Showing posts with label YouTube. Show all posts
Showing posts with label YouTube. Show all posts

Youtube to offer Paramount movie rentals.

WorldWide Tech & Science. Francisco De Jesús.


Youtube to offer Paramount movie rentals.

YouTube said it would offer online rentals of nearly 500 Paramount films, including "Hugo" and "The Godfather," rounding out its growing catalog of feature-length movies.

The Paramount deal means that YouTube now has movie rental deals with five of the six major film studios, as well as more than ten independent film studios, giving it access to a catalog of nearly 9,000 films.


Consumers can rent the films, generally for 24 hours or 48 hours, for anywhere from $2.99 to $3.99.

The Paramount movies, which include recent releases and classics, will be available in the United States and Canada over the next few weeks. Consumers can rent the movies on the YouTube website, or on Google Play, Google's online storefront for music, games, movies and other types of media.

Source: Reuters
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It's All About Beers! - Digital Campaign Case Studies

Today, many beer brands are very active online and take a serious focus on digital marketing. They try to use different tactics and tap on various touch-points to capture wider attention and brand new experiment from the target audience. It could be vary from impressive 3D projection mapping, highly interactive YouTube takeover, socially driven campaign with gamification or purely social promotion for both online and offline activities. Here are some recent highlighted campaigns from Carslberg, Desperados, Polar Beer and Guiness.


1. Carlsberg global digital campaign 
  • Agency: Skive

  • Big Idea: All echoing the new tagline, ‘That Calls for a Carlsberg’, its new brand positioning.

  • How it works: It’s Carlsberg’s first global digital initiative and features content for YouTube and Facebook.Carlsberg has kicked off their new campaign in UK with a couple of pretty big 3D projection mappings on the iconic White Cliffs of Dover and the famous Liverpool Street Station. On their YouTube channel the TV ads and other video clips produced for the launch are available, along with the YouTube Takeover experience. On Facebook Carslberg have gone for something different with an app that invites users to type in a transmission, upload a photo – and send a message to your mates from the moon using text-to-voice and face mapping. 

  • Take-aways: The digital campaign will support the new television advertising, ensuring that it reaches audiences who spend their time online.









2. Desperados Beer YouTube Takeover 
  • Agency: Dufresne Corrigan Scarlett and MediaMonks 

  • Big Idea: Create a pretty cool and ambitious YouTube takeover by integrating the Facebook Connect functionality as part of the experience. 

  • How it works: The YouTube campaign for beer brand Desperados is different to most by letting you interact with the story as it unfolds instead of the 99% that just break up the YouTube interface in various ways. Additionally, the Facebook Connect functionality is a neat way of socalising the whole experience, with the takeover bringing your FB friends into the party by pulling in photos on the fly.







3. Polar Beer scores a socially driven campaign 
  • Agency: Almap BBDO 

  • Big Idea: Tapping into peoples unyielding fanatacism to their favourite football team and the general win-at-all costs attitude of sports fans

  • How it works: They created a groundswell of engagement, facilitated by Polar Beer, that engaged tens of thousands of passionate fans from two opposing football team fan bases and endeared them BOTH to the brand for significant periods time (avg ion site was 11mins plus). A true WIN-WIN that managed to align the brand to two opposing audiences and deliver a positive branded experience to both.

  • Take-aways: The campaign shows how a powerful call to action based on a real passion point (in this case Football – a religion in Brazil) can motivate online action, participation and engagement.





4. Guiness rises to the top in Singapore
  • Agency: BBDO Proximity Singapore 

  • Objective: The campaign was developed for the Singapore market where engaging and attracting young consumers to Guinness is a major focus in order to drive a groundswell of engagement on Facebook within 8 weeks.

  • How it works: Using a simple but compelling promotional idea to give Guinness’ Facebook fanbase a major boost with its Rise to the Top Social media campaign. The highly partcipatory campaign had a strong viral element and was activated online, and offline. Offline activation was enabled via an innovative iPad app that the agency created allowing brand ambassadors to engage and enrol consumers in bars and in trade outlets.

