Adidas has become the most talked about brand related to the 2014 World Cup, generating 1.59 million conversations across Twitter, Facebook, blogs and Tumblr, according to social media analytics firms Simply Measured and Sysomos.The German sportswear brand, and official sponsor of the tournament, has reported a spike of 5.8 million followers across all its major social media platforms – more than any other brand according to the figures. Meanwhile Adidas Football, the fastest growing football community in social media, saw a 14.5 per cent increase. Adidas’ “all in or nothing” brand campaign also won big throughout the tournament and saw 917,000 mentions of its hashtag #allin on Twitter.
Tom Ramsden said: “We always knew that real-time communications would be the best way for Adidas to win the World Cup. We are so engrained and connected to the sport through our products, players and federations, there is never a moment in football where we are absent and, I believe, our knowledge and understanding of the game means we are the most engaging brand with football fans,” Adidas global brand marketing director football, Tom Ramsden, is quoted as saying by Media Post’s Media & Advertising Daily.
Brazuca, the official match ball of the World Cup was also a major success for the brand; its @brazuca Twitter handle was the largest growing account on the platform during the tournament growing over 2.98 million followers. The handle @brazuca was also one of the most engaged with on Twitter compared to other brands in the sports category during the tournament, with 530,000 user interactions.
This article was republished with permission from the editor and publisher of the Sport Intern, Karl-Heinz Huba.