World Cup Brand Watch: Oreo, Adidas & GoPro Reach Fans Via Vine, Instagram Live

With record viewership of the 2014 FIFA World Cup, compelling video ads are a must. There’s no shortage of viewing audience for television or online. 

FIFA reported that Akamai, a leading cloud services provider, confirmed the World Cup reached a video streaming record. In the U.S. 5.3 million unique viewers watched the U.S.-Belgium, which was record viewership for ESPN and Univision, according to FIFA.

World Cup ads are grabbing attention on Vine and Instagram.
Heavy second screen viewing was anticipated during the tournament. Nearly half (49 percent) of respondents in the U.K. said they would be using a second screen while watching the World Cup and 44 percent of U.S. respondents said they would viewing matches using two screens, according to a Videology survey. And brands are delivering on those platforms. 

Good luck, guys! #USMNT #USAvsGHA
by oreo via Instagram

Ahead of the U.S. team’s match against Ghana last month, Oreo posted a look at the team’s jerseys through the years on Instagram with the #passthelove hashtag. The video has received 5,826 likes since it was posted three weeks ago.


Adidas, one of six FIFA Partners, as part of its All In Or Nothing campaign posted this
brilliant animation on Vine, which has received 958 likes and has looped more than 400,000 times since it was posted 16 days ago. 


You can’t go wrong with compelling use case videos with your own product. In a smart move by GoPro, the company posted video of fans around Brazil playing soccer using their own cameras before the World Cup. The clip was posted four weeks ago on Instagram to its more than 2.3 million followers and has received 127,000 likes. 

See eConsultancy's round up from brands around the World Cup around Vine and Instagram. Records in digital, social and TV viewership will likely continue to be broken when the final World Cup viewership numbers are tallied.

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