World Cup marketing trends: Brands react to Germany thrashing Brazil


Germany’s spectacular 7-1 semi final victory over Brazil last night broke many records, including some on social media- with many brands joining the conversation.

This YouTube ad for a German Radio station summed up the night:

The game attracted a staggering 35.6 million Tweets on the night, becoming the 'most-discussed' single game ever on Twitter as brands flocked to the social network with their own take on the shock defeat for the host nation.

The World Cup has become the latest showcase event for Twitter's second-screen ambitions, complete with a promoted section within the company's mobile apps when matches are playing.

The staggering real-time stats are a signs of Twitter’s growth, and its establishment as the go-to destination for live events, giving Facebook something to worry about. By comparison, Usain Bolt's gold-medal 200m sprint at London 2012 peaked at 80,000 tweets per minute, while Barack Obama's Democratic National Convention acceptance speech peaked at 52,756 tweets per minute.

Beyoncé's Super Bowl half-time show in 2013 peaked at 268,000 tweets per minute, while Miley Cyrus' infamous MTV VMAs performance peaked at 360,000 tweets per minute.

The data was made available by Twitter on its verified handle @TwitterData, which published charts highlighting key trends from the night, shown below:




Another record was set on Twitter with TPM (Tweets Per Minute). According Twitter, after the 29th minute goal by Germany's Sami Khedira the TPM went up to 580,166 which is a new mark.

Germany’s Tony Kroos peaked on Twitter when he scored the second goal of the match, earning 508,601 TPM, while his first goal earner him 497,425 TPM.

Kroos also emerged as the second most tweeted German player of the night, defeated by fellow teammate and striker Miroslav Klose who broke records of his own to create World Cup history by netting his 16th finals goal in the 7-1 semi-final victory over Brazil.

The Germany-Brazil match also beat the Brazil-Chile match record of 389,000 TPM and Superbowl 48 at 382,000 TPM.

Watch this heat map from Twitter tracking how the game played out on the social network:

Social media erupted in viral videos and memes as the Brazilians took one hit after another with the most popular emerging as a photo shopped imagery of Rio de Janeiro’s iconic Christ the Redeemer statue in the midst of it all.

How brands reacted



Red Bull



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