MxMIndia

Tag: FIFA World Cup 2014

  • A peek into the data thrown up by Facebook's data team from the conversations of the 2014 FIFA World Cup

    WCup on Facebook: 31 days, 3 billion interactions

     

    By A Correspondent

     

    The 2014 edition of the FIFA World Cup was special. While the social media existed in the 2010 edition, it played a huge rule in the build-up to the tournament and while it was on, and even after the final whistle was blown. Facebook’s data team looked at the overall conversation for the 2014 FIFA World Cup, along with the top social matches and moments, demos, countries, most-talked-about players, and the most-engaging content posted by World Cup athletes. The tournament was a unique moment for Facebook, which measured the highest level of conversation for any event in history.

     

    From June 12 – July 13, 350 million people joined the conversation on Facebook, generating 3 billion interactions (posts, comments and likes) related to the World Cup. About 88 million people generated 280 million interactions for Sunday’s final between Germany and Argentina, making the match the single most-talked-about sporting event in Facebook history.

     

    The stats include:

    Most Social World Cup Matches

    1. Germany vs. Argentina final (88 million people with 280 million Facebook interactions)
    2. Brazil vs. Germany semifinal (66 million people with 200 million Facebook interactions)
    3. Brazil vs. Croatia opening match (58 million people with 140 million Facebook interactions)
    4. Argentina vs. Netherlands semifinal (39 million people with 83 million Facebook interactions)
    5. Brazil vs. Chile round of 16 match (31 million people with 75 million Facebook interactions)

     

    Most Social World Cup Moments

    1. Brazil vs. Germany semifinal (29′): Sami Khedira scores Germany’s fourth goal in seven minutes, giving them an inconceivable 5-0 lead with a full hour remaining in the match.
    2. Germany vs. Argentina final (full time): The final whistle blows, crowning Germany as World Champions for the fourth time.
    3. Brazil vs. Germany semifinal (26′): Toni Kroos scores his second goal of the match, increasing Germany’s lead to 4-0 over a stunned Brazil team and home crowd.
    4. Germany vs. Argentina final (113′): Mario Götze scores from a beautiful Schürrle cross to give Germany a 1-0 lead over Argentina deep in extra time.
    5. Brazil vs. Croatia opening match (29′): Neymar scores his first World Cup goal, and Brazil’s first goal of the match, to level the score 1-1 with Croatia.

     

    Most Talked About Players

    1. Neymar (Brazil)
    2. Lionel Messi (Argentina)
    3. Cristiano Ronaldo (Portugal)
    4. Luis Suárez (Uruguay)
    5. David Luiz (Brazil)
    6. Júlio César (Brazil)
    7. Thomas Müller (Germany)
    8. Mesut Özil (Germany)
    9. Hulk (Brazil)
    10. Arjen Robben (Netherlands)

     

    Honorable Mention:  Mario Götze (Germany)

    Top 5 countries in terms of unique people:

    1. Brazil: 55 million people in Brazil joined the conversation about the World Cup from June 12 – July 13
    2. USA: 48 million people in the United States joined the conversation about the World Cup from June 12 – July 13
    3. Mexico: 19 million people in Mexico joined the conversation about the World Cup from June 12 – July 13
    4. Indonesia: 18 million people in Indonesia joined the conversation about the World Cup from June 12 – July 13
    5. India: 14 million people in India joined the conversation about the World Cup from June 12 – July 13

     

  • You've seen the text and visuals plus the audio and video on the just-concluded World Cup in Brazil. But nothing to beat the 12 Amul ads that were crafted for the occasion

    Utterly Butterly FIFA-licious! [updated]

    You know how much we love to tell various stories via Amul ads. Over the years, they’ve indeed been the true chronicler of the times. Given the growing interest in the FIFA World Cup, there have been 12 ads created by da Cunha Associates for Amul Butter for the just-concluded championship in Brazil… six more since we had the first instalment of this feature on June 30. There have also been some classics over the years, though we couldn’t locate our favourite on Paolo Rossi from 1982 (Pau lo Roz hi) on the Amul website. Enjoy

     

    FIFA World Cup winners ! – July ’14

     

    Brazil’s humiliating defeat ! – July ’14

     

    Lax officiating breaks Brazil’s back – July ’14

     

    The stars of FIFA 2014 ! – July ’14

     

    Dutch footballer fakes dive! – July’14

     

    Leading goal scorer – Rodriguez – June’14

     

    Uruguay striker uses his teeth! – June’14

     

    Brazilian star excels!

