FOR MORE INFORMATION
Spontaneous recall
Prompted recall
Change in perception
Fit with the World Cup
4%
26%
61%
79%
18%
56%
57%
82%
6%
18%
56%
69%
2%
28%
50%
67%
1%
8%
60%
72%
5%
45%
43%
59%
22%
55%
54%
74%
0%
4%
46%
54%
2%
17%
54%
67%
8%
51%
44%
71%
2%
14%
62%
62%
0%
11%
52%
55%
0%
5%
43%
43%
0%
3%
50%
75%
Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic).
Adidas
Hyundai/Kia
Motors
Budweiser
SonyContinental
McDonald’s
Coca-Cola
Oi
Emirates
VisaCastrol
Johnson & Johnson
Moy Park
For ‘Change in perception’ and ‘Fit’, responses are based on 7+ on a scale of 1-10. Change in perception is based on respondent known sponsorship – Please rate how your perception has changed as a result of their sponsorship of the 2014 World Cup?
MAIN MENU
EXECUTIVE SUMMARY
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WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
Please note small sample sizes, under N = 200.
NA
Yingli
OTHER WORLD CUP
ACTIVATIONS NA NON OFFICIAL SPONSORS
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CONTACTS
USAAs this will be ESPN’s last year broadcasting the World Cup on its family of networks within the United States, the brand has excelled itself in its attempts to stir up excitement and support for the upcoming tournament. The channel has released several commercials in anticipation of the games, all of which were well received by the media and the public. Most notably was their recent release of an ad entitled ‘Time Zones’, where the company highlights the collaborative effort made by the world to watch the matches live, all in their varied cultures and habits. ESPN has also gone on to release 32 posters, one for each team, meticulously designed by Brazilian artist, Cristiano Siqueira, followed by a high quality revamp of their existing football-centric website.
USAMillerCoors may have taken the most intelligent route in an
attempt to capture true football fanatics by signing a deal with
Spanish-language television station, Univision, who hold the
broadcasting rights to air this year’s World Cup in Spanish. In
doing this, MillerCoors will effectively reach the coveted
Hispanic demographic by running their football-themed Coors
Light ad during the matches. The ad features Luis Amaranto
Perea, a defender in Colombia’s national team. The vibrant
commercial shows fans around the world joyously watching as
Perea dominates a football match, Coors Light bottles in hand.
This collaboration with Univision will provide stiff competition to
official sponsor and main competitor, A-B InBev.
USAMarriott International and US football are launching a large-scale digital campaign ‘On The Road’, effectively joining the ranks of big name endorsers like Pepsi and Nike who are unofficially showing stateside support for the World Cup. The campaign will feature current Team USA member Omar Gonzalez and former football star Alexi Lalas. The stars will headline a ‘Defenders of Travel’ ad campaign from Marriott. An interactive microsite was launched in May. The purpose of this site is to give fans an inside look at what it's like to suit up for the biggest games on the world stage. The ads will also run on Marriott's web page, as well US Football's site and SportsIllustrated.com. The digital campaign will be part of a football-themed campaign by Marriott, which is the official hotel sponsor of US football.
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
TOP 3 TOPICS
MOST SHARED
HASHTAGMOST SHARED VISUAL
MOST SHARED
VIDEO
TOP SOCIAL MEDIA
CONTRIBUTORS
WHAT IS HAPPENING ONLINE NORTH AMERICA
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MOST SHARED NEWS ON SOCIAL
US ROSTER DETAIL
S
1 OFFICIAL 2014 FIFA WC SONG - 54,490,384 YOUTUBE VIEWS
2 23 MAN ROSTER ANNOUNCEMENT - 18,482 FACEBOOK SHARES & TWITTER RETWEETS COMBINED
3 LANDON DONOVAN TWEET REGARDING BEING LEFT OFF TEAM - 63,009 FACEBOOK LIKES AND 882 RETWEETS
#USMNT
79,457
Source: OMG Antenna conducted in partnership with repindex Fieldwork:
24th – 30th May, 2014.
USA - ENGLISH
twitter.comreddit.com
tripadvisor.com@TVmixUSA
@BetTheWorldCup@filmonliveUSA -
SPANISHtwitter.com
velocidadmaxima.com@2012MisterChip@miseleccionmx
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
NORTH AMERICA REGIONAL OVERVIEWWHAT’S HAPPENING?
