Juventus have been making great strides and been amongst the pioneers in digital amongst Serie A teams. And it’s latest idea, #PirloIsNotImpressed, has seen great global success since its launch on 22 August.
Shot during our recent summer tour in Sydney, the entertaining skit features Juventus and Italy star Andrea Pirlo judging four acts who seek to impress him with their respective performances.
Famed for his dead-pan expression, Pirlo is unmoved by what he sees before the challenge is then passed over to the online community, who are encouraged to try and win him over by sending in their own attempts.
In less than 10 days, the video has registered over 1.5 million views, 850k on YouTube and 700k on Facebook, and the hashtag has commanded a reach of over 20 million (figures provided by Juventus FC). At its peak, the #PirloIsNotImpressed hashtag was used almost 3,000 times in one day.
In addition, #PirloIsNotImpressed has also been adopted by thousands of users in discussions unrelated to the world of football.
This engaging initiative continues to proceed and, after several Twitter replies along the lines of “nice try but better luck next time”, users remain eager to see if anything is capable of winning Pirlo’s approval.
We wait to see how the club choose to extend the campaign but it’s one that shows the success in testing an idea and letting it grow organically. It is now something that could go on for a long time with its own cult following.
Audience Development Researcher – FullTimeDEVILS
ASAP – Dec (possibly permanent)
– to grow the FullTimeDEVILS audience by building relationships on YouTube, other social media platforms, football websites and mainstream media
– to maintain and optimise the FullTimeDEVILS YouTube channel
– management of the FullTimeDEVILS accounts on various social media platforms
– generating editorial ideas and assisting team with video production
– an avid Manchester United fan with knowledge of the club, community and local area
– working knowledge of YouTube and social media platforms
– confident short form writing/blogging ability
– working knowledge of video production techniques
– self-starter; willing to create and maximise opportunities for the channel
– applicants should be comfortable in a football environment
– ability to work under pressure and in a fast-turnaround/news environment
ADDITIONAL SKILLS (DESIRABLE)
– good contact list within football blogging community
– video editing experience (Final Cut, Adobe Premiere)
– basic video shooting skills
– basic image editing (Photoshop, After Effects)
– website SEO experience
– on-camera vlogging/presenting experience
London/Manchester – travel will be required
Please send your covering letter and CV into Neil Smythe on firstname.lastname@example.org
Guest Post: Tom Kelk is a tech/sport blogger and Senior Social Exec at communications agency, Pitch. You can find him on Twitter (@TomKelk)
This is the first World Cup where brands have heavily activated around the tournament through digital channels – when they have no sponsored right to do so. Since South Africa 2010, Facebook has more than doubled its monthly active users, Twitter users now send more than 10x as many tweets per day and now Instagram exists!
The social media landscape has been transformed in four years, and gives an indication to why brands are putting the effort into activating around Brazil 2014. Surely all this chatter around an event is a dream come true for the official sponsors? It’s not quite that simple.
In a recent study by Unruly Media, only four of the top 11 most viewed brand ads about the World Cup were from sponsors. Less than half. Continental Tyres – one of the leading official sponsors, didn’t feature at all. Sony – an official partner, are nowhere to be seen.
Unsurprisingly, Nike use their assets and force the relation in the minds of consumers. All the Nike-sponsored teams and players were involved in their heavy-cost ad that implies they are official sponsors – but they’re not. If you did a poll, how many would say Nike were a main World Cup sponsor?
Beats have come out trumps from this World Cup through an impressive ad utilising their playing assets. Again, no ‘right’ to have a World Cup conversation but used World Cup players to enable the link with the consumer.
Obviously the study isn’t flawless, but it does continue to highlight an interesting question. In the digital age, is there still the same value in being an official sponsor?
To answer the question, it’s worth dissecting a sponsorship package to understand where the value still lies, and where better to look, than FIFA.
FIFA state that a sponsor benefits from: “Wide product category exclusivity which is afforded to all Commercial Affiliates, allowing each brand to distinguish themselves from competing brands in their product category.” Now, whilst this has been aggressively reinforced in and around the stadiums, this is far from true in a digital space. To start with, look at the table above. Nike above adidas, Samsung above Sony and Nissan above Hyundai. Not looking that distinguished from competitors there… What about beer brands? Budweiser, official sponsor, have activated heavily around the World Cup:
— Budweiser UK (@BudweiserUK) June 28, 2014
But has that stopped Newcastle Brown Ale benefitting from the platform? Not one bit.
