The first ever FIFA World Cup™ match ball to have a Twitter profile has reached a landmark of 100,000 followers, since its launch last week. Interactions peaked on the day of the 2014 FIFA World Cup Brazil™ draw (Friday 6th December), when there were 24,000 mentions of @brazuca, which was its most active day since launching.
From inception to sentience, the adidas @brazuca handle has been tweeted at and followed by some of the world’s most high profile footballing personalities including; Ex-England striker, Gary Lineker OBE, FIFA president, Sepp Blatter and German international midfielder, Bastian Schweinsteiger. This also included a twitter Q+A with former world champion Zinedine Zidane who began the journey with @brazuca around the world.
Telling the greatest story in football, @brazuca launched to allow users to experience the FIFA World Cup™ in real-time from the unique perspective of the match ball. The @brazuca Twitter account enables fans to track the build-up to the tournament through the eyes of the ball as it travels the world offering an insiders’ perspective on the game and popular culture. brazuca will visit footballing nations, meet players and celebrities and take part in major cultural events before landing in Brazil for the first game in June.
The brazuca is the first FIFA World Cup™ match ball to have a Twitter profile and adidas’ first product to have an account on social media. To help launch its profile, adidas used the @ symbol in the Promoted Trend ad feature of Twitter, a first for the platform. This first-to-market concept gave @brazuca considerable visibility at launch as adidas used Twitter's popular “Follow Friday” user trend to welcome the account through its “FF @brazuca” Promoted Trend. The campaign also coincided with the FIFA World Cup™ Final Draw. The draw generated 1.7 million Tweets around the world in only two hours.
Bruce Daisley, Managing Director, Twitter UK said: "The adidas campaign was a great example of marketing in the moment. It achieved an engagement rate of 6.75% and gained them tens of thousands of new followers and comments on Twitter."
The launch of brazuca was supported by an interactive film, I am brazuca. With over one millions views to date, the film takes the viewer on a journey from the streets of Brazil to FIFA World Cup™ stadiums to national team practices. In each of the different scenarios, viewers are able to view the story from the brazuca’s point of view using a custom 360° video player allows users to experience what it is like to be at the centre of a football match. Users can click on visual cues in the film to launch the interactive sequences and they can jump from a passive to an active viewing experience. The film features The Kinks’ classic “All Day and All of the Night,” to further highlight the importance of the ball, and the length people will go to get it and keep it, both on and off the pitch.
Tom Ramsden, Brand Marketing Director Football, adidas said: “brazuca is the only character at the FIFA World Cup part of every game and who will meet every player. There isn't a more comprehensive perspective on the tournament than that of the ball and with @brazuca and other initiatives we can not only give people a unique point of view of the tournament but also a chance to interact with arguably the tournament’s most visible and embedded icon."
By Adidas Global.
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