This Day On The Street
Continue to site
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

How the World Cup Has Helped Twitter

Marketing Opportunities?

Twitter's training with marketers showed as soon as the second day of the tournament, when Dutch striker Robin van Persie knocked in a stunning header against reigning champs Spain 17-yards away from goal. Volkswagen used the tweet to promote its newest VW Golf GTI model, and within minutes of van Persie's header - catching a swell of engagement on Twitter.

Other Dutch footballing moments this World Cup have proven less of a branding opportunity. Airline KLM quickly deleted a tweet to Mexican footballers and fans that stated "adios amigos" after the Arjen Robben knocked El Tri out of the tournament on a controversial dive in stoppage time.

Perhaps, the surprise emergence of the United States as a major player in the tournament has also presented opportunities for Twitter and its marketers. By all accounts, this is the most watched World Cup in the U.S., with bars stuffed to the brim and viewing parties in New York, Chicago, Kansas City and Washington that appear on par with similar events in Madrid, London, Paris and Berlin.

Addidas, for instance, has used the early injury and quick recovery of U.S. striker Jozy Altidore to try and promote its brand to U.S. fans.

We'll have to wait and see how the World Cup actually impacts Twitter's fiscal second and third quarter earnings.

As TheStreet argued in its June 12 analysis, it may be more important for Twitter to have a more clear explanation to marketers and investors why its social networking platform is unique and effective when compared against the likes of Facebook (FB - Get Report) and LinkedIn (LNKD).

Strong engagement figures, recovering user growth and examples of how marketers used the World Cup effectively on ad campaigns could change perceptions of Twitter going into the second half of the year.

If Twitter can deliver strong financials and clear narrative in coming quarters, it could be the publicly traded company that wins the World Cup, no matter who actually takes the trophy.

-- Written by Antoine Gara in New York

2 of 2

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
SYM TRADE IT LAST %CHG
FB $80.48 0.00%
TWTR $36.68 0.00%
AAPL $131.39 0.00%
GOOG $542.51 0.00%
TSLA $245.62 0.00%

Markets

DOW 18,285.74 +0.34 0.00%
S&P 500 2,130.82 +4.97 0.23%
NASDAQ 5,090.7940 +19.0510 0.38%

Partners Compare Online Brokers

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs