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Visa captured the mood of millions perfectly with a shot of a child’s open-mouthed reaction (above) to the unprecedented result alongside the caption “Stunned”. Brands have sympathised and mocked the shell-shocked nation in equal measure with social media posts reflecting on the horror show.
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The hosts of one of the most exciting World Cups to date saw their campaign end in humiliation last night after a 7-1 thrashing by Germany. (9 July) Brands laud Germany but mock Brazil after World Cup hosts crumble See the heat map above to see how the match payed out on Twitter. Miroslav Klose was the most mentioned player during the game with the #GER, hashtag after becoming the all-time record goal scorer in World Cup finals. It also set new record for tweets per minute with a peak of 580,166 when Sami Khedira slotted home the fourth, ending a shocking first half for the hosts. Around 35.6 million tweets were posted, making the game the most discussed ever on the platform, according to Twitter. Germany’s thrashing of the World Cup hosts in one of the greatest humiliations in Brazilian football history set the Twittersphere ablaze last night. (9 July) German blitzkrieg on Brazil smashes Twitter records
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The brand’s Pixar-styled “The Last Game” animated short (see below) leads the way with around 205.65 million views in the run up to the quarter finals and 15.25 million engagements. The “Risk Everything” campaign, which spans several videos, have sparked more than 394.6 million views, and over 23.05 million actual engagements. Beyond the social arena, Adidas also boasts the highest scoring boot of the tournament (the adidas adizero f50) with 46 goals to date.ĭespite its lack of presence at the final, Nike’s World Cup campaign continues to raise the bar in the engagement stakes. Not content with its dominance on the pitch, Adidas also claims it is the “most talked about brand at the event across all major social channels”, amassing some 4,865,502 followers in total and more than any other sports brand. The kit maker has been quick to trumpet its brand dominance at the 2014 World Cup final, which will see sponsored teams Germany and Argentina tussle for the biggest prize in football. (10 July) Adidas claims World Cup success after sponsored teams reach the final Argentina will be hoping Messi is the “best a can get” when they take on Germany in the final on Sunday. P&G’s Gillette has taken out ads in national press today, featuring global brand ambassador and “magician” Leo Messi. (11 July) Gillette grooms us for the final However, it is not all doom and gloom as IRI predicts total alcohol sales around the World Cup to top the same period last year with total sales of £1.1bn. Alcohol brands were still flying off shelves up in the third week of the tournament, according to researchers, but temperamental weather in the final week appears to have taken its toll on the category. Lager volume sales dropped by 5.5 per cent in the week ending 5 July, while cider sank 11.1 per cent, a significant decline on the strong demand experienced at the start of the tournament. Here’s six marketing takeaways from a wonderful competition. (11 July) Alcohol sales fizzle out as the World Cup draws to a closeĮxcitement for the World Cup final has not been enough to convince thirsty drinkers to spend extra on beer and cider, according to market researchers IRI. We can barely believe there’s four more years to go until the next one. Germany were deserved winners of the 2014 World Cup this weekend, bringing the tournament to a close. But what have we learned? Adidas was the World Cup sponsorship winner, according to brand tracking data.