FIFA has been doing a lot of work in order to market the Women’s World Cup. They have had great success in past years, and neutrally they wanted to build upon that success. Almost every platform has been occupied, including Facebook, Twitter, FIFA.com, their Instagram, you name it. For this year’s World Cup, they brought back Global Stadium. “FIFA.com editors will be at each of the six venues across Canada for all 52 matches, reporting in five languages. Fans will be asked to select their tournament ‘Dream Team’, and have an exclusive chance to win a genuine match ball from a number of games.” This creates incentives for fans to choose their favorite players for each match throughout the tournament.
They at also have a very strong Twitter campaign including hashtags like #liveyourgoals and #FIFAWWC which have been trending world wide over the last few weeks. They had so much success on social media in previous years that they knew this would be a success going forward.
“FIFA’s digital engagement last year highlighted the way in which the viewing experience around major sporting events, via the ‘second screen’, has changed forever,” Walter De Gregorio, FIFA’s Director of Communications & Public Affairs, said. “The 2011 FIFA Women’s World Cup Final set a then world record for the number of tweets per second. We want fans to join the global conversation again this summer, but we’ll be using the competition and our digital platforms to drive higher grassroots participation too.”
This goes to show that the second screen experience isn’t going anywhere and more incentives are to come. They want to praise users for following them on many different media outlets.