by Amanda Plachte
A large part of what we do in the public relations industry is all about opportunity; keeping up with current news and trends, finding ways to get an organization in the press and creating positive publicity.
So what about newsjacking?
After the unforgettable and surprisingly successful engagement following Oreo’s Superbowl tweet, everyone and their brother have been trying to recreate the magic of “dunking in the dark.” From the infamous Suarez bite to Tim Howard saving everything to Brazil’s history-making defeat at the “feet” of Germany, companies were giving their best shot to take advantage and score big on Twitter during the World Cup. That’s what we call newsjacking.
Real purpose or overhyped tactic?
Encore Alert, a company that sorts through brand tweets and identifies marketing opportunities, wanted to get to the bottom of it. The goal was to find out what works, what does not and why. An experiment was conducted with 18 companies of varying sizes with various numbers of followers. The research firm monitored the brands’ tweets during a timeframe prior to the World Cup and again during the World Cup.
Writer Matt van Hoven explains the results in his article. Eight of the 18 companies had positive “lift,” while 10 had negative. The results found some trends that could explain the engagement that came from each brand’s efforts. Those with positive lift, like Castrol, had well-timed, brand relevant tweets that truly engaged the fans. For a brand that normally has fewer favorites and retweets than can be counted on two hands, the motor oil company saw an impressive 21,960 percent lift during the World Cup.
— Castrol (@Castrol) July 4, 2014
Those with negative lift had poorly planned, self-serving tweets that were not overly interesting to true #WorldCup fans. McDonald’s fell in this category.
— McDonald’s (@McDonalds) June 21, 2014
Digiday’s Brian Morrissey shares some other companies that went too far with the newsjacking during the World Cup in his article. Also, in James Gadea’s article, we’re provided with three tips for harnessing global Twitter trends:
- Be informed.
You can’t fake knowledge.
- Be timely, clever and brand-relevant.
Just look at Castrol.
- Be on guard.
Find opportunities within the audience; listen, connect, and score big time!
Images via: Digiday and Encore Alert
by Ana Guzman
Four years after Spain took the top prize in South Africa, the 2014 FIFA World Cup finally kicked off its first match on June 12 in Sao Paulo, Brazil. For the next month Facebook newsfeeds and Twitter timelines will be filled with soccer-related news and highlights. For me, much like the Super Bowl, the things I am mostly interested in is the commercials. Out of all the World Cup commercials I’ve seen so far, I’ve decided to share my four favorites.
Beats by Dre: The Game Before the Game
This commercial for Beats by Dre shows soccer players and fans preparing for the World Cup. It features several well-known players like Neymar Junior and Luis Suarez wearing the Beats headphones as they practice. The Portuguese narration in background and the portrayal of fans and players gives the commercial emotion. Although the product isn’t the main focus, the brand still comes through strong.
Adidas: House Match
Adidas, an official World Cup sponsor, took a very different angle in their House Match commercial. Unlike the seriousness seen in the Beats ad, this commercial provides the viewer with humor. It begins with retired soccer legends David Beckham and Zinedine Zidane challenging current soccer players Gareth Bale and Lucas Moura in a pick-up match around Beckham’s home. They bump into furniture and break Beckham’s trophy case but that doesn’t stop them from playing the game they love.
Hyundai – Avoidance
When I first saw that Hyundai had released a World Cup commercial I was intrigued to see how they combined cars with soccer. I was amazed to see the precious end result. In this commercial a man does everything in his power to avoid finding out a match’s score while driving from his office to his house. However, as soon as as he walks in the door his daughter spoils the game by excitingly telling him, “We won!” I thought this commercial could apply to many soccer fans who, for some reason, could not watch the game and do not want others to spoil it for them.
McDonalds – Gol!
While some of the commercials were emotional and humorous, this one is the most entertaining. In it, soccer fans, young and old, show their soccer skills through trick shots. Soccer balls are bouncing into baskets on escalators and ringing church bells while a model juggling a soccer ball in five-inch heels. It does not promote McDonalds’ menu or food in any way, but the trick shots make it worth the watch.
I’m excited to see how the World Cup unravels on the field and on social media. Growing up with three brothers who are completely obsessed with soccer allowed me to learn and understand the passion both players and fans have for the beautiful game. What do you think of these commercials and whose flag are you carrying this year?