Fair-weather fandom never tasted so good. pic.twitter.com/1TBt8XGPLD
— Newcastle Brown Ale (@Newcastle) June 16, 2014
Another key benefit outlined by FIFA, is “offering a unique platform vis-à-vis their competitors.” This point is the crux of the debate. I would argue that this platform has disintegrated in recent years. Social media has enabled brands without the official connection to ambush these ‘unique platforms’.You only have to consider the Suarez incident.
— SNICKERS® (@SNICKERS) June 24, 2014
— Listerine Global (@ListerineGlobal) June 24, 2014
There was a clamour for attention from brands off the back of the biting incident, but how many were official? The only one that springs to mind, was the Uruguayan Mcdonald’s Twitter account, which was more than likely not signed off in the higher echelons of Mcdonald’s as FIFA would absolutely frown upon sponsors discussing the incident!
Aside from the conversation, what else do FIFA sponsors have the ‘right’ to use? They can use official tournament title and logos – but is it beneficial, or is that in fact a hindrance? When using social media, audiences have developed an eye for official titling, and have almost developed an instinctive filter to those posts. Besides, as seen with the Snickers tweet above, who needs to reference the World Cup when over 5,000 tweets per second are being sent? Everyone knows what you’re talking about. In fact, could we go further and ask whether it could be better to work unofficially?
So, taking all this into account, does the traditional sponsorship model need altering to include further digital rights and should sponsors be negotiating harder to get this cover? Surely when their competitors begin to be more prominent in discussions over the World Cup, for example, surely they have a right to question costs?
Perhaps the new ideal ‘bigger brand’ model will follow the likes of Nike and Beats who find themselves less restricted by buying direct player assets and activate on an unofficial basis.Bigger brands will increasingly explore these opportunities in a creative capacity to give them the right to participate more heavily in these conversations. As for the smaller brands, they’ll continue to jump in and out when there’s a product link, and get small wins when they can.
There’s obviously still value in sponsorship. Access to assets like players and visible advertising rights are ultimately beneficial. However, social media allows a conversation to be had by brands when they couldn’t do so before without treading on toes and this is where sponsors need to be tougher on their sponsorships to maximise the value they receive on a digital platform, as well as a physical.
This is a topic that a dissertation could focus upon, and I’ve just brushed the surface here, but what do you think? Is the value of a sponsorship still the same and how has it been affected by the rise of social media? What should brands do to fight competitors on both platforms?
The picture is becoming clearer from one of the biggest sponsors of FIFA, who recently extended their deal until 2030, after the release of their recent TV ad… and now news of a brand new YouTube series. It presents a major shift for the sports brand as they go directly after World Cup broadcasters, stating that “the traditional press conference is no more..”!
The global sports manufactorer is going to be broadcasting live from Rio a series of exclusive programmes on the platform starting from the first day of the World Cup, June 12th. It’s a very similar move to that of Hyundai UK who teamed up with YouTube backed football channel Copa90 earlier in the year, though with a different emphasis. adidas have got together with Kick TV, the US equivalents of Copa90, which is part of MLS Digital for this one.
It will be hosted by Jimmy Conrad, Layla Anne-Lee and Hugh Wizzy and give fans the opportunity to take part in a virtual press conference incorporating live interviews with the likes of Cafu, Kaka and Lucas Moura, adidas product reviews, behind-the-scenes action with adidas sponsored teams and chances to win prizes.
It’s another part of the adidas sponsorship plan that has been over 2 years in the making. London-based social media agency We Are Social will have been closely involved in the strategy and will I’m sure be on-site working long shifts to make this the best campaign ever.
