The 2014 FIFA World Cup is moving fast, bringing football fans around the world together to experience the emotions, controversies and celebrations that come with the global sporting event. Fans have been able to catch all of the excitement that takes place on the pitch as it happens as they want to experience the ‘live’ event.

1. IMPACT REPORT
July 8, 2014 | Mid-Newsletter

2. CONTENTS
THE WORLD
CUP – LIVE
IN BRAZIL
BRANDS AND THE
WORLD CUP
ONLINE & SOCIAL
MEDIA
EXECUTIVE
SUMMARY
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3. WELCOME!
EXECUTIVE SUMMARY
THE WORLD CUP SO FAR
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During the group stages of the 2014 World Cup, football TV audience records have been
broken around the globe, keeping it on track to surpass the 3.2 billion reach of the 2010
World Cup SouthAfrica.
The 2014 FIFA World Cup is moving fast, bringing football fans around the world together to experience the
emotions, controversies and celebrations that come with the global sporting event. Fans have been able to
catch all of the excitement that takes place on the pitch as it happens as they want to experience the ‘live’
event. As a result, TV audience records have been broken in several countries, including the USA, Brazil,
France, Netherlands, Germany, Italy, UK, Spain and Japan.
200 million people generated 815 million Facebookinteractions and 300 million Tweets
were recorded during the group stage of the World Cup.
As Omnicom Media Group predicted, the 2014 FIFA World Cup is the world’s biggest social and mobile sport
phenomenon, with Facebook and Twitter both breaking records during the group stage matches. With fans
looking to social media platforms to experience and interact with the World Cup, brands are also taking the
opportunity to engage with this mass audience. Social media has enabled brands to interact with different
target audiences, engaging them in a tailored way. Furthermore, social media has allowed brands to take
advantage of reacting to key moments of the event, such as the Suarez incident, maximising their relevance
to fans. However, brands that decide to take to social platforms must remember that even if it is a local
activation that they are implementing, their audience is global – making local nuances ever important.
Football fans have watched more than 1.2 billion minutes of World Cup ads on YouTube.
Although TV remains the main way soccer fans are watching the World Cup, it is no longer the only avenue
for brands to interact with them. Overall, the 2014 World Cup has challenged conventional advertising, with
sponsors turning to new and more interactive ways of engaging with fans. We are seeing many different
approaches in how brands are trying to be noticed throughout the World Cup, including athlete brand
ambassadors, news hubs, social network accounts and in the moment dynamic media content, among
others. With less of a rule book to follow, unofficial sponsor brands are also trying to leverage new marketing
channels to increase their brand presence as a result of the World Cup.
In order to capture the progression of the World Cup, we have conducted a mix of different methodologies.
For more information about the methodologies used, please click here.
WE HOPE YOU ENJOY THE READ!
The World Cup is well underway and
deep down until the knock-out stages,
with many surprises having taken
place; but it is safe to say that the
globe has been swept by World Cup
fever.
While the 2014 FIFA World Cup is the
world’s biggest social and mobile
sporting phenomenon, TV however still
remains the main viewing point.
EXECUTIVE
SUMMARY
THE WORLD CUP –
LIVE IN BRAZIL
WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
SOCIALMEDIA
REGIONAL
OVERVIEWS
BRANDSAND
THE WORLD CUP
CONTACTS

