Tag Archives: World Cup

World Cup With a World Problem: Illegal Streaming

The 2014 World Cup started in the middle of June and ended on July 13th. This was to be a memorable World Cup not only for the play on the pitch but for the illegal streaming as well. It is estimated that 500,000 people watched the Russia vs. Belgium game illegally.

While this number was high, the more important games had even more viewers. Even though there were legal live streams viewers still watched illegally. According to a poll by The Washington Post, one in five watchers went on “some shady Web site.”

Stop the Fight 
 About halfway through the tournament on June 27th, Viaaccess-Orca sent out 2,000 take down notices to illegal live streaming sites. ‘The success rate varies per content platform but overall we manage to get 35 percent of the streaming links disabled before the game ends.

I think this is a great success rate, especially compared to direct download sites,’ David Leporini, Viaccess-Orca Executive Vice President of Marketing, Products and Security said when speaking with TorrentFreak.

Gone Phishing
 Many of these streaming sites can force a user to download Adware disguised as plugins that drain a computer for its processing abilities. While Adware is not technically illegal, it borders on being a virus and runs stealthily on a computer and can cause many problems.

Cybercriminals have also targeted fans with phishing attacks offering free tickets to games. Viaaccess-Orca can measure a section of the viewers through P2P streams and can even see what region of the globe people are watching in. The rest of the audience is viewing through a centralized streaming service, which they cannot track as closely.

Social Implications

Protecting streaming content is also seen on social media sites such as Facebook. If a site was posted to Facebook, it had a 50% chance of being shut down  by Viaaccess-Orca before the game was over. The reason for this is that a shut-down notice needs to process before the game is over to take affect, and when several people post it to Facebook it makes it easier to identify the source.
Internet Safety is a big issue and it is recommended to use the legal safe sites to watch the World Cup as well as other sporting events online. Will this World Cup be remembered for the illegal streaming problem?

Is it likely these sites keep running or will Viaaccess-Orca figure out a way to stop them? What effect does this have on legal mediums such as television and radio? What affect will this have on advertisers for future World Cups if they know their ads are not being watched?

About the Author:

 Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at rpolachi@IIRUSA.com.

World Cup Advertising Wars, Part 3: Your Audience is More than Soccer

Editor’s Note: This
blog post is brought to you by Mattr, a
company that is leading a new era for consumer insights, providing brands with
a deeper, more colorful view into their social audience. Through a unique mix
of personality data and demographics, Marketers can begin to discover what
really makes their audience tick.

Ask many a sports enthusiast and they would probably agree-
a sporting event just isn’t complete without a cold beverage. 
Specifically, a cold beer.  And that mentality holds true for the
previously dry stadiums of Brazil, which will be required to serve beer in all
12 stadiums hosting the World Cup matches.
That’s reason enough for Budweiser to take the role of
official beer sponsor again this year (they’re one of FIFA’s longest standing
sponsors).  Pushing to be recognized as an International beer brand, U.S.
brewed Budweiser has a suitable Marketing canvas through the World Cup. Their
‘Heroic’ World Cup campaign,
themed ‘Rise as One’, will be highly visible now through the end of the
month-long tournament.
Budweiser became one of the first World Cup sponsors to
announce significant partnershipsfor
World Cup- specifically with Fox Sports and Vice Video- to unveil several
documentaries celebrating ‘humanity and perseverance’.  These partnerships
lead nicely into part three of our World Cup series, which focuses on
identifying your audience’s interests and most shared media to improve your
overall campaign.  We’ll discuss ways Budweiser might enhance their ‘Rise
as One’ campaign, as well as ways that rival Miller Lite, which has yet to step
into the World Cup Marketing trenches, might compete with the official sponsor.
Their Eyes Are on
More than the Ball

