How a British company planned Adidas' World Cup social media campaign with military precision

We Are Social had an hour-by-hour calendar for Twitter, Facebook and YouTube planned out by December last year.

by Emma Haslett
Last Updated: 14 Jul 2014

For anyone following the World Cup, the hashtag #allin is a pretty familiar sight: sports brand Adidas has been cracking it out at any given opportunity. But it turns out its appearance on our computer/phone/tablet screens isn’t a spontaneous outburst of passion – the brand has been planning its assault on social media for months. No wonder it’s the most successful hashtag of the competition.

This is according to a piece in Ad Age, whose reporter visited the brand’s ‘real-time marketing hub’ (yep – that’s what it calls it) in Rio de Janeiro during the now-infamous Colombia-Brazil match.

Apparently, the entire campaign was planned by London firm We Are Social, which has spent the past few months jetting around the world gathering content (videos, photos, etc) on more than 100 Adidas-sponsored players. The result was a ‘content bible’ of 1,000 images and 160 photos, ready to be Tweeted/Facebooked/YouTubed the minute something interesting happened.

Even more impressively, while the rest of us were still crunching around in snowboots last December, We Are Social was planning an hour-by-hour calendar of the full tournament and developing content around it.  

Its preparation has paid off: so far Adidas has been tweeted, retweeted and mentioned over 1.6 million times, while the #allin hashtag has been mentioned 570,000 times on Twitter during the World Cup. Adidas’ YouTube audience has almost doubled, with 200,000 new subscribers.  

Even the ball the players use is a product of social media: its name, ‘The Brazuca’, was crowdsourced, and its @Brazuca Twitter handle has more than 3 million followers. Here’s a Vine of it being created:

You can read the full Ad Age article here >>>

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