Nike, Samsung and Castrol Top Unruly #Braziliant Brands Tracker
Only 1 of the top 3 most shared brands is a World Cup sponsor.
Nike, Samsung and Castrol are the brands leading the race to become the social video football champion of 2014.
With only 2 weeks to go until the FIFA World Cup kicks off in Brazil, marketing technology platform Unruly has revealed the 11 advertisers whose football ads have attracted the most shares online.
The ‘Braziliant Brands Tracker’, which features 11 brands to reflect the number of players in a football team, found that brands not affiliated with the World Cup* have driven more than half (54%) of the total shares to date (2.4 million shares).
Leading the way is non-sponsor Nike, with 1.28 million shares so far, with rival and official World Cup sponsor adidas down in seventh (158,201 shares).
The bulk of Nike’s shares come from its “Winner Stays” commercial, which has racked up 981,948 shares since its launch on April 25 and is the most shared football ad of 2014. It also boasts 3 of the top 10 most shared 2014 football ads so far and a share rate of 1.5% versus adidas’ 1.0%.
Meanwhile, Castrol is the most shared World Cup sponsor so far, with its ads attracting 962,206 shares. The British brand’s performance has been fuelled by social video hit “Footkhana”, which features viral sensation Ken Block and Brazilian football star Neymar. Castrol is followed in 4th place by sponsor Coca-Cola, with 353,067 shares. Non-sponsor Pepsi, which misses out on the starting 11 in 14th place, managed 15,908 shares.
World Cup sponsors Emirates and Visa also made it into the top 11, while fellow sponsor Itau Unibanco, the largest bank in Latin America, sits on the bench in 13th place.
Other key stats include:
- At 12th, Chevrolet is ahead of World Cup sponsor Kia, which appears in 26th place;
- Sponsors Budweiser (16th), Sony (18th), McDonald’s (20th) and Johnson & Johnson (24th) all failed to make into the starting 11;
- Chilean brand Cerveza Cristal takes the 11th spot, with its #ChileMeteMiedo campaign driving 37,404 shares. The video features Chilean players Arturo Vidal, Claudio Bravo and Gary Medel re-enacting scenes from horror films, including The Silence of the Lambs, The Shining and The Sixth Sense;
- Outside of the top 11, Croatian beer brand Ozujsko has managed to get in on the action, ranking 15th.
This is only the starting 11. Many brands are going for goal early, but we’ll be updating the tracker throughout the tournament. You can also see the most trending football ads in our World Cup chart here.
The ‘Braziliant Brands Tracker’ has been created using data from Unruly Analytics™ and the Unruly Viral Video Chart™, which cover 430 billion video views and are tracking 24 million shares per day. They rank videos by the number of shares they attract across Twitter, Facebook and the blogosphere. Official sponsors are based on this FIFA list. Official broadcasters, such as the BBC and ESPN, are also included.
Stats are based on the most shared football ads of 2014 to date and were compiled on 22 May, 2014.
UNRULY, UNRULY VIRAL VIDEO CHART, UNRULY ANALYTICS and logos and associated marks are trademarks of Unruly Group. Other marks are owned by their respective owners.
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