New research from youth insights consultancy Voxburner reveals the lasting impact of brands at the World Cup among UK 16-24 year olds, with Coca Cola leading the way.
According to the research, 56% of young people surveyed said that they associated the soft-drinks brand with the tournament, followed by McDonald’s (42%), Nike (41%), the BBC (40%), ITV (38%) and Adidas (35%).
Activia’s advertising campaign featuring Shakira was named the most memorable World Cup ad by 18% of those surveyed, rising to 19% among female respondents compared to 13% of males.
Nike’s Risk Everything (17%) and The Last Game (15%) were the second and third most memorable adverts, while Beats by Dre’s ‘The Game Before The Game’ was preferred by 15% of females compared to 9% of males.
When asked about platforms they recalled seeing an effective World Cup advert or campaign on, YouTube came out on top with 27%, followed by Facebook (26%), Google (25%) and Twitter (23%).
37% of young people said that the adverts they saw on social media during the World Cup didn’t have any effect on them; however, 33% of respondents said that brands which advertise on social media are ‘slightly annoying’, compared to 20% who said they enjoyed the adverts.
“More than ever before this year’s World Cup forced brands to think beyond a single platform and instead take a cross-channel approach to engaging fans throughout the tournament,” said Jason Klein, co-founder and co-CEO of data and analytics company ListenFirst.
“And while it was hard to stand out in a slew of hashtags, promoted posts and custom-built microsites, there were hallmark campaigns on each channel that really rose above the noise.”
