#2014WorldCup Brand Watch: Adidas Embraces Vine, Volkswagen Has Neat Golf Trick and Hugo Boss Goes Beyond the Pitch Live

By Renee Sylvestre-Williams

Brands involved in the World Cup are using social media to connect with their fans, but how are they doing? Let’s take a look at what’s been happening with some of the brands present during the tournament. 


When you compare adidasTwitter account to Nike’s, Adidas falls far behind with only 10,000 tweets, compared to @nikefootball's 35,000 and @nikesoccer's 18,000.

But their Twitter account has something Nike's doesn't -- Vine videos that replay some of the best goals of the World Cup. There’s one of Thomas Müller's three goals, and Mexico’s excellent play in their surprising draw against Brazil.

Check out the Vine of Mexico in action: 

The cool part is that the Vines aren’t just video of the actual games. That would be too easy and lost in the social media crowd. They’re animated (as you can see) which makes them stand out. Using Vine with animation lets adidas focus on the 30 seconds and the effort it takes for a footballer to score (or try). It also ties in nicely with their #allinornothing hashtag. 


Volkswagen is having a great time on Twitter. Every time a team scores, this happens: (You'll have to click on the link)

The company has country-themed cars celebrate the goals right after they've scored. Watching cars play football is always fun, but note that the tweet doesn't say "goooall," the usual cry of the games, it says "gooolf." It takes a few seconds to realize that but it highlights the key messages of the Golf GTI -- its compact size, speed and agility and all that is said with one word, "Gooolf!"  Simple, smart and fun.


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 Hugo Boss

Football players have to look very good, not only on but also off the pitch, and that means suits. Hugo Boss has dressed the German Team for this World Cup, resulting in some very dapper gentlemen arriving in Brazil, including coach Joachim Low. Being dressed by Hugo Boss has also lead to the German team landing on some World Cup Best Dressed lists. 

Part of the German Team. Photo/Hugo Boss 
by renee.sylvestrewilliams

Huge Boss are also the sponsors of some of the football players, including England's Joe HartBrazil's Thiago Silva and Germany's Marco Reus, all faces of Hugo Boss colognes. 

Hugo Boss doesn't go the sports route, it takes the campaign beyond the pitch. Sticking to its luxurious history, Hugo Boss emphasizes that while the game of football is important, success also happens off the pitch and how you look plays into that success. It's tapping into the aspirations of the fans, who, when they want to buy a suit or a fragrance, would consider Hugo Boss.

Joe Hart Success Beyond The Game
by ThePerfumeShopOnline via YouTube

On Twitter, Hugo Boss hasn't given its main account over to the World Cup, but there is a cheeky hashtag, #Successbeyondthegame, which ties in to their World Cup campaign of looking good off the pitch: How well can you tie a tie when you're under pressure? Sergio Ramos can do it in nine seconds.

Sergio Ramos para Hugo Boss ♥
by RamistaForever via YouTube

Hugo Boss could have taken better advantage of their TwitterInstagram and PInterest accounts to connect all the social media threads of their World Cup campaign. This would capture a football-loving audience who also loves and wants to buy what their idols are wearing. Their Instagram of the German team on their way to Brazil was liked 4,500 times but there's been nothing since, which is a missed opportunity.

The German National Team on their way to Brazil.
by hugoboss via Instagram

Be sure to follow Engage Magazine on Twitter to get more lessons about the right ways to reach an audience. ScribbleLive can help you turn your fans into advocates and use content to meet your business goals.

Related Links

Newsjacking 101: Definition, Examples, Tips and What Not To Do

Chat Replay: Real-Time Marketing Experts Talk World Cup

2014 World Cup: Battle of the Brands


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