#2014WorldCup Brand Watch: Budweiser hits social media strong, Gatorade remixes Disney tune and McDonald's gets into fantasy league Live

World Cup sponsors are pouring ad dollars into digital - but with the increase in TV viewership so far, television ads are certainly not lost. In fact, networks set new records for viewership, according to AdAge. For Univision Deportes, the first 20 matches were watched by 3.6 million viewers, that’s up 43 percent 2010 and viewership of the first 20 matches on ESPN, ESPN2 and ABC combined is up 31 percent from 2010 to 3.8 million viewers, Ad Age reports.

On Facebook, 141 million people had 459 million interactions -- likes, comments or shares -- on the World Cup from June 12-18, according to the Hollywood Reporter. The FIFA Facebook page has 32 million likes and its Twitter account boasts 2.24 million followers.

Rise As One

Budweiser, the official beer of the 2014 World Cup, takes to social media with its Rise As One campaign and companion website that uses a pinboard-style display of its Facebook posts.
During match play, fans use Twitter Cards to vote for the FIFA Man of the Match, according to AdWeek. @BudweisterFC, Budweiser’s official Twitter handle for the World Cup, has more than 3,200 followers (a fairly paltry number, but given the age restrictions and the niche it serves, not an awful one). 

AdWeek reports that Budweiser is using promoted posts on Facebook, Budweiser to drive fans to Rise As One online to vote. The Rise As One video component is made up of two Web series that Budweiser created with Vice and Fox Sports, according to AdWeek.

Remixing a familiar tune

Rapper and producer David Banner and John Debney remix Disney’s “Bibbidi-Bobbidi-Boo” for Gatorade’s TV ad. The ad featuring Lionel Messi, David Luiz, Sergio Ramos and Landon Donovan has had more than 194,000 views on YouTube since it was posted there on May 1. The 60-second ad made World Soccer Talk’s top 10 World Cup 2014 TV ads. No, Cinderella doesn’t make an appearance in the spot. Gatorade is on the Forbes list of World’s Most Powerful Brands.

Gatorade | Bibbidi-Bobbidi-Boo
by Gatorade via YouTube

Build a fantasy soccer team

Continuing with the strong digital push is McDonald’s FIFA World Cup Fantasy interactive game at FIFA.com. You build a squad that fits within your budget, then pick 11 players for the starting line-up, and manage the team for a chance at prizes, according to the game web page. The fantasy league has 979,586 registered users so far and rankings of the top team managers.

The degree of interactivity and engagement in these World Cup branding examples is not entirely groundbreaking in the ad world, but it certainly shows innovation when it comes to World Cup branding strategies. It’s something that we’ll only see more of from brands as they reach out on multiple platforms. 

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