     

    Reign of Spain ends – June’14

     

    Portugese player’s aggro behaviour ! – June’14

     

    Persie helps Netherlands thrash Spain!

     

    FIFA fever begins…

     

    And here are some classics:

    Octopus Paul predicting the outcome of the World Cup Football final (2010)

     

    On French Captain Zinedine Zidane shown red card sending him off for vicious
    head-butting Italian defender in the chest during the World Cup Football Final (2006)

     

    On the Brazilian team’s star football players (2002)

     

    Football sensation Diego Maradona takes on the world by storm (1989)

     

  • Senior marketer and corporate analyst Sanjeev Kotnala lists the 11 takeaways from the FIFA extravaganza that ended this morning

    Sanjeev Kotnala: 11 Learnings from the World Cup

     

    By Sanjeev Kotnala

     

    The sudden vacuum post the final last night brings alive the whole World Cup alive in short burst of captured moments. And in the process filter with ease and least effort some learnings that are tough to miss out.

     

    1. YOU CAN’T CREATE A TEAM IN MIXER GRINDER. Brazil is the case in point. Other than 4-5 of its team members all play for different European clubs. Ingrained in them are a mix of different styles and tactic. Contrast this with Robben and Persy, the smooth comfort of dependency and confidence is visible to naked eyes

     

    2. INDIVIDUAL BRILLIANCE IS NOT ENOUGH. Football is a perfect example of teamwork in an organization. Success only comes when the team performs as one single unit. You cannot have 2-3 stars and expect to win. Even Messi’s brilliance is no answer to German teamwork. And Neymar alone can not be credited for Brazil reaching the semis.

     

    3. REJUENATE OR FAIL. Teams without differentiated strategy and approach have perished in the initial test. Teams investing to adapt to the new defined needs have flourished. The surprise factor will always (read most of the times) work. Luis Felipe Scolari’s commitment and confidence in an old style with hardly any innovation presented it as a known enemy to other teams. Easy to work out.

     

    4. SEX HAS GOT NOTHING TO WINNING THE MATCH. Throw away the old theories that blame sex with the loss of power and stamina. Now that the teams with sex-curfew or allowing non-acrobatic passion falling in the way. This means that others benefited from relaxed norms. QED

     

    5. TOUGH TO CHANGE THE NATURE. Don’t expect a player known for repeated violent offence to change his colours. Don’t expect people to perform duties that they have not been prepared for. But expect them to raise their level in their area of expertise. Luis Suarez is a classic example of frequent burst of this nature and Robben the rising in level of expertise.

     

    6. INERTIA – MOMENTUM MATTERS. What better example than the Netherland’s defeat of Spain or Spain’s defeat by Netherland. Look at it any way. The team’s future performance was coded that very day. The semifinal Brazil Vs Germany, the heartbreaker 11th minute goal by Thomas Muller which opened the gates for another 4 in 6 minutes.

     

    7. EMOTIONAL CHARGE A TWIN-SIDED SWORD. Over hype and expectation a pressure that the players are expected to carry at this stage. And I suppose that Brazil would have been okay if Neymar was out of the match due to red / yellow card. But the purely unintentional incident in quarterfinal, the injury and the relayed expectation charged the environment. It was too much and pushed them back- as everyone wanted to be the savior. They simply lost the objective.

     

    8. CONSUMERS DEMAND QUALITY. Much nearer home. The broadcaster lazy start of Café Rio with novice masquerading as experts was one such move, that the channel had to change later. And I think the outcry against Robben dives ensured that it was missing in the semis though there were possibly galore.

     

    9. RISK IS AN INTEGRAL PART OF THE GAME. Be it the formation- substitution or change in tactic. Until unless you are willing to take risk the rewards may not accrue. The last-minute substitution of the goalkeeper was termed a master stroke- but what if it had failed. You take conscious open-eyed risk and are willing to live with the results.

