Here are a few snapshot slides for the upcoming World Cup -- Enjoy

1. IMPACT REPORTJune 11th, 2014 | Pre-Newsletter

2. WELCOME!
Technologicaldevelopments have enabled sporting
fans to interact with the games, footballers and
brands in new ways. Throughout the Sochi Winter
Olympics, we saw that the sporting event became
more digital, social and mobile.
The 2014 FIFA World Cup, the world’s biggest
sporting event, is set to become the most
mobile and social event ever!
GLOBALLY, 74% OF RESPONDENTSACROSS 17 MARKETS ARE HIGHLY INTERESTEDIN THE
2014 WORLD CUP.
The FIFA World Cup has long been the globe’s biggest sporting and commercial event attracting
unrivalled TV audiences, multi-continent interest and investment from a stable of 20 core brands.
Now the event, involving 32 nations competing in 64 matches over a month in Brazil, will become the
first truly mobile and social event reaching new levels of engagement and consumption from fans
across all countries. The intended following of the World Cup is fuelled by the need to experience the
event ‘live’ across many countries and to share the experience with the communities of the brand’s
target consumers.
64% OF RESPONDENTSWILL POST A COMMENTABOUT THE WORLD CUP AND 58% WILL
FOLLOW OR LIKE A BRAND RELATED TO THE WORLD CUP.
This evolution in the way the event will be consumed over the coming month, will require brands to
optimise their messaging and communication by putting value on engaging fans and target
audiences. This value will only be achieved by complimenting the core content football with
additional experiences facilitating entertainment, knowledge or information.
84% OF RESPONDENTSPLAN TO MULTI-SCREENWHILE WATCHINGTHE WORLD CUP ON TV
OR ANOTHER DEVICE.
Second screening and constant connectivity are providing brands with new opportunities to connect
with their target audiences. It is, therefore, more important than ever to understand people’s brand
perceptions as a result of their sponsorship of, or affiliation to, these events, but also the consumer’s
experience of the event – the reasons why they are participating, the devices they are using and the
environments in which they are interacting.
In order to capture people’s perceptions, behaviours and experiences of the World Cup, we are
conducting quantitative and qualitative research, social listening, local market analysis and interviews
with social media experts. For more information about the methodology, please click here.
MAIN MENU
EXECUTIVE SUMMARY
Predictionsaboutthe World Cup
WE HOPE YOU ENJOY THE READ!
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

3. THE WORLD CUP LIVE IN BRAZIL THE 20TH FIFA WORLD CUP
AN EVENT BROADCASTED IN 200 COUNTRIES
MOST WORLDCUP APPEARANCES:
Germany
Germany
Germany
Brazil
WON THE MOST TIMES TOP TEAM…
Bosnia and Herzegovina
STANDING
IN STADIUM
BANNED
AROUND
THE WORLD
IN 267
DAYS
25
REFS
WORLD CUP
DRONES GOAL LINE
TECHNOLOGY
5
4
3
Brazil
Italy
CARBON
NEUTRAL
64 matches:
48 group stage games
15 further knock-out stage games
12 different cities,
more than any other finals on record.
FIFA FAN FEST
V
152,101 2014
70,000 2010
VOLUNTEERS
FIRST
KICK
“PLAY”
JUNE
JULY
Mascot
“Fuleco”
70%
88COUNTRIES
TOURED
THE MOST EXPENSIVE
WORLD CUP EVER
(MORE EXPENSIVE THAN
THE 2 PREVIOUS WORLD
CUPS COMBINED).
$
New comer
…IS BACK!
Expected attendance
3,300,000
BRAZILIANDOMESTIC
FOOTBALLSEASON
The first kick will be
made by a
paraplegic teenager
in a mind-controlled
exoskeleton suit.
Germany has reached the
last four on no less than 12
occasions, winning three
titles along the way.
Prices
CLICK ON HYPERLINKSFOR MORE DETAILS
VOTE
Adidas
Brazuca
Football
design
“All in One Rhythm” is the official slogan of the 2014 World Cup
Official 2014 World Cup song is called ’We Are One’
Overseas
buyers
Local
buyers
Final
Low
Final
High
TICKET
65%Brazil 154,000 +
USA
38,000+
England
18,000+
Germany
40,000+
Australia
33,000+
Colombia
Source: OMG Insights across 81 Markets. Fieldwork: May 15 – May 31, 2014.
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
CONTACTSMAIN MENU
Purchased
TicketPrices
1818
Italy
20 12

