2Q EARNINGS: World Cup Ads Score on Facebook

By David Cohen 

2014FIFAWorldCupBrasil650The first part of 2014 FIFA World Cup Brazil took place during the second quarter, and advertising efforts on Facebook during soccer’s main event was a topic of conversation during the company’s second-quarter earnings call Wednesday.

In her opening remarks, Chief Operating Officer Sheryl Sandberg said:

The World Cup also provided a great opportunity for brand building on Facebook. Facebook was an important part of this global event, with 350 million people joining a conversation, generating 3 billion interactions. The final was the single-most-talked-about sporting event in Facebook history, generating 280 million interactions from 88 million people.

Brands such as Diesel, Nike, Ford Motor and McDonald’s capitalized on this global conversation. McDonald’s worked with agencies OMD, Framestore and ARC Sponsorship, as well as Facebook’s creative shop, to produce 30 videos that used French fries as players. FryFutbol recreated the most spectacular World Cup moments and ran them as videos the very next day with the French fries acting as the players. This campaign reached 125 million people in 158 countries.

Later, during the question-and-answer portion of the earnings call, JPMorgan Analyst Douglas Anmuth asked:

You mentioned some of the major brands that advertised during the World Cup. Can you talk about how you get the follow-through from those brands now that that major event has passed and how you keep those ad dollars on Facebook?

Sandberg replied:

Brands certainly use the World Cup and big events like this to launch things. They also have other big events that come along, as well as their own events around product launches. And so we think obviously not every day is a World Cup, but there are lots of opportunities throughout the year and through the product cycle to work with brand advertisers in big ways.

Readers: Did any World Cup campaigns on Facebook catch your attention?