     

    10. LUCK IS IMPORTANT: No team better demonstrate this than the other finalist- Argentina. They have been scrappy and just about making through the stage. But sooner or later the luck will start siding with the talent.

     

    11. IT IS A YOUNG GAME : I guess that the average age of stars is coming down. The young talent is challenging the strong hold of tacticians. Neymar, James Rodriguez, Paul Poga, Memphis Depay are just a few of the names that have shown a different level of passion, commitment and hunger.

     

    DISCLAIMER: football is not my game. But this World Cup was my most watched cup. And that would take me to expert level-licence to comment. The above are the list of professional learning even an amateur like me could not miss out.

     

  • The launch of the app coincides with the most awaited football series of the year – FIFA World Cup 2014

    Tata Sky unveils popular app around FIFA WC

    By A Correspondent

     

    DTH player Tata Sky has launched its popular application Everywhere TV on PCs (laptops and desktops) on the eve of FIFA 2014. The Tata Sky ad campaign, announcing the launch of the app coincides with the most awaited football series of the year – FIFA World Cup 2014, which can also be viewed live on Tata Sky Mobile app.

     

    The campaign speaks to at all the football fans in India who don’t have a second TV at home and could end up disturbing their family members by watching FIFA on the common TV in the middle of the night. It shows how football fans can now enjoy their favourite matches on their laptop, anywhere, without disturbing anyone else.

     

    One of the ad films features a husband watching the match on his laptop, sitting in the bathroom to avoid disturbing his wife. Only when he cannot contain his ecstatic appeals on the football match, does the clueless wife get up and locate him. Similarly the other ad film shows a surprised mother coyly walking into her teenage son’s room, when she hears the boy celebrating a ‘Go…go…Goal’ sitting in the cupboard of his room.

     

    Vikram Mehra, Chief Commercial Officer, Tata Sky said, “The Everywhere TV service launch has been timed just before the football World Cup, to ensure that home laptop doubles up as the 2nd TV at home, thus allowing youngsters to watch late night football matches on their laptops with headphones without disturbing their entire family.”

     

    Sukesh Nayak, Executive Creative Director, Ogilvy& Mather also commented on the ad campaign, “If one observes a typical football fan we see that he is not the one to hide his excitement, whether it is his happiness at a goal scored or his anger against a wrong move. Taking this insight we created messaging for Tata Sky Mobile App that lets you watch the live telecast of FIFA World Cup on laptop and other devices. The message was very simple; you could hide and see football but your excitement will still give you away.”

     

  • … and Sony sits pretty on ad inventory as it inks deals with Hero Moto, Xolo, Microsoft, Havells et al

    Ole Ola… less than a week to go for FIFA World Cup 2014

     

    By Pritha Mitra Dasgupta

     

    With barely a week to go before the soccer world cup FIFA 2014, Sony Six, the official broadcaster of the tournament in India, has managed to sell half its on-air advertising inventory, MSM president Rohit Gupta has said.

     

    “We will be closing in most of the deals for the remaining inventory next week”, he said. The tournament will also be aired on Sony Six HD in English and Sony Aath, the Bengali channel of the network. According to TAM data shared by Sony Six, in 2010, 62.7 million Indians tuned in for the FIFA World Cup.

     

    “This year we are expecting the viewership to cross 100 million and it will be at least 50% of the IPL (Indian Premier League),” said Mr Gupta. IPL 2014 received viewership of over 185 million and the 2012 World Cup T20 raked in a viewership of nearly 120 million in India.

     

    “To that extent, football viewership in India is growing at a steady pace of 20-30%,” he added. The data also shows that in 2013 alone 155 million Indians watched football matches on various channels, which is only second to the top game — cricket, which is watched by 209 million Indians.

     

    While the channel has mnaged to ink deals with some of the top advertisers including Hero Motocorp, Xolo Mobile, Microsoft, Havells, Sony India, Samsung, UB Group, Micromax and Diageo, some advertisers have shown concern over the odd match timings. While the sponsors have paid anywhere around Rs 15-20 crore, a 10-second slot on the channel is selling at Rs 2-2.50 lakh, which is almost half of what it had charged during the recentlyconcluded IPL.

