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SBD Global/June 12, 2014/Marketing and Sponsorship

New Promo Encourages Fans To Use Twitter During FIFA World Cup Games

Twitter has released a FIFA World Cup video "encouraging consumers to use the service during the upcoming games," according to Bergen & Morrison of AD AGE. The video was created by Goodby Silverstein & Partners, and introduced a slogan, "Love Every Second," that will "likely appear in future brand marketing." Along with the video, which "is not slated to appear on TV," Twitter has introduced features "tailored to the Cup, including two hashtags to follow the matches and a re-introduced 'hashflag' -- an ability for users to display tiny emblems of the teams with three letters." All "hashflag" activity will then "be tallied up for a contest dubbed the 'World Cup of Twitter.'" The World Cup offers "an attentive, obsessive audience of die-hard fans in parts of the globe where Twitter has the most room to grow." Twitter also "released a version of its video" in Portuguese (AD AGE, 6/10). ADWEEK's Tim Nudd noted the spot "isn't creatively astounding, but it is well produced and does a nice job of reminding viewers to enhance their World Cup experience by connecting with friends -- and their favorite players and teams -- on Twitter." In the ad, this means "lots of people staring at lots of phones, which is never a good look in commercials, but that's balanced out by some nice animation of cartoon Twitter birds exploding from every kick of a ball and every tap of a touchscreen." Nudd: "Throw in a tweet from Pelé, a couple of Vine videos and a Japanese girl taking a selfie, and you've got a pretty good overview of how Twitter will be used over the next month" (ADWEEK, 6/10).
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