KIA scored in the social World Cup
July 17, 2014
During the World Cup tournament, Engagor, the platform for real-time customer engagement, social media monitoring and analytics, took a look at World Cup sponsors and advertisers to gauge the overall success of their social campaigns.
Highlights from their findings include:
o – 12.3 million total mentions (Facebook/Twitter)
o – KIA led with volume of brand mentions (1.3 million) related to the World Cup; Nike in second with 652,000; Emirates in third with 573,000 – Nike was in the lead midway through the Cup, but KIA beat them in the end
o – Pepsi had the highest volume of positive sentiment (50 per cent of mentions); Volkswagen had the highest volume of negative mentions (21 per cent)
o – Top languages – English, Spanish, Arabic, Portuguese, Italian, Japanese
o – Demographics/Gender – 17 per cent female, 83 per cent male (Global); 41 per cent female, 60 per cent male (US) – we can see here that women’s interest in the World Cup is way above the global average.
Breakdown of sponsor/advertiser mentions related to the World Cup (we also have sentiment details if needed):
1. KIA – 1.3 million
2. Nike – 652,000
3. Emirates – 573,000
4. Adidas – 419,000
5. Coca-Cola – 441,000
6. Volkswagen – 334,000
7. Hyundai – 143,000
8. Sony – 111,000
9. Budweiser – 86,000
10. MillerCoors – 157,000
11. Pepsi – 52,000
12. Visa – 40,000
13. Continental AG – 23,000