#2014WorldCup Brand Watch: Continental Tires (Sort of) Embraces World Cup, Mercedes-Benz Gets Ready Like Never Before and How Nike Is Dominating YouTube 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 them.

Continental Tires

Continental Tires is a sponsor of the Netherlands, Spanish and US football teams and an official World Cup sponsor.  The company went the traditional route of holding a contest to win tickets to the World Cup final in Brazil. 

On their global site, there is the Conti Soccer World which provides up-to-date news about the various teams including a grinning Chancellor Angela Merkel posing with the German team. Next to that is the ContiWarmUp, where you can create your own football warm up. 

 The ContiWarmUp. Screenshot from Continental Tires
by renee.sylvestrewilliams

A look through their Twitter accounts show that the company hasn’t dedicated their accounts entirely to football. The same can be said for their English Facebook page -- there are (understandably) mentions of racing peppered through their feeds. They use the #soccerlove and #WorldCup hashtags. 

There is also an account called Conti Predicts. However, it only has 10 tweets, it’s not verified and it doesn’t have the banner art like the primary Continental accounts so the veracity is uncertain. 

As for their videos, they aren’t very inspiring, adhering to a basic format of mentioning the World Cup and then using it to sell tires. The most recent one (below) hasn’t done very well, with just over 100 views.

Continental Tire and the World Cup - For What You Do
by continentaltire via YouTube

Overall, Continental’s World Cup offering stays on the traditional route, sticking to the tried and true of contests and micro sites. 


Mercedes-Benz is "ready like never before." That’s their motto as one of the sponsors of the World Cup and of the German team. This means drawing parallels between the speed and efficiency of the German team and of the Mercedes-Benz C-Class. As Dr. Jens Thiemer, the head of Brand Communications said on the site:

"Our national football team stands for modern, confident, attractive football," said Dr. Jens Thiemer, Head of Brand Communication for Mercedes-Benz Cars. "It is as ready like never before to compete with the very best, and that fits in extremely well with our C-Class."

Mercedes-Benz TV: Germany is ready like never before for the 2014 World Cup
by Mercedes-Benz via YouTube

The site offers articles about some of the team and a video featuring German player Benedikt Howedes talking about healthy nutrition and making a guava and mango smoothie. It’s not a blatant tie-in to the cars, but it fits with the overall "ready like never before" theme.

Mercedes-Benz TV: Benedikt Höwedes is ready like never before - thanks to healthy food
by Mercedes-Benz via YouTube

On social media, an immediate search finds nothing about football on their English Facebook page, which is to be expected. To find the football, you need to go to the Mercedes-Benz Deutschland page (and read German, of course). There are some mentions of the team but again, the page isn’t given completely to coverage of the World Cup. The same goes for their Twitter and Instagram accounts. 

Considering Mercedes-Benz has been a sponsor of football for a number of years, its campaign is a bit disappointing. There’s no sense of innovation (unlike their cars). 

Shakira Tops YouTube in World Cup Ads

Google has tallied the views of World Cup ads on YouTube and have announced that Shakira’s "La La La video" is the most watched, with more than 140 million views. However, Nike dominates thanks to its three videos in the top 10, according to an article by Marketing Land. 

The release says that viewers have watched more than 1.2 billion minutes of World Cup ads on YouTube, which is four times more than Super Bowl ads. One of the reasons for this success, according to the report, is the creation of longer, movie-type videos, treating the video more as content versus an ad.

Some of this owes to real-time marketing efforts, which we hosted a chat on earlier this week. We also recently compared the World Cup campaigns of Nike and Adidas to see who is pulling ahead. 

So how do the videos rank

1. Shakira and Activia: Shakira - La La La (Brazil 2014) ft. Carlinhos Brown 

Shakira - La La La (Brazil 2014) ft. Carlinhos Brown
by shakiraVEVO via YouTube

2. Nike Football: Winner Stays. ft. Ronaldo, Neymar Jr., Rooney, Ibrahimović, Iniesta and more  (80 million views) 

Nike Football: Winner Stays. ft. Ronaldo, Neymar Jr., Rooney, Ibrahimović, Iniesta & more
by Nike Football via YouTube

3. Samsung Mobile: #GALAXY11 : The Training (54 million views) 

#GALAXY11: The Training
by Samsung Mobile via YouTube

4. Nike Football: The Last Game ft. Ronaldo, Neymar Jr., Rooney, Zlatan, Iniesta & more (50 million views) 

Nike Commercial 2014: The Last Game ft. Cristiano Ronaldo, Neymar , Rooney, Zlatan, Iniesta
by xCR7Goals via YouTube

Adidas Football: The Dream: all in or nothing ft. Messi, Alves, Suárez, Özil, RVP and more -- FIFA World Cup™ (35 million views) 
The Dream: all in or nothing ft. Messi, Alves, Suárez, Özil, RVP and more -- FIFA World Cup™
by adidas Football via YouTube

And rounding out the top ten and the playlist of videos: Beats by Dre: The Game Before the Game and Adidas Football: House Match have both jumped in views in the 24 hours since the report was released. The list below is the original as tabulated by YouTube. 

6. Itaú: Mostra tua força Brasil (Clipe Oficial) 16 million views
7. Adidas Football: House Match ft. Beckham, Zidane, Bale and Lucas Moura: all in or nothing — adidas Football (16.5 million views) 
8. Castrol: Neymar Jr. v Ken Block (15.5 million views) 
9. Nike Football: Risk Everything. Cristiano Ronaldo, Neymar Jr. & Wayne Rooney (15 million views) 
10. Beats by Dre: The Game Before The Game (17 million views)

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