FIFA World Cup: Social Media Marketing and Promotion Analysis

This report examines the influence of social media on the promotion and marketing of the FIFA World Cup, comparing the strategies employed in the 2014 and 2018 tournaments. The introduction provides a definition of critical thinking and outlines the report's focus on the impact of social media in marketing global events, specifically the FIFA World Cup. The report delves into the various social media techniques used to promote the 2018 World Cup, including contests, FIFA World Cup applications, rewarding programs, and the use of platforms like Facebook, YouTube, and WhatsApp. It analyzes how these methods contributed to increased awareness and engagement. The report also discusses the role of social media in the 2014 World Cup, highlighting the differences in marketing approaches, with a focus on traditional media tools and the limited use of social media compared to 2018. The comparison reveals the evolution of promotional strategies, emphasizing the shift towards more interactive and engaging social media campaigns, and their impact on event popularity and revenue generation. The report also analyzes the positive and negative impacts of the event.

Introduction to Critical
Thinking

Table of Contents
INTRODUCTION ..........................................................................................................................3
Role of social media to promote Fifa world cup, 2018..........................................................3
Role of social media in Fifa world cup, 2014........................................................................7
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................11

INTRODUCTION
Introduction to critical thinking is objective evaluation of various facts to form a
judgement (Barrow, 2015). Subject is very complicated and various definitions exist which
include the rational, unbiased evaluation etc. It is also self-directed, disciplined, monitored and
corrective thinking etc. It also includes the effective communication, problem solving skills and
commitment to overcome egocentric issues. Assignment describes about various to portray the
influence of social media in promotion and marketing in which one is requisite to select. Report
will discuss the influence of social media in the marketing and promotion of global events in
relation to the traditional media. Selected case study for the file is FIFA WORLD CUP and
social media role in its popularity. It also discusses about comparison of current Fifa with the
previous world cup.
Fifa works cup, 2018 is a great event in which big celebrities come and various
promotional methods are organized to promote the event. Many brand also use unique techniques
and methods so that any form can promote their products and services through this brand. This is
a programme which operates at big scale and thus company can earn huge revenues.
Role of social media to promote Fifa world cup, 2018
According to Eid and El-Gohary(2013), Social media involves different techniques and
tools related to internet to promote various events. Attractive web pages were created in which
all details of football matches were displayed. Hence, this helps in increasing the awareness
level of all people and fans also watch the matches on you tube and FIFA World Cup
applications (Choi, Lindquist and Song, 2014). Company also solve the issues and problems of
individual and also receive many suggestions from all people.
Social media techniques used by organizers in promoting Fifa World cup, 2018 were
described below (FIFA World Cup 2018, Facebook, Who Rules Social Media, 2018):
 Run a social media contest: Running a social media contest had attracted many people in
less time (Dwyer, Hogan and Stewart, 2014). If organizers want that individuals come
and watch every football match, then they had organized a contest in which prizes are
given to that person who correctly guesses the winner of contest. Hence it had attracted
many people and organizers had promoted the event on large scale.
 Organizers also organizes a FIFA WORLD CUP competition in which people had to
send attractive images to them. Then agencies watch these pictures and gave prizes to

those persons whom they think that the individual had created an attractive and good
picture. This is also an effective and efficient to promote the event.
 Agencies had also selected people who gave effective ideas related to soccer world cup
and hashtags were created (Halpern, 2014). This is also an efficiency technique in
promoting the event. Prizes were given to that person whom organize thought that idea is
creative and unique. This results in capturing of many people in event.
 Organizers had told persons to submit their videos which shows the individual were
playing the football and heard their speech regarding FIFA WORLD CUP. Agencies
gave free tickets for 3-4 matches to individuals who were selected by agencies. If
organizers found that person is a big fan and the video is attractive, then they provide free
guts and tickets for FIFA WORLD CUP to all people.
 Organizer also play a quiz in which different questions were asked related to FIFA
WORLD CUP with various people. Hence agency gave gifts and free tickets to individual
who won the quiz competition. This is also an effective strategy and method in which
event were promoted.
 Fifa world cup information on web pages: Organizers had displayed whole information
and data regarding the football matches, match results, relevant hashtags. They had
created an attractive application of FIFA WORLD CUP in which other details such as
booking tickets and agencies also solve their issue and problems. Organizers can also
receive suggestions and create a box in which people had gave their advices. This help
them in changing their strategies and policies.
 Rewarding programme: Agencies had gave unique and distinct gifts to all people.
Organizers had gave rewards to person who purchase the product from the event or has
written an attractive statement or promotional messages. Discounts were given to that
people or exiting gifts also be provided to persons.
In 2018 Fifa world cup had gain much popularity as compared to 2014. Organizers used
many social tools to promote the event. Thus many people had come to watch the event.
World cup had increased the country GDP approximately to $30.8 billion. Survey shows
that $11 billion had spend on tournament. Around 220000 occupations were created through this
world cup. Along with positive effects there are negative effects of Fifa world cup also. Lot of