Digging deep into your audience’s interests isn’t a new
Marketing concept, and it’s one all Advertisers should take advantage of in
order to gain an advantage in any campaign.  It’s important to know where
your audience’s eyes, wallets and loyalties lie. Looking at the @FIFAWorldCup audience,
you can identify not only their most popular interests- everything from brands,
to media, to celebrities- but also those interests that are most unique to
@FIFAWorldCup engagers in relation to all of Twitter.
Looking at the list of ‘Top Unique Interests’ below, you’ll
find that most of them might seem somewhat obvious for a soccer fan- so they
might already be areas that are saturated with World Cup noise.  But
you’ll also find more unique interests buried in the list, like tennis player
Andy Murray or the founder of the Virgin empire, Richard Branson.
Partnering in some way with tennis-themed media or
television might have been a good decision for Budweiser, assuming the same
eyes will be fixed to the World Cup in June.
Similarly, if you’re on the Miller Lite Marketing team and
you’re planning a unique ambush attack, partnering with Virgin might be
successful- perhaps a series of in-flight TV ads on all Virgin flights or a
series of YouTube ads with Richard Branson as the celebrity endorser. If you’re
a smaller brand with a smaller budget, you might have to be more creative using
the same themes. How can you incorporate tennis or Richard Branson in your
online campaign?
Put Content Where
Content is Shared

Looking at the media that your audience shares the most is a
great way to identify where to promote your campaign. Take a look at the FIFA
audience’s most currently shared media below:
After examining the most shared media for @FIFAWorldCup,
either beer brand might decide to initiate a World Cup themed Instagram
campaign, since it tops the list of shared media.  Or they might utilize
the largest soccer website in the world, Goal.com, for online ads,
interesting polls and other Marketing tactics- assuming that since the FIFA
audience is sharing a lot of information from the site, they might also be
clicking through to get more info.
These are just a few hints on unique ways Advertisers can
push through the noise of the World Cup, and get noticed by their fans. 
Beginning next week, we’ll publish the first of a series of reports to track
the Personas of both the FIFA audience, as well as the World Cup official
sponsors and ambush Marketers, to see which brands are on the right track with
their campaigns.
Mattr is a sponsor of
The Future of Consumer Intelligence 2014
taking place next week in Los Angeles, CA. This year, FOCI explores the
emerging role of decision science and the convergence of knowledge points -
insights, foresights, social science, marketing science and intelligence with
technology as a central driving force and profound connector.

As a reader of our
blog, you get an exclusive 15% discount on your FOCI 2014 pass. Use
code FOCI14BLOG when you register: http://bit.ly/RRvQzl

World Cup Advertising Wars: How to Compete with the Big Guys

Editor’s Note: This
blog post is brought to you by Mattr, a
company that is leading a new era for consumer insights, providing brands with
a deeper, more colorful view into their social audience. Through a unique mix
of personality data and demographics, Marketers can begin to discover what
really makes their audience tick.

The World Cup hype has officially started!  And if
you’re in Marketing/ Advertising, you’re probably keeping a close eye on the
various campaigns that have been introduced to pay homage to one of the world’s
most watched sporting events.
Some of the first to release their campaigns were the big
soda brands.  World Cup sponsor Coca-Cola and competitor Pepsi have both
recently launched TV spots, and there’s already lots of chatter on who got it
right
.  That answer might seem subjective to most.  But as
Marketers know, putting together a campaign that speaks to the right audience
takes more than luck.  It takes planning and strategy.  It takes
understanding of various brand segments and how to reach them on a personal
level.  And it takes knowing that powerful stories about the people behind
a brand reside in unfiltered data.
That being said, it can be assumed that both Coca-Cola and
Pepsi did lots of research for their campaigns, utilizing large budgets and
plenty of time to plan (Coca-Cola apparently began planning back
in 2012, and World Cup 2014 stands as their largest campaign ever!).
But for those agencies that might not have the dollars or
time to spend on such intensive research- there are simple ways to accomplish a
similar goal of understanding audiences by looking at some easily accessible
data.  We’ll show you how.  And we’ll also come to our own
conclusion, based on our own data, on which soda brand might have the slight
advantage in the World Cup campaign wars.
Social- The Secret
Sauce

Social has become a very viable option when it comes to
gathering insights about your audience.  It’s as easy as picking a social
segmentation tool and diving in to all of the data.

