As we approach the final stages of the World Cup we can reflect on what we have learned from the tournament in relation to technology. From the number of tweets during the game to the number of people viewing World Cup videos online, the tournament has proven a benchmark to show us how things have changed since the last World Cup.
Millions Reached by Nike Video
As the start of the World Cup approached, Nike released their ‘Risk Anything’ Video, a brilliantly constructed video focused on awareness with a brief view of the new Cristiano Ronaldo football boots. Since the launch of the video, YouTube views have reached 85 million, demonstrating the size of the online audience. The most significant fact about the stat is what it means for traditional television advertising. After running the full Ad, Nike then choose to run short clips of the Ad and direct people to view the rest of the video. By cutting the Ad short Nike have reduced the amount they paid for television advertisement which during the World Cup would be at a premier.
Although Nike did run a paid advertising campaign on YouTube it would have cost thousands of pounds less than a television advertisement. The biggest advantage about advertising on YouTube is the option to view the exact number of people that have viewed the video and the ability for viewers to share the video and make comments. With all these facts and the introduction of services such as Sky+ and TeVo, this could be the last World Cup were advertisers spend significant budget on television Advertising.
#Stayinvolved Twitter is Getting Stronger
By the next World Cup most people will probably have a smartphone device and Twitter will have reached its peak. Even at this World Cup Twitter usage has been huge, with the Brazil vs Chile match breaking the record number of tweets during a live event of 16.4 million Tweets that was set by the Super Bowl.
Mistakes have been made by marketing agencies, for example KLM tweeting ‘Adios Amigos #NEDMEX’ didn’t go down well with the Mexicans, who reacted furiously. However, it cannot be denied how important Twitter has become. Not only is it important for marketing companies but also Smartphone providers. The average age of Smartphone owners is likely to rise and this makes it important for comparison website such as ‘Mobilyse’ and ‘Which’ as people look for cheap phones.
Vine is King of Football Highlights
When Luiz Suarez bit Italian Giorgio Chiellini, nobody had to wait for highlights after the match if they had missed the incident, or take to YouTube to view the video instead people took to Vine to view the incident. This has been a similar story throughout the football season with many viewing goals on Vine.
MEMEs are still popular
The Dutch football team have been subject to a number of MEMEs throughout the World Cup from Robin Van Persies amazing diving header to Louis Van Gaal team talk at the end of the Quarter Final, providing much amusement for the internet.
The 2014 World Cup has been the first World Cup to be truly connected by technology and Smartphone and this is only the start.
Article Written by Daisy Burgess, technology writer with experience in Smartphone Technology and Digital Marketing. Smartphone information sourced from Mobilyse Smartphone Comparison Site and Forbes article ‘Brazil Vs Chile World Cup 2014’