Senior PR Manager (adidas Football), Rob Hughes, someone I knew well from my time at WAS (disclosure: I used to work on the adidas account at WAS), has said;
“The Dugout is a very exciting concept for Adidas, bringing together the best of Adidas talent with the reach of YouTube. The broadcasts will allow all football fans around the world to participate in the global conversation surrounding the Fifa World Cup. This youth-magazine-style football show will be fans’ inside view into the tournament, showcasing Brazil at its best with many famous faces and will be a must-watch throughout the competition,”
The first show is being aired at 2.00pm BST (10.00am BRT) and there will be 6 in total as part of the #AllInOrNothing campaign that has been intriguing commentators around the world since its launch. The final show will be on the eve of the World Cup Final. You’ll be able to watch it on the adidas Football YouTube page at http://www.youtube.com/watch?v=uuAPWG5e8lQ&feature=share
“The streaming of live adidas shows from Brazil is a unique brand proposition and a great example of a strategic partnership creating new, engaging and innovative content to a relevant audience. Our partnership with adidas has already seen us work together on many elements of their World Cup campaign, and these broadcasts will position adidas and YouTube at the heart of the conversation around this summer’s tournament. We are delighted that the World Cup’s number one partner, adidas, has chosen YouTube to play such a central role in their World Cup campaign.” – Lucas Watson, VP, Global Brand Solutions at YouTube.
It’s another different approach we’ve seen in recent weeks, but not so different from what Hyundai have put together. It is is though an example of a brand directly taking on traditional broadcasters as they make use of their access to players, coaches and other World Cup content. They’re also working with an already established YouTube channel in Kick TV and thus will be tapping into their audience. The start of a new trend?
Add to that the expected big spend using YouTube TrueView and they’re be looking to get the attention of every football fan out there. I also expect to see and really tight and well executed social media plan that will bring others into the conversation.
Will you be tuning in?
Our friends at Real Madrid, who I have to say I’ve been a fan of since the days of Zinedine Zidane, are not only celebrating ‘La Decima’ but can hold up the trophy for being the kings of YouTube as well.
This info comes from OpenSlate, a YouTube analytics firm that bases its ranking on the number of views creators generate on YouTube, how consistently they deliver an audience, how often people share and comment on these videos. The company rolls all that data up into a “SlateScore” while also ranking each channel on a scale of one to 10 for Engagement, Consistency and Influence.
Real Madrid enjoy almost double the amount of monthly views of their videos than nearest rival, both in footballing and digital terms, FC Barcelona. What makes that interesting is the FC Barcelona has marginally more subscribers but a lot less views. Some work to do on the quality of their content? or just an unsuccessful year by their own high standards maybe. Just below these two footballing giants are two YouTube funded channels.
Copa90 is number 4, a channel I had the pleasure of working for at the start of 2013. They have gone from 30,000 subscribers to almost 700,000 in the last 18 months and work with the likes of Hyundai UK around the upcoming World Cup. Kick TV is the MLS run channel that has a similar feel to Copa90 but also shows live USA international games and has access to more ‘stars’ than its European counterpart.
According to the Wall Street Journal article this chart first appeared in, just outside the Top 6 that are shown below are Nike Football and adidas Football, both of whom will be looking to do better with massive World Cup campaigns now well under way. Being a brand, it’s still hard for either to be viewed by fans as a true source of football entertainment as a mix of boot/kit launch video and TV ads make up the majority of the content.
Check out the full ranking here:
This is the most exciting climax to a football season in years. With so much still to play for, Ball Street and Papa John’s have teamed up to guide fans through the run in with a weekly digital football show — 451. Like any good football underdog story, Ball Street are going up against opponents with bigger budgets, all while entertaining fans up and down the country.
The 451 show delivered by Papa John’s, the official partner of the Football League covers all four leagues and features a mix of passionate fans and footballing insiders such as Ian Wright, Clinton Morrison and the Football Ramble’s Marcus Speller.
451 is a free weekly show, starting on 17th April until the end of the season and will be available on www.ballstreet.co.uk and syndicated to leading football sites including Caught Offside and Football Fancast.
“Everything these days is about the Premier League but we know there are clubs and fans out there that outside of the top teams that deserve the same kind of treatment,” said Wright, who started his career at Crystal Palace.
Matt Wilson (co-founder of Ball Street) said, “We are a delighted to work with a sponsor who not only a sponsor the Football League, but want to do something meaningful for its fans. The 451 show is the only place where Luis Suarez and Lee Tomlin will get equal billing”
Speaking about 451 Andrew Gallagher, senior director of marketing for Papa John’s, said: “We very excited to be working with Ball Street to produce 451. We know that from our sponsorship of the Football League how passionate football fans, and our customers, are about the national game.