     

    “It is not a problem at all because 60% of the matches start before midnight”, said Mr Gupta. Concurs Basabdatta Chowdhury, CEO, Platinum Media, a subsidiary of the Madison World. She said, “A good number of matches will be played at 9.30 pm and World Cup timings have always been in the night. Moreover, South East Asia is a huge football market and therefore some of the match timings have been adjusted to suit the viewers. So timing is not a concern at all.”

     

    However, some media planners have raised concern over the distribution of Sony Six and how many market it reaches in comparison to other established players like ESPN Star Sports and Ten Sports. “The distribution of Sony Six is 50-60% of that of other top sports channels in the country. So advertisers are pretty apprehensive about the reach of the platform and that why the channel is left with so much unsold inventory. Unavailability of Sony Six could be a dampener to its advertising revenues,” said a senior media planner who didn’t wished to be named.

     

    But Mr Gupta says distribution of the channel is not a concern at all. “The biggest testimony of that is the IPL figures. If we didn’t have the reach then how is IPL viewership growing?” he asked. The channel has also planned a two-hour wrap around show on Sony Six which will be aired for 32 days and the channel has signed in actor John Abraham to spearhead the show.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • As Dream Theatre pushes its FIFA merchandise ahead of 2014's World Cup, CEO Jiggy George expounds on the group's ultimate TG – young adults and children

    Kids, youth want ‘quick & fast’ entertainment: Jiggy George

    By A Correspondent

     

    Next year is a big deal for football fans, one that comes every four years. It’s one of the sporting world’s biggest properties – the Football World Cup 2014. Dream Theatre Pvt Ltd, the Mumbai-based brand management and licensing enterprise in association with Pacific Licensing Studio (PLS), FIFA’s appointed licensing agent for South East Asia has announced the rollout of its licensed merchandise collection.

     

    To be targeted toward young adults and children across India, the merchandise range will include apparel, accessories, footwear, sporting goods; back-to-school supplies, stationery, home furnishing, eyewear and computer accessories among others.

     

    In conversation with MxMIndia, Jiggy George, CEO and Founder of Dream Theatre Pvt Ltd, shares his plans from the new initiative and dwells on the experiences that the users can take advantage of from the initiative in days to come.

     

    It seems the right time to be launching the merchandising collection, what with the World Cup in 2014. How would you describe this new foray by Dream Theatre in India?

    We at Dream Theatre are very keen to navigate more forms of licensing outside of pure entertainment licensing. Sports, celebrity, fashion and corporate are some of the licensing extensions that you would see in the coming months. The World Cup Football 2014 is a landmark event and we are so proud to be associated with the same.

     

    Is there a specific TG you’d be addressing through the new merchandising push in India?

    Yes, the merchandise will be targeted at young adults and kids of India.

     

    You would in a sense be competing with merchandise brands that are targeted towards popular sports such as cricket and hockey given that football is just about beginning to pick up in India. Are you optimistic about its popularity picking up among fans in India?

    It’s Zeitgeist – the sign of the times! Today, kids and youth of India are looking at “quick and fast” entertainment. The format of sports is transitioning from Test cricket to T20. We believe football, though still small, in context to cricket, has the pace and aspiration to be very popular in India.

     

    Are you considering partnering local football clubs from India? Have you made any headway on that front?

    The big lacuna in India for licensing is retail and today, it makes more commercial sense to use licensing for brands that have a pan-India appeal rather than regional clubs. It’s too early and we don’t believe we are ready to partner with Indian football clubs.

     

    Would you be engaging in a high-decibel pan-India marketing promotion for your new venture?

    We hope to have a good number of products in the market and there will be excitement closer to the event.

     

    What would be your emphasis on pushing your products through the digital route vis-a-vis traditional?

    Our focus will be to get the best-in-class licensees to launch high quality merchandise via traditional retail.

     

    Would you be looking at partnering competing sporting properties (cricket, hockey etc) to push your case in India?

    We have no plans yet. We will keep you posted.