twitter live studio world cup 2014 case study
TRANSCRIPT
WORLD CUP 2014: A COLLABORATION WITH TWITTER
THE WORLD CUP CAN CONNECT INDIVIDUALS AND HUMANITY.Partnering with Twitter, we wanted to use the World Cup as an opportunity to show how brands can truly connect. We set out to: • Educate key decision makers about marketing in the moment by visualising their data
live in a way that they can understand. • Bring marketing out of theory by physically displaying Twitter data and creating
excitement. • Make it easy for Twitter Staff to visualise a brand’s data.
The World Cup unites people around the globe. Every four years, countries stand behind their teams and the world watches as players take the pitch to represent their nation. As technology evolves, second screen experiences are increasingly the norm -- and that was expected to be no different for this year’s World Cup.
Twitter is loved for the instantaneously ways we can share our reactions and thoughts and be brought together around one conversation. The speed and real-time nature of the platform enable users to feel instantly connected to others. The world draws closer and we remember our humanness when we laugh or respond to the same tweet or event. The World Cup represented itself as the perfect opportunity to connect individuals and humanity through Twitter.
WHAT WAS THE OPPORTUNITY?
PUTTING TWITTER IN THE MOMENT01
LOOK FOR THE STORY.The World Cup was expected to be -- and proved to be -- the biggest moment on Twitter to date. But how do you tell that story and teach brands to do the same?
IN THE MOMENT MARKETING
Twitter UK’s Oli Snoddy & Will Scougal commissioned us to provide Twitter Live Studio with our Command Centre visualisations. We tracked and visualised more than 30 brands over four weeks during the workshops —providing over 400 animated views on their data.
This helped the brand and sales team highlight the importance of marketing in the moment and real-time to brand clients.
We realized that when brands saw the power of data and social visualisations they would be able to fully understand the power of “In the Moment” marketing.
By placing our visualisations in the UK Twitter Live Studio, the team was able to wow clients and highlight powerful timely insights to senior brand managers and it quickly became a major marketing point, helping driving sales.
Live events are particularly powerful to showcase users’ natural inclinations on the platform and how brands can capitalize on this.
In addition to providing the visualisations at the Live Studio, Twitter UK and France also offered a World Cup version of Buzz Radar to key clients, including Beats by Dre, Paddy Power and adidas.
As an added benefit of high value promoted tweet packages, these large brands were optimized to mobilize quickly around any real-time marketing as a result of their social efforts.
GETTING BRANDS INVOLVED
THE DATA
Together, we tracked the matches and online conversation. The tournament saw more than 116 million mentions, over 4 million photos tagged and a reach of more than 463 billion. Memes abounded, from #ThingsTimHowardCouldSave to #SadBrazilians to #Persieing.
Beats by Dre, adidas and Paddy Power were able to immediately -- at any point in the tournament -- see the impact of their efforts. Beats by Dre came out as the second most mentioned brand during the World Cup, owning 19% of the conversation. adidas won the hashtag war, claiming more than 79% of branded hashtag conversations.
This translated to direct sales for adidas. adidas reported a new record in football sales of €2bn this year, with more than 8 million official jerseys, which is 1.5 million more than the last World Cup. Not surprisingly, their best-selling jersey was tournament champions Germany.
BRAND VALUE
THE RESULTWith these stats and our visualisations, Twitter Live Studio was able to show the power of marketing smartly during live events and in the moment.
A BIT ABOUT BUZZ RADAR
BUZZ RADAR IS AN INDUSTRY LEADER IN CAPTURING AND VISUALISING REAL-TIME DATA AND CONTENT.
We make social data simple, engaging and powerful -- faster than anyone else. Real-time data helps you spot emerging trends and react quickly to feedback. Whether a brand, agency or event planner, we can help you unlock your data, quickly interpret it and broadcast it better.