4. Click to see memorable
campaigns and social media
LIVE IN BRAZIL
Source: Omnicom Media Group Sonar conducted in partnership with FutureFoundation Fieldwork:
12th – 19th June, 2014 conducted in Rio de Janeiro and São Paulo.
MAIN MENU
TREND SPOTTERS
The event has now kicked off … and all the
attention turned on to soccer! As expected, now
that the tournament is well under way, the focus
has shifted towards the action on the field.
Football is now a dominant topic of conversation and many report
that while they were not feeling particularly excited at the start of
the tournament, now that it is under way (and the Brazilian team
remains in the tournament) the excitement levels are rising.
However, many say that this tournament has not been as exciting
as previous World Cups (although there have been plenty of
shocks, including Spain’s exit).
Dissatisfaction with alleged corruption and the cost of the
tournament remain, but vocal and physical protest is now in the
minority – the focus is now firmly on the soccer.
While many conversations center around local players, players
from Europe (e.g., Van Persie) are also widely discussed. A
number of memes have become very popular, often beginning
during the matches themselves as viewers make contributions
via social media in real time.
Best Regards,
HOW DO THEY FEEL
ABOUT THE EVENT?
“The atmosphere is very lively and positive.
Many felt it would be a logistical disaster with
fans having a lot of difficulty getting around but
things have been going pretty well so far. It
can’t be denied that many of the problems that
people predicted have happened, but perhaps
they weren’t quite as bad. Most Brazilians
seem to be enjoying the soccer fields, as well
as the foreigners, praising the warm welcome
from Brazilians and making the most of their
time here during the World Cup.”
the World Cup”. -São Paulo
“Most Brazilians thought the opening
ceremony was not the way it should have
been to show the Brazilian culture of
famous and traditional parties like Carnival.
They think if it was produced by a Brazilian
artist, it would be more attractive. They also
complained about the choice of
international singers to present the event:
Jennifer Lopez and Pitbull. The press
around the world also complained about the
short duration of the event (25 minutes).”
(25 minutes)”. -Rio Janeiro
WHAT DO THEY THINK
OF BRANDS PARTICIPATING?
“There is the constant barrage of advertisements
on TV in between matches and at half time, but I
have seen little evidence of people talking about
actions from brands. It seems that now that the
soccer has started, that’s all that anyone is talking
about.”
-São Paulo
“Brands that stand out at this point are Nike, Coca-
Cola, Itaú (bank) and Skol beer. Some of the Itaú
bank campaigns motivated people because of their
song “Show your strength, Brazil.” The Skol
campaign is also very captivating because it’s a
funny way to welcome the tourists.“
-Rio de Janeiro
“I really haven’t seen
any brands winning
people’s hearts.”
“The main conversation is not
about brands, but about the
soccer supporters and the
parties that follow victories.”
“Well, people prefer to watch the
TV with family and friends, and to
have a barbecue. About the
tickets, as it’s so expensive, it’s not
easy for many Brazilians to be in
the stadium. Social media is very
funny to see during the games,
and lots of people follow the game
online at the same time as
watching live.”
-Rio de Janeiro
MAIN MENU EXECUTIVE
SUMMARY
WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
SOCIALMEDIA
REGIONAL
OVERVIEWS
BRANDSAND
THE WORLD CUP
CONTACTS
THE WORLD CUP –
LIVE IN BRAZIL

5. ENCOUNTERS DURING THE WORLD CUP
BRAND
WHERE THE BRAND WAS ENCOUNTERED
60%
17%
19%
31%
15%
5%
15%
43%
16%
10%
18%
19%
7%
19%
16%
9%
4%
64%
23%
24%
34%
24%
4%
24%
49%
23%
19%
30%
29%
11%
51%
17%
20%
1%
66%
16%
21%
32%
16%
8%
14%
40%
20%
8%
19%
24%
3%
8%
18%
5%
5%
45%
14%
11%
25%
16%
2%
11%
70%
9%
5%
16%
14%
5%
5%
14%
7%
5%
TV
Newspapers, Magazines
Poster
Internet
Mobile
Cinema
Articles Press
Pitch
Competition
Shop Windows
Local Event
Merchandising
PC Games
Athletes Clothing
Social Media
Athlete's Social Media
Other
Total
Adidas
Coca-Cola
Sony
Unsurprisingly, TV is still the main media driving
sponsorship awareness. However, advertising around
the pitch has a massive impact in driving awareness of
brands in a sporting event such as the World Cup,
surpassing the Internet, which is more relevant for
delivering context for brands around the event rather
than building awareness.
(Fieldwork conducted in UK, Germany, USA, Brazil and China via
smartphones whilst watching a FIFA World Cup game)
NB:
small
sample
sizes
for
remaining
sponsors
MOST ASSOCIATED BRAND WITH THE
CURRENT GAME THEY WERE WATCHING
22%
20%
13%
12%
8%
5%
4%
3%2%
2%
2%
Adidas
Other Non-Sponsors
Nike
Coca-Cola
Sony
McDonald's
Visa
Budweiser
Kia
Emirates
Hyundai
Factors pointed out as reasonto remember
a sponsorwhile watching a game:
26%
18%
27%
28%
11%
19%
68%
*based on spontaneous recall
Claim they have considered
purchasing the brand
Claim they have
purchased the brand
Claim they have positively
recommended the brand
Claim to feel positive
about the brand
Claim to have seen pitch billboard
advertising during match
Claim to have seen TV/broadcast
advertising
Claim it was the first brand to
come to mind
MAIN MENU EXECUTIVE
SUMMARY
WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
SOCIALMEDIA
REGIONAL
OVERVIEWS
BRANDSAND
THE WORLD CUP
CONTACTS
THE WORLD CUP –
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After noticing a brandsponsoringthe World Cup….
Source: Omnicom Media Group M:Snapshots, Fieldwork: 24th June – 1st July, 2014: (N = 500 approximately 100 smartphone respondents from UK, Germany, USA, Brazil and Tier 1 China who have been following the World Cup and who were currently watching a FIFA World Cup game).

