National Teams on social are already starting to share that World Cup feeling

We are just three weeks away from World Cup 2018 and those national teams taking part are already demonstrating all their creativity in terms of social content ahead of the event.

What we’re seeing is a forecast of what will come in the next weeks and which gives all fans that World Cup feeling. What are already the best pieces posted on social media by participants generating a high level of engagement?

The most epic one certainly comes from England with a unique squad announcement video featuring young fans introducing players one by one. The video, which reached more than 3 million views on Twitter, creates a strong relationship between England team and the new fans generation. England produced a high quality video showing thinking about important things like the alerting the viewer to activate sound at the beginning or the thread following the video to add official statements and nice visuals in several tweets.

In the squad announcement game, Spain is a strong challenger with the mock up of a WhatsApp group conversation with Julen Lopetegui as administrator. The coach adds players one by one in the group in order to create his final squad. An original content which looks like a reminiscent of the BBC’s pundit lineup announcement.

“This is the Whatsapp group that Julen Lopetegui has created with for Russia 2018! You’re going to love it!”

There has been a lot of buzz for antoher video on social media and it’s the one from Peru.

36 years after their last participation in a World Cup, Peru created a video sent directly in local languages to their first opponents in Russia (France, Australia and Denmark). In this video, Peru tells its own story of the last years with football as a founder element of country’s strenght and Peruvians’ motivation: “Dear Australia, we are back. See you on the field!.” This video illustrates with emotion the pride of all one country.

French version sent to the French team.

By definition, a World Cup is the time when the content is exposed to social users worldwide. It can be difficult to be understood by everyone with a grand variety of languages spoken. Germany got how to deal with that. The world champions use massively and only emojis in some of their tweets to communicate about their squad activities. A strategy which allows any football fan to understand what happens in the German team.

A World Cup is also the time to think about marketing, and the French team knows it. With millions of jerseys to be sold in the next days, social media is definitely the right place to show off products, still thanks to the squad.

France released players’ numbers for the competition via a nice visual promoting, of course, the new jerseys. A key content to share with fans who pay close attention to this kind of information, notably when they scheduled to buy the shirt of their national team.

“OFFICIAL! Here are the numbers that Blues will wear in Russia! Available here:”

With international friendlies to start this weekend, more original and attractive content should continue to be procuded by teams before June 14th, the date where football will be THE trending topic on social media for a month.

Meanwhile, you can check out this interesting thread by Twitter Sports which introduces World Cup actors who generate the most engagement for the last months since the draw:

About author

Adrien Danjou
Adrien Danjou 140 posts

Adrien is a Digital Marketing Manager in France and a Digital Sport lover. Follow him on Twitter: @Adrien_DH

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