  • Result:The campaign caused explosive growth in fans on Facebook page, achieving 21,000 in only a few weeks, making it the #1 beer and spirits brand fanpage in Singapore. This socially activated short term campaign is the first step of Guinness’ social media engagement strategy in Singapore with even more innovative and engaging content and promotions in 2011 and beyond.
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"Yellow Tree House" & "Mini Gateway" - Digital Campaign Case Studies

How can your digital campaign stand out of the crowd? Thanks to the Internet and its growing role in our lives, agencies have come a long way in the past decade, and they’ve begun to hone in on and innovate in the realm of digital marketing. There are more evidences of the growing appetite of  brands to really get behind innovative digital ideas to get more interaction with the target audience. Therefore, from now on, I would like to share about the case studies of innovative digital campaigns around the world that I've known recently for an overview of the scene.


1. Award-winning “Yellow Treehouse” Campaign 
  • Brand: Yellow Pages Group (New Zealand)

  • Agency: AIM Proximity and Colenso BBDO (NZ) for true integrated work

  • Big idea: Using Yellow Pages book and website can help you achieve any task, no matter how big or small.  

  • How it works: The Yellow Treehouse program is all about putting Yellow to the test. Tracey, like everyone, has a mission, hers is to build a restaurant in a tree. The test is that she can only use the Yellow Pages, yellow.co.nz and Yellow Mobile to do it. She’ll need to find architects, builders, restaurant suppliers – everything using just Yellow. Even though it’s a brand campaign you can only take the planning so far – what happens from one day to the next can change very quickly.

  • Results: The power of the insight and idea lived well beyond one campaign, and successfully led to the second generation of the campaign – “The Taste of Yellow Chocolate” , which achieved the same heights of success for Yellow in terms of business results, and the chocolate bar created went on to outsell every other chocolate bar in NZ in its first week of launch.

  • Takeaways: The campaign leveraged a multitude of touchpoints to deliver spectacular business results for Yellow and it also demonstrated exactly how digital can be seamlessly integrated into a campaign, rather than being an afterthought (as we still see so often today).








2. Mini Gateway Stockholm Campaign 
  • Brand: MINI Countryman (Sweden)

  • Agency: Jung von Matt Stockholm

  • Big idea: From the “Gateway” global concept and the specific challenge in Sweden was to create MINI evangelists, the idea behind is to create the world’s biggest reality game on iPhone – transforming Stockholm city into a living game board.





  • How it works: You used an app where you could see the location of the virtual MINI within the Stockholm city border. All locations were updated in real time so you could easily follow how everyone moved.
If you got closer than 50 metres of the virtual MINI you could take the virtual MINI with your iPhone.
Then you had to get away, because anyone within 50 metres could take the MINI from you. The person in possession of the virtual MINI at the end of the 7-day campaign gets the car.  

  • Results: The buzz started spreading within minutes after the app was put up on Appstore. Hundreds of thousands discussed it in social media. People from everywhere followed the game on the website.
The campaign created astonishing interaction with the MINI brand. During  the game week  11413 people participated and transported the virtual MINI nearly 1 500 physical kilometers. Average gaming time was 5 hours and 6 minutes per person. 

  • Takeaways: Mini has successfully ultilize digital and technology platforms to create a fun, relevant and engaging experience, rather than just being there for some buzz.
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The Top 10 Creative Viral Campaigns by The DigiWave

There are a lot of factors to measure the effectiveness of an viral ads or campaign. Personally, I have an appreciation for those that inspiring, creative and entertaining, obviously the one can touch the audience's senses, without showing too much the commercial side. Although most of the campaigns in my fav list are successful in terms of increasing brand awareness and driving sales, it doesn't mean that a creative viral campaign will guarantee commercial success. In most of the cases, it's more about hitting the right target to link the online message into real-life buying action. And that's another story. Digest the list first. It's delicious!