money was invested in the event and hence this money cannot be invested in other projects and
important activities.
As per the views of Tsiotsou and Goldsmith (2012), in 2014 many advertisements were
shown and approximately $64 million were spend on advertisements related to promotion. It
accounts for 2.1% of all Russian advertising expenditure. Many sponsors had organized this
event such as Wanda group, Coca-Cola, Adidas, Visa and Hyundai etc.
 Twitter is also an account where all social events were promoted. Hashtags were
displayed along with promotional messages in Twitter. At same time, timings were
important for promoting event (Han, 2015). Mostly people use this account during the
matches and some use this after matches. Advertisements were shown before the event so
that all people observe it. Agencies considers the three matters before promoting event:
Planned: Opening ceremony must be done in unique and distinct manner. It is crucial
that organizer set the fixtures in proper place and all other programmes in sequence (McLaren,
2015). This help the organizers to earn revenues and they had maintained positive image in front
of society.
Anticipated: Agencies had anticipated the risk which is included in promoting the event.
Through this organizer had easily promoted the event in effective manner.
Reactive: During the FIFA WORLD CUP, 2018 create separate templates so that
organizers receive the feedback from all people. It is crucial so that agencies had improved the
methods and process and had promoted the event in effective manner.
 Organizing of online and offline games of soccer: Organizers had organized the online
and offline games of soccer. This help the organizers and they had promoted event in
effective manner. Many people were interested in playing the online and offline game of
football. In between this many advertisements were shown in Internet related to Fifa
World Cup. This helps in capturing of many people.
 Free football photos and pictures were gave to all people so that they came to Fifa World
Cup. This is also an effective strategy which helps in capturing attention of many people.
When individual had watch images it directly develops the interest among individuals to
saw the Fifa world cup. Hence company had reached to many people and had maintained
positive image in front of all persons in society.

 Whatsapp group was created in which fans were connected and highlights related to
football matches were told to people (Schick and Vaughn, 2014). Through this also many
people had attracted towards event.
Initially in 2014 many social tools were not Used. According to my views in 2018 many
social media tools were used by company. Viewers were interested and think in distinct and
unique manner regarding the Fifa world cup. As compared to 2014, in 2018 many people were
attracted and hence it had maintained positive image in minds of all viewers.
Source: Social media techniques, 2018
It is interpreted from above image that many social media techniques were used by the
organizers. It include Facebook, YouTube Whatsapp, Instagram, We Chat, Google+ etc.
Through the assistance of this support, this has been evaluated that the viewers number were
increased and the number of people who were interested in the updated was also conscious cause
of the regular updates on social media. Hence, use of social media made the game more popular
relatively.
Illustration 1: Social media techniques

Role of social media in Fifa world cup, 2014
According to Salehi and et. al., (2012), there was a major difference between role of
social media in promoting the world cup of 2018 and of 2014. Hence social media was not an
important tool in 2014 as compared to 2018. Hence as a result. Role of social techniques to
promote World cup in 2014 were described below:
Illustration 2: impact of social media tools, 2018
(Source 2: Impact of social media tools, 2018)
It is interpreted from above image that 45% of viewers were attracted through Facebook,
18% from email messages, 20% from social media tools, 25% from Twitter, 28% from
Whatsapp and 27% from SMS messages. Hence, here are discussed some of the most popular
and used social media tools:

