Global sporting events like the Olympics and World Cup are the most social events we have. The 2014 World Cup in Brazil broke records, with 116 million mentions — and Rio 2016 is expecting to break them again. With the Olympics fully underway, many brands are searching for viable ways to be a part of the conversation.
Currently, we’re working with several brands to help maximise the opportunities presented at the Olympics, but the best way to learn from a global event is to look at what’s worked in the past. So, we’re looking back to the winners of the World Cup to share how data can guide your brand.
During the 2014 World Cup, we tracked the online conversation throughout each game. Beats by Dre, adidas and Paddy Power were able to see the impact of their efforts at any point in the tournament. Beats by Dre came out as the second most mentioned brand during the World Cup, while adidas won the hashtag war, claiming more than 79% of branded hashtag conversations. This translated to direct sales for adidas. adidas reported a new record in football sales of €2 billion that year, with more than 8 million official jerseys, which is 1.5 million more than the last World Cup. Not surprisingly, their best-selling jersey was tournament champions Germany.
See how Twitter’s Live Studio was able to make the most of this moment here:
Then start optimising your data with us around the Olympics or any upcoming event.