USA Today, Brand Republic Nike's "Write the Future" soccer ad that launched May 20 on Facebook has had 14 million YouTube views and has propelled the brand to the early lead in online
World Cup buzz, Bruce Horovitz reports. Meltwater Buzz, which measured buzz generated from May 24 through yesterday for 11 top World Cup sponsors, partners and other key marketers, says Nike scored
26% vs. 20% for Adidas and 11% for Sony. The latter two are FIFA partners.
Brand Republic, meanwhile, reports that Kit Kat is "hijacking" consumer interest at
the World Cup "despite not paying hundreds of thousands of pounds on sponsorship deals like rival Mars." It has a video in which
interviewees talk about which brands are making an impact on their psyche.
The sporting event presents a "unique opportunity" to brands, social-media consultant Jay
Baer tells Horovitz. "So much in social media is about brevity, which lends itself perfectly to soccer."
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