The World Cup: Heralding a new age for digital engagement
11 July, 2018
Mobile has played an increasingly significant role in this year’s World Cup with half of the world’s internet users following or watching online. Social media played a prolific part in the 2014 World Cup where 350 million people created 3 billion interactions with World Cup content on Facebook alone. During the Germany vs. Brazil game, mobile traffic volume to ESPN increased by 20X the normal levels. 4 years on, the impact of digital during this year’s tournament is expected to be huge.
80% of sports fans worldwide now use mobile devices to search for player stats and find video replays while they are watching the game on TV providing marketers with a prime opportunity to lean on the “second screen” phenomenon. Every year more viewers are switching to their smartphones to watch sport, reflected by Facebook, Twitter and Snapchat’s increasing interest in sports broadcasting. All have attempted to secure live-streaming opportunities to capture viewers and drive traffic. Amazon also joined the fray by purchasing one of the two remaining packages for the Premier League rights; reflecting a significant change in how we consume sports now and in the future.
For brands and marketers looking to make an impact during tournaments like the World Cup, there are plenty of tactics to adopt to ensure content resonates and drives key engagement with customers. Remember the social media ‘second screen’ and play it to your advantage. Trial new and innovative ways to engage with your audience, particularly around video. Tread the VR waters. Create supplementary content that jumps out from the smartphone and grabs consumers attention from the outset. Overall, view it as an opportunity to engage with a global audience spanning every age and demographic.
If you would be interested in finding out more about how we can support you with your digital marketing efforts, then don’t hesitate to get in touch.