The dramatic Brazil vs Germany semi-final match yesterday scored a massive 35.6 million tweets, making it the most-tweeted sports game ever. Of course, no self-respecting brand would miss out on such a grand global spectacle. Whether an official sponsor for the tournament or not, various brand, including Visa, Audi, and Red Bull, piled on by making real-time marketing jokes on the losing Brazilian team. As we reported, Twitter recently rolled out special onboarding features to attract the World Cup audience. Coupled with brands’ timely efforts, twitter is subtly redefining the way modern sport events are discussed, capitalized and marketed.
Twitter rolled out several special onboarding features to get new users setup to follow the World Cup on the platform. This included a step by step process to suggest the right players, brands and teams to follow and even what to tweet. It’s a smart strategy to combat declining user acquisition, engagement stock prices and this “starter kit” could also be an interesting monetization opportunity to promote events like the Oscars for TV networks.
Motain, the company behind The Football App, is looking to get out ahead of the World Cup and seize the global – and growing American – football (or soccer) app and advertising market. Today, they announced that they received $13 million in venture capital to promote it’s flagship product, The Football App, in advance of the World Cup in 2014. For followers of the beautiful game, the app has standings, results, and videos from over 100 leagues across the world, and has racked up over 6.5 million downloads across all mobile platforms, with a sizable portion of that download data coming from the U.S. The service generates more than one billion page impressions per month, and is growing at over 100,000 downloads per day. The free version comes with ads, so any expansion with this new capital injection means that advertisers looking to target a global audience may have themselves a new, sports-based, mobile solution.