1. Carlton Draught - Big Ad









2. Trojan Condom - Trojan Games





3. Way back home – Red Bull





4. Transport in London – The Awareness Test





5. Berlits – What are you sinking about?







6. Axe – Clean Your Ball





7. Eepybird.com – Diet Coke & Mentos





8. Honda – The Cog





9. Volkswagen - The Fun Theory





10. Nike – Cross Bar





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The Top Ten Successful Viral Ads of All Time by AdAge

Today, viral campaigns become more popular and part of many marketing campaigns. You should have watched a video with over 1 million views in YouTube and thought to yourself: “How the hell this video get so many views?”. In the past, at the beginning of YouTube era, this could happen naturally but nowadays, most of these hits are touched by companies and advertising agencies. It’s the time of viral era. Let’s have a review of top 10 viral ads of all time announced recently by AdAge and Visible Measures and discover the stories behind.






Here comes the A-list launched this year:




1. Blendtec – Will it blend
What was the best way for Blendtec to demonstrate the might of their blenders? Gun for product placement in films? Leverage food channels? No, all they needed to do was blend an iPod, a broom, golf balls and a multitude of other things. This one is a bit surprising. What this really speaks to is the mad scientist in everyone! People love to see things like crazy experiments, and this is just fun to watch for that reason. What's amazing is that a lot of the people who commented on the video online didn't even realize it's an ad for a blender -- they thought this is just some crazy man who put his iPhone in a blender for fun! These videos are effective because they do something that very few viral videos do – they drive sales. Blendtec has created a video series that is not only entertaining but also demonstrates the power and utility of their product. Sales of Blendtec blenders increased by 800% because of this cheap yet moreish campaign. Pure genius.




2. Evian - Live Young
It's well known that people love babies in ads. Babies, animals, and humor are three major appealing factors in ads, and this ad combines babies and humor. Whoever planned this out knew it would be a home run because of the babies, the fun music, and the great product placement. This ad was actually great for the brand in terms of getting the message out about the product. However, what makes this campaign stand out from the others is Evian’s use of social networking sites, most notably Facebook. They created Facebook profiles for the video babies, allowing fans to befriend these beloved rollerblading munchkins while inadvertently befriending the brand. 




3. Old Spice - Responses
There is no denying that the campaign was a huge success for the brand, catapulting them into the number 1 spot for men’s body wash and making Old Spice a legend in the world of online marketing. Old Spice’s ‘The Man Your Man Could Smell Like’ began with a single video, which started out online and then went to television. It was an instant success, with Old Spice accounting for 75 percent of all conversations in their category for the first quarter of the year. But the real success of the campaign came later on when Old Spice launched their response campaign, a more personalized digital campaign, in which ‘The Man Your Man Could Smell Like’ interacted with fans via an onslaught of YouTube videos. Simply send Mr. Old Spice a message - through Facebook, Twitter or YouTube - and wait for his visual retort. The campaign goes hand-in-hand with the Old Spice worldwide promoted Twitter trending topic. This was one of the biggest winners in the Cannes Ad Festival, and got many accolades. It really appeals to young men and, while it seems a bit ridiculous and over the top, it works.




4. Pepsi - Gladiator
Soft drinks brand Pepsi recruited a teamsheet of international A-listers to appear in two big-budget TV ads, using the themes of pop music and football as part of its global promotional push for 2004. 'Pepsi Gladiators' starred Beyonce, Britney Spears and Pink singing We Will Rock You in a Roman amphitheatre, while 'Pepsi Foot Battle' featured Real Madrid stars David Beckham, Raul and Roberto Carlos slugging it out in costume. These ads went viral and hit the public as there is a truth that people love entertainment, they love to see faces they know and, at the end of the day, it's an ad with good music, pretty girls and handsome guys.


http://www.youtube.com/watch?v=86Hp1l5s7hM


5. Microsoft - Xbox Project Natal
This one is purely functional. However, the video is visually attracted and entertaining. With something like that, it's interesting that people would watch it the whole way through, but if you think about it, for families to invest that much money, it's important that they know what the product does.




