Real-Time Marketing Tips for Travel Brands During Brazil's World Cup
Skift Take
Although the World Cup's partners and sponsors have larger audiences than travel brands, there is still a huge opportunity to take advantage of, during this major second screen event. Much of the success will be about being in the right moment.
Besides football teams, sponsors, and stadium personnel; airlines, airports and destinations are gearing up for the opening game of the 2014 World Cup this Thursday in São Paolo, Brazil.
Twelve cities -- Belo Horizonte, Brasília, Cuiabá, Curitiba, Fortaleza, Manaus, Natal, Porto Alegre, Recife, Rio de Janeiro, Salvador, and São Paolo -- are prepared (or still preparing) to host the world's best football players and cater to their fans. Brazil is poised to attract more tourism dollars, and travel brands have the opportunity to take advantage of this event on social media before, during, and after each match and the tournament -- whether they're in Brazil or not.
In a study published by Catalyst titled, "Sports Fans: Digital Media Habits," brands are 50% more active on Twitter than Facebook on game day, while Facebook and Instagram are the preferred audience platforms to share content before and after the game.
Twitter rules this space because much of social TV interactions is real-time and its platform is inherently more interactive and more public. Since the World Cup is more of a global event, it is important to keep in mind that most Brazil and England football fans are