4. WHO IS GOING TO FOLLOW THE WORLD CUP?
HOW LIKELY ARE THEY TO TALK ABOUT WORLDCUP
SPONSORSHIPACTIVITY?…
KEY MOTIVATIONS FORFOLLOWINGTHE WORLDCUP HOW HIGHLY INTERESTEDARE THEY IN
UPCOMINGSPORTINGEVENTS?...
AGE OF THOSE INTERESTEDIN FOOTBALL
48%
14%
13%
43%
40%
41%
10%
2%
Support my national team
Support another national team
Support a specific athlete
Experience an international event
Keep up to date with a major event
I just love football
Will watch, but not by choice
Other
2016 RIO
OLYMPICS 61%
EURO 2016
FRANCE 44%
2018 WINTER
OLYMPICS 46%
BRAZIL 2014
WORLD CUP 64%
have
spoken
to others
about
recalled
sponsorship
activity
27%
have
talked
very
positively
about
recalled
activity
22%
10%
28%
26%
18%
18% 16-24 years old
25-34 years old
35-44 years old
45-54 years old
55+ years old
WHO THEY WILL BE WATCHINGTHE WORLDCUPWITH…
67%Family 43%A few friends
HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?...
Asia
Pacific
North
America
Latin
America
72% 76%
58%
84%
Europe, Middle
East & Africa
INTEREST IN FOOTBALL
are very interested in football
61%
38%
58%
61%
0%
10%
20%
30%
40%
50%
60%
70%
High
Interest
in
Football
2008
High
Interest
in
Football
2012
High
Interest
in
football
2014
53.5%
46.5%
MALE
FEMALE
WHERE PEOPLE PLAN TO FOLLOW
THE 2014WORLDCUP
(excluding watching)
86%56% will use laptops
Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale.
Responses based on 7+ on a 1-10 scale.
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
CONTACTSMAIN MENU
70%56% will use mobiles
64%35% will use mobiles

5. HOW ARE THEY GOING TO FOLLOW IT?
HOW THEY WILL FOLLOW THE
2014 WORLD CUP…
HOW THEY WILL WATCH
PEOPLE PLAN TO USE THE FOLLOWING DEVICES WHILE WATCHING THE WORLD CUPCREATING, SHARING AND INTERACTING WITH BRANDS ONLINE DURING THE WORLD CUP
96%will watch live
broadcasted
TV
MEN ARE MORE LIKELY TO MULTI-
SCREENWHEN WATCHING THE FIFA
2014WORLDCUP USINGA MOBILE
PHONE OR LAPTOP (BOTH 67%).
72%will use press
53%
Will watch a screening
at a bar/pub/restaurant
77%will use news
websites
72%
63%
53%
33%
21%
will use
sport
websites
will use
official
websites
98% 42% 43%
Will watch
ON THE GO
Will watch at
WORK
Will watch at
HOME
VIDEO ON
DEMAND 47%
LIVE
STREAM
41%
91% 43% 26%
For TV For Desktops For Mobiles
21%
53%
47%
MALE
FEMALE
11%
30%
26%
18%
14%
16-24 24-34 35-44 45-54 55+
69% 46% 57% 34% 29% 26%
64%Will post a comment
75%
are using their
mobiles
51%
are using
their tablets
74%
are using their
laptops
66%
are using their
desktops
27%
e-readers
58%
59%
62%
62%
59%
55%
54%
54%
56%
54%
58%
54%
Will post a photo
Will post a link
Will comment on a post
Will post a video
Will like an athlete (white bar) or brand page (orange bar)
Will use a FIFA World Cup App
AND THEY PLAN TO CARRY OUT THE FOLLOWING ACTIVITIES:
11% 8% 10% 23% 16% 11% 11% 9%
13% 10% 11% 19% 18% 12% 13% 5%
14% 13% 10% 18% 16% 12% 13% 5%
21% 11% 7% 17% 15% 13% 11% 6%
14% 10% 11% 19% 17% 12% 12% 5%
Chat with friends
Play games
Search for products to buy
Read news
Look up information about the World Cup
Share their opinion about the event
Interact with online World Cup content
Other
E-reader
Desktop
Tablet
Mobile
Laptop
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
CONTACTSMAIN MENU
MULTI-SCREENERS (USING
ANOTHER DEVICE WHILE
WATCHING THE WORLD CUP)
ARE GENERALLY 24-44 YEARS
OLD.
Overall
(Colour) Brand interactions
will listen to
radio
Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork 21st – 28th May, 2014 (N = 3515 across 17 countries, approximately 200 for UK, Germany, France, Spain, Russia, Italy, South Africa, Japan,
Korea Republic, China, Indonesia, Thailand, Australia, Mexico, Brazil and Argentina and 300 in USA). Regional samples: EMEA N = 1202 (UK, Germany, France, Spain, Russia, Italy, South Africa), APAC N = 1202 (Australia, Thailand, Indonesia, China
excluded from social media questions, Korea Republic, Japan), NA N = 300 (USA: N = 200 non-Hispanic and N = 100 Hispanic) and LATAM N = 606 (Mexico, Brazil and Argentina).

