by Mattr | Jul 2, 2014 | news
The US soccer team may be out, but US athletic apparel company Nike is still very much in the World Cup. Nike is overshadowing World Cup Official Sponsor Adidas in more ways than one during the 2014 tournament. As confirmed all over the news last week, their stocks continue to rise and their sales continue to sore. When it comes to Social Marketing, some are claiming that the Nike and Adidas campaigns are fairly even, but our weekly social analysis tells another story based on the audience they’re attracting through their campaigns. Nike managed to attract Twitter engagement from 32% of the same Rugged Males who were the most socially-excited soccer fans for @FIFAWorldCup during the week of June 16-22. It’s those die-hard fans that all World Cup sponsors and ambush Marketers should be aiming to attract. Adidas, on the other hand, pulled the bulk of their less-than-stellar engagement from Wholesome Males. A couple of weeks before the World Cup began, the same social analysis showed that both Adidas and Nike were on the right track with their Marketing efforts, attracting the same active FIFA audience on social. This week- Nike has left Adidas in the dust. Week Highlights: Adidas Fails to Go #Allin Engagement is the name of the World Cup social game, and Nike’s #RiskEverything campaign has that edge over Adidas. In line with ‘Rugged’ personality traits, Nike was successful in tweeting short, tough-toned tweets that got noticed and retweeted by soccer fans around the globe. In fact, their tweets were consistently retweeted by the thousands (2,649 times for the tweet below, to be exact),...
