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SBD Global/July 16, 2014/Media
Integrated Marketing Campaigns Saw Most Success During Brazil World Cup
Published July 16, 2014
COKE LEADS THE WAY: CAMPAIGN LIVE's Sara Kimberley wrote research carried out as the World Cup drew to a close over the weekend "found Coca-Cola’s Facebook fans grew more than any other sponsor during the tournament, up by 2.5 million to 85 million." Visa "grew its fan base by the second-largest amount," followed by adidas and then McDonald’s (CAMPAIGN LIVE, 7/14). CAMPAIGN LIVE's Kate Magee wrote research by Hootsuite's analytics tool UberVu revealed that Argentina's Lionel Messi "was the most talked-about footballer on social media during the World Cup." Messi "received 363,000 mentions during the tournament." Brazil's Neymar "came a close second with 316,000 mentions." The most active day for player mentions was June 24, "after Suarez garnered 78,000 mentions following his sending off for biting an Italian player" (CAMPAIGN LIVE, 7/14). BNAMERICAS' Pedro Ozores wrote "during the World Cup final a data traffic record was also set." According to Brazilian telcos association Sinditelebrasil, 2.6 million photos "were sent during the match, at an average size of 0.55 MB." During the 64 matches of the tournament, inside the stadiums a total of 4.5 million phone calls were made and 48.5 million photos taken, "corresponding to 26.7 TB" (BNAMERICAS, 7/14).