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Five top brand tweets from the World Cup

As the world’s most viewed sporting event, it’s no wonder that so many businesses using social media to capitalise on the hype surrounding this year’s World Cup in Russia.

On average, there has been 127,000 tweets per minute during games and mentions of ‘it’s coming home’ are up to 1.4 million compared to 5,000 in the 2014 tournament.

From major blue-chips to SMEs, companies across the globe have been quick to create content, memes and videos relating to the World Cup to increase their brand presence and reach.

It has proven so popular in fact, that Twitter itself has also launched the ‘Golden Tweet’ award, an award for the five top tweets at the end of the tournament.

Here’s out top five corporate Tweets from throughout the tournament…


British Airways – It’s coming home!


British Airways created a flight ticket home for ‘Football’ in advance of England’s World Cup quarter final match against Sweden.

The nation has been gripped by World Cup fever after the team exceeded expectations to reach the quarter finals and chants of ‘it’s coming home’ could be heard in pubs and high streets across the nation over the weekend.

BA capitalised on this trend perfectly with this tweet, which at the time of writing, had amassed a whopping 7,366 retweets and 16,323 likes.


KFC – The Neymar roll

Young Brazilian striker Neymar was one of the most talked about players ahead of the tournament with football fans across the globe eager to see how he performed on the world stage.

However, it wasn’t long until he became an internet sensation for his dramatic rolling around when being fouled during a game, and mock videos of the player started to go viral.

KFC South Africa was swift to react and created an advert featuring a footballer rolling off the pitch, through the city and into a KFC to place an order.

Accompanied by the hashtag #MakeAMealOfIt, the advert was also turned into a social media campaign featuring competitions to win a TV and a series of funny images to increase momentum.


M&S and Huawei Mobile collaborate on a new waistcoat

Sales may be continuing to fall at Marks and Spencer however their men’s waistcoats are certainly bucking the trend.

England manager Gareth Southgate has been donning an M&S waistcoat for every game so far during the tournament and the brand has seen sales soar as a result.

Other brands have also been quick to jump on the bandwagon, including the UK arm of Chinese mobile brand Huawei, who tweeted M&S a photoshopped version of their waistcoat with pin stripes spelling out ‘it’s coming home’.

Similar to the suit worn by controversial UFC fighter Conor McGregor, the video and tweet has went down a treat on social media and the brands are now in talks about making it a reality. A great bit of PR for both!


Irn Bru – Football in the Maldives

The team at Irn Bru are always on form when it comes to creating quirky PR and Marketing campaigns and they have been quick to ensure they did just that for the World Cup.

The company has pulled together a series of short videos to accompany a competition to win a holiday in the Maldives and a pair of Irn Bru flip flops this Summer.

Poking fun at the superstars who haven’t made it to Moscow, including the entire Scottish national team, they have used social media to promote their competition and drive traffic towards their website to great effect.


Paddy Power – Putin VAR

One of the biggest talking points of this year’s tournament has undoubtedly been the introduction of VAR and the controversy surrounding the decision.

There has already been a number of questionable decisions relating to the video assistant referees with pundits seemingly split on whether it’s the best or worst thing to happen to the game.

However, it’s not just pundits doing the talking. Controversial bookmaker Paddy Power love live tweeting sports games, and they’ve been on a roll once again during the World Cup.

Out of all their tweets however, this is one of our favourites. Taking to Twitter to air their views on the controversial decision not to award Spain a penalty during their game with host nation Russia, they were quick to mock VAR in a light-hearted joke referring to Vladimir Putin.



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