With the craze the World Cup created, it is important to know the value of real-time marketing -- and doing it right. As a social data visualisation tool, we at Buzz Radar wanted to help brands understand the process and put themselves smartly in the conversation. See our 10 tips on how brands can make the most of the World Cup.

1. 10 Ways to
Make the Most of the
WorldCup for your Brand
SocialData|Captured|Visualised

2. Real-time marketing relies on your brand
understanding the right moment and the right
way to capitalise on conversation.
!
At Buzz Radar, we know the power of social
data and the importance of being a part of the
conversation.

3. This World Cup is the world’s most social event
ever, and smart brands are taking advantage.
!
We want to help you be at the forefront of it all.
Here are our ten tips for getting the most out of
the World Cup.

4. 1. Don’t force the moment.

5. It should be natural. When Luis Suarez bit
another player, brands rushed to capitalise on it.
!
This made sense for food brands: Snickers and
McDonald’s Uruguay seized the opportunity
perfectly, and fans reacted accordingly.
!
The tweets and graphics were humorous and
right on cue.

7. Irreverent Irish bookmaker
Paddy Power is another
brand getting it right.
During the USA v. Germany
game, they cheekily sent up
the over-earnest passion of
US “soccerball” fans. This
resonated well with their
somewhat cynical UK
audience.

8. Other brands missed the cue by trying too hard
to tie the matches, losses and wins to their
product.
!
Brands are better served by celebrating the
game without product placement -- otherwise, it
feels forced and inauthentic.

9. 2. Know your audience
!

10. Connect your brand with the passion of a
specific moment but make sure it’s the right
moment and the right audience.
!
We’ve seen brands misstep by inappropriately
celebrating wins with fans or with the wrong
fans.
!
If you’re account focuses on the USA, don’t
celebrate an equalizer or loss.

11. Charmin did this well by taking to
humor to celebrate the USA.

12. Beats by Dre harnessed the passion of the pre-
game with their “Game Before the Game”
campaign. Before big matches, their FB page
highlights a player in their headphones, ramping
up the intensity and expectation.
!
They’ve also created the #KnuckleUp campaign
for USA fans. You connect. You want to be a
part of that moment. And you suddenly believe
Beats can help you do it.

14. 3. Be ready.

15. Ensure your marketing team is prepared and
ready to react.
!
Adidas set up a command centre in their
Champs Elysee venue before the World Cup
kicked off with a team ready to make the most
of any moment.
!
So, whatever happens on the pitch (or off),
their marketing team is focused on the wording
and getting the message out fast.
!

17. Brands that do this are at an advantage. It
wasn’t luck which made Oreo’s Dunk in the
Dark, a success: their marketing team was
ready.
!
While you can’t anticipate every moment, you
can be ready for the big moments.
!
So, make contingency plans, have assets on
hand (or readily editable), and make sure you
have a tool to ensure your team is seeing
what’s trending as it trends
!
(maybe something like our World Cup Mission Control Centre…)
!

18. ç
4. It’s all about timing.

19. Remember, the fans are watching the game.
While they are having second screen
experiences, most are not reading tweets or FB
posts in the middle of the match. Halftime,
stoppage time, and pre and post match will give
you the most reach.
!
If you are doing a giveaway, don’t do it when
fans will be watching.
!
Let them enjoy the game, and then celebrate -
or commiserate - with them afterwards.

20. Many offices are shutting
down -- so, you have a
captive audience as soon
as the game breaks for a
minute.
!
Mondelez did this
perfectly following the
USA v. Portugal game -- it
was timely; it was relevant;
and it captured the
bittersweet moment
perfectly.

21. ç
5. Enhance the experience.

22. Don’t just be a part of the conversation. Bring
something to it. Give stats that relate to your brand;
hit the passion point; help new fans understand the
sport more.
!
For some, the World Cup is their only experience
watching football. You can help them ease into it.
!
For example, Nike has been telling the backstory of
some of the lesser known players on the pitch, like
Ghana’s Abdul Waris.

24. And don’t forget to actually be a part of the
experience yourself.
!
It’s hard to convey the passion if your brand
doesn’t actually get behind the sport or games as
well.
!
Watch them -- fans will know if you don’t know
what you’re talking about.

25. 6. Remember your
competitors.

26. Don’t give another brand any ammo to
steal your thunder.
!
During the Super Bowl earlier this year,
one brand infamously sent a few severely
misspelled tweets out.
!
Other brands jumped on it with witty
responses. Big errors make brands look
like they aren’t in the know with social.

29. 7. It’s not all about real-time.

30. Don’t overlook planned content. Strike a balance
between reacting to what’s happening live and
planned content that still relevant.
!
All the matches are scheduled, so you can
appropriately plan content. Use the FIFA calendar
and then adjust as news is updated.
!
For example, Paddy Power comments on the
players taking the pitch and the teams lining up.
It’s a smart move that enables them to have
content between matches and still be relevant.

31. Paddy Power comments
on the players taking the
pitch and the teams lining
up. It’s a smart move that
enables them to have
content between matches
and still be relevant.

32. 8. Don’t forget your
influencers.

33. How are you engaging this base in your
marketing efforts? Make sure they are looped in.
!
Are they in Brazil? Are they part of supporter
groups? Your marketing team can be expanded
with this group given the highly social nature of
sporting events.
!
Real-time includes off the pitch too. By putting
your product in their hands in real situations,
you can win big.

34. A popular football bar in NYC began highlighting
regulars and supporter groups showing up early
to matches online, which spread throughout the
city.
!
By engaging their influencers, the bar was able
to increase its reach and make new fans (or fans
without a watching home) aware of their role.

36. 9. Go global.

37. The World Cup is a global event, which means
people around the world are watching -- and
conversing in other languages.
!
Is your marketing team just speaking English?
Do any of them have the ability to speak other
languages?
!
If you are trying to expand your demographic or
have a global appeal, then you should be
looking at social content in various languages.

38. Consider translation platforms or bringing on a
bilingual marketing assistant.
!
!
The World Cup isn’t only in English -- neither
should your marketing be.

39. 10. Don’t be afraid to promote.

40. !
If you know you created something that is
resonating, then don’t be afraid to put a little
budget behind it to extend it’s reach.
!
When you have something that fits the other
categories, go all in (as Adidas is saying).
!
Make sure it’s being seen.

41. !
Hopefully, these ten tips get you on the right track.
And with our World Cup Mission Control Centre,
you’ll see all the social data as it happens.
!
There’s plenty more to the World Cup after the
group stages, and if what we’ve already seen is any
indication, then, your brand can have a lot of fun
while connecting with some of the most passionate
fans out there.

42. Thankyou.
info@buzzradar.com | buzzradar.com | @BuzzRadar