{"id":67076,"date":"2014-07-01T08:36:58","date_gmt":"2014-07-01T07:36:58","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=67076"},"modified":"2014-07-01T08:36:58","modified_gmt":"2014-07-01T08:36:58","slug":"world-cup-2014-the-biggest-lesson-in-marketing-real-time","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/world-cup-2014-the-biggest-lesson-in-marketing-real-time\/","title":{"rendered":"World Cup 2014: the biggest lesson in marketing real time"},"content":{"rendered":"

As the World Cup moves into the deciding phase, the action has moved off-the-pitch and into the hands of fans and brands alike, as they set new tweeting and live streaming records, capturing it all real time\u2013 kicks, bites, kisses et al.<\/p>\n

While sponsors Adidas and Nike are unashamedly battling for social media dominance, the tournament has seen other, less-sporty brands jump the World Cup bandwagon, which is poised to be the most “social” event in history.<\/p>\n

Real-time marketing is the name of this game as funny, cheeky and even offensive responses have been posted and in some cases, later deleted from the worldcuposphere.<\/p>\n

The World Cup has \u00a0to be the biggest lesson in real-time marketing for brands, a few of which are struggling on the thin line between a quip and a gaffe.<\/p>\n

Here\u2019s our pick of some of the best World Cup retorts making the news, for reasons good and bad:<\/p>\n

Thick in the middle of controversy, even as I write this, is Dutch airline KLM that tweeted a picture which didn’t go down well on social media, of an airport departure sign, after Holland beat Mexico on Sunday night. The accompanying tweet read:\u00a0‘Adios Amigos #NEDMEX’<\/strong><\/p>\n

\"KLM\"<\/a><\/p>\n

This is the second airline that was forced to delete a tweet and issue an apology for a message issued in “poor taste”. Delta Airlines tweeted the following picture in celebration of America’s 2-1 victory over Ghana in the World Cup….\u00a0<\/strong><\/p>\n

\"Delta\"<\/a><\/p>\n

 <\/p>\n

….only to realise very quickly that there are no giraffes in Ghana.<\/strong><\/p>\n

 <\/p>\n

It was thanks to Luis\u00a0Su\u00e1rez, accused of biting his opponent Giorgio\u00a0Chiellini’s shoulder in the\u00a0Italy v. Uruguay match on 24 June, that brands truly got a taste for real-time. Unlikely candidates such as Snickers, Nando’s, Listerine, Trident and Specssavers, along with many others, reacted with spoofs and jokes on the incident that were an instant hit online.\u00a0<\/strong><\/p>\n

\"specs<\/a><\/strong><\/p>\n

 <\/p>\n

And as\u00a0Mario Balotelli’s cheeky proposal on Twitter (‘I want a kiss from the Queen if I keep England’s World Cup hopes alive’) went viral, so did the the witty jabs. Here’s one from Ladbrokes:<\/strong><\/p>\n

KISS AND TELLI: Anything for you @FinallyMario<\/a>, if you do us a favour Queenie will pucker up! #ITAvsCRC<\/a> #TheBeliever<\/a> pic.twitter.com\/GAY8GIqRDP<\/a><\/p>\n

\u2014 Ladbrokes (@Ladbrokes) June 20, 2014<\/a><\/p><\/blockquote>\n

 <\/p>\n

\u00a0<\/strong><\/p>\n

Meanwhile, the following example by easy Jet was published in print, but found its way on social media and into conversations.\u00a0<\/strong><\/p>\n

Great ad by Easyjet in today’s paper #WorldCup2014<\/a> pic.twitter.com\/lJpAKfsej4<\/a> via @worldcuplegends<\/a><\/p>\n

\u2014 Andrew Bloch (@AndrewBloch) June 26, 2014<\/a><\/p><\/blockquote>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

As the World Cup moves into the deciding phase, the action has moved off-the-pitch and into the hands of fans and brands alike, as they set new tweeting and live streaming records, capturing it all …<\/p>\n","protected":false},"author":322,"featured_media":67103,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[3725,3729,3734,1449],"tags":[5356,5609,5680,6598,6599,6600,6601,6602,566,3191,4663,4715,4778],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/67076"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/322"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=67076"}],"version-history":[{"count":0,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/67076\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/67103"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=67076"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=67076"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=67076"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}