Facebook: Firm had used Facebook to promote various events and hence agencies can
show different matches in the Facebook pages. This is done so that many people were captured
and agency had used effective techniques to promote various products (Spolsky and Sung, 2015).
Origami Logic: It is a method in which agency had used manual and automatic tagging
of social messages in creating and designing effective content. Less time was wasted is setting
the things and more time was spend on detailed evaluation of all matters.
In the views of Jeong and Jang (2011), promotion was done through Facebook, Twitter
and other applications. Various people were using these applications and they had watched the
advertisements and hence agency had capture many people. Whereas in FIFIA World Cup, 2014,
most promotion and marketing was done through traditional media tools and techniques which
became popular at the time but wasn't able to grab the attention of people as much as FIFA
World Cup, 2018. In this year no competitors were organised and promotion have done through
applications only. This was a huge difference between the FIFA WORLD CUP in 2014 and
2018.
Many pictures and images were used to promote the events and hence they had attracted
many people (Barrow, 2015).
Many differences were there between the FIFA WORLD CUP in 2018 as compared to
2014. They are described below:
FIFA World Cup 2014 FIFA World Cup 2018
In Fifa world cup 2014 mainly Facebook,
Twitter and hashtags were used to promote the
products.
In Fifa world cup Facebook and twitter had
used. But different competition and rewards
programmes were also used to promote the
event.
It had promoted the event through each pages
and internet applications so that agency had
reached to many people.
It had promoted the event through organizing
of social media contests, quiz competition etc.
This was an effective technique of promoting
the event.
Origami was used in which agency uses
automatic tagging and promoted the event.
Origami was not used and various sequential
steps are followed such as planned, anticipated
and reactive which help the agencies in making

change in their methods and process were used.
Whatsapp group was created to capture many
people in limited time. It was an effective
technique.
Whatsapp group was not crated and promotion
was mainly done through internet applications.
Source: social media techniques, 2018
It is interpreted from above graph that there were many followers of twitter, Facebook
and linked and hence organisers had attracted many people through social media techniques. In
my views social media had helped agencies to capture many people. Thus, agencies had
maintained positive image of Fifa World Cup in minds of society.
In 2018, more visitors had came to event as compared to 2014. This was possible only
through the social media tools and techniques. Organizers had used Facebook and had organised
many competitions and rewards were gave to people who had won the contest. Approximately
117.3 million viewers had watched the event. Approximately 47 million viewers were from
India.
Illustration 3: social media techniques

CONCLUSION
It was concluded from above report that critical thinking was important in every
company. Social media plays an important role to promote FIFA World Cup in 2014 and in
2018. Various techniques had changed and there was huge difference between social media
techniques in 2014 and in 2018. Advanced and latest techniques were used such as organising of
quiz competition, reward programmes etc.

REFERENCES
Books and Journals
Barrow, R., 2015. Giving teaching back to teachers: A critical introduction to curriculum theory.
Routledge.
Choi, E., Lindquist, R. and Song, Y., 2014. Effects of problem-based learning vs. traditional
lecture on Korean nursing students' critical thinking, problem-solving, and self-directed
learning. Nurse education today. 34(1). pp.52-56.
Dwyer, C. P., Hogan, M. J. and Stewart, I., 2014. An integrated critical thinking framework for
the 21st century. Thinking Skills and Creativity. 12. pp.43-52.
Eid, R. and El-Gohary, H., 2013. The impact of E-marketing use on small business enterprises'
marketing success. The Service Industries Journal. 33(1). pp.31-50.
Halpern, D. F., 2014. Critical thinking across the curriculum: A brief edition of thought &
knowledge. Routledge.
Han, C., 2015. How to do critical discourse analysis: A multimodal introduction.
Jeong, E. and Jang, S. S., 2011. Restaurant experiences triggering positive electronic word-of-
mouth (eWOM) motivations. International Journal of Hospitality Management. 30(2).
pp.356-366.
McLaren, P., 2015. Life in schools: An introduction to critical pedagogy in the foundations of
education. Routledge.
Salehi, M. and et. al., 2012. Dissimilarity of E-marketing VS traditional marketing. International
journal of academic research in business and social sciences. 2(1). p.510.
Schick Jr, T. and Vaughn, L., 2014. How to think about weird things: Critical thinking for a new
age. McGraw-Hill.
Spolsky, B. and Sung, K., 2015. Introduction. In Secondary School English Education in
Asia(pp. 17-28). Routledge.
Tsiotsou, R. H. and Goldsmith, R. E., 2012. Strategic marketing in tourism services. Emerald
Group Publishing.
Online
FIFA World Cup 2018, Facebook, Who Rules Social Media. 2018 [Online]. Available.
<https://www.news18.com/news/tech/fifa-world-cup-2018-facebook-who-rules-social-
media-1801063.html>