6. In 2006, FIFA adopted a
new commercial strategy introducing
a three-tier sponsorship structure. The first
Tier are FIFA Partners, the second are FIFA World Cup
Sponsors and the third are National Supporters for each
FIFA event. The first tier has the highest level of association
with FIFA, FIFA events and the development of football
worldwide, increasing the value and engagement for both
sides. The second tier has rights to the FIFA Confederations
Cup and the FIFA World Cup on a global basis, allowing
them to use selected marketing assets and media exposure
as well as ticketing and hospitality offers for the event. The
third tier allows brands with ties to the hosting countries of
FIFA events to promote an association in the domestic
market. All sponsors are provided a wide product category
exclusivity, allowing them to distinguish themselves from
competing brands in their category.
BRANDS
LESSONS FROM THE 2014 WORLD CUP SO FAR
MAIN MENU
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014 and
FIFA.COM (http://www.fifa.com/aboutfifa/organisation/marketing/sponsorship/strategy.html)
So far this World Cup has shown
us the power of being a social brand.
It has been known that social media has changed the environment in
ways brands can interact with consumers – and the brand winners of
the 2014 World Cup so far have truly embraced being social. What
we are seeing is that there is a strong link between the brands that
are the most recalled and their online presence.
Below are some winning behaviors that have been implemented:
• Act globally, while thinking about how local markets might react.
• Adopt a relevant, fun and human tone of voice.
• Have frequent updates, including content that has eye-catching
images in order to stand out.
• Use multiple platforms in a coherent and complementary way (such
as Tumblr, Instagram, YouTube, Facebook, Twitter, etc.).
• Apply caution when using certain teams and players, thinking about
worst-case scenarios such as being eliminated at the group stage.
• Engage your audience by letting them interact with your brand or
message in a personal way.
These behaviours can be used both by sponsors and unofficial
sponsors, making the competition among brands during sporting
events a little more complicated.
Click here to see the evolution of social media so far.
See how brands
leverage global
events for CSR
FROM Omnicom Media Group’s
SPORTS & ENTERTAINMENT SPECIALISTS
POINTS OF VIEW
A list of official
FIFA World Cup
Partners &
Sponsors
since 1982
MAIN MENU EXECUTIVE
SUMMARY
WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
SOCIALMEDIA
REGIONAL
OVERVIEWS
BRANDSAND
THE WORLD CUP
CONTACTS
THE WORLD CUP –
LIVE IN BRAZIL
CLICKON the icon for more information

7. 2014 WORLD CUP SPONSORS
CLICK ON BRANDS FOR MORE INFORMATION
MAIN MENU EXECUTIVE
SUMMARY
WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
SOCIALMEDIA
REGIONAL
OVERVIEWS
BRANDSAND
THE WORLD CUP
CONTACTS
THE WORLD CUP –
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8. OTHER WORLD CUP
ACTIVATIONS
EXECUTIVE
SUMMARY
THE WORLD CUP –
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WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
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REGIONAL
OVERVIEWS
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THE WORLD CUP
CONTACTS
MAIN MENU
NIKE
“The Last Game” is a story about a scientist and clones
who want to prove that riskless football is more effective.
Ronaldo and the other original players disagree and are
willing to risk everything to prove the scientist wrong. The
short film was released on June 9th and has garnered
almost 60 million views. Nike has also launched another
activation, #AskZlatan, gaining 14,914 Tweets in the last
19 days.
PEPSI
Pepsi Max launched the video “The
Unbelievable Game” – #LiveForNow. The
brand created the first football pitch using
inflatable trick mats and invited six soccer
freestylers and six free runners to play in
one unbelievable game. The video shows
off the players’ amazing skills and has
gained more than 2.3 million views.
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
UNOFFICIAL SPONSORS

9. EXECUTIVE
SUMMARY
THE WORLD CUP –
LIVE IN BRAZIL
WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
SOCIALMEDIA
REGIONAL
OVERVIEWS
BRANDSAND
THE WORLD CUP
CONTACTS
MAIN MENU
OMNICOM MEDIA GROUP’S PINTEREST BOARD OF BRAND ACTIVATIONS AND STORIES OF INTEREST FROM ALL OVER THE WORLD
2014 WORLD CUP SCRAPBOOK
In collaboration with colleagues worldwide producing over 300 relevant pins about the 2014 World Cup
View the Omnicom
Media Group’s
FIFA 2014 World Cup
Pinterest board
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

