{"id":62667,"date":"2014-07-14T00:00:00","date_gmt":"2014-07-14T00:00:00","guid":{"rendered":"https:\/\/rockcontent.com\/blog\/adidas-nike-see-unprecedented-results-world-cup-content-marketing-campaigns\/"},"modified":"2025-09-11T21:15:09","modified_gmt":"2025-09-12T00:15:09","slug":"adidas-nike-see-unprecedented-results-world-cup-content-marketing-campaigns","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/adidas-nike-see-unprecedented-results-world-cup-content-marketing-campaigns\/","title":{"rendered":"Adidas, Nike see unprecedented results with World Cup content marketing campaigns"},"content":{"rendered":"<p>Both <a href=\"https:\/\/news.adidas.com\/us\/Latest-News\/adidas-Has-Clean-Sweep-at-2014-FIFA-World-Cup-\/s\/f965fed3-907c-4585-b9f9-724f65fb64a1\" target=\"_blank\" rel=\"noopener noreferrer\">Adidas<\/a> (official FIFA partner) and Nike released numbers Monday related to their World Cup ad campaigns. Nike highlighted an unprecedented level of engagement for its brand around its World Cup videos. Adidas touted itself as being the most talked about brand and having the most hashtag mentions over any brand during the World Cup.<\/p>\n<p>Adidas\u2019 \u2018All In or Nothing\u2019 campaign results:<\/p>\n<p>&#8211; 1.59 million conversations about brand<br \/>\n&#8211; 5.8 million increase in followers across social media channels<br \/>\n&#8211; 38 million YouTube views for clips posted during the World Cup<br \/>\n&#8211; @brazuca Twitter handle grew 603 percent during the tournament<br \/>\n&#8211; #allin hashtag 917,000 Twitter mentions<br \/>\n&#8211; #F50 hashtag more than 257,000 Twitter mentions<\/p>\n<p>Adidas gear factor:<\/p>\n<p>&#8211; 46 goals for players wearing Adidas adizero F50<br \/>\n&#8211; 3 of top scorers in the tournament wore Adidas adizero F50 James Rodriguez, Thomas Muller and Lionel Messi<br \/>\n&#8211; Adidas sponsored both Germany and Argentina<\/p>\n<blockquote>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=nnL_8H22NuA\">https:\/\/www.youtube.com\/watch?v=nnL_8H22NuA<\/a><br \/>\nThe Final &#8212; #allin or nothing for Germany &amp; Argentina ft. Messi &amp; M\u00fcller &amp; more &#8212; FIFA World Cup\u2122<br \/>\nby adidas Football via <a href=\"https:\/\/www.youtube.com\/watch?v=nnL_8H22NuA\" target=\"_blank\" rel=\"noopener noreferrer\">YouTube<\/a><\/p>\n<\/blockquote>\n<p>Adidas\u2019s move to a <a href=\"https:\/\/www.marketingweek.com\/2014\/06\/09\/adidas-shifts-ad-budget-to-youtube-to-try-and-win-real-time-world-cup\/\" target=\"_blank\" rel=\"noopener noreferrer\">real-time YouTube video strategy<\/a>, which included <a href=\"https:\/\/engage.scribblelive.com\/Article\/665668-World-Cup-Brand-Watch-Inside-the-Adidas-Massive-Marketing-Effort-How-a-Betting-Company-Won-Big-and\" target=\"_blank\" rel=\"noopener noreferrer\">100 World Cup videos<\/a> made in advance to respond to players and game action, helped boost its brand dominance during the tournament, according to Marketing Week.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\"><a href=\"https:\/\/twitter.com\/hashtag\/JOININ?src=hash&amp;ref_src=twsrc%5Etfw\">#JOININ<\/a>: Our Global Stadium welcomed 1 BILLION fans over the <a href=\"https:\/\/twitter.com\/hashtag\/WorldCup?src=hash&amp;ref_src=twsrc%5Etfw\">#WorldCup<\/a>. See the figures here &#8211; <a href=\"http:\/\/t.co\/3wSxQjCiHU\">http:\/\/t.co\/3wSxQjCiHU<\/a> <a href=\"http:\/\/t.co\/Y3eTsuFKpC\">pic.twitter.com\/Y3eTsuFKpC<\/a><\/p>\n<p>&mdash; FIFA World Cup (@FIFAWorldCup) <a href=\"https:\/\/twitter.com\/FIFAWorldCup\/status\/488608882156007424?ref_src=twsrc%5Etfw\">July 14, 2014<\/a><\/p>\n<\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>The YouGov BrandIndex buzz score of ad awareness for Adidas rose 2.4 points to 14.9 in the last 30 days from its \u2018All In Or Nothing\u2019 campaign and deals with \u201chigh-profile players,\u201d <a href=\"https:\/\/www.marketingweek.com\/2014\/07\/14\/adidas-nets-world-cup-sponsors-victory\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Week<\/a> reported. But the YouGov Brand Index still ranked Nike ahead with consumers, despite a drop in its buzz score, according to Marketing Week. The YouGov BrandIndex measures brand perception among consumers each day. It eights several key areas including whether consumers heard about the brand on social media and attention, quality and value.