“Papa John’s is proud to be supporting a show that will give all fans a voice as we reach the sharp end of the season. Ball Street has lined up an incredible team to present the show, and we can’t wait for kick off to see Ian Wright, Matt Holland and a host of other star names in action when 451 goes live.”
Ball Street 451 show trailer….
Arsenal Football Club is starting an official channel on YouTube, the world’s largest video-sharing platform.
The channel will give the Club’s supporters around the world the opportunity to view new and engaging content. Exclusive features will be created for the Arsenal channel, all showing the character of the Club and the personality of the players. Popular features such as the Chat, Twitter Takeover, Arsenal Ink will be released via the platform.
Supporters can access additional exclusives and content through the Gunners’ other sites and outlets which include Twitter, Facebook, Google Plus, Instagram, Soundcloud, WeChat, Sina Weibo and Tencent Weibo.
As a prelude to the launch of the official YouTube launch, Arsenal’s YouTube channel was active for just over two weeks last summer and in that time streamed almost 20 years of footage to supporters all over the world. A video of Arsenal fan Vu Xuan Tien chasing after the team coach in Vietnam went viral, with over 3million views through the official page..
Richard Clarke, Managing Editor for the Arsenal Media Group said:
“An official Arsenal channel on YouTube will allow us to reach a new audience and tell the story of the Club in a different way. We hope YouTube will help us show the character of our special club and grow our global fan base.”
Stephen Nuttall, Senior Director for Sport at YouTube said:
“300 of the top football clubs in the world run official channels on YouTube. The success of the Arsenal channel during the summer demonstrates the Club’s potential to build a great presence on YouTube”.
The new channel can be found at www.youtube.com/arsenal
Hyundai UK, ahead of this summer’s FIFA World Cup, has signed a content partnership with YouTube channel Copa90.
The collaboration will see Hyundai UK support two original Copa90 shows, which launched last week with a competition to give fans a once-in-a-lifetime opportunity to win VIP trips to the 2014 FIFA World Cup Brazil.
YouTube research shows that football fans love to be online and that their favourite source of video is YouTube. 10.4 million football fans are online and 99% of them use the internet either everyday or most days. 4.5 million football fans are heavy YouTube users and every month they view an average of 100 YouTube pages.
Each visit is on average eight minutes long. This is why Hyundai UK decided to take an innovative approach when determining its partner activation strategy for the 2014 FIFA World Cup Brazil.
The collaboration with Copa90 allows the automotive brand to focus on delivering football fans with unique and engaging content that will add value to their FIFA World Cup experience. The Copa90 shows will engage audiences in the lead up to the 2014 FIFA World Cup, with a series reviewing all twelve host cities; followed by a new interview series during the tournament.
All of this activity is launched with a competition, asking fans to recreate their favourite ‘GOAL’ celebrations and enter them online. They will then be in with a chance of winning one of seven pairs of VIP packages to the 2014 FIFA World Cup to see Brazil v. Mexico in Fortaleza on June 17, 2014.
The competition is open for entries and fans can enter by visiting: www.hyundai.co.uk/experiencemore
“Our long-term partnership with FIFA allows us to connect fundamentally with a passionate global audience. For this year’s FIFA World Cup Brazil, we wanted to further improve that connection by working with Copa90 to bring engaging content and an exclusive competition to enhance the fans’ experience of the tournament – bringing a bit more of Brazil to Britain.” – Hyundai UK’s Marketing Director, Andrew Cullis
“We are thrilled to be working with a brand of Hyundai UK’s calibre to deliver a set of experiences our audience could not have achieved without them. This is a great example of a brand looking at ways it can add value for the audience they want to engage.” – Tom Thirlwall, CEO of Bigballs Films – the digital media company behind Copa90
It’s certainly a different angle for a sponsor to take for a big event such as the FIFA World Cup. It’s one I’m delighted to hear about personally as it is a company I worked for last year during it’s first year as a YouTube backed football channel. With over 500,000 subscribers to the channel it is certainly a force to be reckoned with and one which brands will want to be associated with more and more.
Tonight West Ham United take on Hull City in the Premier League. Now a mid-table clash between two teams who have hit some reasonable form as we head into the business end of the season.
The game at Upton Park has been picked out by the home club as an opportunity to really push what they do when it comes to engaging with fans through social media. Most teams will launch one or two new initiatives, but not West Ham. They have gone all-out for this one and there is a huge amount going on across Twitter, Facebook and YouTube.
