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SBD/June 18, 2014/Marketing and Sponsorship
Coke, Budweiser, Nike Keep Activating Around FIFA World Cup Despite Protests In Brazil
Published June 18, 2014
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SOCIAL STUDIES: Budweiser’s #ManoftheMatch hashtag on Twitter had its biggest day on Monday, with 2.3 times as many tweets as the previous four days of the World Cup, according to an analysis of social media by Atlanta-based consulting and marketing firm CSE. The largest volume of tweets with the Budweiser hashtag occurred during the Germany-Portugal match. Meanwhile, Degree, which is a sponsor of the U.S. men’s national team, used a live guest tweeter during the U.S.-Ghana match. Former USMNT player and current Fox Sports analyst Brian McBride was live tweeting throughout the match, and the company’s feed ended up with 75 tweets for the day. Prior to that, @DegreeMen had averaged around four tweets per day from June 1-15. Nike Soccer also was tweeting during U.S.-Ghana, and during the middle of the match tweeted out “
MARKETPLACE CONFUSION: MARKETING magazine's Ben Bold cites GlobalWebIndex research as showing that 38% of U.K., U.S. and Brazilian consumers "mistakenly think MasterCard is a World Cup sponsor, with rival credit card brands Visa scoring just 4% higher recognition at 42%." Non-sponsor Pepsi, which has "been running football-themed advertising, scored the highest awareness as a World Cup 'sponsor' among US consumers." Nike, which last week launched "a humorous five-minute animated epic, was selected as a sponsor by nearly a third of UK and US consumers." Meanwhile, "a fifth of UK consumers also thought that Samsung is a FIFA sponsor" (MARKETINGMAGAZINE.co.uk, 6/18).