<\/p>\n<blockquote>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=ApphNxn3dhs\">https:\/\/www.youtube.com\/watch?v=ApphNxn3dhs<\/a><br \/>\nThe World Champions &#8212; Germany 4ever &#8212; #allin &#8212; adidas Football<br \/>\nby adidas Football via <a href=\"https:\/\/www.youtube.com\/watch?v=ApphNxn3dhs\" target=\"_blank\" rel=\"noopener noreferrer\">YouTube<\/a><\/p>\n<\/blockquote>\n<p>Adidas\u2019 \u201cThe Final\u201d video ahead of the German-Argentina match surpassed 18.3 million YouTube views and \u201cThe World Champions\u201d YouTube video has had 826,900 views and nearly 6,100 likes.<\/p>\n<p>If you look at how both Adidas and Nike rolled out their campaigns, it\u2019s honestly a bit wild how much was riding on real-time reactions. Adidas had that stockpile of pre-filmed videos ready to fire anytime a major moment hit; Nike, meanwhile, bet heavier on slick narratives and dramatic build-up. It\u2019s like a blueprint for how sports marketing works now\u2014react quickly or lose momentum, basically. It\u2019d be hard to imagine brands not having 24\/7 teams glued to social media dashboards, hoping not to miss the next viral wave.<\/p>\n<p>The digital arms race gets obvious when you peek at engagement stats coming out of that World Cup. Adidas and Nike weren\u2019t just tracking \u201clikes\u201d or retweets, but drilling down into sentiment, share of voice, all that murky marketing voodoo. And when those numbers are big, believe me, the internal company hype is just as loud. You can practically picture the war rooms and the nervous laughter after a particularly spicy tweet takes off.<\/p>\n<p>Adidas will pay $1.3 billion over 10 years to Manchester United in what <a href=\"https:\/\/www.forbes.com\/sites\/mikeozanian\/2014\/07\/14\/manchester-united-and-adidas-agree-to-richest-uniform-deal-ever-in-sports\/\" target=\"_blank\" rel=\"noopener noreferrer\">Forbes calls<\/a> the \u201crichest uniform deal ever\u201d. This is of course in addition to Adidas <a href=\"https:\/\/www.fifa.com\/worldcup\/news\/y=2013\/m=11\/news=fifa-and-adidas-extend-partnership-until-2030-2227271.html\" target=\"_blank\" rel=\"noopener noreferrer\">extending its partnership with FIFA World Cup to 2030<\/a>. Adidas, a partner since 1970, pays $70 million per four-year cycle, according to <a href=\"https:\/\/www.bloomberg.com\/bw\/articles\/2014-05-15\/2014-world-cup-nike-adidas-gear-up-for-soccer-duels-next-round\" target=\"_blank\" rel=\"noopener noreferrer\">BusinessWeek<\/a>.<\/p>\n<blockquote>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=Iy1rumvo9xc\">https:\/\/www.youtube.com\/watch?v=Iy1rumvo9xc<\/a><br \/>\nNike Football: The Last Game ft. Ronaldo, Neymar Jr., Rooney, Zlatan, Iniesta &amp; more<br \/>\nby Nike Football via <a href=\"https:\/\/www.youtube.com\/watch?v=Iy1rumvo9xc\" target=\"_blank\" rel=\"noopener noreferrer\">YouTube<\/a><\/p>\n<\/blockquote>\n<p><a href=\"https:\/\/news.nike.com\/news\/mario-gotze-and-magista-boots-seal-successful-summer-of-football-for-nike\" target=\"_blank\" rel=\"noopener noreferrer\">Nike\u2019s \u2018Risk Everything\u2019 campaign results:<\/a><\/p>\n<p>&#8211; 397 million online views of three #RiskEverything films<br \/>\n&#8211; 1.5 million new followers on social networks per week during World Cup<br \/>\n&#8211; 23 million engagements with \u2018The Last Game\u2019 Facebook post<br \/>\n&#8211; 12 million real-time match day content engagements<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Unstoppable, even on the world&#39;s biggest stage. <a href=\"https:\/\/twitter.com\/MarioGoetze?ref_src=twsrc%5Etfw\">@MarioGoetze<\/a> is <a href=\"https:\/\/twitter.com\/hashtag\/Magista?src=hash&amp;ref_src=twsrc%5Etfw\">#Magista<\/a>. <a href=\"https:\/\/t.co\/37APzwOQkh\">https:\/\/t.co\/37APzwOQkh<\/a><\/p>\n<p>&mdash; Nike Football (@nikefootball) <a href=\"https:\/\/twitter.com\/nikefootball\/status\/488484411155832835?ref_src=twsrc%5Etfw\">July 