6.Dove – Evolution
Ogilvy & Mather, Toronto, used time-lapse photography to show the transformation of an normal woman into a glamorous billboard model using beauty stylists and Photoshop enhancements. The clip was released under the slogan “No wonder our perception of real beauty is distorted”. Dove Evolution then took top honours in both the Cyber and Film categories pointing to the colliding worlds of consumer-powered digital distribution and brand building. It is fast becoming one of the most watched videos on the internet. In the two years since Dove decided to brand itself as the beauty company that celebrates real beauty that strategy has rewarded the company with double digit sales increases.




7. T-mobile – T-mobile Dance
Saatchi & Saatchi created this fantastic viral ad for T-Mobile in Liverpool Street Station with hidden cameras. Why it’s effective. Sure T-mobile weren’t the first to film a flash mob, but they still hit this one out of the park. This video is clever, energetic, human, beautiful, entertaining and just plain fun to watch. It has huge numbers at over 17 million views and it does a great job of supporting T-Mobiles ‘Life’s for Sharing’ marketing campaign. T-mobile has smartly followed up with a sing-along video in Trafalguar Square and will undoubtedly continue the ‘Life’s for Sharing’ viral video series – a wise decision, but it will be tough to beat the magic of this video.




8. Doritos – Crash the Super Bowl
Crash the Super Bowl is one of many ways the Doritos brand continues to turn control over to consumers. The brand’s commitment to fan-empowerment began with the Doritos “Crash the Super Bowl” program, which started in 2007 and has turned the brand’s Super Bowl advertising over to its fans every year. The campaign allowed thousands of normal people, along with ad creatives and film makers create and submit their funniest Doritos ads in an online competition in the lead up the to Superbowl, with the winner, to be played at the main event and the finalists sharing in over $5million in prizes. In addition, Doritos has put consumers in control through a variety of other exciting opportunities, including its “Unlock Xbox” challenge where fans compete to have their Xbox LIVE® Arcade game concept developed and made available for download worldwide; and “Doritos Late Night,” which provided Doritos fans ground-breaking virtual musical performances by blink-182 and Big Boi through the power of augmented reality technology where fans could enjoy and control the performances in the palm of their hand.




9. Old Spice - Odor Blocker
After the Responses, the hits just keep going with a more insane and awesome Odor Blocker series. This time, we get a bodybuilder who punches, kicks, blocks and generally destroys odor—and everything else in his path—in the service of Odor Blocker Body Wash. This guy's on something, and it's not a horse. Plus, he has these crazy talking abdominals.




10. DC Shoes - Gymkhana Two
Ken Block is a person with two passions. His shoe label (DC Shoes) from which he is the co-founder and his professional racing career as a rally driver. In order to promote his favorite racing sport to the world, the unknown rally sport called Gymkhana, he created a highly viral video to show cast his own brand, his favorite sport and his sponsor: Subaru. By being honest to your viewers – “We’ll give you great entertainment, but mind that it is an advertisement asset” – the video took away the inner conflict among viewers to not spread commercial videos. Next to the honesty mentioned , the video is simply highly entertaining. A beautiful car, slow motion shots, explosives and speed are elements that catch the attention of the viewer. Everyone loves to watch eyecandy. Which makes it a strong branded entertainment video, which people love to watch. Even if it lasts for over seven minutes.
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6 Keys to Success of YouTube Stars

Last May, I surprisingly found that YouTube, a world based on searching, sharing, and a bit of serendipity, has just been turning five years old. Since this online video-sharing site has a significant impact on the social networking and online entertainment, it makes me feel like its existence has been through decades. However, what I want to mention here today is the "people", who definitely contribute a lot to the success of YouTube, not the site itself.


If you keep following my blog, the recent article is right about shining stars on YouTube, who may believe this site is a miracle for them to fame and richness. YouTube did change someone’s lives, from being the online celebrities to landing roles on TV shows as well as becoming “household” names. However, these people weren’t accidentally successful. They do work hard and are passion about what they do. This is the number one secret to their online video success. What else’s?


