World Cup Following Explodes With Social Media

There are millions of people all over the world following the FIFA World Cup and the majority of them are doing so with social media. The World Cup is a massive groundswell of marketing activity. This might be social media’s first truly global marketing foray and, based on what I have seen, social media marketing strategies will be at the heart of the 2010 World Cup. Advertisers have already harnessed the power of this; major World Cup sponsor Sony Ericsson is focusing its advertising dollars on social networking, shunning traditional marketing in the process. Sony has launched what they are calling the Twitter Cup, which will pit tweets from countries participating in the World Cup against each other. Coca-Cola will also be running an ad exclusively on social media during the World Cup. The World Cup has developed The Club, FIFA’s own social network which has 1.6 million users, but it feels like a missed opportunity that FIFA hasn’t created an official Facebook application to capture the immense global anticipation and to join together the global elements of the tournament.

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