10. EXECUTIVE
SUMMARY
THE WORLD CUP –
LIVE IN BRAZIL
WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
SOCIALMEDIA
REGIONAL
OVERVIEWS
BRANDSAND
THE WORLD CUP
CONTACTS
MAIN MENU
TOP TOPICS
WHAT IS HAPPENING ONLINE?
1 ROUND OF 16
4 BRAZIL V CHILE: JARA’S MISSEDLAST PENALTY
2 ALGERIA V RUSSIA: SLIMANI SAVED TEAM IN LAST MINUTES
5 HOLLAND V MEXICO: ROBBEN’SLAST-MINUTEPENALTY
3
Luis Suárez went from 26,053
mentions overall in week 1 of the
World Cup to an additional 1,219,907
in week 2 due to his biting incident.
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2nd July, 2014 and Omnicom Media Group Antenna conducted in partnership with repindex Fieldwork: 12th – 26th June, 2014 conducted in 10
languages (English, German, French, Spanish, Italian, Thai, Simplified Chinese, Portuguese, Russian, Arabic). All Sponsors monitored (Coca-Cola, Adidas, Hyundai, Kia, Emirates, Sony, Visa, Budweiser, Castrol, Continental,
Johnson & Johnson, McDonald’s, Moy Park, Oi, Yingli).
Karim Benzema is the most mentioned player in French
with 76,870 mentions in French and 214,584 overall.
He has scored three goals for the French team,
securing their position in the round of 16, as well as
having been a contender for the Golden Boot award.
In German, Thomas Müller had the most mentions
during week 1 of the World Cup. During the second
week, as in most other languages, Suárez became the
most mentioned player in German. However, Thomas
Müller remains overall the most mentioned player in
German with 15,055 mentions (Suárez had 8,991).
Brazil v Chile
more than 388,900
mentions per minute on
Twitter
The Dutch player
Robben has become
a subject of various
memes, as his fall
during the match
against Mexico was
over-exaggerated.
ITALY V URUGUAY: SUÁREZ’SBITINGINCIDENT
266,942
1,245,960
657,936
645,152
420,595

11. FROM SOCIAL MEDIA EXPERTS
Source: Twitter and Facebook. Fieldwork: 15th – 31st May, 2014.
EXECUTIVE
SUMMARY
THE WORLD CUP –
LIVE IN BRAZIL
WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
SOCIALMEDIA
REGIONAL
OVERVIEWS
BRANDSAND
THE WORLD CUP
CONTACTS
MAIN MENU
POINTS OF VIEW
CLICK ON THE SOCIAL MEDIA EXPERTS
FOR THEIR POINTS OF VIEW

12. 220 MILLION PEOPLE GENERATED1 BILLION
FACEBOOK INTERACTIONSRELATED TO THE
WORLD CUP FROM JUNE 12-29th.
HERE ARE SOME HIGHLIGHTS:
1. On June 20th, the World Cup had already driven more
conversations on Facebook than this year’s Super
Bowl, Oscars, and the Sochi Olympics combined.
2. The most social group match had over 58 million people
and more than 140 million Facebook interactions thanks
to Brazil’s win over Croatia in the opening match of the
World Cup.
3. When it comes to countries buzzing about the group
stage, Brazil wins first place followed by USA, UK,
Indonesia and India.
4. Neymar has been the most talked about player during
the group stage.
5. 31 million people had 75 million Facebook interactions
related to the Brazil v Chile match on June 28th.
FACEBOOK AND TWITTER
TALK FOOTBALL
EXECUTIVE
SUMMARY
THE WORLD CUP –
LIVE IN BRAZIL
WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
SOCIALMEDIA
REGIONAL
OVERVIEWS
BRANDSAND
THE WORLD CUP
CONTACTS
MAIN MENU
McDonald's targets 57
countries with
'#FryFutbol' campaign. To
see what is being shared
on Facebook, click here.
See what is trending about
the #WorldCup on Facebook:
300 MILLION TWEETEDIN RELATION TO THE
WORLD CUP DURINGTHE GROUP STAGE.
HERE ARE SOME HIGHLIGHTS:
You can find
animated
Twitter World
Cup Group
Matches maps
HERE.
President Obama
sent a message to
the U.S. soccer
team on Vine.
FACEBOOK AND THE WORLD CUP
TWITTER AND THE
WORLD CUP
Source: Twitter and Facebook. Fieldwork: 12th June – 2nd July, 2014.
1. We saw the first use of goal line technology in a World
Cup and the Adidas ball confidently tweeted ‘Goal’.
2. Rihanna announcing her support (and condolences)
for 'her baby Ronaldo’.
3. One super fan that reigns above all others as
the campaign #VEMIBRA to get Zlatan Ibrahimovic to
ditch his holiday plans and go to Brazil has paid off.
4. Marcelo (@12MarceloV) scoring team’s own goal in the
opening match was the most-tweeted moment, with
378,085 Tweets per minute.
5. Mario Balotelli’s Tweet about the fate of #ENG and the
Queen as of June 26th had 17,185,016 impressions
and 177,109 retweets.
Where people around the world are
talking about the World Cup:

