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The World Cup is the biggest Social TV event of the year.

Here’s our guide to the major Social TV initiatives and how the Social TV market is shaping up for the tournament.

If you have a World Cup Social TV project, send a link and brief description to editor@futurescape.tv


Social media and mobile messaging


FIFA – Global Stadium digital hub

Facebook – Trending World Cup

  • Trending World Cup page aggregates the #worldcup hashtag on Facebook
  • Facebook Ref account gives exclusive content and match updates
  • Facebook offers brands targeting of World Cup soccer fans as an audience segment
  • Mobile app can recognise which match a user is watching on TV and help them make status updates easilyFacebook Ref for the World Cup


(Facebook Ref on Germany-Brazil.)

Twitter – #WorldCup

  • Amplify platform enables broadcasters to show highlights via Twitter, with sponsorship
  • TV Conversation Targeting enables advertisers to reach World Cup viewers on Twitter
  • Official hashtags are #WorldCup and #Brazil2014
  • Country codes create “hashflags”: #ESP puts Spanish flag in a tweet
  • How to follow the World Cup on Twitter – official guide and more hints and tips
  • Choose your team
  • Promotional video – #WorldCup on Twitter: Love every second.




  • Xbox One Brazil Now app shows real-time World Cup stats and Twitter feed on TV screen



  • Second screen app for Social TV engagement, rewards and contests – running a predict the winners game


  • Tencent’s messaging app has 120 journalists, editors and photographers in Brazil to produce World Cup content


  • Facebook’s mobile messaging provider is partnering with media giant Mediaset on a Social TV service for Spain’s football fans




BBC – World Cup on BBC Sport

  • Official updates via #BBCWorldCup: Facebook and Twitter
  • Inviting viewers to contribute photos of where they watch, via social media with the hashtag #myworldcupseat

ITV – World Cup microsite

ARD – World Cup Social TV microsite

  • Gives viewers a Social TV service for every match


  • Twitter Amplify partner

ESPN – World Cup

  • Twitter Amplify partner

Univision – Copa Mundial


World Cup sponsors


Adidas – media room for social content

  • Media room will track what content fans are sharing on social and create platform-specific content for YouTube, Facebook and Twitter
  • The Dugout is a series of exclusive and interactive shows, broadcast live from Rio on YouTube, featuring star names including Brazilian trio Kaka, Cafu and Lucas Moura.

Budweiser – Rise as One

  • Budweiser’s Rise as One site integrates Facebook
  • Its Budlocator app helps users to locate the nearest TV screens

Hyundai – #becausefutbol, Tumblr microsite

  • Huge billboard in Times Square, New York shows 120 original artworks by six Tumblr artists
  • Where to watch feature on the microsite lets fans in 12 US cities find nearby places to tune in for matches

Sony – One Stadium Live

  • Sony has its own Social TV service for the tournament, with 32 editors curating content from Twitter, Facebook and Google+, in multiple languages


  • World Cup 2014 to Break Social Media Record – Variety
  • Twitter’s five tips to get brands World Cup ready – MediaWeek
  • Social media is set to be the advertising winner at the Brazil World Cup – Guardian
  • World Cup Advertisers Trade Commercials for Hashtags – Mashable
  • Media buyers’ guide to the World Cup – medialife


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