1. Targeted
As you may realise not many famous YouTubers try to target mass audience. With the demographic of YouTube being predominantly 18-34 years old, most famous Youtube stars are among this age and their video are mostly targeting this group. It seems more difficult to find a favourite channel on YouTube when you are over 40. Then the common pattern easily found here is targetting the right audience with the right content. 


2. Interesting Content
Most of moneymakers on YouTube produce video blogs, comedy skits and parodies, inserting their humour and creativity on daily activities or interesting topics. It seems that the fastest way to impress the audience is making them laugh and feel entertaining.


3. Personality
Most YouTube stars try to embed their personality, character and personal view in their videos. Sometime you cannot bear the fact that how that sucking video got million views. It simply did, as it is simple, even nonsense but might be real and entertaining to the targetted audience, who may find themselves somewhere in there.


4. Edit well
Editting is important to make a video neat and interesting. Most of YouTube stars spend hours for editting. It requires software knowledge, content planning, filming and editting skills, creativity and definitely, hardworking.


5. Promote everywhere
An interesting video will somehow attract the audience attention. But the best way to increase the viewership in a fast pace is to promote your video elsewhere online. Nowadays, thanks to the booming of social media, people can find you not only on YouTube but also Facebook, Myspace, Twitter, Digg, blogs, discussion forum, search engines, and so on. All of the YouTube stars now have their “fan” pages and profiles on other networks. It helps to spread their videos to audience in multiple rates.


6. Keep loyal viewers
Hot video-sharers do have their loyal “fans”, who are keep following their channels and spreading their videos to the others. In one or another way, most of YouTube celebs try to engage more audience but at the same time, keep interacting with their current fans. They respond to their loyal viewers, keep them updating with their schedule and sometimes also organise “offline”activities. 


It is undeniable that YouTube stars have developed their online content and impact audience by their very own way but somehow, they are sharing commons on their way to success. Once again, I want to emphasize “passion”, the greatest key, which I believe do exist in all of these online celebs. Let's wish them well and keep the fire burning in their hearts!
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Top 10 YouTube Money-Makers with Their Hit Videos

According to a recent analytic study from TubeMogul based on the viewership data from July 2009 to July 2010, there are 10 independent Youtube stars, who is not part of a media company or brand, make over $100,000 in the past year. The revenue is estimated only from from banner ads served near content, which is splitted 50-50 in revenue for Youtube and its partners. So this is the most basic calculation for income of a YouTube Star, regardless other earnings from brand endorsement or other types of commercial business. Then it would be a much higher number in fact. By the way, here is a review of the top ten listed and their most popular videos in terms of viewership.


1. Shane Dawson ($315,000 – 431 million views)
This 22-year-old Californian comic actor has three YouTube channels. The first one is the most popular, consisting his comedy skits and music video parodies. The second channel is a video blog (vlog) and a separate series called "Ask Shane”. The third one includes only videos taken from his iPhone. Targeting teenagers and young people, Shane provides sketch comedy in a teanage sort of way, acts different roles frequently in his own “highschool drama” and delivers a message or question, which is usually quite meaningful, at the end. By the way, I like watching him in different hair styles.




2. The Annoying Orange ($288,000 – 349 mil views)
The Annoying Orange, which often publishs short videos under 2 minutes, starring a talking orange, is a comedy web series that takes place in a kitchen and is about talking fruit. It is funny and honest. Dane Boedigheimer is the mastermind behind the series and is also the voice of Orange.




3. Philip DeFranco ($181,000 – 248 mil views)
Philip Defranco, who began uploading clips while at university, provides parody and satirical content on his show, containing vlogs about various topics




4. Ryan Higa ($151,000 – 206 mil views)
Ryan Higa, the Hawaiian-born Japanese-American, makes comedy skits and is a video blogger. Ryan’s highlights are the “How to be Ganster” and “How to be Ninja” comedy videos. Similar to other YouTube moneymakers in the list, his channel is again another sketch comedy YouTube channel.