13. REGIONAL OVERVIEWS
CLICK ON EACH REGION TO SEE MORE INFORMATION
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WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
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REGIONAL
OVERVIEWS
BRANDSAND
THE WORLD CUP
CONTACTS

14. WINNING
AVERAGE
DURING THE
GROUP STAGE
37%
EMEA REGIONAL OVERVIEW
REGIONAL
POPULATION
(Millions)
1,835
MAIN MENU EXECUTIVE
SUMMARY
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THE WORLD CUP
CONTACTS
Source: OMG Insights across 81 Markets. Fieldwork: 8th – 24th June, 2014.
WHAT’S
HAPPENING?
After Spain’s elimination in the World Cup, the La Roja
team is going to be rebuilt. The 2014 World Cup will be the
last international level fixture for many of Spain's stars:
David Villa, Xavi, Xabi Alonso and Iker Casdillas are
considering retirement.
Ghana’s World Cup team had not been paid for their
appearance fees since the World Cup started, since
players and the government could not settle on the form of
payment. After a decision had been made Ghana
government officials pre-financed the payment in cash, put
it in a plane and flew $3 million over to Brazil.
A Netherlands fan has had a permanent tattoo in honour of
his country's performance at the World Cup in Brazil. The
tattoo includes coach Louis van Gaal and captain Robin
van Persie placed on his back.
During the final Group D dead rubber with Costa Rica,
England’s fans were supporting the team with a
MasterCard-style banner: Flights to Rio - £1,200; Enjoying
the ambience - £2,000; Accommodation - £2,000;
Arriving after elimination - Priceless."
The Union Berlin football club stadium turned into a giant
living room for the World Cup. The club invited people to
bring their own sofas to the stadium to watch the game
together on a 700-inch screen. Around 12,000 fans
attended the first game of the World Cup between the host
nation and Croatia, around 3,000 watching on sofas.

15. TOP PLAYERS
BY COUNTRY EMEA
ENGLAND
ITALY
CROATIA
NIGERIA
PORTUGAL
BELGIUM
GREECE
GHANA
NETHERLANDS
CAMEROON
RUSSIA
SWITZERLAND
FRANCE
BOSNIA-HERZEGOVINA
IRAN
SPAIN
GERMANY
IVORY COAST
ALGERIA
Eden Hazard
Wayne Rooney
Robin van Persie
Andres Iniesta
Mesut Özil
Andrea Pirlo
Cristiano Ronaldo
Kostas Mitroglou
Miralem Pjanic
Igor Akinfeev
Mario Mandžukić
Josip Drmic
Samuel Eto
Yaya Toure
Victor Moses
Kevin Prince
Boateng
Sofiane Feghouli
CLICK ON INFO SIGNS
for more about the athletes
+Denmark, Sweden and
Turkey also support
Karim Benzema
Lionel Messi
UAE, KSA, EGYPT
+Latvia supports
JavadNekounam
PLEASE NOTE THAT THOSE
IN BLUE HAVE
PARTICIPATING TEAMS IN
THE WORLD CUP, BUT WE
HAVE ADDEDINFORMATION
IN YELLOW ABOUT OTHER
MARKET SUPPORT
MAIN MENU EXECUTIVE
SUMMARY
THE WORLD CUP –
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WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
SOCIALMEDIA
REGIONAL
OVERVIEWS
BRANDSAND
THE WORLD CUP
CONTACTS
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

16. 2014 WORLD CUP SPONSORS - EMEA
CLICK ON BRANDS FOR MORE INFORMATION
ABOUT THE PROGRESSION OF THE SPONSORS’
BRAND ACTIVATION SPECIFIC TO EMEA.
MAIN MENU EXECUTIVE
SUMMARY
THE WORLD CUP –
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WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
SOCIALMEDIA
REGIONAL
OVERVIEWS
BRANDSAND
THE WORLD CUP
CONTACTS

17. MAIN MENU EXECUTIVE
SUMMARY
THE WORLD CUP –
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WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
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REGIONAL
OVERVIEWS
BRANDSAND
THE WORLD CUP
CONTACTS
SPAIN - DISNEY
Disney has launched the movie
“Aviones” in Spain supporting the
Spanish football team for the World Cup.
OTHER WORLD CUP
.
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
ACTIVATIONS EMEA
UNOFFICIAL SPONSORS

