Nike and Samsung are leading the race to become the top two social video soccer brands of 2014, according to the Unruly “Braziliant” Brands Tracker Chart. Ironically, neither one of these brands is an official FIFA World Cup sponsor.
With only two weeks to go until the 2014 World Cup kicks off in Brazil, marketing technology platform Unruly has revealed the 11 advertisers whose soccer ads have attracted the most shares online. You can see the rankings at the bottom of this post.
The Braziliant Brands Tracker, which features 11 brands to reflect the number of players in a soccer team, found that brands not affiliated with the World Cup have driven more than half (54 percent) of the total shares to date (2.4 million shares).
Leading the way is non-sponsor Nike, with almost 1.3 million shares so far, with rival and official World Cup sponsor Adidas down in seventh (158,201 shares). Four years ago in 2010, “Nike stole the World Cup,” according to Andrew Pettie of The Telegraph, with an extravagant ad campaign called “Write the Future,” which featured Wayne Rooney being forced to live in a caravan, among other things. So, it looks like Nike may “Just Do It” again.
The bulk of Nike’s shares this time around come from its “Winner Stays” social video, which has racked up 1,007,640 shares since its launch on April 25 and is the most shared soccer ad of 2014. Nike also boasts three of the top 10 most shared 2014 soccer ads so far and a share rate of 1.5 percent versus Adidas’ 1 percent.
In second place is Samsung, another non-sponsor, with close to 972,000 shares so far. The bulk of Samsung’s shares come from its “#GALAXY11: The Training” social video, which has amassed more than 460,000 shares since May 13.
Meanwhile, Castrol is the most shared World Cup sponsor so far, with its ads attracting 962,206 shares. The British brand’s performance has been fueled by social video hit “Footkhana,” which features viral sensation Ken Block and Brazilian soccer star Neymar. Castrol is followed in fourth place by sponsor Coca-Cola, with 353,067 shares. Non-sponsor Pepsi, which misses out on the starting 11 in 14th place, managed 15,908 shares.
World Cup sponsors Emirates and Visa also made it into the top 11, while fellow sponsor Itau Unibanco, the largest bank in Latin America, sits on the bench in 13th place.
Other key stats from the Unruly Braziliant Brand Tracker chart include:
- At 12th, Chevrolet is ahead of World Cup sponsor Kia, which appears in 26th place.
- Sponsors Budweiser (16th), Sony (18th), McDonald’s (20th), and Johnson & Johnson (24th) all failed to make into the starting 11.
- Chilean brand Cerveza Cristal takes the 11th spot, with its #ChileMeteMiedocampaign driving 37,404 shares. The video features Chilean players Arturo Vidal, Claudio Bravo, and Gary Medel re-enacting scenes from horror films, including The Silence of the Lambs, The Shining, and The Sixth Sense.
- Outside of the top 11, Croatian beer brand Ozujsko has managed to get in on the action, ranking 15th.
This is only the starting 11. Many brands are going for the goal early, but Unruly will be updating the tracker throughout the tournament. You can also see the most trending soccer ads in Unruly’s World Cup chart here.
The Braziliant Brands Tracker has been created using data from Unruly Analytics and the Unruly Viral Video Chart, which cover 430 billion video views and are tracking 24 million shares per day. They rank videos by the number of shares they attract across Twitter, Facebook, and the blogosphere. Official sponsors are based on this FIFA list. Official broadcasters, such as the BBC and ESPN, are also included.
The stats for the initial rankings in Unruly’s Braziliant Brand Tracker chart are based on the most shared soccer ads of 2014 to date and were compiled on May 22. So, the rankings can change over the next few weeks.
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