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Adidas’ #allin social media approach for FIFA World Cup scores

As two adidas sponsored teams – Argentina and Germany – reach the FIFA World Cup Final on July 10, 2014, a first since 1990, adidas became one of the most visible brands at the tournament. The football brand’s social media strategy appears to have delivered well.

Posting a combination of planned, anticipated and reactive content for the duration of the five-week event, the adidas campaign ‘#allin or nothing’ is represented across Twitter, YouTube, Facebook, Instagram and Tumblr.

One result is an increase of 4,865,502 (Source: Simply Measured as of July 9, 2014) followers across all platforms, more than any other sports brand. adidas also brought the 2014 FIFA World Cup Brazil Official Match Ball, Brazuca, to life with the @Brazuca handle, acquiring over 2.751 million followers during the tournament (currently over 3.25 million followers) and becoming the fastest growing profile of the FIFA World Cup. It has also shown strong results across the ‘Team Messi’ platforms – focussed on hero asset, Leo Messi who makes the final for the first time.

Throughout the FIFA World Cup, adidas has created a real time tactical campaign focusing on share of voice and reactive moments and the results show that it has the fastest growing community (across sports brands) throughout the tournament, with a 54.7 per cent (1,962,206 mentions) share of voice across all key platforms in the tournament 20 per cent higher than the nearest sports brand competitor. This includes 651,720 mentions (33,160 on 09.07.2014) of #allin or nothing on Twitter, more than twice as much than any other brand during the tournament.

Above and beyond the social focus of the campaign, adidas also boasts the highest scoring boot of the tournament (the adidas adizero f50) with 46 goals to date. It also has three of the top scorers in the tournament wearing the adidas adizero f50 boot (Rodriguez 6, Müller 5 and Messi 4), and sponsorship of both teams in the Final.

Tom Ramsden, Global Brand Marketing Director, adidas football said, “It is fantastic to have two teams in the World Cup Final. Throughout the tournament our goal has been to be the most talked about brand of the World Cup and engage with people all over the world. Having two teams in the Final and, of course, Leo Messi; we are in a great position to tell our #allin or nothing story.”

Further reactive and proactive content is planned by adidas around the World Cup Final.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.
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