USA
Team USA incites confidence and patriotism in those watching America’s national footballers by winning Sunday’s friendly game against Turkey, 2-1. Clint Dempsey took a goal against Turkey 52 minutes in, giving the US a 2 to nil lead. Critics saw vast improvement in comparison with an earlier game, especially since Turkey is a more experienced team, and are optimistic about the team’s ability to advance in the rankings.
In recent years, football has grown to become the second most popular sport in the US among 12 to 24 year olds with 25 million Americans who tuned into the last World Cup - significantly more than the World Series or NBA finals. This increase is, perhaps, due to the growing Hispanic population in the USA whose love of football is well known. Many brands understand this and are focusing on Hispanic World Cup fans. For example, Spanish-language broadcaster Univision has seen digital ad spend doubled compared to the last World Cup. Additionally, on the US National football Team’s homepage, a Chips Ahoy ad is running in Spanish. Moreover, around 40% of brands are interested in advertising on the international football portal Goal.com to target their messages to a Hispanic audience.
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REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
REGIONAL OVERVIEWS
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTSMAIN MENU
CLICK ON EACH REGION TO SEE MORE INFORMATION
NORTH AMERICA
LATAM
EME
A
APAC
APAC REGIONAL OVERVIEW Interesting factsREGIONAL POPULATION(Millions)
2,188NUMBER OF COUNTRIES PARTICIPATING
3
“SOUTH KOREAis the only Asian country that have made a tangible impact in the World Cup, with their advancement into the Semi-Finals in 2002.”
“SOUTH KOREA is one of the most successful Asian teams. They have participated in 9 World Cup tournaments overall”.
‘During the qualification rounds,
JAPAN’s Shinji Okazaki was the top goal-scorer with 8 goals”.
“This will be the fourth World Cup
outing for Australia who made an extraordinary comeback in 2006 after an almost 40 year hiatus since their inaugural appearance in 1974.
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CONTACTS
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
WHO IS GOING TO FOLLOW THE WORLD CUP? APACKEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP
AGE OF THOSE INTERESTED IN FOOTBALL
36%
16%
21%
40%
42%
41%
16%
2%
Support my national team
Support another national team
Support a specific athlete
Experience an international event
Keep up to date with a major event
I just love football
Will watch, but not by choice
Other
13%
32%
24%
14%
16%
16-24 years old
25-34 years old
35-44 years old
45-54 years old
55+ years old
WHO THEY WILL BE WATCHING THE WORLD CUP WITH…63%Family
INTEREST IN FOOTBALL
are very interested in football
61%
59% 43% 49%
61%
High Interest in football 2014
0%
10%
20%
30%
40%
50%
60%
70%
JAPA
N
S. K
ORE
A
CHIN
A
IND
ONES
IA
THAI
LAN
D
AUST
RAL
IA
2016 RIO OLYMPICS
EURO 2016 FRANCE
2018 WINTER
OLYMPICS
BRAZIL 2014
WORLD CUP
have spoken
to others about recalled sponsorship activity
37%
have talked very positively about recalled activity
83%
52.2%47.8%
MA
LE
FEM
ALE
36%A few friends
68%
74%
79% 78
% 74%
61%
Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: APAC N = 1202 (Australia, Thailand, Indonesia, China, Korea Republic, Japan).
HOW HIGHLY INTERESTED ARE THEY IN UPCOMING SPORTING EVENTS?...
HOW LIKELY ARE THEY TO TALK ABOUT WORLD CUP SPONSORSHIP ACTIVITY?…
Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale.
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?...Responses based on 7+ on a 1-10 scale.
WHERE PEOPLE PLAN TO FOLLOW THE 2014 WORLD CUP(excluding watching)
HOME
OUT
WORK
91%59% will use laptops
78%64% will use mobiles
73%41% will use mobiles
Any interest in football and the World Cup
HOW ARE THEY GOING TO FOLLOW IT? APAC HOW THEY WILL FOLLOW THE 2014 WORLD CUP…
HOW THEY WILL WATCH MULTI-SCREENERS (USING ANOTHER DEVICE WHILE WATCHING THE WORLD CUP) ARE GENERALLY 24-44 YEARS OLD.
