Uniting Worldwide Communities
As Tony Abbott found out today when he mispronounced the name of the Australian Socceroos Captain, Australians are obsessed with the World Cup. But it’s not just Australia. Countries around the world are firmly focussed on Brazil as thirty-two teams compete to come out World Cup victors. So why not actually unite these passionate fans?
That is the question Twitter has asked and answered in the last couple of days with a special initiative for their World Cup coverage.
At the moment, the World Cup is everywhere. Even if you are not a soccer fan, chances are that you have been entered into an office sweep or have been keeping up with the latest scandals on the news. But with the action happening so far away traditional news mediums are not always the best platform to stay up to date with the latest World Cup news. And that is where Twitter has stepped in . . .
Their latest campaign – #WorldCup – aims to solve this dilemma and bring together soccer fans from all over the world and right here in your own backyard with this clever multi-layered campaign.
Showing Your True Colours
It all starts with showing your allegiance. If you support a tournament favourite or have drawn one in the office sweep, it is time to show it off on your Twitter page. Offering a range of customisable profile pictures and banners, users can clearly show their allegiance through their profile page.
Next comes the hub. Every brand, tournament, event or news phenomenon needs an information hub where interested audiences can go to catch up on the latest information and Twitter has already set this up.
Rather than just relying on one news forum to keep you up to date with the latest World Cup news, Twitter had created a dedicated page which pulls together all the photos, articles and tweets from the current matches. It also provides a geographically-synched upcoming matches schedule and the opportunity to distil the media down to a particular match or country.
I am a sucker for anything behind-the-scenes. If fact, I think we all are. All consumers like to feel ‘in the know’ and have access to special bits of information and Twitter has this covered. Adding extra behind-the-scenes tweets to the news feed and providing a World Cup starter kit to make sure that each consumer is following the right people gives the consumer a level of power over the information while also allowing access to these extra experience-enhancing pieces of information.
Every successful campaign has to have some novelty which gets consumers interacting with the initiative and #WorldCup is no different. During the World Cup, tweeters can create hashflags. If consumers tweet their country’s specific code (i.e. Brazil = #BRA) the country’s flag will appear in the tweet providing a novelty incentive to engage with the campaign.
What a clever way to use this huge worldwide event! Not only do consumers get a buzz out of interacting with the #WorldCup campaign, but Twitter is also solidifying itself as an increasingly appealing news media outlet to keep up with the most up-to-date information in an interactive manner. You can find out more about the campaign here: https://about.twitter.com/what-is-twitter/world-cup or check out the dedicated #WorldCup site here: https://twitter.com/hashtag/WorldCup