#Hashtag, @brands and Worldcup 2018

Last Sunday, the world witnessed a nail-biting game between France(@equipedefrance) and Croatia (@HNS_CFF). A season of a mad #football #game has come to an end. The world was connected through #facebook, #Twitter or #Instagram. How we celebrated #worldcup 4 years before is entirely different as now, the social media has changed our ways with hashtags and trolls.

One of the acclaimed Social media marketing company in San Francisco Socialpulsar, a company run by a few adherent football followers, examined social media during this world cup. They say that World cup searches were 3 times more than the world cup 2014 and #worldcup 2018 being the largest social media event till now. 2010 world cup kick-started using social media to communicate with the masses and we saw the whole world coming together for a common interest proving we all are almost the same. Then, Twitter was 3 years old, Facebook was 2 years old, and Instagram was still in the head of Kevin Systrom. By 2014, Social medias found a foothold in every society and now everyday people are stepping into the virtual world. Maybe this very thought was used by almost every brand to market their product and services reach the millions of audience watching the following the mega event through various social media.

With Twitter in hand, it feels like you have a better experience and track of the game from wherever you are. With constant updates from #football fans across the globe, it thrills and makes you enjoy the game in a different way, keeps you invested. A few days back, Twitter announced the golden tweet that went viral during the world cup. Kyle Walker’s tweet, ‘Yeah so a good header doesn’t hurt. I mean the moment you head it properly, you feel it’s a good one. Know what I mean love?’ got the golden award.

This @fifaworldcup 2018 saw 2.3 billion interactions on Facebook, that’s around 7 times higher than the last #worldcup. The final epic battle between France(@equipedefrance) and Croatia (@HNS_CFF)hits the top ranking interactions happened on facebook. France’s moments that lead to their glory was the most watched moment or discussed on Facebook. Leo Messi updated his display picture and Cristiano Ronaldo encouraged his team on facebook spiced up the season on social media.

With around 270 million people active in Instagram, posting football related pictures filling its grids and around 11 million of them updating in their stories about football.

This world cup was also about branding and marketing products, from flights, beer to referee gear. The best brand of the tournament was @Budweiser. They had started a campaign called ‘Light up the FIFA world cup’ in which automated drones deliver beer to the fans enjoying the match. The campaign was activated in almost 50 countries and was a global event.
The #football event was also a battle between Adidas(@adidasfootball) and Nike(@nikefootball). From 1970, Adidas has been an official sponsor spending money on the ball, football gear and placements around the stadium. Adidas, which has been an official FIFA sponsor and partner since 1970, spends much of its money on ball branding, referee gear and placement around the stadium whereas Nike spends money on individual players and sponsoring the team. Adidas won the battle and Puma following both.

The @fifaworldcup event has eventually become one of the greatest social media events wherein the whole world participated in ignoring everything else. It is a great pleasure to realise that we all are connected socially in a cyberspace and celebrated an event in our own ways.