14, 2014<\/a><\/p>\n<\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>Nike gear factor:<\/p>\n<p>&#8211; 10 teams wore Nike kits<br \/>\n&#8211; 53 percent of players picked for their squads wore Nike boots<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">VIDEO: Watch the final episode of our <a href=\"https:\/\/twitter.com\/hashtag\/WorldCup?src=hash&amp;ref_src=twsrc%5Etfw\">#WorldCup<\/a> video magazine here <a href=\"https:\/\/twitter.com\/hashtag\/GERARG?src=hash&amp;ref_src=twsrc%5Etfw\">#GERARG<\/a> &#8211; <a href=\"http:\/\/t.co\/PxBp7oEzho\">http:\/\/t.co\/PxBp7oEzho<\/a> <a href=\"http:\/\/t.co\/YKgdxNDPUT\">pic.twitter.com\/YKgdxNDPUT<\/a><\/p>\n<p>&mdash; FIFA World Cup (@FIFAWorldCup) <a href=\"https:\/\/twitter.com\/FIFAWorldCup\/status\/488714699173687296?ref_src=twsrc%5Etfw\">July 14, 2014<\/a><\/p>\n<\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>The tournament itself set records for social media engagement on Twitter and Facebook. The World Cup final generated <a href=\"https:\/\/blog.twitter.com\/2014\/the-roar-of-the-crowd-for-the-worldcupfinal\" target=\"_blank\" rel=\"noopener noreferrer\">32.1 million tweets during the game<\/a>. The highest peak moment that drove the most conversation on Twitter was when Germany won. <a href=\"https:\/\/cartodb.com\/v\/worldcup\/match\/?TC=x&amp;vis=30acae6a-0a51-11e4-8918-0e73339ffa50&amp;h=t&amp;t=Germany,B40903|Argentina,5CA2D1&amp;m=7\/13\/2014%2016:00:00%20GMT,7\/12\/2014%2018:35:00GMT&amp;g=147|#\/2\/-11.7\/-8.6\/0\" target=\"_blank\" rel=\"noopener noreferrer\">This map<\/a> shows the visual display of geotagged tweets around the world during #GERvARG.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">MESSI: After <a href=\"https:\/\/twitter.com\/hashtag\/ARG?src=hash&amp;ref_src=twsrc%5Etfw\">#ARG<\/a>&#39;s <a href=\"https:\/\/twitter.com\/hashtag\/WorldCup?src=hash&amp;ref_src=twsrc%5Etfw\">#WorldCup<\/a> Final defeat, Lionel Messi has said he is inconsolable <a href=\"https:\/\/twitter.com\/hashtag\/GERARG?src=hash&amp;ref_src=twsrc%5Etfw\">#GERARG<\/a> &#8211; <a href=\"http:\/\/t.co\/uEFV9BgLyn\">http:\/\/t.co\/uEFV9BgLyn<\/a> <a href=\"http:\/\/t.co\/tZ1IpFZpuU\">pic.twitter.com\/tZ1IpFZpuU<\/a><\/p>\n<p>&mdash; FIFA World Cup (@FIFAWorldCup) <a href=\"https:\/\/twitter.com\/FIFAWorldCup\/status\/488639482095501312?ref_src=twsrc%5Etfw\">July 14, 2014<\/a><\/p>\n<\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>From June 12-13, 350 million people generating 3 billion <a href=\"https:\/\/www.facebook.com\/fbmediaenglish?brand_redir=127345500640211\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook interactions<\/a> (posts, comments and likes) related to the World Cup and Sunday\u2019s final game was the most talked about sports event with 88 million people generating 280 million interactions, according to numbers released Monday from the Facebook data team.<\/p>\n<p>Adidas won with brand awareness around the World Cup, but Nike won with consumers. Rock Content tracked brands during the World Cup with its Battle of the Brands. With the World Cup over, the next question will be whether these multimillion-dollar advertising campaigns by global brands paid off in sales revenue.<\/p>\n<p>&nbsp;<\/p>\n<p> }}<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Both Adidas (official FIFA partner) and Nike released numbers Monday related to their World Cup ad campaigns. Nike highlighted an unprecedented level of engagement for its brand around its World Cup videos. Adidas touted itself as being the most talked about brand and having the most hashtag mentions over any brand during the World Cup. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":52520,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":["post-62667","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Adidas, Nike see unprecedented results with World Cup content marketing campaigns - Pingback<\/title>\n<meta name=\"description\" content=\"Both Adidas (official FIFA partner) and Nike released unprecedented numbers Monday related to their World Cup ad campaigns. 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