5. Fred ($146,000 – 200 mil views)
Lucas Cruikshank plays a character called "a lonely six year old named Fred" who uses his mom's video camera and posts videos on a YouTube channel. The character is so popular that there will be a Nickelodeon movie based on the Fred character. The channel seems to be targeted as a Children’s online TV channel




6. Shay Carl ($140,000 – 192 mil views)
Shay is a 21 year-old Idaho radio DJ and comic posting his comedies on YouTube channel titled “Kalebnation” 




7. Mediocre Films ($116,000 – 159mil views)
Greg Benson created Mediocre Films initially for a sketchy comedy TV series called "Skip TV." The show lasted for one season, and now Benson makes low budget comedy videos for the web, published once a week 




8. Smosh ($113,000 – 154 mil views)
Smosh is the comedy duo of Ian Hecox and Anthony Padilla with their first shot to viral fame called "Pokemon Theme Music Video", which became YouTube's most viewed video in Spring 2006 and unfortunately was removed later due to copyright reasons.




9. The Young Turks – ($112,000 – 153 mil views)
It is a political talk show founded and hosted by Cenk Uygur that also airs on Sirius Satellite Radio. The show focus on politics with some news, pop culture and entertainment. Their vast viewership has proven that the Internet can be a viable broadcast platform




10. Natalie Tran– $101,000
Natalie Tran, 24-year-old Vietnamese-Australian hot girl with adorable Australian accent, is the most subscribed to YouTube user in Australia. She uses her YouTube titled “Community Channel”, consisting vlogs and occasional comedy skits, like most others on this list, to discuss some of the day to day issues with Gen Y women but done with a clever dose of subtle humor and satire.




An article on the reasons behind their success is coming soon. In the mean time, leave your opinion on reasons for success that you think may apply for these viral stars...
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Colgate Wisp’s “Kissovation” Viral Campaign

Colgate Palmolive is quite a big name in marketing. Its recent launch of Colgate Wisp, a mini disposable toothbrush, has been a successful case of actracting audiences across social networks and video sharing sites to deliver millions of engagements in just a few short months.



Mission and Challenge


Targeting 18 to 25-year-old men and women, Colgate Wisp’s mission is finding a way to talk to and engage young and urban people about a brand new product category. These comsumers are known as active daters who care about their initial appearance to the opposite sex or among a group of other people. It believes that the convenience of Colgate Wisp can meet this group’s need and demand. So the challenge is how to introduce the product and transfer its message to these young people in an interesting and engaging way or into relevant conversations and contexts.



Strategies and Solutions



Positioning Colgate Wisp as a kind of technology advancement, the Colgate’s social media agency, Big Fuel, came up with the “Be More Kissable” creative platform, featuring the tangential theme of self-confidence. The “Kissovation” concept signifies the correlation of feeling kissable and strong emotional confidence.


Social media, popular channels of the product’s target consumers, were chosen to deliver the concept. The campaign featured a unique viral video outreach program as the heart of the strategy, along with a photo contest with and a Facebook application.


Online Video Sharing


Partnering with famous YouTube stars, such as KipKay, CollegeHumor, Michelle Phan, YourTango, etc.; a series of eight wacky viral videos, contextually integrating the Wisp, was released and syndicated through YouTube, Vimeo and other hubs. Topics covered a vast range of niche interests such as comedy, dating, relationships, and kooky how-to instructional. These videos were expected to introduce the Wisp to its target consumer in a friendly and entertaining way, without heavy advertising. 


Some of the videos in this series include:
“Be the Face of Wisp” Photo Contest and Widget


Colgate ran a wildly popular photo contest to find the most kissable person in America, called “The Face of Wisp”. Participants submitted their photo to Colgate Wisp’s website and received a photo sharing widget that enabled friends to vote for them. This widget could be shared on leading social network sites, e.g. Facebook, Myspace, and other microsites. The contest was even spread through relationship magazines such as Elle and Cosmopolitan. And the winner will be in future advertising campaign for Wisp. 