18. According to a
bleacherreport.com ranking,
Robin van Persie’s goal against
Spain is the greatest goal of
the 2014 World Cup Group Stage
@Cristiano is the third-
highest influencer for
the #WorldCup hashtag
with 27,528,346
followers.
MAIN MENU EXECUTIVE
SUMMARY
THE WORLD CUP –
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WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
SOCIALMEDIA
REGIONAL
OVERVIEWS
BRANDSAND
THE WORLD CUP
CONTACTS
Dutch fans celebrate their
team's victory on a live
telecast inside the FIFA
Fan Fest area.
German fans celebrate
during a broadcast at
Copacabana beach in
Rio de Janeiro.
French supporters at the
Brasilia national stadium in
Brasilia.
Source:
EMIRATES
24/7Sports
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
TOP TOPICS
WHAT IS HAPPENING ONLINE EMEA
1 ROUND OF 16
2 SPAIN,PORTUGAL AND ITALY ARE OUT
3 GHANA’S ASAMOAH GYAN IS THE TOP AFRICAN GOAL SCORER
France has
3,318,919 local fans
making them the 5th
top nationality
following the page

19. REGIONAL OVERVIEWS
CLICK ON EACH REGION TO SEE MORE INFORMATION
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SPONSORS
GENERAL
INTEREST
ONLINE &
SOCIALMEDIA
REGIONAL
OVERVIEWS
BRANDSAND
THE WORLD CUP
CONTACTS

20. LATAM REGIONAL OVERVIEW
WHAT’S
HAPPENING?
REGIONAL
POPULATION
(Millions)
582
WINNING
AVERAGE
DURING THE
GROUP STAGE
63%
BRAZIL
Brazilians were not impressed by the Opening
Ceremony, as they expected more from the
organization. Some blamed politics, and others FIFA.
Overall, it was said that the ceremony must not spoil
the grass on the soccer field.
ARGENTINA
Argentina wins against Switzerland 1-0 in extra time. The
team will be moving forward to the quarter-finals of the 2014
Brazil World Cup.
CHILE
Chile’s Mauricio Pinilla has had a tattoo done on his back
of his crossbar-hitting shot against Brazil. The tattoo will
be a reminder to Pinilla of his effort to secure a goal in the
closing seconds of extra time.
COLOMBIA
As the Colombian team played in the World Cup, fans
turned to Twitter to engage with the nation in support of
their team. The hashtag #Contigomiseleccion
(#togethermyteam) was the most popular during their
matches, with 46% of the total interactions.
COSTARICA
After 24 years of their first World Cup appearance, Costa
Rica made the round of sixteen for the first time. The whole
country is overjoyed and proud, as their team qualified for
the quarter-finals.
MAIN MENU EXECUTIVE
SUMMARY
THE WORLD CUP –
LIVE IN BRAZIL
WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
SOCIALMEDIA
REGIONAL
OVERVIEWS
BRADNSAND
THE WORLD CUP
CONTACTS
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

21. TOP PLAYERS
BY COUNTRY LATAM
CLICK ON INFO SIGNS
for more about the athletes
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Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
COLOMBIA
James Rodriguez
BRAZIL
URUGUAY
ARGENTINA
Lionel Messi
CHILE
Alexis Sanchez
ECUADOR
Antonio Valencia
HONDURAS
Carlo Costly
COSTA RICA
Bryan Ruiz Gonzalez
MEXICO
Rafael Marquez
Luis Suárez
NEYMAR Jr.

22. MAIN MENU EXECUTIVE
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SPONSORS
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BRANDSAND
THE WORLD CUP
CONTACTS
2014 WORLD CUP SPONSORS - LATAM
CLICK ON BRANDS FOR MORE INFORMATION
ABOUT THE PROGRESSION OF THE SPONSORS’
BRAND ACTIVATION SPECIFIC TO EMEA.

23. MAIN MENU EXECUTIVE
SUMMARY
THE WORLD CUP –
LIVE IN BRAZIL
WORLD CUP 2014
SPONSORS
GENERAL
INTEREST
ONLINE &
SOCIALMEDIA
REGIONAL
OVERVIEWS
WHO IS GOINGTO
FOLLOW THE WORLD CUP
CONTACTS
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
OTHER WORLD CUP
ACTIVATIONS LATAM
BRAZIL - ITAÚ (National Sponsor)
The Brazilian bank Itaú launched the
“Mostra tua força Brasil” (“Show your
strength, Brazil”) video. A rousing anthem
features singers Paul Miklos and
Fernanda Takai and the clip has had over
17 million views on YouTube.
UNOFFICIAL SPONSORS