6. 11%
55%
37%
69%
2014 WORLD CUP SPONSORS
Please note small sample
sizes, under N = 200.
CLICK ON BRANDS FOR MORE INFORMATION
Spontaneous recall
Prompted recall
Change in perception
Fit with the World Cup 9%
39%
44%
74%
30%
69%
47%
85%
10%
26%
39%
64%
3%
20%
37%
68%
2%
11%
32%
55%
9%
46%
35%
55%
37%
71%
43%
71%
4%
25%
38%
66%
3%
16%
40%
59%
1%
14%
43%
55%
0%
4%
28%
50%
0%
4%
39%
62%
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
CONTACTSMAIN MENU
1%
7%
29%
48%
For ‘Change in perception’ and ‘Fit’, responses are based on 7+ on a scale of 1-
10. Change in perception is based on respondent known sponsorship – Please
rate how your perception has changed as a result of their sponsorship of the
2014 World Cup?
Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup. Fieldwork: 21st – 28th May, 2014 (N = 3515 across 17 countries, approximately
200 for UK, Germany, France, Spain, Russia, Italy, South Africa, Japan, Korea Republic, China, Indonesia, Thailand, Australia, Mexico, Brazil and Argentina and 300 in USA). Regional
samples: EMEA N = 1202 (UK, Germany, France, Spain, Russia, Italy, South Africa), APAC N = 1202 (Australia, Thailand, Indonesia, China, Korea Republic, Japan), NA N = 300 (USA: N
= 200 non-Hispanic and N = 100 Hispanic) and LATAM N = 606 (Mexico, Brazil and Argentina).

7. HOW ARE SPONSORS DOING ONLINE?
38,500TOTAL SPONSOR MENTIONS
In addition to a World Cup term or equivalent
OF THE MAIN SPONSORS, ONLY ADIDAS HAS
GAINED A SIGNIFICANT NUMBER OF
MENTIONS, ACHIEVED VIA THE ‘ALL IN OR
NOTHING’ CAMPAIGN AND #ALLIN HASHTAG.
TWITTER
35,108
BLOGS
1,768
FORUMS
1,812
Source: OMG Antenna conducted in partnership with repindex Fieldwork: May 24 –30, 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).
Despite this success, there is a potential
issue that may arise relating to the wages
of Pakistani workers making the Brazuca
(the official ball of the tournament). While
Pakistan is proud to be making the
Brazuca, ‘Fabriqué au Pakistan’ being
one of the most shared news stories,
focusing on the (low) wages of the
factory workers.
Nike (not an official sponsor) is the next
most-mentioned. In Spanish-speaking
USA commentary, Nike actually gets
more mentions than Adidas.
1. ADIDAS
60%(23,094)
2. BUDWEISER
10%
(3,740)
3. COCA-COLA
7%
(2,848)
4. MCDONALD'S
7%
(2,836)
5. SONY
6%
(2,192)
6. VISA
5%
(1,879)
7. HYUNDAI
3%
(976)
8. EMIRATES
1%
(314)
9. KIA MOTORS
1%
(252)
10. OTHERS
1%
(416)
A BREAKDOWN OF THE PASSIONATE MENTIONS
100%
50%
78%
100%
51%
80%
63%
57%
64%
58%
50%
22%
49%
20%
37%
43%
36%
42%Adidas
Budweiser
Coca-Cola
McDonald’s
Sony
Visa
Hyundai
Emirates
Kia Motors
Continental
POSITIVE NEGATIVE
TOP #SPONSOR HASHTAGS VERSUS
TOP TWEETED @SPONSORS
# @
3,276 Adidas 15,314
452 Budweiser 7,928
1,232 Coca-Cola 3,508
64 Visa 3,162
611 McDonald's 1,367
215 Sony 614
76 Hyundai 680
55 Kia Motors 308
0 Continental 296
17 Emirates 132
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
CONTACTSMAIN MENU
Looking at mentions that have positive or negative connotations, excluding
neutral comments