PEOPLE PLAN TO USE THE FOLLOWING DEVICES WHILE WATCHING THE WORLD CUP
CREATING, SHARING AND INTERACTING ONLINE DURING THE WORLD CUP
95%will watch live
broadcasted TV
44%MEN ARE MORE LIKELY TO MULTI-SCREEN WHEN WATCHING THE FIFA 2014 WORLD CUP USING A MOBILE PHONE (74%).
76%will use press
48% Will watch a screening at a bar/pub/restaurant
84%will use news
websites
76%67%
58%
37%
26%
will use sport websites
will use official websites
HOME WORK OUT
98% 45% 47%Will watch
ON THE GOWill watch at
WORKWill watch at
HOME
VIDEO ON
DEMAND
49%LIVE
STREAM
18%90
%19% 33%
For TV For Desktops For Mobiles28%
52%48%
MA
LE
FE
MA
LE
16-24 24-34 35-44 45-54 55+
14
%
35
%
26
%
14
%
12
%
69%
49%
63% 36% 28% 25%
59%Will post a comment
80%are using their mobiles
56%are using their tablets
78%are using their laptops
72%are using their desktops
33%e-readers
55%
56%
58%
62%
57%
53%
52%
51%
52%
52%
54%
52%
Will post a photo
Will post a link
Will comment on a post
Will post a video
Will like an athlete (white bar) or brand page (orange bar)
AND THEY PLAN TO CARRY OUT THE FOLLOWING ACTIVITIES:
Chat with friends
Play games
Search for products to buy
Read news
Look up information about the World Cup
Share their opinion about the event
Interact with online World Cup content
Other
E-reader
Desktop
Tablet
Mobile
Laptop
12% 8% 11
%23%
17%
13%
11% 6%
12%
11%
11%
18%
18%
12%
13% 5%
19%
12% 8% 17
%15%
11%
11% 6%
13%
10%
11%
18%
17%
12%
13% 5%
13%
13%
10%
17%
16%
12%
13% 5%
Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: APAC N = 1202 (Australia, Thailand, Indonesia, China excluded from social media questions, Korea Republic, Japan).
Will use a FIFA World Cup App
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Overall
(Colour) Brand interactions
will listen to radio
TOP PLAYERSBY COUNTRY
CLICK ON INFO SIGNS for more about the athletes
JAPAN
AUSTRALIA
KOREA REPUBLIC
SON HEUNGMIN
SHINJI KAGAWA
TIM CAHILL
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Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
2014 WORLD CUP SPONSORS - APACCLICK ON BRAND FOR MORE INFORMATION
Spontaneous recall
Prompted recall
Change in perception
Fit with the World Cup
11%
40%
52%
70%
30%
68% 55%
86%
16%
29%
43%
65%
4%
18%
46%
77%
3%
7%
44%
61%
11%
44%
44%
62%
37%
70% 5
0%
74%
0%
5%
31%
53%
6%
26%
49%
72%
12%
48%
42%
73%
4%
20%
55%
69%
1%
14%
54%
62%
0%
4%
38%
60%
1%
5%
39%
75%
Adidas
Hyundai/Kia
Motors
Budweiser
SonyContinental
McDonald’s
Coca-Cola
Oi
Emirates
VisaCastrol
Johnson & Johnson
Moy Park
Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 Regional samples: APAC N = 1202 (Australia, Thailand, Indonesia, China, Korea Republic, Japan).
Please note small sample sizes, under N = 200.
For ‘Change in perception’ and ‘Fit’, responses are based on 7+ on a scale of 1-10. Change in perception is based on respondent known sponsorship – Please rate how your perception has changed as a result of their sponsorship of the 2014 World Cup?
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
Yingli
OTHER WORLD CUP
ACTIVATIONS
SOUTH KOREALG are currently running a spot on TV to
promote their Ultra HD TV sets. The TVC
features popular football and national team
players Koo Ja Chul and Son Heungmin.
APAC
AUSTRALIAThe Sydney Morning Herald will have
sections dedicated to World Cup coverage,
with news, videos, a Socceroos page, squad
lists and a printable draw wall chart on their
digital platform.
APAC REGIONVolkswagen has launched the Onefootball Brasil
app in anticipation of the World Cup. Currently
available for free, Onefootball Brasil serves as a
one-stop platform so that smartphone-equipped
football fanatics can receive the latest news and
information on the event. Fans can also expect
immediate updates and results via live newsfeed,
as well as becoming involved through making
predictions and voting for a preferred ‘Man of the
Match’ in each game.
