by: Jessica Newland, Marketing Specialist
As an avid soccer player and advocate since the age of 7, this World Cup is a dream come true; the US making it out of the “Group of Death,” players biting players, dramatic stoppage time victories, favorites going home early and even Alexi Lalas’ red suede shoes. But what most people don’t realize is how marketing is winning this year’s World Cup.
No one has been able to ignore the ongoing debate of whether or not America really is becoming a soccer nation. But regardless of whether the frenzy stays or goes, it’s happening now, for these 64 matches over 32 days. With more than 4.9 million tweets during the #GHAvsUSA match, brands can’t afford to not join in on the conversation.
Here are a few of our favorites:
That’s right. Even technology companies can have a say in sports. With this year being the most tech savvy World Cup, Samsung jumped on the chance to promote their new wearable. It associates their newest watch with the world’s most beloved game.
Five simple words have gained more than 16,000 retweets. By taking a stand against Belgian (we’ll ignore the misspelling in their tweet) waffles and encouraging consumers to “Go American” with waffle house waffles, it has never made me feel more American to visit Waffle House, even being from Georgia.
#BecauseFutbol is an engaging social campaign encouraging US Soccer fans to share their stories about soccer. Why do we paint our faces? #BecauseFutbol Why do we find any excuse to escape work during a match? #BecauseFutbol Why do we bleed red, white and blue? #BecauseFutbol It brings all of the soccer fans together as we understand the reasoning behind our strange behaviors.
You can view their entire website dedicated to the cause.
Who ever thought that a mouthwash would have something to say about the World Cup? Turns out, they do. With simple images like this one, their brand is now associated with the World Cup, with America. If you’re going to be yelling the whole match, you should be sure to clean it first. #PowerToYourMouth
As soccer has never been one of the most popular sports in the US, US Soccer has taken advantage of the World Cup fever to make the #USMNT a household name. On day one of the World Cup, @ussoccer had 743,422 followers. Now, on day 20, they sit at 1.13 million.
For the #USAvGER match, Will Ferrell made an appearance in Brazil at the US Soccer Fan Fest. US Soccer made a player card for him which received over 19,000 retweets.
The players are now also household names. Good luck finding someone who doesn’t know who Clint Dempsey or Tim Howard is. During the 90 minute match between USA and Ghana, Dempsey received an increase of 25,000 fans to reach a total of 472,000. He is now sitting at an impressing 656,000 just five days later. If you combine the number of followers between all 23 rostered players, you get over 3 million.
Hopefully this will inspire you to join in the conversation and show your American pride. GO USA!