There is action happening pre-match, during it and post-match! This is all aimed at activating the clubs 900,000+ followers across all their social media platforms (and presumably building on this number too). It’s already gained coverage in the Metro, with whom it has a strong relationship and fans have been discussing it on forums, in fanzines and across social media platforms.
West Ham’s Media Officer (Digital), Leo Tyrie, explained to us the thinking behind the idea…
“As a Club West Ham United are always looking for new and exciting ways to engage with our fanbase and the idea of theming a match around our social media output made perfect sense for us.
Our numbers across Twitter and Facebook have steadily climbed over the past couple of years, while we have recently developed our output further across Instagram, Google+ and YouTube.
We want our supporters to feel as involved in the matchday experience as possible and we’re looking forward to showcasting their – and our – content around the match against Hull.”
Below is the exhaustive list of what has been going on, and also what will be happening during the day. I’m wondering if there will be any new Vines after the media team came along to our Digital Sport London event on Monday night, perhaps doing some last minute research! (They were mentioned as an example of best use of the tool during the event – well done Leo and your team).
— West Ham United FC (@whufc_official) March 26, 2014
• #HammerShirts – The club asked fans to Tweet them with messages of support for the team. The best 20 messages will be printed on T-shirts and worn by the players during their pre-match warm-up. The players will sign their own T-shirt, which will be sent to the fan who Tweeted their message. These messages will also appear in the Official Programme on matchday.
• Phoenix from the Flames - Fans were also asked to submit videos of them recreating your favourite West Ham United moment from the 2013/14 season! The winning entry or entries will be broadcast on the big screens before kick-off and on the Club’s Official YouTube channel.
• The final piece of pre-match engagement was to conduct the main interview with Mohamed Diame in the Official Programme. Fans had to submit their questions for Mo on their Twitter page @whufc_official using the hashtage #AskMo
• #Gloveaway – Goalkeeper Adrian will be leaving one of his gloves at a mystery east London location, which he will announce at 12noon on matchday on his Twitter page @AdriSanMiguel. The first fan to find Adrian’s glove will be given two tickets to the game (if required) and get to meet Adrian. (Similar to the Treasure Hunt run by Nottingham Forest recently)
— West Ham United FC (@whufc_official) March 25, 2014
• Competitions – There will be the chance to win a piece of signed memorabilia by entering their matchday starting XI prediction competition on Twitter using the hashtag #WHULINEUP and by predicting West Ham’s first goalscorer using #WHUGOAL
• #HammersPlaylist – Tweet your favourite song to be part of the matchday playlist at half-time. West Ham will create a ten-song shortlist, with the top three songs voted by fans on @whufc_official making the half-time playlist over the PA system. To nominate your ONE song for the Hammers Playlist, fans can do so now using the hashtag #HammersPlaylist
• Matchday coverage – Their multimedia team will be following the players around the Boleyn Ground on matchday, with regular videos being published on the Club’s official YouTube channel.
• #MattsMatchday - Midfielder Matt Taylor will Tweet his matchday from start to finish on his Twitter page @Official_MattT using the hashtag #MattsMatchday
— Matt Taylor (@Official_MattT) March 26, 2014
During the action
• Player pundit - The club will be asking a first-team player (subject to availability) to join them in the Press Box to give his expert opinion on the action during the game on our official Twitter page @whufc_official
• #HammerTime – During the game, they want fans to Tweet a photo from wherever they are watching the match, whether that be in the ground, at home or in a bar, on your own on with a group of fellow supporters using the hashtag #HammerTime. This will be interesting with the lack of 3G generally available at grounds – will any fans be able to do so during game time?
• Matchday coverage – Sharing the very best images from in and around the Boleyn Ground all matchday, including action photos, in a gallery on their official Facebook page.
• Man of the Match – Launching live Man of the Match vote immediately after the final whistle on the official Twitter page. The player with the most RT wins Man of the Match, with one of the fans who voted for him winning a signed prize.
It’s a pretty extensive list of activity – the West Ham media team are certainly going to be VERY busy for the rest of today! Good luck to Leo and the team down at Upton Park. Hopefully we’ll follow it up with a chat with them about how it went and what their plans are going forward.