World Cup Brand Watch: KLM Owns Up to Gaffe, Waffle House's Kerfuffle and More Live
Wrong way to celebrate a win?
But on Sunday, Twitter was lit up with activity surrounding Royal Dutch Airlines. About 92,000 tweets as a matter of fact, according to KLM's blog post.
The Amsterdam-based airline ignited a backlash over a controversial, racially insensitive tweet Sunday right after the the Netherlands’ crushing win over Mexico.
@KLM tweeted “Adios Amigos! #NEDMEX” with a photo of a departures sign and a man with a mustache wearing a sombrero. The airline deleted the tweet within an hour, but the fiery post was still retweeted 10,000 times, Marketing Land reports.
Royal Dutch Airlines issued an apology later that day, the BBC reported. "In the best of sportsmanship, we offer our heartfelt apologies to those who have been offended by the comment," Marnix Fruitema, director general of KLM in North America, told the BBC.
One high-profile response came from Mexican actor Gael Garcia Bernal who fired off a tweet to his nearly 2 million followers saying he’d never fly the airline again, that tweet was also deleted, according to the BBC.
In a newsjacking move well done, AeroMexico in response tweeted in support of Mexico’s team. It posted photo of an arrivals sign and said in Spanish: Thank you for this great Championship, proud and hope to see you at home
KLM further responded in a blog post by its social media team on Tuesday: "Yes, Social Media is learning -- in this case, by making mistakes!" This is yet another marketing gaffe on Twitter during the World Cup that reminds brands that the Twittersphere can work for you, with you -- and against you -- fire hose response and all.
In another strange turn in World Cup marketing, Waffle House, based in Norcross, Ga., recently urged consumers to boycott Belgian waffles ahead of Tuesday’s U.S.-Belgium match.
A Waffle House representative told TMZ: "We support America. We don't support Belgian Waffles”. We’ll see how well that works out for the U.S. team -- and waffle lovers.
Non-sponsors of the 2014 FIFA World Cup are getting more shares of their branded content around the tournament than sponsors. Econsultancy reports 71 percent or 8.9 million of online social media shares have come from non-sponsors, according to Unruly data. Official sponsors' videos have received 3.6 million shares.
First-hand coverage from fans
One official sponsor is fulfilling any soccer fans’ dream. Sony has a group of fans covering soccer action straight from World Cup as part of Fan Ambassador effort in partnership with Goal.com. Fans from 11 countries — Argentina, Brazil, Colombia, England, France, Germany, Italy, Japan, Mexico, Spain and the U.S. — are blogging, shooting video and posting photos across several Brazilian cities.
One Fan Ambassador is former US keeper Brad Friedel who answered fan questions in at live chat on Monday around hashtag #AskFriedel.
No matter whose content — sponsors or non-sponsors — there’s no question that there is plenty of World Cup talk, photos and videos going around on social media channels. That's certainly a chance for brands to capture fans' attention.
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- Live Chat: Challenges of Covering Sports in Real-Time
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