World Cup Scores Big on Social

As the 2014 World Cup games heat up, so does the action on social media

According to projections, the 2014 FIFA World Cup will be the most social sporting event ever, surpassing even the recent Sochi Winter Olympics and the Super Bowl. USA’s match against Ghana on June 16th garnered 4.9 million tweets within a roughly 93-minute game. A Vine was posted after the game that shows an animated, lit-up image showing when people were tweeting during the game and it seems that the country (figuratively) exploded when John Brooks scored USA’s victory goal near the end of the game.

Recognizing the buzz leading up to this event, just before the games started Pinterest launched an interactive campaign with its users and partners to create a guide of where to watch the games. Pinterest wanted to help people find places in their communities to watch the games at and meet people who were also engaged in the matches. Pinterest’s newly launched ‘Place Pins’ helped out here to organize everyone’s favorite spots. Below is a capture of the Place Board for “Watch World Cup: UK”. Looks like the Walkabout is the UK’s best place to watch the games!

[Here’s the link for the US board]

Not surprising though, the US represents only a small fraction of conversation related to the World Cup, 8% to be exact, but we also live in a country where football is played with helmets. Japan is actually the most engaged country, posting almost 40% of social mentions; the country also has the most engaged population on Twitter in general. What is truly amazing is that people in 230 countries and territories are talking about the World Cup on social platforms, which accounts to 90% of the world contributing to the buzz. Conversely, 84% of the world was engaged during the Sochi Winter Olympics and 78% discussed the Super Bowl.

What I find most interesting about this year’s games is the amount of platforms available for viewers to engage on. Four years ago, Pinterest was only 2 months old and Vine and Instagram didn’t even exist yet. This time around we have Twitter, Facebook, Instagram, Pinterest, Vine, just to name a few, and each of them have massive campaigns on their platforms solely supporting the 2014 World Cup games. Already speculated by many viewers, this time around the winners might not be the people on the field, but instead the networks they can interact with.

So, what has been your favorite platform to engage with the World Cup games on? Let us know in the comments section below!