As the US men’s national soccer team took the field against Ghana on Monday, myriad brands and event sponsors leveraged the buzz to engage fans on social media. Here’s how five brands tried to capture the moment.
McDonald’s, a sponsor of the tournament, tweeted to its 2.41 million followers at the beginning of the match, saying, "It's on. #McdOneGoal #USAvGHA." The fast-food giant, which redesigned its french fry packaging for the first time in the brand’s history for the World Cup by collaborating with artists from around the world, tweeted a photo of the container during the game. Along with the photo, the brand said, "Fry believe that we can win! Fry believe that we can win!!"
After the US defeated Ghana, 2-1, the french fry theme came back with McDonald’s tweeting, "HIGH-FRIES ALL AROUND! #USAvGHA #McdOneGoal."
Fellow FIFA World Cup sponsor Budweiser got involved on Facebook and Twitter. The brewer asked fans from its @Budweiser handle, as well as its official World Cup handle @BudweiserFC, to vote for the man of the match on a FIFA.com microsite. It also tweeted a photo of its iconic Clydesdale horses during the match and posted a video of fans’ reactions in a bar in Brooklyn, New York. On Tuesday morning, Budweiser also congratulated the winners of the #ManOfTheMatch contest, including US forward Clint Dempsey.
FIFA partner Kia Motors America has leveraged supermodel Adriana Lima to encourage Americans to tune into the World Cup. On Monday, before the US match started, the brand tweeted a Vine video of Lima juggling a soccer ball.
Pizza Hut was more subtle on Twitter, sending out a simple post of pizza and soccer ball images during the match.
????????????— Pizza Hut (@pizzahut) June 16, 2014
The Yum Brands chain also posted a photo on Facebook before the game of two people eating slices in front of an American-flag-painted building, captioned "Let’s do this."
Delta Air Lines tried to get in on the World Cup action, but the brand was forced to apologize after an art decision prompted backlash from fans on Twitter. The airline’s tweet praising the US team for its victory featured imagery supposedly representing both countries: the Statue of Liberty for the US and a giraffe representing Ghana.
‘The company deleted the tweet after receiving a slew of angry reactions and apologized shortly thereafter.
We're sorry for our choice of photo in our previous tweet. Best of luck to all teams.— Delta (@Delta) June 17, 2014