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TheStreet Open House

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

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