8. WHAT IS HAPPENING ONLINE?
TOP 5 LANGUAGES
TOP HASHTAGS
TOP 5
PLAYERS
TOP COUNTRIES
*with only around 10% of results that can be automatically attributed to a particular country
ENGLISH
1,518,000
SPANISH
1,024,000
FRENCH
215,000
ARABIC
179,000
PORTUGUESE
175,000
USA
15.6%
Brazil
7.0%
#worldcup #brasil2014 #CM2014 #FIFA #Brazil
153,000 125,000 46,000 41,000 35,000
42,000
37,000
34,000
27,000
24,000
Lionel Messi is not the top
mentioned player in any single
language, however he is overall.
Ronaldo’s appeal beyond ‘traditional’ football fans
seems to have helped drive him up the rankings,
as a topless photo of him was widely shared:
“Agora to vendo vantagem dessa copa do mundo
no Brazil” - Now I see an advantage to having the
World Cup in Brazil.
The controversy of the week has to go
to Jurgen Klinsmann for the selection
of the US squad. Not only did this
make Donovan the most talked about
player in English, but also #4 overall –
and he isn’t even going to Brazil.
Source: OMG Antenna conducted in partnership with repindex Fieldwork: May 24 –30, 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).
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
CONTACTSMAIN MENU
ENGLAND
12.1%

9. WHAT IS BEING SHARED ONLINE?
WHAT PEOPLE ARE
TALKING ABOUT IN
THE RUN UP TO THE
WORLD CUP?Around the world, from Argentina to Australia,
from Mexico to the Middle East, squad selections
have been driving commentary and controversy,
with many countries announcing provisional
squads 1 to 2 weeks before the search period,
and final squads immediately before or during the
search period.
Apart from this, a general excitement at the
upcoming tournament, hopes for their team, and
concerns about opponents are the most common
topics of conversation.
Only in Brazil and Germany are the protests
against the tournament frequently discussed.
TOP 5TOPICS
Source: OMG Antenna conducted in partnership with repindex Fieldwork: May 24 –30, 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).
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
CONTACTSMAIN MENU
1 SQUAD SELECTIONS 4 FOOTBALL FEVER
2 MY TEAM 5 THE OPPOSITION
3 HOSTING ISSUES

10. THE TOP 5 MOST-BUZZED ABOUT
MOMENTS FROM THE UEFA
CHAMPION’S LEAGUE ALL-SPANISH
MATCH FINAL BETWEEN REAL
MADRID AND ATLÉTICO MADRID:
1. Ronaldo gets fouled in the box, and converts
the penalty kick to make it 4-1
2. The final whistle blows, crowning Real Madrid
Champions of Europe for the 10th time
3. Marcelo seals the match with a goal to give
Real a 3-1 lead
4. Sergio Ramos ties the game in the 93rd
minute with a header from a Real corner kick
5. Gareth Bale gives Real Madrid a 2-1 lead in
the 110th minute
FACEBOOK AND TWITTER
TALK FOOTBALL
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
CONTACTSMAIN MENU
26 million
people had over
67million
Facebook interactions
related to the match.
1. Mexico
2. Indonesia
3. Brazil
4. Spain
5. United States
6. Colombia
7. Peru
8. England
9. France
10.Turkey
The top 10 countries buzzing
about the match were:
ENGLANDPLAYED THEIR PENULTIMATE FRIENDLY
AGAINSTECUADOR IN MIAMI. DISCUSSIONFOCUSEDON TWO
THINGS- WHO WOULD BE IN ROY HODGSON'SSTARTING11
AHEAD OF THE START OF THE FIRST GAME VS ITALY... AND
WHO IS RUNNINGTHE 'BORING JAMES MILNER' TWITTER
ACCOUNT? FITTINGLY MILNERTHOUGHT IT MIGHT BE THE
MANCHESTERCITY MASSEUR,THEN THOUGHT IT WASN'T.
As the game got going Phil
Jagielka showed how Brazil 2014
is going to be the first social
World Cup with a selfie of
himself, Steven Gerrard and
Daniel Sturridge from the bench.
England versus Ecuador
mentions focused on Alex Oxlade-
Chamberlain - who had been
demonstrating some promising
pace until getting a knee injury
after 63 minutes. Jack Wilshere
tweeted his hope that The Ox will
be fine for Brazil.
UEFA CHAMPIONS LEAGUE
PREPARATION MATCHES

11. IMPACT REPORT
June 10th, 2014 | Pre Newsletter