adidas Has Clean Sweep at 2014 FIFA World Cup
Key figures relating to the adidas "all in or nothing" campaign include:
• 1.59M conversations – Most talked about brand related to the 2014 FIFA World Cup
• 5.8M – Increase in followers across all major social media platforms
• 14.5% - Fastest growing soccer community in social media
• +38M – Most viewed sports brand on YouTube; based on videos published during the tournament period
• 2.98M (603%) – Growth of @brazuca Twitter handle in the tournament period
• 917K – Most used brand hashtag on Twitter (#allin)
Over the duration of the 2014 FIFA World Cup, adidas has been the most talked about brand1 with an increase of 5.8M2 followers across all major social media platforms, more than any other sports brand.
adidas Group CEO Herbert Hainer commented: "This World Cup has been an outstanding success for adidas and clearly underlines our position as the world's leading football brand. From having both finalists, the winning team and all three adidas golden award winners to being the most talked about brand in social media, we were able to dominate the tournament on and off the pitch."
From its World Cup headquarters at Flamengo's training facility in Rio, adidas created and shared a combination of planned, anticipated and reactive social content to drive its conversation online with fans around the world. Focussing its campaign on share of voice and reactive moments, results show that adidas had 917K5 mentions of #allin on Twitter - more than three times as much as any other brand during the tournament.
adidas Soccer had the largest social media community growth across sports brands throughout the tournament, showing a 14.5%2 increase. Share of voice across all key social media platforms in the tournament was also 22 percentage points6 higher than the nearest sports brand competitor.
brazuca, the Official Match Ball of the 2014 FIFA World Cup, has also been one of the major successes of the tournament. The @brazuca Twitter handle has been the largest growing account on the platform during the World Cup tournament growing over 2.98M (603%)4. @brazuca was also one of the most engaged Twitter handles compared to other brands in the sports category during the tournament, with 530K7 user interactions.
The adidas Battle Pack series of cleats – designed specifically for this FIFA World Cup also performed outstandingly, both on and off the field. The adidas adizero F50 was the highest scoring cleat of the tournament, with 46 goals, including three of the top scorers in the tournament wearing the adidas adizero F50 boot (James Rodriguez of Colombia with 6, Thomas Müller of Germany with 5 and Lionel Messi of Argentina with 4).
At this FIFA World Cup, players wearing adidas had a 30% higher rate of goal scoring compared to players wearing next best competitor's products8. Online, #F50 was the most used soccer footwear hashtag on Twitter during the 2014 FIFA World Cup tournament with 257K9 mentions.
In addition to the social media successes, adidas also outperformed all competitors on the field of play:
• 2 adidas finalists including the winners, Germany
• adidas Golden Ball winner – Leo Messi
• adidas Golden Boot winner – James Rodriguez
• adidas Golden Glove winner – Manuel Neuer
• Most tournament assists - Juan Cuadrado
• FIFA Fair Play Award – Colombia
• FIFA Team of the Tournament – 8 adidas players out of 11
Fans can continue to follow the World Cup conversation socially via @adidasSoccer @adidasfootball @brazuca #WorldCup #allin or nothing and www.facebook.com/adidassoccer.
For more information and images please visit http://news.adidas.com/US
Michael EhrlichDirector of Public RelationsUnited Statesmichael.firstname.lastname@example.org 234 2214
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