We’ve started our own segmentation analysis with a
historical snapshot of the FIFA audience, or the last 500 people who have
engaged with @FIFAWorldCup on Twitter.   That breakdown shows the
highest engagement came from ‘Wholesome Males’, as seen below:
‘Wholesome’ indicates personality traits like down-to-earth,
honest, family oriented, sincere, real and sentimental.  A ‘Wholesome’
person might respond best to campaigns based on truth, openness and emotion
(more about ‘Personality Identification’ through social can be found here- very
interesting stuff!).
Hot on the trails of those ‘Wholesome’ males are ‘Rugged’
males, with their own set of unique traits that gets them excited.  It’s
advantageous for Marketers to look into both groups to see what makes each of
them tick.
Hash Out the Hashtags

Now take the analysis a step further, and look at the
‘real-time’ breakdown of the FIFA audience.  In addition to those folks
who are currently engaging with the @FIFAWorldCup Twitter handle, you might
also be interested in the people who are using the top three most popular
Twitter hashtags for the World Cup in general (which are #WorldCup, #Brazil, and
#WorldCup2014).  The new analysis looks like this:
Not surprisingly, the @FIFAWorldCup audience and those using
the most popular World Cup hashtags look very similar.  Looking ahead, a
Marketer can be confident that the ‘Wholesome’ and ‘Rugged’ males should be the
right audience to go after for a campaign.
Your Own Hashtags-
Who’s Engaging?

Last, if you’ve created and launched campaign hashtags, it
might be beneficial to analyze the people who are chiming in with those
hashtags on social, as long as there’s some good traction.  Today, both
Coke and Pepsi have launched hashtags for their World Cup campaigns (#WorldsCup
and #LiveForNow, respectively).  Traction was highest during the release
of the campaigns, and has now subsided.
However, as engagement with these hashtags increases again,
which should be a top goal for both brands, Marketers can analyze what types of
people the online campaigns are attracting and figure out ways to target those
audiences better.  We’ve started a new analysis on Coke’s hashtag
engagement moving forward, and will report back in an upcoming blog.
So what does all of this tell you about launching your own
World Cup (or any other) campaign? The point is that social data matters, and
so do the people behind that data.  If you can dig into that data enough
to understand your audience on a very deep and personal level, then you’ve
automatically pushed ahead of your competition when it comes to planning the
tone and messages within your various campaigns.
Who Wins the Soda
War?

The Coca-Cola campaign plays to inclusiveness, youth,
uniqueness, togetherness, grandiosity and social good (think
‘Wholesome’).  The Pepsi campaign plays towards celebrity, playfulness,
music, creativity, art and fun (think ‘Sophisticated’ or ‘Daring’). 
According to our analysis of the FIFA audience, our vote goes to Coke.
 But hats off to both campaigns!
Next week we’ll take a look at changes to the @FIFAWorldCup
Personas as engagement increases, which might cause Marketers to tweak their
real-time campaigns.  And we’ll compare two new ‘Big Brand’ campaigns that
have staked their claim on the World Cup turf.
Want to start your own segmentation and hashtag analysis?
Click here.
Mattr is a sponsor of
The Future of Consumer Intelligence 2014
taking place next week in Los Angeles, CA. This year, FOCI explores the
emerging role of decision science and the convergence of knowledge points -
insights, foresights, social science, marketing science and intelligence with
technology as a central driving force and profound connector.

As a reader of our
blog, you get an exclusive 15% discount on your FOCI 2014 pass. Use
code FOCI14BLOG when you register: http://bit.ly/RRvQzl