World Cup Brand Watch: Who’s Winning on Facebook?

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Since the 2014 FIFA World Cup began, there have been over 1 billion Facebook interactions around the tournament. Facebook data show that globally, 13 million people accounted for more than 21 million posts, comments and likes related to the U.S.-Belgium match alone. There were 4.1 million people with more than 6.5 million interactions just in the U.S.

Coca-Cola, one of six official FIFA partners, has been named one of the most engaging brands on Facebook. One several of the company’s efforts during the World Cup is the FIFA World Cup Trophy Tour, which began in 2006 with 31 cities across 28 countries. The latest tour for the 2014 World Cup began Sept. 12, 2013 from the Christ the Redeemer statue in Brazil and ended up back in the host country.

Non-official sponsor Nike is seeing huge traction on social media channels during the World Cup
Nike Football: The Last Game ft. Ronaldo, Neymar Jr., Rooney, Zlatan, Iniesta & more
by Nike Football via YouTube

Nike’s ‘Risk Everything’ Campaign has been their most social and mobile campaign, with 22 million likes comments and shares so far and 650,000 uses of the #riskeverything hashtag alone, Forbes reports. The Last Game Facebook post from NikeFootball is one of the most shared posts on Facebook, according to Forbes. Nike’s Last Game video was one of the top most shared ads in June.

The soccer Facebook page for World Cup partner Adidas has nearly 19 million likes, where it is also using its ‘All In Or Nothing’ Campaign. The company also has Christopher Mintz-Plasse doing reports from Brazil.

The World Cup Report with Christopher Mintz-Plasse – #allin or nothing — adidas Football
by adidas Football via YouTube

The stats around social media engagement related to the World Cup are growing exponentially as the tournament goes on. It just might be the most digital sporting event to date worldwide by the time it’s over.


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