JAPANJapan’s Saison
Cards and Kirin
Beer have come up
with limited edition
Japan National
Team-designed
credit cards and
bottle designs.
THAILANDTelecommunications provider AIS was the only telecommunications company in Thailand to secure the rights to broadcast the FIFA World Cup matches live via smartphone. The company launched the ‘AIS Let’s Goal Brazil 2014’ campaign to give users a chance to go to Brazil for the event.
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
Source: OMG Insights across 81 Markets. Fieldwork: 15 th – 31st May, 2014.
TOP 3 TOPICS
HASHTAG
INFLUENCE
RIN JAPAN
@APPLTABLET
(40,300
FOLLOWERS) IS
USING #WORLDCUP
SHARE OF FANS FACEBOOK PAGE
MOST SHARED
VIDEO
TOP SOCIAL MEDIA
CONTRIBUTORS
WHAT IS HAPPENING ONLINE APAC
Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014.
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
Australiatwitter.com
bigfooty.comau.fourfourtwo.com
@Socceroos@FifaWorldCup
@QantasAirways
Chinawww.7po.com
tieba.baidu.combbs.zhibo8.cc
@iFiFa2014@nanyangpost
Thailandtwitter.com
@conceptzozo@goalthailand
@krishofam
“During the last month this video was in the top trending list for Indonesia (24%), India (27%) and Malaysia (17%)”
Indonesia and India together represent
10.4% of all Nike brand page
followers
Source: OMG Antenna conducted in partnership with repindex Fieldwork:
24th – 30th May, 2014.
1 AUSTRALIA ALL ABOUT SOCCEROOS
2 CHINA ALL ABOUT FOOTBALL
3 THAILAND ‘MAD’ FOR (EUROPEAN) FOOTBALL
APAC REGIONAL OVERVIEWWHAT’S HAPPENING?
Singapore is possibly the most expensive place to watch the World Cup on television, with football fans paying US $90 for the month-long event. This fee is due to an on-going bid by national television provider SingTel to outbid it’s competitor by providing a premium. Singapore reportedly forked out a sum equal to more than a tenth of what the world paid for rights to broadcast the tournament.
The 2014 edition of the FIFA World Cup will quite possibly be the most socially active event to date. The number of digital sites and platforms have exploded in APAC since four years ago, and on average Asians are exposed to three or four screens a day.
South Koreans are among the most fervent football fans in the region. Coupled with a strong national team, and a positive World Cup streak thus far, we can expect a lot of buzz from this nation. In fact, popular football players are treated much like celebrities, or ‘idols’ in a country with a huge fan base and following.
Asians are ready to sacrifice their sleep amid World Cup fever, with over 75% stating that they intend to catch matches that will be likely to be broadcast between 3 – 6am in the region. 26% suggested that they plan to maintain their daily work schedule and catch the nightly matches, while 10% said they plan to call in sick and 8% intend to take annual leave.
JAPAN
AUSTRALIA
REPUBLIC OF KOREA
Leaked emails reveal a $5m bribe used by Qatar to win the 2022 World Cup bid to host the event
MAIN MENU
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTS
REGIONAL OVERVIEWS
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTSMAIN MENU
CLICK ON EACH REGION TO SEE MORE INFORMATION
NORTH AMERICA
LATAM
EME
A
APAC
NORTH AMERICA
LATAM
EME
A
APAC
CONTACTS
KARINA BESPROSVAN [email protected]
VIRGINIA [email protected]
VERA [email protected]
CHELSEA [email protected]
LILIYA [email protected]
JED MEYER [email protected]
JOSHUA [email protected]
KEBRINA ROBINSONKEBRINA.ROBINSONANNALECT.COM
GENEVIEVE [email protected]
YONG SHEL [email protected]
EXECUTIVE SUMMARY
THE WORLD CUP – LIVE IN BRAZIL
WORLD CUP 2014 SPONSORS
GENERAL INTEREST
ONLINE & SOCIAL MEDIA
REGIONAL OVERVIEWS
WHO IS GOING TO FOLLOW THE WORLD CUP
CONTACTSMAIN MENU
TYSON HENLY [email protected]
JOSH [email protected]
IMPACT REPORT11th June, 2014 | Pre-Newsletter