24. TOP TOPICS
WHAT IS HAPPENING ONLINE LATAM
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1 ROUND OF 16
2 ARGENTINA FANS
3 JAMES RODRIGUEZ
Mexican supporters
play musical
instruments outside
the Arena Castelao.
A Uruguay supporter
shows his teeth
before the match
Colombia v Uruguay.
Brazilian supporters
celebrate after a
penalty shoot out at the
end of the
match Brazil v Chile.
James Rodriguez appeared to
be a possible World Cup top
scorer, and Colombia cruised into
the quarter-finals.
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
Marcelo Diaz,
52,212m distance
covered
Ezequiel Lavezzi,
Argentina’s new
heartthrob “El Pocho”
Source:
EMIRATES
24/7Sports

25. REGIONAL OVERVIEWS
CLICK ON EACH REGION TO SEE MORE INFORMATION
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SPONSORS
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BRANDSAND
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CONTACTS

26. NORTH AMERICA
REGIONAL OVERVIEW
WINNING
AVERAGE
DURING THE
GROUP STAGE
33%
U.S. & CANADA
POPULATION
(Millions)
351,307
WHAT’S
HAPPENING?
Millions are tuning in to watch the World Cup games. The
2014 FIFA World Cup tournament is being televised on
three English language networks (ABC, ESPN
#IBelieveThatWeWillWin, ESPN2) and three Spanish
language networks (Univision, Univision Deportes,
Galavision) in the United States.
Google Canada has launched its first ever OOH
campaign to coincide with the World Cup, highlighting
geo-targeted trends in real time throughout Toronto.
The pop-up murals are located in seven “soccer-loving”
locations in the city. For example, in Little Italy murals
display searches about Italy’s team.
The U.S. soccer team coach, Jürgen Klinsmann,
posted an excuse note on Twitter for people to get out
of work and support their national team.
Astronauts watch the World Cup aboard the
International Space Station. American astronauts Reid
Wiseman and Steven Swanson, and German astronaut
Alexander Gerst, are enjoying the games in space.
President Obama has also been swept up in the World
Cup, including sending Tweets and Vine messages
supporting the U.S. soccer team.
MAIN MENU EXECUTIVE
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WHO IS GOINGTO
FOLLOW THE WORLD CUP
CONTACTS
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

27. TOP PLAYERS
BY COUNTRY NORTH AMERICA
CLICK ON INFO SIGNS
for more about the athletes
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Clint Dempsey
Tim Howard
Jozy Altidore
USA
USA
USA
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

28. MAIN MENU EXECUTIVE
SUMMARY
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SPONSORS
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FOLLOW THE WORLD CUP
CONTACTS
2014 WORLD CUP SPONSORS - NA
CLICK ON BRANDS FOR MORE INFORMATION
ABOUT THE PROGRESSION OF THE SPONSORS’
BRAND ACTIVATION SPECIFIC TO EMEA.

29. UNOFFICIAL SPONSORS
MAIN MENU EXECUTIVE
SUMMARY
THE WORLD CUP –
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SPONSORS
GENERAL
INTEREST
ONLINE &
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OVERVIEWS
WHO IS GOINGTO
FOLLOW THE WORLD CUP
CONTACTS
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
OTHER WORLD CUP
ACTIVATIONS NA

30. TOP TOPICS
WHAT IS HAPPENING ONLINE NORTH AMERICA
TOP SHARED
VIDEO
MAIN MENU EXECUTIVE
SUMMARY
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1 US MOVING ON TO KNOCKOUT ROUND: 54,892FACEBOOK AND TWITTERENGAGEMENTS
2 CLINT DEMPSEY
3 LEAPING LEGENDTIM HOWARD HAS GAINED A 144X SPIKE IN GOOGLE SEARCH DURINGTHE ROUND OF 16
US fan celebrates at a
viewing party in Los
Angeles, California.
US fans react to the
Belgium v USA match at
Jack Dempsey’s pub in
New York.
194,484 FACEBOOK &
TWITTER ENGAGEMENTS
COMBINED
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
Fans react as they watch
a live simulcast at the
Civic Center plaza, San
Francisco.
563,524YOUTUBE
VIEWS, 101,592
SHARES
Source:
EMIRATES
24/7Sports

31. REGIONAL OVERVIEWS
CLICK ON EACH REGION TO SEE MORE INFORMATION
MAIN MENU EXECUTIVE
SUMMARY
THE WORLD CUP –
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SPONSORS
GENERAL
INTEREST
ONLINE &
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REGIONAL
OVERVIEWS
BRANDSAND
THE WORLD CUP
CONTACTS

