FIFA negotiated a special deal with Twitter to promote sponsor-related content during the World Cup 2018 in Russia.
FIFA negotiated a special deal with Twitter to promote sponsor-related content during the World Cup 2018 in Russia. Eventually, they decided to focus on the Budweiser Man of the Match voting.
Httpool worked on a solution with FIFA to promote sponsored- related content through Twitter during the Russia World Cup.
To do so, they created high-budget campaigns, running only in the participating countries during a short period of time, from the half-time break until the ﬁnal whistle of every game, to create a big buzz aiming to motivate users to vote for their Man-of-the-match.
Impressions during the WC 2018
Average CPM (throughout all markets)
Key to Success
TWITTER AS A LIVE PLATFORM
As Twitter is the No. 1 live platform and many people were expected to tweet about the happenings on the pitch, FIFA chose Twitter as their communication channel to generate high awareness for the Man of the Match selection during the games.
MOST RECEPTIVE AUDIENCE
Thousands of impressions were earned during the most valuable time, when the audience was most receptive.
The number of votes (which was taking place on the FIFA website) increased massively.