Speak to a Brazilian right now, and most will tell you there’s little else going on in their country other than the FIFA World Cup currently. “At the moment we (I mean the whole country, literally) are 100% focused on [the football] – so no other news,” one friend from an agency in Rio working with Coca-Cola told us.
On social that might particularly seem the case – during the Brazil x Chile match, 390,000 tweets were posted per minute, the highest number ever recorded during a sporting event on the platform.
The main brand players (in terms of share of voice) are inevitably the likes of adidas, Coca-Cola, Nike et al. But a handful of those from the luxury space have embarked on the odd World Cup initiative too in a bid to garner both local and global association with the event. Here’s a little round up of how…
Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.