FIFA World Cup Online, Multiscreen Viewing Popular, Says Survey; Corporations Capitalizing on Soccer Fever
The 2014 FIFA World Cup is set to start in June from Brazil, and viewers in the United States are prepared to use their digital devices for better game viewing.
According to a YuMe survey conducted by Instant.ly, the ability to view soccer games on the Internet is popular. In the "World Cup Audience Survey," 59 percent of respondents stated are likely to be online for the games because of availability on multiple devices and watch more matches.
The study revealed 54 percent intend to watch online video of completed matches. Nearly half, or 46 percent, stated watching the FIFA World Cup on multiple devices is "important" to them.
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According to eMarketer, companies are not waiting for the June launch to capitalize on the multiple-screen viewing experience. Coca-Cola's head of mobile and search, Tom Daly, stated the Atlanta-based company will leverage mobile technology in Brazil and are utilizing retail and digital campaigns.
The Home Depot launched its World Cup-oriented campaign with Coca-Cola and power tool manufacturer Makita. The campaign encourages consumers to take and share photographs of a Home Depot receipt that features a Coca-Cola or a $50 or more Makita product. The campaign's purpose is to use the advantages of digital, mobile and social media. The partnership will result in an opportunity to travel to Brazil and attend the World Cup. The campaign ends on May 12.
According to the official rules of the campaign, the potential sweepstakes winner must posses a valid U.S. passport and a valid Brazilian visa for traveling in the South America's country. An independent adjudicator will randomly select the winner, who will be notified of their victory by email, mail or phone.
Technology involving the World Cup has been treated delicately. As Latin Post reported, FIFA and the host country encouraged fans to buy their game tickets from FIFA's official website only. Websites, such as StubHub, have been selling World Cup tickets until a recent cyber attack on the website. A StubHub spokesperson told The Los Angeles Times that the website encountered a "huge DOS [denial-of-service] attack on the site from Brazil."
While StubHub investigates the cyber attack, the online ticket service is now unavailable in Brazil and will encounter an error message. World Cup tickets sold prior to the cyber attack will remain valid.
StubHub did not provide a projected date for when the website would be operational again. A spokesperson from the Brazilian government reiterated that tickets must be purchased at FIFA's website, and no action has been made against Ebay or StubHub.
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For the latest updates, follow Latin Post's Michael Oleaga on Twitter: @EditorMikeO or contact via email: m.oleaga@latinpost.com.
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