World Cup 2014 social media: Disappointing first week for official partners despite massive marketing push

A week into soccer’s biggest event, the FIFA World Cup in Brazil, sees some of its official partners with scant US social media buzz despite paying top dollar for the marketing rights. Findings from Globe Runner’s SociaLitmus social media command center show that Emirates is dead last in the US social media stakes, with only 1,508 social media mentions from June 13-19, 2014. (It does have a slick Pelé-ane with distinctive livery, though.) Adidas, which leads all FIFA partners at 17,331 mentions, has …

World Cup 2014 marketing: USMNT social media mentions quadruple in 7 days

What sport will people be talking about a month from now? From the past week’s social media mentions, it’s going to be soccer, specifically the 2014 World  Cup, and most particularly the US Men’s National Team’s upcoming match against Ghana in the Group of Death. Social mentions of the US Men’s National Team (USMNT) leapt to 15,426 the week of May 10, a gobsmacking 476% increase over the previous week’s mentions of 2,675. Majority of these mentions were on Twitter …

World Cup 2014 marketing: FIFA partner Adidas cranks up social media; Nike warming up for ambush campaign?

With only 30 days to go to kickoff, Adidas and Nike’s World Cup 2014 marketing strategies are ratcheting up. Online buzz in the US for the week of May 3 to May 9, 2014 shows Adidas winning by a handy length as the SociaLitmus chart above shows. Nike’s share of voice World Cup-wise across all major social media platforms registered only 5% compared to Adidas which captured 95% of mentions. This online state of affairs should satisfy soccer’s governing body …