32. APAC
REGIONAL OVERVIEW
WINNING
AVERAGE
DURING THE
GROUP STAGE
0%
REGIONAL
POPULATION
(Millions)
4,200
MAIN MENU EXECUTIVE
SUMMARY
THE WORLD CUP –
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SPONSORS
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WHO IS GOINGTO
FOLLOW THE WORLD CUP
CONTACTS
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
WHAT’S
HAPPENING?
South Korean newscaster Jang Ye Won became the
latest World Cup sensation after a news clip of her
covering the Spain v Chile match went viral.
According to a study done by the Adobe Digital Index,
the Asia Pacific region is producing 48% of the social
buzz around the World Cup. Japan is leading the way
with 37% of World Cup mentions.
Weibo has introduced real-time branding during the 2014
FIFA World Cup. Brands are responsible for their own
social media scores where Chinese netizens need only
enjoy or disapprove of the brands’ reactions to daily
matches.
As one of the world’s most expensive places to watch the
World Cup at home, this year’s event has brought out the
community spirit in Singapore. Thousands of Singaporeans
are gathering in venues that broadcast the matches free,
staying until the early hours of the morning.
Japanese fans were named the most courteous as
reports surface that the Japanese are the only ones to
clean up after themselves at the end of matches, even
despite losing. Their actions have earned the respect of
many worldwide.

33. TOP PLAYERS
BY COUNTRY APAC
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Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
JAPAN
AUSTRALIA
KOREA REPUBLIC
SON
HEUNGMIN
SHINJI
KAGAWA
TIM
CAHILL

34. 2014 WORLD CUP SPONSORS - APAC
CLICK ON BRANDS FOR MORE INFORMATION
ABOUT THE PROGRESSION OF THE SPONSORS’
BRAND ACTIVATION SPECIFIC TO EMEA.
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SPONSORS
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CONTACTS

35. OTHER WORLD CUP
ACTIVATIONS APAC
MAIN MENU EXECUTIVE
SUMMARY
THE WORLD CUP –
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SPONSORS
GENERAL
INTEREST
ONLINE &
SOCIALMEDIA
REGIONAL
OVERVIEWS
WHO IS GOINGTO
FOLLOW THE WORLD CUP
CONTACTS
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
UNOFFICIAL SPONSORS

36. TOP TOPICS
WHAT IS HAPPENING ONLINE APAC
MAIN MENU EXECUTIVE
SUMMARY
THE WORLD CUP –
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SPONSORS
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1 TIM CAHILL’S STUNNINGGOAL AGAINST THE NETHERLANDS
2 JAPANESE FANS PICKING UP THEIR OWNTRASH AFTER THE TEAM LOST THE GAME
3 ASIA OUT OF THE WORLD CUP
Fans gathered at giant
television screening in
Seoul, Korea Republic.
Japanese fans gathered
at Tokyo’s Shibuya
shopping district.
Source:
EMIRATES
24/7Sports
Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.
The Philippines and
India together represent
8.8% of all McDonald’s
Facebook page followers
To see some of the loudest
Japanese fan conversations go
to Sony’s One Stadium Live
7,616,766 views,
249,746 shares

37. REGIONAL OVERVIEWS
CLICK ON EACH REGION TO SEE MORE INFORMATION
MAIN MENU EXECUTIVE
SUMMARY
THE WORLD CUP –
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SPONSORS
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ONLINE &
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REGIONAL
OVERVIEWS
BRANDSAND
THE WORLD CUP
CONTACTS

38. CONTACTS
JED MEYER
JED.MEYER@ANNALECT.COM
JOSHUA MESSINGER
JOSHUA.MESSINGER@ANNALECT.COM
KEBRINA ROBINSON
KEBRINA.ROBINSON@ANNALECT.COM
KARINA BESPROSVAN
KARINA.BESPROSVAN@OMNICOMMEDIAGROUP.COM
VIRGINIA ALVAREZ
VIRGINIA.ALVAREZ@OMNICOMMEDIAGROUP.COM
VERA SIMPLICIO
VERA.SIMPLICIO@OMNICOMMEDIAGROUP.COM
CHELSEA HORNCASTLE
CHELSEA.HORNCASTLE@OMNICOMMEDIAGROUP.COM
LILIYA GRECHINA
LILIYA.GRECHINA@OMNICOMMEDIAGROUP.COM
GUY HEARN
GUY.HEARN@OMNICOMMEDIAGROUP.COM
GENEVIEVE CHEN
GENEVIEVE.CHEN@OMNICOMMEDIAGROUP.COM
YONG SHEL VEI
SHELVEI..YONG@OMNICOMMEDIAGROUP.COM
TYSON HENLY
TYSON.HENLY@FUSEINT.COM
EXECUTIVE
SUMMARY
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MAIN MENU
JOSH FARBER
JOSH.FARBER@OPTIMUMSPORTS.COM

39. IMPACT REPORT
July 8, 2014 | Mid-Newsletter