“Spin The Wisp” Facebook Application


To enhance the engagement, a social media appliccations on Facebook, called “Spin The Wisp”, was created to collect Facebook friends’s name and then land on various flavors and locations. So Facebook users can send virtual kisses to random friends or selected ones. 


Results


Until the end of June, the series of “Be More Kissable” videos attracted more than four million views on YouTube and totally more on other video-sharing sites. The click-through rate for the “Spin The Wisp” Facebook app, according to eMarketer, was ten percent based on the number of engagements via notifications, which is quite solid. Until May 2010, the campaigns received more than six million toal engagement based on widget installs, video views, app plays and pass-alongs (eMarketer). At the bottom line, the Wisp generated an “impressive” $44 million in sales after only seven months in the marketplace.



For a summary of The Wisp viral campaign, enjoy the campaign recapture from Big Fuel, the agency behind!
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The Handshake of Social Media and World Cup 2010

As the world’s biggest sport event is coming in the next three days, its heat is spreading further and hotter than ever before. The world is going to stop for a month to watch out the game.


Sport connects people. And so do social media. With more than 40 million active Facebook users, 50 million daily tweets and millions of views on Youtube everyday, social media have been becoming more popular since the previous game in 2006. So this will be the first World Cup experiencing the explosive growth of social marketing. There’s buzz about the role the social media will play in the action off the field. The only question: What have you seen, here and there?




FIFA developed its own service


FIFA has plans to get in on the action with its own social networking service called TheClub on its official website. There are more than 1.6 million members attended so far, who connect to other fans around the world.






Social networking sites are ready


The marketing strategies of World Cup 2010 include the use of Facebook sites to connect fans on global and regional levels and Twitter accounts to provide updates on the preliminary news and action. It’s expected to drive a record amount of social media traffic as users descend on Twitter and Facebook to critique refereeing decisions, celebrate goals or simply taunt the opposition.
  • Facebook has an app that ranks soccer passion based on number of “Likes” fans hit for their team, divided by the number of Internet users in that country. Moreover, football fans have already participated in Facebok fanpages and groups and got daily updates about this global "social" event in advance of the 32 team competition.

  • Twitter has already commented that they expect this year’s World Cup to drive more online traffic than the U.S. presidential election and the Super Bowl. Very much like the Winter Olympics look for Twitter to be a tremendous source for 2010 World Cup breaking in the moment news, insight and reactions.



Brands are getting more social 


FIFA sponsors and partners have also evolved their strategies for building and sustaining online buzz around the tournament. Brands have multiple planned online touch points for the World Cup. They are also directly or indirectly participating in World Cup social media marketing related endeavors.
  • Coca-Cola has launched an online contest called the ‘Longest Celebration’ competition , inspired by Roger Milla’s post-goal dance at Italia ’90, which allegedly inspired a new generation of dance moves. The contest simply encourages users around the world to upload their own creative goal celebrations to YouTube.



  • Budweiser takes creativity to the next level with the “Bud House”- an online reality show featuring one fan from each of the 32 qualifying countries living in a house in Cape Town with contestants eliminated when their team is knocked out

  • McDonalds launched its online World Cup Predictor, in the form of an online fanstasy tournament, asking fans to use their knowledge to predict which teams will win which games, round-by-round

  • Sony Ericsson has launched the Twittercup which appears to be an online competition at its very simplest – the more tweets your nation receives, the further they go in the cup. Launched in December 2009, the Twittercup has already amassed 43,000 tweets

  • Castrol is launching the ‘Castrol Index’ and Castrol Predictor apps this month – the first a system for rating players (measuring passes, tackles and moves) housed on www.fifa.com to find the team of the tournament, the second using past team and player performance data to calculate which nations have the best chance of success at South Africa 2010

The real question is what kind of impact are these campaigns going to have on helping brands get the online traction their multi-million dollar investment demands?
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