The FIFA World Cup is a celebration that offers immense opportunities for brands to come out with their creativity in crafting social media campaigns and promotions. It’s a platform for most of the brands to engage their audience and to capture their attention in an effort to improve brand awareness.
The FIFA World Cup is undoubtedly the world's largest sporting event and for a social media marketer it is the biggest opportunity to shine as a social media superstar.
When the FIFA World Cup begins in mid-June, we can see some of the big brands receive a lot of exposure during the television matches but we also have seen a trend of big brands resorting to social media platforms to promote their brands.
But the important question is how do you really do it the right way?
You can look at how the biggest brands using social media marketing have scored big in the past.
To help you, we have put together 5 ways by which your brand can become a social media superstar this World Cup:
Showcase the sport, rather than your product
This World Cup do your social media marketing differently. Shift your focus to the World Cup rather than trying and selling your product in every single post.
Celebrate the sport in your images, videos and text. Share useful information and knowledge with the audience by giving out details of the month-long tournament.
Nike, did exactly the same in 2014. Nike overtook Adidas as the most-viewed brand of the World Cup. Nike produced 8 campaigns which generated 240.6 million views.
Nike’s “Risk Everything” and “The Last Game” campaigns went on to become the two most viewed campaigns.
2. Persistence makes all the difference
Don’t we all know that being on social media is all about being there at the right moment. Be persistent in your social media marketing activities.
Maintain a high profile and deliver creative and high quality content on a consistent basis throughout the World Cup. Prepare your brand promotion efforts with enough content and schedule the content delivery on a consistent basis.
Adidas prepared for consistent and creative content throughout the World Cup. When compared to other brands, it published 2 times more Facebook posts, 3 times more Twitter tweets and 1.5 times more YouTube videos. And as a result of this persistence, Adidas received 3 times more Views and Likes on YouTube.
The ‘Last Game video’ released by Adidas received exposure throughout the World Cup. Adidas leveraged the exposure with a very intelligent and steady social media game plan.
3. Practice scenario planning
Many brands work towards making a list of possible outcomes to an event.
Scenario planning is all about building a strategic plan for your social media marketing expecting different situations to occur during the event.
As marketers, identify a specific set of uncertainties that might pop up during the entire FIFA world cup event. Prepare different type of content that can be used in case of these situations, so that you can quickly take advantage of the situation on social media.
Brands that utilize the situation to make a huge splash during the event.
Oreo Cookie did exactly the same during the 2013 Super Bowl power outage. It took charge of the situation and released a timely post that caught on immediately, getting nearly 15,000 retweets and more than 20,000 likes on Facebook.
4. Promote a Social Cause
Even in this new Digital era, the fight to eradicate different social issues is still ongoing. During this FIFA World Cup, launch a social media campaign to raise awareness about important social issues.
You call for help from your followers and fans across to help you in your campaign. You can ask people to load selfies, pictures, or relevant images relating to the social media campaign.
Tesco’s F&F clothing brand has tied up with charity Campaign Against Living Miserably (CALM) to raise awareness of male mental health ahead of the World Cup 2018.
The hashtag #MarkYourMan campaign encourages men to support each other during their good times and bad times, just as they would their football team.
5. Go heavy on Visuals
When most of the social media marketing is centered around text posts, make the most out of impressive visuals.
50 milliseconds is all it takes!
That’s the rate at which a person forms the first impression online. And without any surprise it all comes down to your design.
When we all know that the FIFA World Cup just happens once every four years, we should strive to paint unforgettable moments for fans.
“The Tapestry,” created by BBC Sports Marketing is a testimonial to visual extravaganza. It’s an embroidered tapestry featuring players like Diego Maradona, Zinedine Zidane, Paul Gascoigne, Cristiano Ronaldo, Lionel Messi and Harry Kane, and captures the most iconic moments of football.
The FIFA World Cup is mostly the greatest event in your social media marketing calendar right now. It’s the time when all your social media marketing resources come together to deliver a super start performance.
It certainly takes a long time to master the art of capturing the attention from your audience on social media. By following the above 5 ways, your brand will race ahead of the competition, making your brand a superstar.